ESPN: The Company…and the way it markets itself

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I’ve just finished reading ‘ESPN: The Company. The story and lessons behind the most fanatical brand in sports.’

It is, in a word, brilliant.

Written by the MD of the Leadership Research Institute, Anthony F. Smith, it looks at how ESPN broke the mould to become the world’s leading sports media brand.

I’m going to look at some of the points raised by Smith in the coming weeks but in the meantime here are five classic SportsCentre ads which perfectly capture the brand that is fantatical about fans.

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