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Pub Design BT Sport

BT Sport unveils Champions League tailored ‘Pub Signs’


By John McCarthy, Opinion editor

September 17, 2015 | 3 min read

BT Sport and OgilvyOne have unveiled a series of specialised hand-painted pub signs to celebrate the return of the Champions League, which is part of BT's TV offering this season for the first time.

After snapping up the coverage from Sky Sports, the BT Sport pub signs were designed to illustrate the importance of football to the pub industry.

The campaign's collaboration with traditional pub sign artist Andrew Grundon created a number of works paying tribute to the top personalities in European football.

The signs include: “The Coach and Horses” portraying Jose Mourinho; “The Lahm and Flag” showing the German defender, Philipp Lahm; “The Blue Hart” depicting Jo Hart, Man City keeper; “The Bale and Dragon” referring to Gareth Bale’s Welsh roots and “The Bernabeu Arms” referencing Real Madrid’s world-famous stadium.

The handcrafted signs are accompanied with the proposition “Make your pub the home of UEFA Champions League”.

Jon Crownshaw, head of commercial marketing, BT Sport, said: “For the start of the Champions League we needed something that was really going to get noticed by pub landlords.

“Now that it’s exclusive to BT Sport, we had to show how important the competition is to pubs’ midweek trade. These signs did that perfectly, and looked fantastic to boot. The Lahm and Flag is a firm favourite in the office.”

Emma de la Fosse and Charlie Wilson, joint chief creative officers at OgilvyOne EMEA, added: “We wanted to create a campaign which looked at how integral football is to the pub industry.

“Signs we have developed join a long tradition of wordplay, folklore and intrigue. Combined with modern footballing references, they automatically become fun and engaging for fans and pub landlords.”

The BT Sport pub signs will additionally be used as cover-wraps across trade and digital media.

Pub Design BT Sport

Content created with:

OgilvyOne Worldwide

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