Mourinho takes centre stage in BT Sport ad

BT Sport is readying a new-look ad campaign for the start of the 2014/15 Barclays Premier League season, in which new brand ambassador Jose Mourinho will take a central role.

Video: BT Sport’s 2014/15 season ad campaign preview


The Chelsea manager has signed a three-year deal with BT Sport, which will see him making programmes, appearing as a pundit and featuring in forthcoming marketing activity.

The partnership kicks off with a starring role BT Sport’s new-look TV campaign, created by AMV BBDO, which will broadcast before the World Cup 3rd place play-off between Brazil and the Netherlands on Saturday 12 July.

The ad takes on a more light-hearted tone than previous campaigns, poking fun at the incident that took place last year when referee Andrew Marriner accidently sent off Arsenal defender Kieran Gibbs instead of the club’s midfielder and BT Sport brand ambassador Alex Oxlade-Chamberlain in a case of identity.

It also sees Liverpool striker Daniel Sturridge teaching a Zumba class his trademark goal celebration. Other brand ambassadors featured include Real Madrid winger Gareth Bale and former Manchester United centre-back Rio Ferdinand.

The TV ad forms part of a broader multiplatform campaign, carrying the strapline “You have to see it to believe it”, that will appear across outdoor, digital, press, radio and social media.

David James, BT Consumer marketing director, says: ”BT Sport’s first season was packed with so many unmissable moments. The adverts we’ve created dramatise those moments and look forward to another season of top class Barclays Premier League action. We want to remind people who missed BT Sport’s first season that you really have to see it to believe it.”

The launch of BT Sport last August has proved to be a resounding sucess for BT. The channels have not only exceeded viewing figure and financial expectations, but provided the added bonus of boosting brand value across BT’s entire consumer product portfolio. 

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