Editor | 17-09-2013
Leveraging the 20% stake that Discovery Communications has in its business, Eurosport is to bring its flagship TV channel to US viewers for the first time in its 24-year history.
"This is the first programming agreement with Discovery since our partnership was forged at the end of 2012," Eurosport Group CEO, Jean-Thierry Augustin, revealed. "It's a great example of the powerful synergies and opportunities we can create together. For the first time in Eurosport's history, American viewers will have a sight of our channel's expert sports TV production and best-in-class commentary. We're delighted our TV channel's initial programming steps into the US will be on our stakeholder's channel, Velocity."
Beginning on 28 September, Eurosport will offer American viewers a new Saturday afternoon programming block, Eurosport on Velocity, featuring motorsports highlights with encore presentations airing every Sunday morning on Discovery's Velocity channel, claimed to be the first US cable network targeting an upscale male audience. Eurosport on Velocity will also introduce four motorsport series to US audiences: the FIA European Rally Championship, managed and promoted by Eurosport Events, the Group's expert division in sports event management; the British Superbike Championship; the Silk Way Rally; and the Abu Dhabi Desert Challenge.
Adding his take on what Velocity could bring to the US, Bob Scanlon, general manager of the channel, said:
"Eurosport on Velocity is one more way we are strengthening Velocity's connection with our target audience ... As the only home for Eurosport in the US, Velocity is delivering unique programming that no other US-based network can offer to viewers. We're excited to be the American flagship for such a well-established, high quality brand like Eurosport and look forward to working with the Eurosport team."