Eurosport and BT Sport to join together

[madmusician]

Not merger related but referencing the comment about EE earlier on in this thread... I got the 2022/23 BTsports sticker through the post for my pub, along with the posters. Most of them have lost the purple colour, replaced with shades of blue or grey and the window sticker now says 'BT Sport - Connected by EE', I'm guessing this is more related with the push of the EE brand over BT, but interesting to see the 2 logos nearly the same size none the less.

Yes, BT really are pushing EE as the consumer brand now. I’m told that the “BT means business” tagline that is now appearing in their adverts is their way of positioning BT as the business brand and EE as the consumer brand.

I suppose that, given BT Sport will be rebranded in due course, it makes sense for them to keep the BT Sport name and link it to EE as much as they can, rather than rebrand BT Sport into EE Sport or something similar.

[i.h]

Not merger related but referencing the comment about EE earlier on in this thread... I got the 2022/23 BTsports sticker through the post for my pub, along with the posters. Most of them have lost the purple colour, replaced with shades of blue or grey and the window sticker now says 'BT Sport - Connected by EE', I'm guessing this is more related with the push of the EE brand over BT, but interesting to see the 2 logos nearly the same size none the less.

Yes, BT really are pushing EE as the consumer brand now. I’m told that the “BT means business” tagline that is now appearing in their adverts is their way of positioning BT as the business brand and EE as the consumer brand.

I suppose that, given BT Sport will be rebranded in due course, it makes sense for them to keep the BT Sport name and link it to EE as much as they can, rather than rebrand BT Sport into EE Sport or something similar.

BT announced yet another rebranding a couple of months ago. As you have said, EE are going to become the consumer brand (Plusnet remains too) and BT is retained for business, wholesale, etc.

I'd imagine they won't bother rebranding BT Sport into another BT identity, it'll be whatever WBD and BT come up with together

The BT Group itself is moving from the circle-BT logo to this

and more here https://www.bt.com/about/bt/our-brands

[Rdd]

I’m surprised they’re going ahead with any branding changes (other than dropping ESPN if there’s a contractual requirement there) at this stage with the merger so close to completion. Then again I suppose if there’s an opportunity however brief to do some free advertising for EE why waste it?

[madmusician]

I’m surprised they’re going ahead with any branding changes (other than dropping ESPN if there’s a contractual requirement there) at this stage with the merger so close to completion. Then again I suppose if there’s an opportunity however brief to do some free advertising for EE why waste it?

There is indeed a contractual requirement - BT signed its last license agreement with ESPN (for use of the brand and content) in 2015, lasting for seven years. It’s therefore set to expire, which will be why we’re seeing this change of name.

[Rdd]

Indeed - it was more the bringing of EE into the equation at this late stage that I was alluding to.