ESPN is assembling a new team.
Today, the sports network announced the debut of the ESPN Squad, four animated characters that viewers see when watching ESPN’s content.
ESPN Squad was developed by ESPN Creative Studio and is designed to bring fun and entertainment to audiences, while introducing something unexpected to the ESPN ecosystem. The main objective is to forge deeper connections with its audience, per ESPN.
Viewers will see the characters during breaks for commercials and other promotions when streaming ESPN, ESPN+, and Disney+ on the ESPN tab.
Carrie Brzezinski-Hsu, SVP and head of ESPN Creative Studio, told ADWEEK that ESPN’s viewers are crossing over with different types of fandom, and the characters are a way to represent that.
“We’re always thinking of how to take the fan experience to the next level through creative—animation has become a really big part of that strategy,” Brzezinski-Hsu said. “It’s also our DNA as part of the Walt Disney Company so we think it serves as a way to connect with fans and bring them sports and sports information through a different, fun lens and keep them in the game.”
Keeping fans engaged
The first character will make its debut this week. His name is Ez, and is described as hip, bold, athletic, funny, and a little mischievous.
He will show up in a series of spots, which are five to 14 seconds in length, to promote messages like, “ESPN+, it’s in the ESPN App,” and, “Download the #1 Sports App.” Ez will also simply remind fans about the ESPN tab on Disney+.
The rest of the characters will be unveiled early next year. Each of the characters has a name that corresponds to the “ESPN” acronym, explaining why Ez is the first to make an appearance.
There’s also Shay, who is described as a competitive, confident, risk-taking, and outgoing jock. PJ is a logical, artsy, and organized homebody. And Nora is artsy and trendy.
Paul Wilson, senior director, ad integration and strategy for ESPN Creative Studio, said the concept of the ESPN Squad started about a year ago when his team was challenged to think about how to make the streaming experience more compelling, especially in spaces where viewers see commercial breaks.
