ESPN Picks Droga5 as Its Lead Creative Agency for SportsCenter and the Brand as a Whole

Network spent 25 years with Wieden + Kennedy

The agency's first campaign will debut in the coming months. Getty Images
Headshot of Patrick Coffee

ESPN officially chose Droga5 today as its newest ad agency partner. The independent New York shop will handle creative and strategic work promoting SportsCenter and the larger ESPN brand.

Adweek’s AgencySpy blog broke the news earlier today.

In January, ESPN split with its former creative agency of record Wieden+Kennedy after 25 years, with the latter going to work with up-and-comer Fox Sports after developing “This Is SportsCenter,” widely considered to be one of the best ad campaigns of the past 30 years. W+K’s debut ad promoting Fox’s NCAA football coverage launched earlier this month.

“We were struck by Droga5’s keen understanding of the ESPN brand as well as their strategic thinking and long-term vision,” said ESPN president of global sales and marketing Ed Erhardt in a statement. “We look forward to working with them to connect with our fans in new ways.”

“The ESPN brand is incredibly strong because it has evolved alongside our passionate, loyal sports fans,” said svp of marketing and consumer engagement Wanda Young. “Droga5 showed the same level of commitment and passion for ESPN as our biggest fans do, while providing a fresh perspective to enable us to expand our connection with fans, now and into the future.”

Agency founder and chairman David Droga added, “As sports fans and storytellers, we couldn’t be more thrilled to work with [ESPN] to help charter their next iconic chapter.”

In the past, Droga5 has produced notable work for athletics brands, most prominently Under Armour. Its most recent new business wins include Chinese gaming giant Tencent, and Dos Equis, which had been with Havas for more than a decade.

According to Kantar Media, ESPN spent approximately $26.3 million on measured media campaigns in 2016.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.