[JAS84]

I was browsing the BT Sport thread on the old place, and found a post where someone asked whether the channel would see its tenth birthday - it's increasingly looking like it won't.

Funny to think that, I don't think any sports channel in the UK at least (barring Premier Sports and Eurosport) has really lasted any longer than 10 years. Setanta went belly-up not even after 5.

Still, I feel like the Eurosport brand will prevail more than BT Sport will, at worst the brand rebrands into "DSport".

Sky Sports 1 comes to mind. It had that name for 21 years.

Funny to think that, I don't think any sports channel in the UK at least (barring Premier Sports and Eurosport) has really lasted any longer than 10 years. Setanta went belly-up not even after 5.

Still, I feel like the Eurosport brand will prevail more than BT Sport will, at worst the brand rebrands into "DSport".

Setanta lasted only less than three years as a direct to home broadcaster in the U.K, as I recall? Though they had been around in pubs and clubs since 1990 and of course Premier Sports (pre Viaplay takeover) were essentially the same people under a different name.

I presume if the long term aim is (as it seems to be) for BT to exit the JV completely down the road then the new brand probably won’t include “BT” in its name. Mind you I’m not sure about Eurosport either given its long association as a basic cable channel, suddenly morphing into a premium proposition might be a bridge too far. “DSport” is I think used in some none-European markets for what is essentially Eurosport so maybe that might be an option.

Actually, DSport in India (which did indeed use Eurosport's branding just with a different name) rebranded to Eurosport in 2020.
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DSports in Latin America is unrelated - that D stands for DirecTV.
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