Eurosport places fans and athletes at the heart of new brand identity


GlobalSportsJobs partner Eurosport has revealed their new brand identity under the strapline of ‘Fuel Your Passion’ and supported by their #sharemypassion social media campaign. The move was the latest in a string of major changes for Eurosport during 2015, which included a new ownership structure (Discovery Communications taking full control) and being awarded the rights to broadcast the Summer Olympic Games to most of Europe from 2018.

Recognisable, distinctive and relatable, the new identity will propel Eurosport into the 21st century while acknowledging the proud heritage of innovation and expertise that has been part of Eurosport’s DNA for more than 25 years. The new brand is part of a broader, long-term commitment to deliver memorable experiences and engage fans of all ages with the sports they love anywhere, anytime and on any device.

Peter Hutton, Chief Executive Officer, Eurosport said: “Eurosport has firmly established itself as a household name for live sport and, under the ownership of Discovery, we have super-charged our growth and re-ignited the brand to connect with fans.

“Today’s launch of the new brand identity is another huge leap forward to make Eurosport the preferred destination for sports fans everywhere. Our new fan-centric strapline ‘Fuel Your Passion’ articulates what has been a transformative year for Eurosport.

“We have secured the premier rights for local sports fans in every market, allowing us to share unmissable live experiences from all four tennis grand slams, every major European football league, the biggest motorsports races, every major cycling race and, of course, we will be the home of the Olympic Games in Europe from 2018-2024.

“We have enhanced production to tell great sport’s stories in a more innovative way, resulting in record-breaking ratings for many major events through 2015. Today we are excited to package that in a whole new identity and language, feeding fans’ passion for sport.”


Antonio Ruiz, VP Marketing & Franchise Management, Eurosport added: “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.

Fans and athletes live their passion for sports in extraordinary ways. Eurosport now fuels that passion and celebrates their devotion, ambition, dedication, sacrifice, madness and joy.”

Twitter campaign example:


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