Al Jazeera-owned beIN sports network is using an image of the Statue of Liberty holding a yellow card–like the one soccer referees hand out to book a player after an excessive foul–in a prominent advertisement campaign for the underperforming network.
One year ago, beIN sports launched, and it did not live up to the expectations some had for the channel.
To jumpstart the channel’s growth, a top network executive told Sports Business Journal that the network will be more aggressively branding the network as an “international sports network” Americans can watch much like Al Jazeera America is trying to do with news.
According to the Sports Business Journal, beIN will be “starting a digital and print marketing campaign this week to improve brand recognition with consumers. One print ad has a picture of the Statue of Liberty holding up a yellow card alongside ad copy that says: ‘beIN Sport: America’s International Sports Network.'”
The ads will reportedly “run in major national dailies and select soccer trades.”