Eurosport launches Winter Games campaign

27 Nov 2017

By: Sport Industry Group

Eurosport has launched its Winter Olympic Games PyeongChang, ‘Make It Yours’ campaign which features a modern remake of Queen’s ‘I Want it All’ in the debut campaign.

The Pan-European broadcaster’s new films, released today across Europe, showcase how Eurosport will make every minute available as part of the first fully digital Games for Europe, through live and on-demand coverage across all screens and devices.

The ‘Make It Yours’ campaign celebrates how fans across Europe will be able to personalise their Olympic Winter Games viewing experience, allowing them to take control and choose what they watch, when they watch and how they watch.

The campaign also sees the debut of Eurosport’s anthem for its coverage of PyeongChang 2018, a modern remake of the classic Queen song, ‘I Want It All’.

Eurosport’s new anthem will feature across all of the broadcaster’s marketing in the build-up to the Olympic Winter Games, starting with the ‘Make it Yours’ campaign.

Peter Hutton, CEO Eurosport, said: "We made a promise to redefine the fan viewing experience for PyeongChang 2018. Queen’s ‘I Want It All’ is a classic song from an iconic band, who have a history of writing songs that become synonymous with sporting success. The lyrics really speak to our ambition of delivering anytime, anywhere content for fans during the Olympic Winter Games."

Antonio Ruiz, vice president of marketing Eurosport, added: “We wanted to develop a campaign that would underline to fans that when it comes to the Olympic Games on Eurosport, they can have it all: every minute, every sport and every athlete. It aligns perfectly with our ambition to deliver the first fully digital Games for Europe as part of our commitment to reach more people across more screens in Europe. Together with our new Eurosport anthem, working with some of the best names in the creative business, we’ve created a new, fresh Olympic Games identity for Eurosport.”