Eurosport has announced that its new brand identity will be revealed on-air tomorrow, with the strapline "Fuel Your Passion" to be supported by a #sharemypassion social media campaign.

The campaign "encourages fans to share stories about the extraordinary lengths they go to in order to demonstrate their love for their athlete, team or sport". Eurosport hopes it will encourage viewers to engage with the brand and with sports they love, at any time, on any device, at an exciting time for the company.

The intention of the rebrand is to "propel Eurosport into the 21st century while acknowledging the proud heritage of innovation and expertise that has been part of Eurosport’s DNA for more than 25 years". Eurosport, which is owned by Discovery, secured a landmark deal this year, in winning the rights to the Olympic Games.

Peter Hutton, the channel's Chief Executive Officer, said: “Today’s launch of the new brand identity is another huge leap forward to make Eurosport the preferred destination for sports fans everywhere. Our new fan-centric strapline ‘Fuel Your Passion’ articulates what has been a transformative year for Eurosport.

"We have enhanced production to tell great sport’s stories in a more innovative way, resulting in record-breaking ratings for many major events through 2015. Today we are excited to package that in a whole new identity and language, feeding fans’ passion for sport.”

Antonio Ruiz, Eurosport's Marketing & Franchise Management Vice President, added: “ Eurosport will now have a distinct personality and cutting edge visuals to energise and engage fans. Fans and athletes live their passion for sports in extraordinary ways. Eurosport now fuels that passion and celebrates their devotion, ambition, dedication, sacrifice, madness and joy.”