ESPN launches new app with John Cena and a global marketing campaign

ESPN is ready to launch its new direct-to-consumer (DTC) service and the enhanced version of its ESPN App. To boost the launch, the company has prepared a comprehensive marketing campaign that will feature John Cena in its TV commercials, as well as partnerships with brands like Complex, Lyft, and Samsung.

Starting on August 21st, fans will be able to access a bundle that includes ESPN, Disney+, and Hulu for a promotional price of $29.99 per month for 12 months, with no need for an annual contract.

The marketing strategy includes physical activations, innovative collaborations with other brands, and interactive digital experiences that will unfold over the next few months in spaces such as streets, stores, airports, trains, and metro stations.

The media plan was developed in collaboration with Publicis, aiming to maximize the reach of this initiative and create an immersive experience for sports fans.

“We designed our new product and campaign with a clear mission: to serve sports fans, anytime and anywhere. Just as our DTC package and enhanced ESPN App immerse fans in the content they love, our campaign connects them with the ESPN brand in a new, surprising, and interactive way,” commented Jo Fox, Senior Vice President of Marketing at ESPN.

The role of John Cena

Former WWE champion and Hollywood star, John Cena, will be the main face of the TV commercials, leveraging his global popularity to reinforce the reach of the launch. His participation symbolizes the spirit of sports entertainment and connection with audiences of different generations.

It is worth noting that this agreement between ESPN and John Cena is formalized after it was confirmed that WWE will broadcast its premium events on the new platform starting next year. There are rumors that the Wrestlepalooza show, scheduled for September 20th, could be aired on ESPN's new platform.