Sky Spotlights Fans' Identities with EFL and Super League Teams across England

With Sky Sports+ launching in August, Sky is rolling out one of its most ambitious marketing campaigns to date. The campaign will spotlight EFL and Super League teams across England, reflecting the unparalleled access fans now have with the new Sky Sports + dedicated channel, mobile app and live streams, all at no extra cost.

For the campaign, Sky Creative unveils 83 separate localised OOH advert variants across the EFL and Super League, supported by regional print and digital adverts. 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.

The campaign began building from 30 June, with the 30” advert released during the first England Euros match earlier this summer and now continues with OOH activity launching this week. The creative is crafted and produced by Sky’s own in-house agency, Sky Creative, in partnership with Rapport. The media is 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.

Dave Stratton, director of sports marketing Sky and NOW, 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.”

Sky Sports+ comes at the start of a new long-term and landmark 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.

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.

Sky Sports + will be available to new and existing customers in August.