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Eurosport’s Clever Promos With John McEnroe and Michael Phelps Helped Revive Its Musty Brand

Discovery Communications had grand ambitions when it bought Eurosport in 2015, but as the company beefed up the network's sports content with major events like the Olympic Games, it also needed to change perceptions about a brand that was seen as irrelevant and out of touch. To help combat that, the new Eurosport team has...
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