BT Sport Pub Signs

  • James Sexton

BT Sport won the exclusive rights to show UEFA Champions League in pubs. We wanted to create a buzz around this big news. So we installed football inspired pub signs for real at pubs up and down the country in the run up to Champions League matches. New pub signs were installed in Godalming, Surrey. Cardiff, Wales. Stoke Newington, London and Bishop Monkton, North Yorkshire. The signs stayed up ranging from a few days to a few weeks, along with a different pub sign appearing each week in the trade press. Both the ambient signs and the print ads coincided with key Champions League matches. Nearly three times as many people signed up for BT Sport compared to before the campaign running. The campaign also made the national press when Gareth Bale wanted to keep his sign and was photographed alongside it.