It is featuring ads on poster sites across London, as well as bus sides nationwide with the strapline “It’s great to be here”.
The ads will support the TV and press executions launched on 25 July, created by Wieden & Kennedy Amsterdam.
The agency is currently putting together a new ad campaign for the channel which is due to go to air this month.
While the ads will continue to focus on providing consumers with a call to action, it will be entirely fresh creative.
Media planning and buying is being handled by Carat.
ESPN, the Disney-owned broadcaster, announced that it would launch a TV channel following the acquisition of the rights to televise 46 Barclays Premier League matches this coming season.
It was previously held by Setanta which has since gone into administration.
Meanwhile, ESPN has secured an agreement with Virgin Media to air the channel for free throughout August.
BSkyB will retail ESPN to both its residential and commercial customers. Sky will make ESPN available on a premium subscription basis to all Sky homes.