Sky Sports has unveiled its promotional campaign for the upcoming 2024/25 football season, featuring fans from all 92 English Football League (EFL) and Premier League clubs. The campaign is a collaborative effort with COPA90, a leading digital sports media company.
The campaign's unique selling point is its focus on fans. It includes messages of support from one fan each from all 92 teams in the EFL and Premier League. Notable participants include West Ham fan Danny Dyer, Plymouth Argyle supporter Josh Widdicombe, Leeds United follower Will Child, Justine Lorriman - the landlady at The Royal Dyche in Burnley - and supporters from Newcastle United deaf community.
These messages will be released across Sky Sports’ social media platforms as well as those of participating fans over a ten-day period. This timeline coincides with the start of both the EFL and Premier League seasons.
Collaborative efforts behind the scenes
COPA90 led on creative aspects, content production, and managing relationships with fans for this initiative. PR agency Ready10 was also involved to devise an effective media strategy that would amplify reach through earned media channels.
The clubs themselves are also supporting this initiative by promoting these messages through their respective platforms.
Emma Thompson, group director of consumer engagement at Sky, said:
“The start of the football season is not only a moment that matters to us at Sky, but also millions of fans up and down the country.
“With more football than ever thanks to Sky Sports+ and the new EFL deal, we wanted an idea that could speak to fans right through from Premier League to League Two. That’s why we landed on hope as our red thread. To then see 92 fans come together and express their pride in their club and local communities under the umbrella of football on Sky has been really special.”
Ric Blank, creative director at COPA90, said:
“Whether you’re a United fan or a Bromley obsessive, everyone carries that feeling of hope with them into the new season. To celebrate the start of the new season, COPA90 and Sky Sports travelled the length and breadth of the country to connect with the fans of all 92 clubs. We asked them a simple question: what are your hopes for the new season?
“In response, they wrote songs, designed posters, flags, claymation models, penned letters and spoke from the heart, filled with pride, about their clubs. The result is 92 expressions of hope for the 24/25 season. Because whoever you support, this really could be your year.”
Storytelling through video content
In addition to these efforts, Sky Sports has produced a video narrated by presenter Chelcee Grimes that tells the story of all 92 participating fans. This video serves as an engaging narrative that brings together diverse stories from different parts of England's football fandom under one banner.
This video content is available on multiple platforms including YouTube, Instagram X platform (a new platform), and TikTok – catering to various audience preferences while maximizing reach across different demographics.
Sky Sport's innovative campaign for the 2024/25 football season is a testament to the power of fan engagement in sports. By focusing on fans from all 92 EFL clubs and Premier League clubs, Sky Sports not only celebrates the diversity and passion of English football fandom but also sets a new standard for promotional campaigns in sports broadcasting. This initiative is sure to resonate with sports fans and sports betting enthusiasts alike, offering them an engaging way to kick off the new football season.
