NBC Sports Network: Barclays Premier League

This case study explores a campaign from NBC Sports Network, the US media rights holder for the UK's Premier League, that drew fans to the brand by leveraging a simulation of the soccer fandom experience.

NBC Sports Network: Barclays Premier League

Campaign Summary

This case study for the newly created NBC Sports Network and U.S. media rights holder for Barclays English Premier League soccer sets out to magnitize fans to become a larger and more credible network. Born out of a soccer tribedom insight led by social introduction of the sport through peer induction, the campaign re-creates the celebrated soccer fandom experience authentic to core fans, provoking the un-initiated Americans fans to fiercely want the same. The campaign exceeded goals:

  • Moving the audience from ESPN/ESPN2 and FOX Soccer with:
    • 45% new viewers
    • 91% increased network...

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