BT Sport "is pitching itself as a broader and more complete alternative to Sky Sports for football fans in a new campaign that advertises its four key competitions -- the Premier League, Champions League, FA Cup and Europa League -- together for the first time," according to Simon Gwynn of CAMPAIGN LIVE. BT Consumer Marketing Dir Dan Ramsay said the brand was "positioning itself as a must-have" by highlighting that it was the only provider to offer matches from all four competitions.
Rival Sky "has the rights to three times as many Premier League matches, but BT Sport is the only channel to offer Champions League and Europa Cup matches, while the FA Cup is shared with the BBC." The campaign, from Abbott Mead Vickers BBDO, "launches on Monday and will run across VOD, radio, outdoor, press and online display." It "was created by Caio Giannella, Diego de Oliveira and Rachel Le Feuvre for AMV BBDO, and directed by Luc Janin for production company Pulse, with media handled by Maxus." The creatives feature the strapline "Four competitions, one venue" and use composite visuals that combine images and video clips from each of the four (CAMPAIGN LIVE, 7/28).
