BT Sport Commercial: Champions League Pub Signs

This case study demonstrates how BT Sport, a British sports channel, raised awareness of BT's exclusive UEFA Champions League television rights amongst independent pub owners while demonstrating the value of BT Sport.

BT Sport Commercial: Champions League Pub Signs

Executive summary

Product Description:

BT Sport, a British sports channel gained exclusive UEFA Champions League television rights for the first time in 2015. This formed part of a wider sports offering to pubs, clubs and venues across the country. These organisations pay a monthly subscription based on their rateable value.

Objective of the Campaign:

The business goals were to:

  • Significantly increase the number of new acquisitions
  • Retain existing customers
  • Increase ARPU (average revenue per unit)
This might appear to be easy given that BT had exclusive rights for the highest profile football tournament....

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