Eurosport

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.

Since taking command at Discovery Communications in 2007, David Zaslav has conquered the world. The US giant now operates in 230 countries – and is still expanding.

Eurosport was added to its roster of channels in 2014 and the rights to the Olympics Games nabbed this summer.

“We are a global company and more global than any other media company in the world. We have more employees outside the US than we do in the US. We make more money outside the US,” said Zaslav.

Over-the-top hyperbole is usually de rigueur when it comes to unveiling big TV sports-rights deals. But, this summer, when Discovery Chief Executive David Zaslav declared his company’s €1.3bn, pan-European deal with the International Olympic Committee a “game changer”, it seemed more like an understatement.

The contract, which runs from 2018, caused many people’s jaws to drop – while others scratched their heads over its implications. It seemed like another blow to the BBC and its grip on the world’s greatest festival of sport.