Russell Wolff on Launch of ESPN in U.K.: We Didn’t Want to be Seen as Outsiders Coming in
Friday, August 28th, 2009Russell Wolff (exec vp & managing dir, ESPN Intl.) heads 46 networks (50 percent jointly and 50 percent wholly owned) and a variety of brand extension businesses around the globe, and somehow finds the time to lead a team to launch a network overseas in just six-and-a-half weeks.
“We’ve been in the football business for over 20 years and wanted to capture the essence of football with British sensibility. The Barclays Premier League matches are the anchor of the new network.” — Wolff
With almost 100 people already on the ground and one play-out facility, programming deals were struck, talent was hired and given a crash orientation and a studio set with an impressive HD video screen was designed and built in four weeks, among other efforts. An ad campaign called “Pledge” was created in three weeks, with a focus on British tradition and authenticity and — with the help of a lot of outsourcing– the race to the finish line was a success.
“We’re not trying to be an American Sports Media company in the U.K.” Wolff said, stressing the focus to serve fans locally.
A clip of a halftime show hosted by Ray Stubbs illustrated the European approach, with fewer graphics, less cuts and a much slower pace. Now, four weeks into the launch, more programming deals will be announced in the coming weeks and feedback from fans and the press in the U.K has been positive.
On his vision for the new network evolving, Wolff said, “We will innovate with a British eye.”
About the International business as a whole, Wolff talked about ESPN’s 13 local versions of SportsCenter in eight languages, adding “The Sun never sets on SportsCenter, the show almost always gets an airing somewhere in the world.”
Some questions from the room answered:
Q - Given that you have 46 games this season and only 23 next, will you be looking to add rugby to the lineup?
A - We’re looking at it, but I cannot comment at this point.
Q - Right now you have a dual revenue model in the U.S, do you have the same in the U.K.?
A - Yes, we also have a dual revenue model in the U.K.
Q - What have you learned about not being the ugly American?
A - You want to hire internationalists — I’m always looking for people who are curious about different cultures and want to be where our fans are.
Q - Does ESPN have an interest in bringing European sports to America?
A - I wouldn’t say we have an interest. It’s a good business, but rather than an interest or an agenda, our mission is the serve the fan.
Q - What are some of your favorite sports? What would you like to see in the U.S?
A - I’ve come to appreciate rugby and cricket. Cricket is growing like crazy around the world and I give them high marks for the way it has transformed its business. I find hurling to be a very exciting sport. It’s a cross between soccer, field hockey and lacrosse.
Some quick facts:
The programming lineup on ESPN in the U.K. includes:
- 46 live Barclays Premier League matches
- 30 live Clydesdale Bank Premier League matches
- Top live European club football including: German Bundesliga, Portuguese Liga and Dutch Eredivisie, Russian League and the Italian Super Coppa
- Ultimate Fighting Championship
