ESPN to promote its standalone streaming service w/ a "Sports Forever" brand campaign

[TMC]

https://www.hollywoodreporter.com/bu...ng-1236233600/

The brand campaign features a clip from ESPN’s first ever broadcast on Sept. 7, 1979, with anchor Lee Leonard introducing viewers to “sports heaven.” In the background, as clips of Leonard are interspersed with current athletes, teams and games, an anthemic version of ESPN’s “dadada, dadada” sound plays in the background. “Sports Forever is a campaign that emphasizes that being a fan is not just a momentary engagement, it’s a lifelong journey, and that ESPN has been on that journey now for over four decades, with many generations of fans connecting them to sport as well,” says ESPN senior VP of marketing Jo Fox. “That was the sort of starting spot, and we wanted to make sure that we’re raising our share of voice and really hitting on ESPN’s legacy and leadership in the sports space, before we then do our product launch later in the fall.”