ESPN will use this year’s NBA Finals to tee up its big bet on direct-to-consumer.
The sports giant will debut a new brand campaign with the tagline “Sports Forever” during the series, leaning into its heritage on TV, and setting the stage for its “next era” on whatever device viewers choose.
The spot, which you can watch below, features a clip from ESPN’s first ever broadcast on Sept. 7, 1979, with anchor Lee Leonard introducing viewers to “sports heaven.” In the background, as clips of Leonard are interspersed with current athletes, teams and games, an anthemic version of ESPN’s “dadada, dadada” sound plays in the background.
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“That is literally the first broadcast, the first words ever spoken on ESPN broadcast,” says Sinan Dagli of BSSP, the creative agency behind the campaign. “And we talked about it as almost this prophecy
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