The broadcaster will now be known under the ‘Eleven’ brand umbrella
Eleven Sports has revealed its rebrand as ‘Eleven’, at the same time unveiling a new content strategy on its five-year anniversary.
Although established in countries across Asia and Europe, intially the ‘2.0’ strategy will focus on Belgium, Portugal, and Italy, with more to potentially follow in 2021.
Under the Eleven umbrella, Eleven Sports will remain the flagship brand with focus still on its OTT and social media platforms. There will be the addition of a new digital global hub later this year to augment its offering.
In addition, the company is looking for expansion in three new areas. Eleven Women will aim to showcase women’s sport from around the world, with the Belgian Women’s First Division being shown regularly for the first time as a part of this. Further rights are in development.
Eleven Next is looking to build on local sports coverage, such as the Serie C and D action currently being shown in Italy by the broadcaster. Finally, Eleven Esports aims to grow its virtual offering after showing over 200 esports events during lockdown.
Eleven Sports CEO Luis Vicente said of the move in a new direction: “With our new ELEVEN 2.0 strategy, we’re going to accelerate our journey with thousands of hours of additional live content every year, an innovative digital first and data led approach and continuous investment in premium rights alongside new investment in Longtail and Newtail rights in virtual and traditional sports.”
“We are convinced about the massive untapped potential in the new brand verticals we’ve announced and we are excited about the opportunities we can deliver for more sports, athletes and fans around the world, in a true spirit of co-creation and joint venture.”
Eleven has made this ambitious move while much of the sports media business is in limbo, due to the Covid-19 crisis.