Universal Sports Launches “I Want Universal Sports” Campaign
Universal Sports announced the launch of the “I Want Universal Sports” marketing campaign. The campaign is designed to inform viewers and industry leaders of the Olympic and endurance sports network’s transition from over-the-air multicast distribution to availability as a multi-platform, high-definition service on cable, satellite and telco platforms beginning in January 2012.
The campaign will entail advertising in trade publications as well as consumer-focused television, radio and digital ad buys in key markets around the country. The campaign materials will explain to viewers how they can retain their access to Universal Sports and upgrade their experience through Universal Sports in HD by calling 1-800-55-GET-US and speaking with their TV providers. Universal Sports will also conduct on-site marketing activities at major Olympic and endurance sports events around the country during the fall season.
“Since the Beijing Olympics in 2008, we’ve provided our exclusive global sports programming to viewers in more than 50 markets nationwide,” said David Sternberg, CEO of Universal Sports. “We have demonstrated the extraordinary value of our content and brand, and our new business model will allow us to recognize that value while helping our distribution partners to grow their high-definition video and digital businesses.”
Universal Sports has already announced its first major distribution partnership, having launched on DIRECTV nationwide in July, and is in advanced discussions with other distributors to ensure their customers have continued access to the network in 2012. Among the network’s programming highlights in the new year will be the Alpine Skiing World Cup season, the World Figure Skating Championships, the IRB Sevens Rugby World Series, track and field’s Diamond League and extensive news and feature coverage of the countdown to the 2012 Summer Olympics in London.
Universal Sports, a partnership between NBC Sports and InterMedia Partners, LP, is the premier multi-platform media destination for Olympic-related sports programming in the United States. Universal Sports is currently available over the air in 52 markets nationwide, including all of the nation’s top 10 media markets and 20 of the top 25, and on DIRECTV. Major world championship sports events aired on Universal Sports include track and field, skiing, swimming, gymnastics, marathons, figure skating, cycling and rugby. The network’s website, UniversalSports.com, delivers an immersive user experience via live and on-demand competition coverage, interaction with top athletes through interviews and blogs and in-depth access to Olympic sports news and information year-round.