Eurosport
In 2022, handball wasn’t a popular sport in Poland. Check out how we changed that with the right media mix.


Analysis of previous media activity
In 2022, handball wasn’t a popular sport in Poland – it ranked 5th according to the Sponsoring Monitor 2022 report (ARC Rynek i Opinia, January 2023). This was reflected in TV viewership and the sale of Eurosport Extra channel packages during the competitions. The campaigns run so far were not scalable. Together with Player.pl, we developed a campaign that not only raised awareness among viewers but also significantly boosted sales volume.
The Challenge: The campaign had a limited duration of just 4 weeks.


Our mission – what we wanted to achieve
Our main goal was to increase the volume of handball match broadcasts on Eurosport Extra channels available on the Player platform. Additionally, we aimed to increase Player’s subscriber base, focusing on packages with Eurosport Extra channels.


Challenges we faced
The EHF Champions League was an event available only on Eurosport channels, which gave us an advantage. However, distribution was a challenge, as the channels were only available via cable, satellite TV, and streaming platforms.


What we did
Given the short campaign duration, we focused on targeted actions aimed at users interested not just in sports but specifically in handball. Our strategy included intensifying actions on match days and even during live events.
- We divided the communication strategy into two groups: one focused on specific events and the other on the overall availability of the EHF Champions League.
- We implemented precise targeting of ads based on contextual targeting, as well as advanced use of customer match, custom intent, and custom affinity.
- We created a dedicated Landing Page that streamlined and simplified the user journey.
- We produced a video spot that was used to promote the packages.


Results, and more!
The volume of launched broadcasts for the opening match and the next two matches was 50% higher than for comparable matches in the previous season. Additionally, the campaign led to an 82% increase in sales of Eurosport Extra packages compared to initial projections.
Typically, TV activities influence online results. In this campaign, the effect was reversed – online actions influenced the TV viewership of Eurosport channels. The Total View Rating for the opening match on TV was 25% higher than the previous year. For the next two matches, we achieved an average increase of 30%.
The campaign won the Performance Marketing Diamonds EU for “The Most Effective Short-Term Performance Campaign.”
In this project, we applied:
