Getting the world’s largest online sports broadcaster ready for investment with a brand overhaul that screams ‘scale’.
Creative & Brand Strategy
Creative Direction (oversee teams and specialists)
Campaign / Branding Creative
Art Direction
Copywriting
Brand Proposition Development
Creative Facilitation / Ideation support
Workshop Design and Management
A brand built to evolve and grow.
The Perform Group was founded by Simon Denyer (formerly IMG) and Oliver Slipper (creator of embeddable TV player technology, ePlayer) and quickly became one of the great success stories of the digital sport industry. Rapid acquisition of online sports broadcast rights fed a thriving and increasingly complex portfolio of product and services across advertising, broadcast, betting and data. As it approached the landmark $60m investment deal that would unlock Perform’s golden era, the business
needed an overhaul of the brand, the story, the commercial offering and the role of the 20+ sub-brands ranging from ePlayer to Watch&Bet to Livesport.TV. Working with my design team at Brandnew, I got inside the Perform business, working closely with not only the marketing team, but the founders themselves and the heads of each of the sub-brands. This was deep-dive brand strategy and creative, from the bottom up. At first understanding each and every business unit before developing an overarching brand positioning -
‘Progressive Sports Media’ - that would in turn feed brand identity, values, language and sales tools. Ultimately, this came together as a confident new articulation of the power and potential of the Perform Group, which I was invited to present to the investors. The deal went through, the business went from strength to strength and to this day the brand endures. StatsPerform now looks after data and A.I. while the content arm of the business now trades as DAZN.
