ESPN CLASSIC: MAKING LEGENDS CONTEMPORARY WITH NEW LOOK
Click images to download high-resolution versions of ESPN Classic’s new on-air identity graphics, commissioned specially for the channel from a group of international artists.
ESPN today announced that ESPN Classic will be unveiling a refined look and feel to the channel. Featuring a contemporary and innovative approach to on-air graphics, a host of new content and a refined programming strategy, the additions will expand on the wealth of existing content that relives the greatest moments from sporting history.
Ross Hair, Managing Director, ESPN Europe, Middle East & Africa, said: “With nearly a decade of heritage in Europe, ESPN Classic has earned a place in the minds of sports fans and has evolved along the way. The enhanced look and feel of the channel aims to better reflect its identity as a place where fans can find context, and a celebration of the culture, legends and heritage of sport. Coupled with the refined programming approach and the new content, it reinforces ESPN Classic’s position as a part of the growth and vision of our business in the region, and our ongoing strategy to create more continuity between the channels and brands in our portfolio.”
The new contemporary look to ESPN Classic will include:
- New on-air look and feel, including dynamic contemporary art by five global artists;
- New musical score by Hear No Evil and electronic musician, Si Begg;
- New programming, including a new deal for 80 hours of archive sports footage from the BBC;
- Refined programming strategy
New On-Air Look and Feel
New on-air graphics and identity artwork will highlight iconic sporting figures that epitomise the compelling stories and events that characterise the ESPN Classic ethos. Under Steve Miller, Creative Director, ESPN EMEA, the channel a dynamic and contemporary way to illustrate these pivotal stories. ESPN Classic commissioned the work of five artists – Andreas Preis, Jama Noor, Florian Nicolle, Aj Dimarucot, Federico Carra – to capture and portray a group of 20 iconic athletes and some of their key moments. Each artist was asked to create unique portraits of four athletes, telling their stories through dynamic original imagery. These were created to relive the great comebacks, controversies, individuals, endeavours and wins from sporting history that continue to be remembered and discussed. The artists — from the UK, Germany, France and the Philippines — were hand-picked by ESPN Classic and were asked to bring their own vibrant and individual style to the project. The resulting artwork will form cornerstone identity work that will be shown across the channel with the animated imagery serving as the connective tissue between the channel’s schedule.
ESPN commissioned Hear No Evil and electronic musician, Si Begg, a DJ and producer who has performed across the globe, to create a contemporary sound that was both timeless and inspiring. Five original compositions representing the themes as well as the achievements of the sports legends were produced to accompany the new on-air graphics.
Listen to a 60-second edition of one of the original compositions created for ESPN Classic.
New Programming
ESPN Classic has acquired and commissioned a raft of programming across the channel, including a new agreement with the BBC which lets ESPN Classic utilise 80 hours of archive footage from the FA Cup, international football, Formula 1 races, test cricket, international rugby, horse racing and BBC documentaries. Included among these are some archival elements, never before seen on ESPN Classic, such as: World Cup Final 1966 England v West Germany (with the original BBC commentary); The Top 10 Grand Nationals; the Story of Team GB at Beijing Olympics (focusing on the 19 Gold medallists) and more. It also includes Best of the Cricket World Cup 1975, 1979 and 1983, featuring new interviews with the winning team captains.
In addition, ESPN Classic has recently reached an agreement for more than 30 hours of archival UEFA programming to coincide with the build-up to Euro 2012. These and other programming deals join a library of archival rights footage for Barclays Premier League, Aviva Premiership Rugby, World Rally Championship and UFC, all of which are also seen live on sister channel, ESPN. This new programming will continue to complement and bring context to the biggest events in the sporting calendar, including this year’s Rugby World Cup, Wimbledon, The Open, FA Cup, Barclays Premier League as well as the European Football Championships and the Euros and Olympics in 2012.
ESPN Classic will debut a number of new series in the spring, including Legends of the Barclays Premier League – a new series produced by ESPN in association with Bite Yer Legs Productions, focusing on the finest players to have played in the Premier League. The series will not only celebrate the goals, tricks, tackles and saves, but also pay tribute to the personalities and style of one of the world’s greatest leagues. Each of the 10 programmes takes one legend as its subject, and through a mix of archival footage, interviews and graphics, tells their story. UEFA Euros: The Official Story is a series celebrating the tournament’s golden moments and great goals.
Classic Moments programming blocks will consist of a collection of programmes under a thematic umbrella that celebrate iconic moments in sport, and bring added context and documentary elements to archival footage. Among these are the 1992 Cricket World Cup in Australia, Top 10 Olympic Moments, Wimbledon Tennis Championships Top 10 Matches, An Audience with Muhammad Ali, Rugby World Cup Winners 2003: England, FIFA World Cup Classic Matches: England v Germany 1966 and Formula 1 Retro 1976. ESPN Classic also continues with 30 For 30, the sports documentary series featuring thirty films from some of today’s finest storytellers.
Additionally, other content deals were renewed that allow ESPN Classic’s five feeds across Europe to create schedules with special resonance and relevance. For example, renewed deals for FIBA International Basketball will feature particularly strongly on ESPN Classic’s broad European feed; classic Serie A football will continue to be a central property for ESPN Classic’s Italian channel, along with new in-house documentaries about AC Milan and La Via del Ring; and libraries of programming for some genres – such as Olympics, cycling, Formula One, DTM and more – are able to be selectively programmed across the five channel feeds to highlight the most locally relevant content.
Refined Programming Strategy
ESPN Classic also gets a refined programming strategy under the direction of ESPN EMEA Vice President and Channel Manager Jeroen Oerlemans and new Senior Director of Programming, ESPN EMEA, Simon Potter. The channel will focus on storytelling and contextualising sports heritage and knowledge against the contemporary sporting landscape. Through carefully scheduled documentary programming, bespoke introductions and wrap-arounds to classic matches, and timely topical special series or blocks of shows that relate to the biggest events in the sporting calendar, ESPN will look to deliver viewers with sporting knowledge and context while complementing the contemporary sports scene.
Additionally, leveraging the new look and feel, ESPN Classic will create more continuity with ESPN’s growing portfolio of other channels and digital properties, and better cross-promote related destinations and content that viewers may find compelling on those other ESPN media.
