SETANTA — RE-BRAND
Problem
Setanta Sports was moving from a legacy TV broadcaster into a streaming platform and entering new markets across Eastern Europe and Central Asia. It had strong sports rights, but the brand still felt tied to old-school TV. The challenge was to shed that baggage and become relevant to younger, streaming-first fans across very different countries, cultures, and sports habits.
Insight
Fanhood is a spectacle of its own. The rituals, emotions, and obsessions of fans can be just as entertaining as the game itself. While every sports brand was glorifying athletes, we saw an opportunity to turn the spotlight onto the people who create the atmosphere around them.
Strategy
We built Setanta around the fans, not the field. “Fan of fans” became the core idea: a brand that celebrates the passion, chaos, humour, and irrationality of fandom. The launch campaign brought it to life through the people who experience that obsession up close — fans’ partners — creating a funny, relatable story that could travel across markets.
Results
Setanta expanded across 15 countries in Europe and Asia. In Georgia and Ukraine, the brand became top of mind in sports broadcasting, while new partnerships and premium content deals with brands including Netflix and Red Bull helped strengthen its credibility as it entered new markets.
Setanta Sports was moving from a legacy TV broadcaster into a streaming platform and entering new markets across Eastern Europe and Central Asia. It had strong sports rights, but the brand still felt tied to old-school TV. The challenge was to shed that baggage and become relevant to younger, streaming-first fans across very different countries, cultures, and sports habits.
Insight
Fanhood is a spectacle of its own. The rituals, emotions, and obsessions of fans can be just as entertaining as the game itself. While every sports brand was glorifying athletes, we saw an opportunity to turn the spotlight onto the people who create the atmosphere around them.
Strategy
We built Setanta around the fans, not the field. “Fan of fans” became the core idea: a brand that celebrates the passion, chaos, humour, and irrationality of fandom. The launch campaign brought it to life through the people who experience that obsession up close — fans’ partners — creating a funny, relatable story that could travel across markets.
Results
Setanta expanded across 15 countries in Europe and Asia. In Georgia and Ukraine, the brand became top of mind in sports broadcasting, while new partnerships and premium content deals with brands including Netflix and Red Bull helped strengthen its credibility as it entered new markets.
https://setantasports.com/