Sky Sports has launched an exciting new docuseries, "Gaffer," that offers a unique perspective on football management. The series is a collaborative effort between Dead Films, Sky Media, media agency Wavemaker UK, and betting company William Hill. "Gaffer" is not just another sports documentary; it's an in-depth exploration of the world of football managers. The series features interviews with high-profile personalities from the industry and provides insights into different management styles, club investments, and the growing demand for profitability in football.
Karin Seymour, director of client and marketing at Sky Media, said:
“We’re thrilled to have collaborated with William Hill and Wavemaker UK to create this unique perspective on football. Everyone’s an armchair manager thinking they can do a better job, but this in-house produced series offers an intimate and compelling look at the world of football management.”
The four-part series includes conversations with Brendan Rodgers, Fabrizio Romano, Roberto Mancini, Rob Edwards, former owner Simon Jordan and Manchester United legend Patrice Evra. These interviews offer viewers a rare glimpse into the minds of these influential figures who shape modern football.
Multi-format availability
The docuseries will be available to fans in various formats to cater to different viewing preferences. A long-form version can be accessed via Sky On Demand or as a four-part mini-series on Sky Sports YouTube channel.
For those who prefer bite-sized content or are always on-the-go, social media cutdowns will be shared on Sky Sports’ Instagram and Facebook pages. Additionally there will also be a 30-second TV ad promoting both the On Demand destination as well as online versions via an onscreen QR code.
Michael Sheehan, director of UK marketing at William Hill, said:
“Football managers operate in an incredibly high-stakes environment. Through ‘Gaffer,’ we aim to give viewers a deeper understanding of the complexities and pressures that these leaders face every day. Modern day football managers have, what has got to be, one of the toughest leadership jobs there is. Through Gaffer, we aim to give viewers a deeper understanding of the complexities and pressures that these leaders face every day. ”
Targeted online promotion
In addition to traditional broadcasting methods like TV ads and social media promotion; Sky Advance technology will also play a crucial role in reaching out to potential viewers online. This innovative tool allows for targeted advertising by offering clickable versions of their TV commercials (TVC), along with short form video-on-demand (SFVOD) options and digital inventory availability.
Isobel Mooney, managing partner at Wavemaker, said:
“In a category as cluttered as the sports gambling space, finding a way to deliver proper value and differentiate from competitors is a huge challenge. The collaboration on Gaffer demonstrates William Hill’s heritage in sports and the capacity to tell interesting, untold stories delivering high-quality content to fans beyond the bet.”
This multi-pronged approach ensures that "Gaffer" reaches its intended audience - sports fans and sports betting fans, providing them with a comprehensive understanding of the intricacies of football management.
"Gaffer" is more than just a docuseries; it's an opportunity for sports fans and sports betting enthusiasts to gain insights into the world of football management. With its multi-format availability and targeted online promotion, it promises to be an engaging and informative series that caters to all types of viewers. Whether you're a die-hard football fan or someone who enjoys placing bets on games, "Gaffer" offers something for everyone.
