ESPN+ 'Exists Because You Do' in New Campaign from Preacher

ESPN+ is kicking off a new brand campaign, created in collaboration with Austin based creative agency, Preacher. While the brand has engaged in marketing around its sports and original series programming consistently over the past couple years, this marks its latest broader brand-focused initiative, and comes as ESPN+ is doubling down on delivering high-quality live sports and specialised content. 

The new campaign which centres on the rallying cry (and tagline) 'It Exists Because You Do', celebrates passionate yet often-underserved groups of sports fans, who are being served at new levels and across devices and platforms by ESPN+. The 30-second anthem spot celebrates multidimensional fandom by paying homage to “the Pittsburgh native supporting a different black and gold” (i.e., Borussia Dortmund, of the Bundesliga) and  “the fan, a walk away from Wrigley field, who’s just as drawn to the [UFC] Octagon."

The 30-second spot, along with various 15 and 06-second versions, will begin running this weekend across ESPN’s TV and digital properties and will also be supported by off-channel broadcast and digital.

“At 2.5 years old, ESPN+ is has grown enormously – and so has its relationship with fans. We felt now was the right time to launch this campaign, speaking to its fan-centric nature, and celebrating those fans,” says Russell Wolff, EVP & general manager, ESPN+. “Clarity and truth make messages powerful and ‘ESPN+: It exists because you do’ is grounded in the fact that ESPN+ is directly connected to, and growing because of, fans.”

ESPN+ launched in 2018 and has been steadily growing in both subscribers and its slate of live sports and original programming, establishing itself as the clear leader in sports streaming. Today it includes a programming lineup unmatched in streaming -- dozens of exclusive UFC events, hundreds of MLB and NHL games, college sports (including football, basketball and nearly a dozen other sports from 20 conferences), top domestic and international soccer (Bundesliga, Serie A, FA Cup, MLS, Copa Del Rey, EFL Championship, Carabao Cup, Eredivisie, and more), PGA Tour Golf, Top Rank Boxing, Grand Slam tennis, international and domestic rugby and cricket. Plus, it brings fans exclusive ESPN+ Original series and studio shows (including ESPN+ NFL PrimeTime, Peyton’s Places, The Fantasy Show, Detail, Bettor Days with Mike Greenberg, ESPN FC, Our Time, Dana White’s Contender Series, and many more) and exclusive access to the entire library of ESPN’s award-winning 30 for 30 films.

“Fans are at the centre of everything we do at ESPN,” says Laura Gentile, SVP of Marketing at ESPN. “Our new creative captures that reality while communicating all that is distinctive and unique about ESPN+.  Through the lens of super passionate fans we spotlight the ease in which they can now access and enjoy their favourite sports via streaming.”