Premier League’s New Audio Identity Wins Gold at Transform Awards Europe

MassiveMusic scooped Gold at last night’s Transform Awards Europe for their work on the Premier League’s broadcasting brand overhaul, seeing the sonic branding project pick up the top honour in the Best Use of Audio Branding Category.

Last year, the global music agency partnered with creative agency DixonBaxi to create an entirely new audio identity for the Premier League as it returned for the 2016/17 season. To complement DixonBaxi’s fresh look, MassiveMusic revamped the audio identity of the Premier League’s international broadcast shows.

The two companies also worked together to create this season’s walk on anthem, which can be heard at the start of every Premier League match. 

Roscoe Williamson, Head of Branding UK at MassiveMusic, comments: “Winning this award means a huge amount to MassiveMusic. The reaction from the Premier League fans around the world has been overwhelming. It is a true testament to how collaboration between creative agency, brand and sonic branding specialists can help shift brand perceptions and create an emotionally engaging yet consistent brand sound.”

The broadcast rebrand reaches a global audience of two billion viewers as the Premier League delivers global television feeds of all 380 Premier League matches to right holders around the world, as well as distributing a total of six weekly magazine shows.

This new brand theme has proven to be such a success that fans are lobbying EA Games to include it in the latest patch of FIFA 17, the globally popular video game. 

Unofficial rips of the theme have been garnering huge numbers of plays on YouTube, prompting an official digital single release which is forthcoming on both Spotify and iTunes.