Eurosport is set for its most radical overhaul in its 26-year history as new owner Discovery unveils a new image that aims to shed the “baggage” of its heritage of cheaper sports rights and production to reflect investment in premium content such as the Olympics.
Discovery, which last year fast-tracked its move to take full control of Eurosport from French broadcaster TF1, is to unveil a string of changes from 13 November including a new logo that will see the “ring of stars” that have run on-screen since launch in 1989 scrapped.
The ring of stars, which have been reduced to a single star “as a nod to history” in the new logo, were introduced at launch to represent the European states when Eurosport was first launched by the European Broadcasting Union and Sky.
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