A new era for ESPN — and sports fans everywhere — is almost here.
On Aug. 21, ESPN will officially roll out its highly anticipated direct-to-consumer (DTC) offering and enhanced ESPN App, giving fans full access to ESPN’s services, all in one place, for the first time.
ESPN launched a high-energy teaser (see video above) ahead of its overall ESPN DTC marketing plans featuring John Cena, who is joined by App-E, ESPN’s first-ever mascot. The spot is a sneak peek that uses hype and excitement to tease the scale and innovation of what’s to come from ESPN.
Front Row spoke with Jo Fox, ESPN’s SVP, Marketing, about the teaser ahead of the larger launch moment Aug. 21.
What is the goal of this campaign?
This teaser helps build excitement ahead of the Aug. 21 launch of our highly anticipated ESPN direct-to-consumer offering and enhanced ESPN App. This is a major company priority that marks the first time ESPN will offer its full suite of content, all of ESPN, all in one place. This offering truly super serves fans through a more personalized, interactive and connected experience than they’ve ever had with sports — and soon they’ll have access to it.
What makes Cena such a good fit for this campaign?
John brings an unmatched energy, charisma, and connection to fans across sports and entertainment. He’s not only a legendary WWE superstar, but also a pop culture icon who embodies substance, heart, humor and a love for competition — values that resonate deeply with our brand. With ESPN recently signing a deal to broadcast WWE’s Premium Live Events beginning in 2026, having John as the energetic “coach” in this campaign creates a connection to some of the content fans will have access to through ESPN DTC.
We also can’t forget about App-E! App-E is ESPN’s first-ever mascot, and together with Cena, they will guide fans through what to expect with ESPN DTC and the enhanced ESPN App.
Anything else you’d like to share?
This teaser is just the start. Aug. 21 we’ll begin a broader marketing push that rolls out over the coming months.
Variety: ESPN Taps John Cena to Boost Launch of New Streaming Service, Features
