BT Sport: Winning the Ashes with data

BT Sport, a group of sports television channels, partnered with YouTube to generate audience data that would inform its media strategy and directly influence its creative solution in the UK.

Background/business challenge

BT Sport was launched in May 2012. The first serious challenger to Sky Sports in the Pay TV arena after winning the rights to live Primer League and UEFA Champions league football matches. The portfolio continued to grow, offering fans a great range of live sports including WTA Tennis, club rugby union, UFC, boxing, MotoGPTM and more.

Then in August 2015, BT Sport acquired the rights to the jewel of the cricketing calendar. By doing a deal directly with Cricket Australia, we were able to obtain the rights to the 2017/18 Ashes in Australia.

Sky Sports...

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