BT Sport for Business: BT Sport Pub Signs 

This case study demonstrates how BT Sport, the television channel, promoted its exclusive access in the UK to show UEFA Champions League football to grow subscriptions from independent pubs.

BT Sport for Business: BT Sport Pub Signs

OgilvyOne UK

Campaign overview

BT secured exclusive rights for UEFA Champions League football for three seasons from 2015/16.

While this is a compelling hook for pubs and clubs, there was a significant price increase of £210 per month for the average pub – a major barrier to subscription for a cash-strapped audience.

In addition, BT still had to build credibility among this audience – BT Sport was still a relatively new entrant entering their third season as a sports broadcaster, where Sky had dominated the market for over 20 years.

By encapsulating...

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