BBC starts ad campaign for Sport brand

The BBC is launching its first TV, radio and press campaign for BBC Sport as part of a long-term strategy to build BBC Sport as a brand in its own right.

At a time when the BBC’s live sports coverage has been sidelined by other terrestrial and digital channels, notably BSkyB, the corporation aims to raise awareness of BBC Sport’s strengths and achievements.

Andria Vidler, project marketing director BBC Sport, says: “BBC Sport holds an important position in the UK sporting arena, providing a breadth of sporting coverage and an unrivalled level of sporting analysis which befits our public service mission.”

Circus and the BBC’s in-house creative unit have created the campaign, which airs from February 24 on BBC1, BBC2, BBC Choice, BBC radio, BBC local radio and in the press.

Each execution will feature leading sports personalities from football, athletics, rugby, racing, tennis and golf. Among the first to feature are athletes Iwan Thomas and Denise Lewis and Irish rugby international Keith Woods.