Discovery's Eurosport Unveils Tagline "Fuel Your Passion"

AP Photo/Darron Cummings
Discovery won European TV rights to the Winter Olympics and Summer Olympics from 2018-2024

The rebrand comes following a year in which the pan-European sports network won European TV rights to the Olympics.

Eurosport has undergone a rebrand.

Announced Thursday and to be revealed on-air on Friday, the Discovery-owned pan-European sports network is adopting the strapline 'Fuel Your Passion,' supported by the #sharemypassion social media campaign aimed at encouraging fans to share stories about the lengths they go in order to show their love for their team, athlete or sport.

“Today’s launch of the new brand identity is another huge leap forward to make Eurosport the preferred destination for sports fans everywhere," said Eurosport CEO Peter Hutton. "Our new fan-centric strapline ‘Fuel Your Passion’ articulates what has been a transformative year for Eurosport."

Earlier this year, Discovery and Eurosport achieved a major coup by winning European TV and multi-platform rights for the Olympic Games and Winter Olympics over the 2018-2024 period in a deal said to be worth $1.45 billion.