Sky Sports: Start of Season

Tom Mills and Marine Turner

Campaign Details

Brand: Sky Sports
Brand Owner: Sky
Lead Agency: MediaCom
Country: UK
Industry: TV channels, services, programmes
Channels used: Mobile & apps, Online display, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, Television
Budget: 10 - 20 million

Executive summary

Football fans are as tribal as it gets. If you live in Manchester and support Manchester United, then seeing Manchester City score a goal makes you sick to the stomach and vice versa. So, when Sky Sports launched the new football season, we combined a clever cocktail of data sources to ensure that we only showed fans highlights for their club. Purchase intent grew 40%.

Market background and context