When Irish based Setanta folded in 2009, the right to broadcast 46 English Premier League games became available. ESPN had been plotting a way to launch in the UK market and this was it. They pounced on the opportunity and had 8 weeks to get the channel on air. Which gave us 5 weeks from brief to ship date for our campaign. The challenge was for an American sports company, who locals associated with “soccer” and with the parent company Disney, to come in and convincingly offer great broadcasting of EPL football. So we came in humble and with the truth with the line, “It’s great to be Here”.  Here meaning we know we are new and arrived, but also, Here, where we take you, to the pitch and in the locker room and into the stories.