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Discovery’s Eurosport Channels Fans’ Passion with Rebrand

LONDON — Discovery-owned sports broadcaster Eurosport has unveiled a new brand identity, which will run with the strapline “Fuel Your Passion.”

The identity, which will be launched on-air Friday, will be supported by the #sharemypassion social media campaign. This encourages fans to share stories about the lengths they go to in order to demonstrate their love for their favorite sports personality, team or sport.

Eurosport said Thursday the identity is “recognizable, distinctive and relatable,” and 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.”

This has been a game-changing year for Eurosport, with the high-point being the signing a deal that gave them rights in Europe to the Olympic Games from 2018-2024.

Eurosport CEO Peter Hutton 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 soccer 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 and 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 energize 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.”

Eurosport’s three channels, Eurosport 1, Eurosport 2 and Eurosportnews, reach 243 million subscribers across 99 countries in Europe, Asia-Pacific, Africa and the Middle East, it states. Eurosport.com claims to be Europe’s No.1 online sports news website with up to 23 million visitors each month.

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