When it comes to football in Europe, UEFA plays a central role. Responsible for organizing popular tournaments like the UEFA Champions League, UEFA Europa League, and UEFA European Championship, UEFA also has a Marketing division. This division develops television and media content strategies for all UEFA competitions and manages sponsorship strategies for club and select national-team events.

While the teams in Iceland are fighting for their dreams on the field, ESPN is revolutionizing the way millions of football enthusiasts engage with the game through its app. As one of the most popular sports channels worldwide, ESPN caters to loyal fans and offers a wide range of content.

To understand ESPN's marketing strategies, let's take a closer look at the company's story, objectives, and more.

ESPN, founded in 1979 by Scott Rasmussen, Bill Rasmussen, and Ed Eagan, is a sports entertainment company. It is currently co-owned by The Walt Disney Company (80%) and Hearst Communications (20%). With over 30 television networks, 90 broadband networks, and 13 websites, ESPN has its headquarters in Bristol, Connecticut, and reaches 80 million viewers globally.

ESPN: Live Sports & Scores app profile from FoxData

The Target Audience and Positioning

ESPN's target audience primarily consists of dedicated sports viewers, especially teenagers and male sports enthusiasts. The company aims to increase ESPN+ subscribers and revenue by expanding its content offerings. To promote ESPN+, it utilizes its media network, including television channels and social media platforms.

ESPN positions itself as a leading sports media and entertainment network worldwide. It adopts an interest-based publishing strategy to create an exclusive image in the eyes of its audience.

Marketing Activities

ESPN launched a marketing campaign called "ONE APP, ONE TAP" to provide sports enthusiasts with a mobile platform for enjoying their favorite sports. Through its ESPN app, the Disney-owned company ventures into the digital platform. ESPN+ has already garnered 10.3 million subscribers for its streaming service.


The success of ESPN's app lies in its accessibility, allowing users to watch sports anytime and anywhere. In September, the app's coverage expanded by 15% compared to the same month in 2019.
Recently, ESPN launched a new creative ad as part of its award-winning "One App, One Tap" campaign. Developed in collaboration with BSSP, the ad combines a nostalgic and retro sports vibe with relevant sports backgrounds. It aims to familiarize digital-first sports fans with ESPN+ and emphasize its streaming focus within the ESPN app. The campaign will run across ESPN-owned properties, including digital and linear platforms.

According to Laura Gentile, Executive Vice President of Marketing at ESPN, "The ESPN App is our premiere digital destination for fans. We are excited to build upon the success of the 'One App, One Tap' campaign with a larger focus on the benefits of ESPN+ as part of the ESPN App. There remains a significant opportunity to increase awareness that ESPN+ is an innovative feature of the ESPN App, and we believe that message can help fans as they consume and stream sports in a new way."

Social Media Marketing

Social media marketing is crucial in attracting a wide audience, and ESPN leverages its advantages effectively. ESPN follows a "more is more" strategy to gain a larger viewership through platforms like Twitter, Facebook, Instagram, and YouTube. With over 269 million followers and 30 accounts across these platforms, ESPN's accounts provide promotions and informational content tailored to sports enthusiasts.

Influencer Marketing

ESPN collaborates with numerous sports celebrities and has a significant following on Instagram and YouTube. They have hired Instagram influencer Omar Raja, known for uploading sports videos. ESPN also controls Ballervision's YouTube channel and maintains a presence on Instagram, Twitter, and Facebook. As a result, their subscriber base continues to grow, and they remain active on various social media platforms.

E-commerce Strategy

ESPN operates an online retail store website that features a wide range of sports merchandise for sale. The website provides a convenient way for consumers worldwide to purchase sports equipment at reasonable prices. ESPN prioritizes product quality and collaborates with major e-commerce provider GSI Commerce Inc.

Mobile Application

ESPN offers a free mobile application for Android and iOS users. The app can be downloaded from the Play Store and App Store, allowing users to stream all sporting events for free.

ESPN consistently leads in the sports (grossing) category

Content Marketing

ESPN is highly active on YouTube and various other social media platforms. The company's primary focus is to provide viewers with a wide range of high-quality sports events. It is one of the fastest-growing companies in the United States and offers comprehensive coverage of various sports events. ESPN has several sister channels, including ESPN, ESPN2, ESPN3, and many other renowned networks worldwide.

FoxData competitor apps recommendation for ESPN

What Sets ESPN's Marketing Apart?

ESPN's marketing strategy revolves around providing sports events to viewers anytime and anywhere. The introduction of their mobile application exemplifies this motto, allowing users to watch sports on the go. With its extensive network of channels, ESPN continues to evolve in the field of digital marketing to deliver high-quality content.

In the online era, digital marketing is constantly evolving with technological advancements. One of the advantages of this era is the easy accessibility to content from anywhere, making it accessible to a broader audience.

We hope this blog about ESPN's marketing strategy has provided you with a better understanding of the company's approach.

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