With 100 staff journalists sourcing sports stories along with a network of 270 freelancers worldwide, the station will broadcast sports news, information and opinion 24 hours a day. This compares with rival sports stations TalkSPORT and 5 Live, which respectively dedicate 33% and 25% of their content to sport.
The launch campaign, created by Junction with media by MBS, aims to convey this point of difference with blunt messages in sporting ticker-tape style.
A national tabloid and regional press campaign will break in early April, supplemented by bus rears and ads on petrol pump nozzles, in washrooms and on beer mats. Half a million pocket cards containing programme information will also be distributed at sports venues.
TEAMtalk hopes to convert some listeners from TalkSPORT and 5 Live, but expects most listeners to be existing users of its TEAMtalk.com web site and its premium rate phone lines, which deliver up-to-the-minute sports news.
TEAMtalk.com is Europe's biggest sports site with 3.5 million users monthly, 70% of whom are based in the UK.
The campaign will include a heavy online focus, with promotion on TEAMtalk.com and other sports sites. E-mails and text messages will be sent to the group's database customers, and a viral cartoon movie, created by Incline, will be e-mailed later this week.
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