ESPN uses graffiti artist in new campaign as sports rights battle shows no sign of slowing

ESPN is preparing to launch it first locally-produced campaign for four years as it aims to cement growing interest in American sport among its core young male demographic.

The sports network is working with content agency Now We Collide to create a 90-second video which merges pivotal sporting moments from the world of basketball and American Football with murals drawn by graffiti artist Russell Fenn, better know as Sofles.

The network hopes the time-lapsed amalgamation of sports and street art will create a social buzz among the 18 to 34-year-old demographic and prompt them to share the content across their networks.

ESPN’s reliance on American sports for pulling audiences intensified last month after it lost the rights to broadcast the UEFA Champions League, the world’s premier club football tournament, to Al Jazeera-owned BeIN Sport.