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NBC Sports Network
NBC Sports Network: Barclays Premier League Soccer

RAN IN: United States

CLIENT
NBC Sports Group

Mark Lazarus - Chairmain, NBC Sports Group
John D. Miller - CMO, NBC Sports Group
Bill Bergofin - SVP, Mktg., NBC Sports Group

AGENCY
Brooklyn Brothers *Lead Agency

Guy Barnett - Founder


Maxus *Lead Agency

Karen Kraut - Partner


Ignited

Lindsey Kollross - SVP, Media


Civic Entertainment Group

Stuart Ruderfer - CEO


SUMMARY

The newly created NBC Sports Network became U.S. media rights holder for Barclays English Premier League soccer in its effort to becoming a larger and more credible network. Born out of a soccer tribedom insight led by social introduction of the sport through peer induction, we re-created and celebrated soccer fandom experiences authentic to core fans that evoked i want in response from un-initiated Americans. We not only exceeded our goal of moving the audience from ESPN/ESPN2 and FOX Soccer but grew 45% new viewers and increased network viewership 91%.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: Interactive,OOH,TV

Audience: Men

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English