Time Warner Cable Sports has teamed up with brand consultancy & creative agency Troika to build the brand strategy, identity, and advertising campaign for America’s newest regional sports networks, and the first ever Spanish-language RSN, Time Warner Cable Sportsnet & Deportes. The networks launched on October 1st, 2012, and hold exclusive rights to air Los Angeles Lakers, Galaxy, Sparks, and local area high school sports content.
Sportsnet and Deportes are products of Time Warner Cable’s landmark 20-year deal with the Lakers, which transformed the media company from an MSO to a major contender in the sports content ownership world. The networks aim to capitalize on this shift by strategically leveraging the strength of the Time Warner Cable brand with the rich history of the Lakers brand to deliver an elevated sports experience. This brand partnership informed the network’s positioning, “Soul Access,” a play on words referring to the networks’ exclusive partnership with the Lakers, Galaxy, and Sparks, and the in-depth access Sportsnet and Deportes offers fans to connect with their favorite players and teams.
Time Warner Cable Sportsnet & Deportes’ identities are built to visually deliver on “Soul Access” and elevate the standards of regional sports network production. The identity is rooted in the creative concept “Spectacle,” which features high production value graphic elements incorporating custom shot imagery of top Lakers, Galaxy, and Sparks athletes. The identity will be implemented across all on-air elements, including Lakers game packaging, flagship studio shows and original content, promotional toolkits, and insert systems.
Troika also delivered the Sportsnet logo, custom font, website design, social media branding, and an original music package. Elements for Deportes were specifically built to bring an authentic sports experience to Southern California’s Hispanic community, including customized logos, a distinct promo language, and original music.
A national on-air and digital advertising campaign, and regional out-of-home billboard campaign, was developed by Troika, featuring iconic imagery of Kobe Bryant, David Beckham, Paul Gasol, and Metta World Peace shot specifically for the launch. The campaign includes a:30 image spot airing across ESPN and NBC, and billboards throughout the Southern California area, both in English and Spanish.
Sportsnet and Deportes are scheduled to air all non-nationally televised Lakers games this season, and have developed a lineup of original content and game analysis unique to each network. Time Warner Cable Sports and Troika collaborated for 10-months on the brand launch, which included a team of over 30 writers, designers, animators, and editors at the agency.