BT today unveiled its new BT Sport logo ahead of the launch of its new sports channels which go live this summer.
Created by Red Bee Media, the logo combines elements of BT’s ‘Connected World’ globe with a new font designed especially for the BT Sport brand and will be used across all of BT’s sports coverage, including online, social media and broadcast coverage.
Last June the company won the rights to show 38 live Barclays Premier League games per season for three years, including 18 of the best quality ‘first pick’ games.
It has also signed deals to show Rugby Premiership matches and games from a number of international football leagues including Italy’s Serie A, France’s La Ligue 1 and Major League Soccer in the US and the Brazilian Football Championship.
In November it announced the new sports channels will be produced and based at the Olympic Broadcast Centre, located at the heart of the Queen Elizabeth Olympic Park.
The company has also signed a deal with the Women’s Tennis Association (WTA) to show up to 800 hours of live tennis, including the TEB BNP Paribas WTA Championships.
Construction of the BT Sports studios is now underway at the Queen Elizabeth Olympic Park.
Grant Best, senior channel executive producer, BT Sport, said: “We are delighted with the logo Red Bee Media has produced for BT Sport. We wanted to build on the familiarity of the BT brand, and also appeal to customers who have not considered BT before as a sports broadcaster.
“We have used the BT connected world globe, with a twist. The globe colour palette allows us flexibility to introduce elements of creativity throughout our new sports channels, giving us a unique look and feel.”
To tie-in with the logo’s launch, BT is invited viewers to pre-register their interest in BT Sport at www.btsport.com.