Challenge: To launch TNT Sports at the start of its bid to credibly challenge Sky Sports’ broadcast dominance.

Under new ownership, TNT Sports’ immediate goal was to retain the BT Sport viewer base whilst attracting a new generation of customers using a ‘right by the fans’ marketing approach.

Idea: Launch with a bang

We hosted a start of season event that offered a compelling opportunity to deliver sustained media coverage ahead of the season and both raise positive awareness of TNT Sports and support bringing consumers to the platforms. Particularly discovery+ through TNTSports.co.uk.

Implementation

Our approached was three-fold, targeting traditional media, social publishers and influencers, recognising the latter as fans themselves and likely to produce the most authentic content in line with the ‘right by the fans’ tagline.

Tactics included:

• Invited key media, social publishers, influencers, talent, rights holders & key partners to attend the TNT Sports start of season event
• Conducted 65 media interviews with 17 TNT Sports presenters and pundits at the launch event across traditional media, social publishers, and podcasts to promote TNT Sport messaging
• Seeded priority TNT Sports video content to media, generating coverage across online nationals, sports verticals, and marketing trades
• Invited influencers to attend the TNT Sports start of season event to capture content for their social channels, incorporating TNT Sports and discovery+ messaging