Bt Sport Adds Champions League Pub Signs

BT Sport has commissioned a collection of hand made pub signs to celebrate the opening stages of the UEFA Champions League.

Created by customer experience agency OgilvyOne, the BT Sport pub signs aim to illustrate the importance of football to the pub industry.

OgilvyOne collaborated with traditional pub sign artist Andrew Grundon (below), who specialises in hand painted bespoke signs.

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 stadium.

Each print ad carries the campaign line “Make your pub the home of UEFA Champions League”. An additional sign, “The Premier Crown”, was also created to highlight BT Sport’s Barclays Premier League coverage.

Jon Crownshaw, head of commercial marketing, BT Sport, commented: “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 Europe, Africa and the Middle East added: “To mark the launch of BT Sport’s exclusive Champions League live coverage, 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 are being used as cover-wraps across trade and digital media.