European Week of Sport promoted with European Commission
Eurosport will promote its partnership with the European Commission for the European Week of Sport around two major events – the US Open tennis tournament played in New York from 31 August to 13 September and La Vuelta a España, the final cycling Grand Tour of the season from 22 August to 13 September.
Eurosport will support the campaign’s goal of inspiring Europeans to #BeActive during the Week of Sport and beyond using its stable of expert on-air talent, as well as during live commentary, along with the campaign hashtag displayed on-screen.
The campaign will be promoted on Eurosport and Eurosport 2 in as many as 54 markets to 140 million homes. The #BeActive campaign will also feature on Europe’s #1 sports news website Eurosport.com via interactive animated quizzes hosted in five different languages for visitors to enjoy. These will be promoted on Facebook to bring the campaign to life and provide motivation by allowing individuals to see how their activity levels compare to other Europeans, based on information from a recent EU survey.
Eurosport holds the TV and digital rights to Vuelta a España until 2020 incorporating all 54 territories covered by Eurosport in Europe. With rights to all three Grand Tours and the leading one day and multi-stage races, Eurosport is the Home of Cycling.
Eurosport scored its best ever TV ratings for a US Open women’s final in last year’s event. Serena Williams’ victory over Caroline Wozniacki attracted an average live audience of 1.53 million Europeans on Eurosport, a 22% rise on the 2013 final, which held the previous record.