The £100 million gamble that paid off #shift2015 Graeme Adams general manager, media BT John Wilson managing partner Maxus Steve Hopkins planner AMV BBDO Case study:

The Creative Challenge

History wasn’t on our side

And a brand without relevant credentials…

CONTENT The assets we’ve acquired CONTEXT The environment we’re creating from which to deliver that content Building Credibility

Credibility in sports broadcasting is gained from people knowing you have good content and that you will present that content in a way that does justice to the importance of it in their lives The Insight

The Creative Territory

1992: Sky acquire rights to broadcast the newly-formed Premier League 1993: First Premier league match between Nottingham Forrest vs. Liverpool broadcast on Sky 1998: Manchester United launched MUTV (first channel dedicated to specific club in UK) 1999: ITV acquire exclusive rights to broadcast Champions League 2002: ITV and Sky share rights for CL coverage 2007: Setanta broadcasts its first live Premier League match 2009: BBC acquire Championship and Carling Cup broadcast rights EUFA Europa League launched and broadcast by Five, ITV and ESPN 2009: ESPN gain Premier League rights 2010: First match broadcast in 3D on Sky 2013: Launch of BT Sport BT Sport entered an evolving and competitive category

Last day of the 12/13 Premier League season 2013 FA Cup Final 2013 Champions League Final 13/14 Community Shield First day of the 13/14 Premier League season Our launch activity focused on key matchdays

Press ‘dominations’ underpinned our launch

We leveraged newsbrands’ editorial influence across platforms

The launch utilised all ATL channels

On going national press activity supported matchday fixtures

BT consumer division revenue