Al Jazeera's Fledgling Sports Net Refines Its Ground Game

BeIN taps TBWA\Chiat\Day to forge a brand identity

In its bid to become a bona fide player in the U.S., the fledgling network beIN Sport has a lot going for it: deep pockets (thanks to the backing of Al Jazeera), the rights to choice soccer leagues like France’s Ligue 1, and distribution via Comcast, Dish Network and DirecTV.

That said, beIN’s initial reach and programming slate pale compared to giants like ESPN and NBC Sports Network. Still, the newbie is betting that smart marketing can help it compete.

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