Eurosport revamps brand identity

Pan-regional broadcaster Eurosport has unveiled a new brand identity following its takeover by US media and entertainment company Discovery Communications.

The new logo – featuring the classic Eurosport star and a mention of Discovery’s ownership – will be accompanied by the strapline ‘Fuel Your Passion.’ This will be supported by a #sharemypassion social media campaign, which will encourage fans to share stories of the lengths they go to in order to follow their team or sport.

Antonio Ruiz, vice-president marketing and franchise management at Eurosport, said: “Eurosport’s rebrand followed extensive multi-market research to understand the brand’s perception and enable the company to define its values. Eurosport will now have a distinct personality and cutting edge visuals to energise and engage fans.”

Having acquired a controlling interest in Eurosport in June 2014, Discovery in July of this year said it had agreed to acquire the remaining 49-per-cent equity stake from French commercial broadcaster TF1 in a deal worth €491m ($526.2m). The deal was closed last month.

In June, Discovery and Eurosport acquired television and multi-platform rights in a host of European markets for four editions of the Olympic Games, from 2018 to 2024, in a deal worth €1.3bn.