Eurosport Group has appointed Grey to handle its pan-European creative account to develop a new positioning for the overall brand as the broadcaster looks to increase its brand awareness.

The account will be jointly held by Grey Paris and Grey London. The appointment follows three years of growth at Eurosport resulting in a review of its branding across its expanded portfolio of sports media, specialist division, new products and services.

Grey has created a new advertising template and signatures for the Eurosport group's family of brands, which will be rolled out through a print and online consumer campaign.

The campaign will support the broadcaster’s major events in 2008, which include the French Open, UEFA Euro 2008, Tour de France, Beijing Olympic Games, and the US Open.

Media planning and buying will be handled by WPP-owned BJK&E.;

Jacques Raynaud, vice-chairman of Eurosport Group, said: "Fast-paced change in technology, digitalisation, and media fragmentation has opened up many new opportunities for growth.

“At the same time, we have increasingly sophisticated means to reach consumers like never before, to create a dialogue and better understand their needs and desires. Our message to sports fans is that Eurosport offers the best of the sports they love, when they want, where they want."

Patrick Lara and Andrea Stillacci, co-chief executives of Grey Paris, added: “Anyone that is into sports can understand our excitement to work for a brand such as Eurosport. It is more than just a TV Channel or a broadcaster. It shares its passion about sports with anyone, anytime, anywhere. They love sport as much as we do. And vice versa.”

(Source: Mad.co.uk)