Russell Norris

Eurosport Player

A new tone of voice to launch an international sports streaming platform

— PROJECT NAME

Eurosport Player


— ROLE

Copy Director

@ R/GA London


— DATE

Oct-Dec 2019

Eurosport has been at the heart of international sport for 30 years, specialising in mainstream football, tennis, snooker and F1. But their true passion lies outside the mainstream: for sports happening on the fringes like squash, judo, horse racing and the British Superbike Championship.


In 2019 Eurosport were preparing to launch a major new digital platform: the Eurosport Player streaming service. It would become the leading edge of their brand as it entered the next decade. And that meant their existing identity needed a rethink and a refresh, from the ground up.

Crafting a new tone of voice

Eurosport wanted to capture their new strategy, “Show the full picture of sport”, in their visual and verbal branding. I worked closely with visual designers to create a tone of voice that worked in harmony with their design system. For me, an effective TOV must be actionable: not just principles but solid examples of how to put those principles into practice. This TOV shows any writer how to bring Eurosport’s new voice to life.