Sky Bet launches weekly football social series with Sky Sports and Football Daily

The ‘Football Social’ developed by Sky Media and Diagonal View will cover all things football during the much-anticipated season, making it one of the largest brand partnership deals on social media in the UK

Sky Bet today launches a new content partnership series, produced with Sky Sports and Football Daily. In a seven-figure deal with Sky Media and Diagonal View, the investment is one of the largest brand partnership deals on social media in the UK ever.

The live watch-along series, available on Soccer AM’s and Football Daily’s Facebook and YouTube channels, will air from 2:45-5:15pm every footballing week beginning 10th of August and will run until the last match of the season. Adam Smith, Soccer AM host, will anchor the show with presenters from Football Daily, like Chris Hamill and Joe Tomlinson, contributing as well. Football fans will also get the inside scoop from ex-footballers joining the show to share their insight.

The playful and entertaining show will dissect football news happening live across all divisions in the UK to give fans an unparalleled view of the sport. Reacting in the moment, the show will share latest betting odds with expert analysis from the programme’s pundits.

The 33-week long partnership comes as a result of an impressive campaign during the World Cup that featured football legends like Emile Heskey. In a similar format, across eight live streamed shows, it reached 2.5 million views across Facebook, Twitter, Instagram and VoD. The content proved a success for engaging second screening audiences as half of YouTube views came from mobile devices.

The strategy was created to engage this mobile-first and increasingly dual-screening group of millennials in an authentic way. Even the set design has been crafted to reflect this authenticity, ensuring it has a distinct look that differs from traditional sports broadcasting.

Combined, the social channels of Soccer AM and Football Daily have a following of over nine million.

Jason Hughes, Head of Creative Solutions and Branded Content at Sky Media, said, “This is a fantastic partnership that truly bridges the best of top class production values across Sky Sports and Diagonal View with the immediacy of social media. This format has a proven track record, with outstanding results during the World Cup. We’re excited to see it develop as we embark on this huge long-term partnership that we’re sure will continue to attract Sky Bet’s key audience.”

Leanda Threthewy, Head of media performance at Sky Bet and Gaming, said, “Here at Sky Bet, we always look to make an impact, whether that’s through our innovative approach to sports betting or our customer focused attitude, and we’re very confident that this social series will deliver that impact. With fantastic content and talent combined with the huge size and scale of Sky Sports and Football Daily, we really feel like we’re part of a winning team.”

Please note that Sky Bet is a completely independent business to the Sky Group.

The social series is fully compliant with ASA and CAP practices.

About Sky Media

Sky Media is the advertising sales arm of Sky, offering businesses of all shapes and sizes an exciting array of opportunities on TV, online and on the go.

Reaching over 95% of the UK population, Sky Media represents all of Sky’s channels and sites including Sky Sports, Sky News, Sky 1, Sky Cinema, Sky Arts, Sky Atlantic and Sky Living. Sky Media also sells on behalf of a range of renowned broadcasters and channels including Channel 5, Discovery, National Geographic, HISTORY, MTV, FOX, Universal, Nickelodeon and Comedy Central.

Whether you’re new to TV or have been on the box before, there are numerous platforms and opportunities available for all budgets to reach the audience that matters to you most.

About Diagonal View

With market-leading expertise in content creation and sharing, our business is uniting global brands with an actively engaged global audience.

Since launching in 2008, Diagonal View knows great content drives conversations and communities around content on social platforms. Along the way, we’ve gained hard-won insight and valuable experience in the creation of original content for the connected generation.

As our audiences have grown and evolved, so have we – setting industry standards with content strategy, bespoke audience development and new content produced in-house by premier digital talent.

We’ve produced content that has let blue-chip brands communicate their messages directly to their target audiences, partnered with the world’s biggest content owners, from the FA to the FT and collaborated with some of brightest stars online and in real life. Our content is syndicated in 10 languages.

Ultimately, we want to make great content that gets talked about and shared.

About Sky Bet

At Sky Bet we’re the business that does things our way. And doing things our way means being innovative, being different, and being first.

We’re a tech company born out of Sky. We’re aiming to be the UK’s best digital business. And we do things the SBG Way.

1400+ colleagues, developing some of the country’s biggest brands in online betting and gaming including SkyBet, SkyVegas, Soccer Saturday Super6 and Sky Sports Fantasy Football.

Constantly innovating, we’ve doubled in size over the last 5 years and recently became part of the Stars Group, which created the world’s largest publicly listed online gaming company.