BT Sports and Eurosports are set to be rebranded by new operators later in 2023.
Eurosport is to disappear from UK television after more than three decades after the new pay-TV home of sports including Premier League, Champions League and Olympics rebrands as TNT Sports.
BT and the US media giant Warner Bros Discovery (WBD), which have formed a multi-billion pay-TV sport joint venture, also announced on Tuesday that the BT Sport brand name is to be scrapped.
TNT Sports will replace the BT Sport and Eurosport brand in the UK and Ireland from July 2023.
The joint venture, the home of sports rights including cycling, rugby and tennis, has chosen TNT Sports as the master brand – as WBD already uses it as its sports-focused identity in international markets including Latin America and the US.
The move, in July, will mark the end of the BT Sport brand, which was launched in 2013 as the telecoms giant poured billions into creating a pay-TV rival to stem customer losses to Sky.
Eurosport, which has been a staple on British pay-TV since 1989 when it was part of the channel lineup when Rupert Murdoch changed the UK market with the launch of Sky, will be “rolled into the new brand at some time in the future”.
In the UK and Ireland, TNT Sports will pick up on the portfolio of sports currently offered by BT Sport. WBD has plans to roll Eurosport into TNT Sports in the UK market, though this won’t happen immediately.
Between TNT Sports and Eurosport the rights portfolio includes the Olympic Games, the Premier League, UEFA Champions League, UEFA Europa League, Premiership Rugby, MotoGP, UFC, Boxing, WWE, tennis Grand Slams, cycling Grand Tours and the winter sports season.
In line with the rebranding Discovery+ will become the streaming home for TNT Sports, Eurosport and entertainment from the existing Discovery offer.