As representatives from member broadcasters came together for a final workshop ahead of the inaugural European Championships, the commitment to maximise the potential reach of this exciting event was evident, with members confirming the very best extensive TV, radio and digital coverage to deliver the magic to millions of fans from 2-12 August.
Facilitated by the EBU the workshop, held on Friday 8 June in Glasgow, included presentations from the host cities of Glasgow and Berlin, BBC (United Kingdom), Eurosport and additional stakeholders. Top of the agenda was unifying the power of Europe’s free-to-air broadcasters to promote this event across the continent, generating excitement and engagement amongst sports and main event fans.
Broadcasters pledged extensive support with Italian member Rai, for example, putting in place an extensive cross-Channel promotional campaign consisting of a total of more than 300 trailers from the start of July through to the end of the Championships.
Franck Choquard, Head of Content and Servicing EBU, explains further, “As a supporting partner of the event the EBU plays a crucial role, not only as the rights holder, but in bringing together the immense power of our members and supporting them in making this event a big success.
“As part of this we are offering some exciting promotional tools to assist Member broadcasters with content creation, and branded assets and trails for marketing purposes, to enable members to raise awareness of the event both on-air and via their digital outlets.
“Our members have made substantial commitments to give the European Championships the ‘major event’ treatment, both in terms of broadcast hours and the profile that it will see on their networks. The event format, bringing together 7 championships into one multi-sport extravaganza, has really resonated, offering an estimated audience of over a billion the chance to connect with the event through the very best TV, radio and online coverage.”
An example of the commitment from broadcasters was demonstrated by Ron Chakraborty, Executive Editor BBC, who told the workshop “The BBC will provide extensive coverage daily across TV, radio and online of all seven sports, bringing all the latest news, reports and behind-the-scenes action to audiences far and wide. Over 100 hours of network television coverage is planned for the Championships, featuring all the high profile on-screen talent associated with major events such as the Olympics and Commonwealth Games. The European Championships format provides lots of new opportunities for targeting audiences and working together with other members, which is exciting for all involved.”
The European Championships is a major new multisport event taking place every four years, which aggregates the existing senior continental championships of Athletics (European Athletics), Aquatics (LEN), Cycling (UEC), Gymnastics (UEG), Rowing (FISA), Triathlon (ETU), with a new Golf Team Championships (ET & LET) – all unified under a common brand. Glasgow and Berlin will host the first edition 2-12 August 2018.
The EBU and EMS will act as both the broadcast partner (representing European public service media) and the Host Broadcaster (overseeing the overall production of the event). EMS will also distribute the event to media organisations for TV and online platforms.