TNT Sports launch campaign

TNT Sports launched under new ownership needing to hold the existing BT Sport audience, attract younger sports viewers and establish credibility fast against an entrenched Sky Sports. A rebranded broadcaster taking over a known service has to prove quickly that it is on the fans' side, not just a new logo on an old subscription, while also steering consumers to a new destination, discovery+ via TNTSports.co.uk. Pitch Marketing Group worked from the view that influencers, being sports fans themselves, would produce the most credible content for a brand positioned as right by the fans.

The agency built the launch around a single start-of-season event engineered to serve three groups at once: traditional media, social publishers and influencers. It delivered 65 media interviews with 17 TNT Sports presenters and pundits across broadcast, social publishers and podcasts, seeded priority video content to media, and treated influencers as an audience track alongside press, inviting them to attend and create their own content carrying TNT Sports and discovery+ messaging.

Concentrating talent access into one moment multiplied output from a single set of presenters and kept creator content consistent with the fan-first positioning. The agency reports 686 pieces of coverage, 36M social reach and 119 media and influencer attendees. Everything comes from Pitch's own case page with no independent corroboration, and because no metrics on awareness or discovery+ uptake are reported, the case evidences delivery volume rather than measured effect; the launch year and platforms are undisclosed.