Before the highly-watched fall sports season, ESPN announced its new DTC streamer and app through a multichannel campaign.
Throughout launch day, New York press and social influencers shared the event with their online communities and brought excitement to commuters and sports fans.
Media Formats
- Liveboards
- Wrapped Train: E (ESPN) Train
- Activation: In-Station Audio
- Activation: Brand Ambassadors
To commemorate the launch, August 21 was declared National ESPN App Day and App-E, ESPN’s new mascot, debuted.
In NYC, ESPN celebrated the launch as Chairman Jimmy Pitaro, NYC's favorite mascots, and the New York Giants' drumline boarded the E train - reimagined as the ESPN Train with a custom wrap and matching interior to create a fully immersive experience for sports fans. All of ESPN. All in one place. Full-motion Liveboards and In-Station Audio announcements from First Take’s Stephen A. Smith at Spring Street further raised awareness. Notable New York press and influencers took to social media to share the IRL experience.
SOURCE: ESPN Pulling Out The Stops To Promote New Streaming/App Package 08/21/2025