BSkyB Hopes To Score With New Football Campaign
BSkyB is launching an extensive TV and poster campaign to promote its coverage of the new Premiership football season, which begins next month.
The campaign, designed by Sky’s in-house promotions team, features Elton John performing his new single, Are You Ready, in a studio surrounded by 150 football fans. TV ads are currently running across Sky’s digital channels and terrestrial spots will follow on 1 August.
The outdoor campaign will also launch on 1 August and will run across a combination of 48-sheets and 96-sheet billboards. The creative has been adapted to appeal to every Premiership fan, whatever team they support, to exploit their hopes for success in the upcoming season.
A different poster, featuring players celebrating a goal, is being produced for each of the Premiership’s 20 clubs. Each poster will only appear in the area specific to each club and will feature the stapline: They’re ready. Are you?
The campaign is intended to create a “wave of excitement” at the arrival of the new football season and will encourage fans to subscribe to Sky Sports to follow their team’s progress throughout the season in all major competitions.
BSkyB claims this season will be the most televised ever on Sky Sports, with coverage including the Barclaycard Premiership, UEFA Champions League, the Nationwide League and England, Scotland and Republic of Ireland international games.
Reports suggest that BSkyB had made a £1 billion bid for the bulk of rights to broadcast live Premiership matches for the 2004/5 to the 2006/7 season. However, the Premier League yesterday increased the chances of live top-flight football returning to the BBC or ITV and once again adapted its media rights packages to encourage more competitive bids from terrestrial broadcasters (see Premiership Moves Goal Posts On Media Rights Packages).
BSkyB: 0207 705 300 www.skycom
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