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MSG Varsity Launches New Brand Campaign

Cablevision Systems Corp's high-school sports channel MSG Varsity will emphasize community pride in a new brand campaign set to run on the network through May.

Under the tagline "When One of Us Wins, We All Win," the campaign -- the network's first since it launched in September 2009 - was designed to underscore MSG Varsity's ability to bring an emotional connection to a community by being an actual part of the community, according to network officials.

The spots, created in conjunction with the Machinery ad agency, will run on the network through May as well as on MSG Network through March via the regional sports network's New York Knicks basketball and New York Rangers hockey games.

"The sense of community that MSG Varsity can tangibly provide through our programming and our day-to-day presence throughout these local communities is truly a point of differentiation for us," said Philip Summers, Vice President of Marketing for MSG Varsity in a statement. "This campaign is designed to capture that unique sense of local pride that makes watching a high school game or activity a personal experience for our audience."

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.