BBC Radio Five Live

Winning The Premiership for 'The Home of Sport'

Background

Securing the rights to live coverage of Premiership football matches was crucial to BBC Radio Five Live. Not only was the live commentary and support programming central to their schedule, but retaining the rights was essential to attract a younger and more ethnically diverse audience. To help secure the rights, Elmwood was asked to design and produce a finished document for the bid deadline just two weeks away. This was to include a written report, CD-ROM and video.

Solution

Over and above the statutory requirements of the tender process, we recommended that the document feature an over-arching theme reflecting the successful teamwork the station had already established with The Premiership over some years. Photographs of famous Premiership strike partnerships were used for the covers of each element of the bid with the title 'A successful football partnership'. Five Live's written report, which provided most of their case, was brought to life using photography and words that highlighted the station's sense of humour and infectious enthusiasm for the game. The bid elements were placed in a bespoke presentation box.

Results

All Premiership rights were successfully secured. As a consequence, Five Live asked Elmwood to put together their bid to cover The FA Cup and England games (announcement pending).

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