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NBC Sports Network
NBC Sports Network: Barclays Premier League
RAN IN: United States
CLIENT
NBC Sports Group
Mark Lazarus, Chairman
John Douglas Miller, CMO
Bill Bergofin, SVP, Marketing
AGENCY
Guy Barnett, Founder
Maxus
Karen Kraut, Managing Partner - North America
Ignited
Jessica Chow, Associate Media Director
Civic Entertainment Group
Stuart Ruderfer, CEO
SUMMARY
With no U.S. based home teams, NBCSNs challenge was to bring US viewers to Barclays Premier League soccer (BPL), or football known elsewhere. We incentivized adoption of clubs by encouraging fans to pick a side. We engaged via speak football edu-tainment content. We entertained through a long-form mockumentary comparing BPL to US football, all in all creating a cultural tipping point and over a billion earned impressions. Our British invasion was victorious, minting 19.1 million new viewers, increasing audience reach 2.4x during the 2013-14 BPL Season over prior season on ESPN/ESPN2/Fox Soccer.
