The account will be run jointly from Grey Paris and Grey London. The WPP Group agency has a brief to help Eurosport better reflect its multimedia assets, including television and online, as well as its management of international sporting events. In the past, it has only targeted key business stakeholders.
Jacques Raynaud, vice-chairman of Eurosport Group, said: "Our message to sports fans is that Eurosport offers the best of the sports they love, when they want, where they want."
The repositioning comes ahead of a big year in sport, with the Beijing Olympic Games, Uefa Euro 2008 as well as regular events like the Tour de France and the US Open.
Grey has created a new advertising template that can be used across the Eurosport Group's brands. It is planning a print and online campaign to support major sporting events.
Chris Hirst, managing director of Grey London, said: "Grey has been tasked to develop a new positioning for the overall Eurosport Group alongside sub branding for some of its most exciting and innovative brands."
Sister WPP-owned BJK&E will handle pan-European media. Billings are undisclosed.
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