Sky is rolling out one of its most ambitious marketing campaigns to date to promote the launch of Sky Sports+, unveiling 83 separate localised out of home ad variants across the EFL and Super League, supported by regional print and digital ads.
Sky Sports+ marks the start of a new long-term partnership with the EFL, with over 1,000 EFL games a season featuring every team more than 20 times, and every Championship club on at least 24 occasions.
Fans also have access to every match from the Men’s Rugby Super League and over 100 tournaments across the US Open, ATP, and WTA Tours. With more coverage than ever before, Sky Sports customers can enjoy over 50% more live sport this year, the broadcaster claims.
Integrated into Sky TV, streaming service Now, and a revamped Sky Sports mobile app, Sky Sports+ will make it easier for fans to browse, discover and watch the sport they love, including the ability to rewind, and restart all new sport streams on their TV, and a two-week early access to award-winning documentaries, shows, and behind-the-scenes content.
The campaign uses dynamically updated templates that incorporate club badges, nicknames, colours, and fan-specific terminology to reflect local team identities, resulting in over 1,000 campaign assets for the new dedicated channel, mobile app and live streams, which are all available all at no extra cost.
The activity kicked off on June 30, with the 30″ ad released during the first England Euros match, and now continues with OOH activity launching this week.
The creative has been produced by Sky’s own in-house agency, Sky Creative, in partnership with Rapport, with media being handled by Essence Mediacom.
The campaign runs across TV, OOH across the UK in addition to radio, digital and social with influencer activity from all 72 EFL teams also built into the media plan and a partnership with TalkSport fan networks to engage specific club fan communities.
Sky and Now director of sports marketing Dave Stratton said: “With so much on offer with Sky Sports+ we brought it to life by breaking it down to the specifics of what it means for each fan and their club. The result is our most personalised and engaging campaign ever, delivered across multiple touch points on a team by team basis across the length and breadth of the country. It’s been an honour to put the EFL and Super League front and centre of our start of season campaign – giving those fantastic leagues and their fans the platform they deserve.”
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