Sky Bet is the latest industry incumbent to back fan-focused, social media led content, after confirming that it has become the lead sponsor of ‘The Football Social’ and ‘Football Daily’ YouTube channels.
Both YouTube channels are produced by Sky Media and serve as social media ‘companion shows’ supporting wider Sky Sports Premier League content and broadcasts.
UK marketing news source The Drum reports that Sky Bet marketing has brokered a ‘seven-figure deal’ to become the sole sponsor of the shows, which last season generated a reported 19 million views across all social media platforms.
Sky Media is set to broadcast 40 live episodes of The Football Social’, which will be made available on Soccer AM and Football Daily Facebook and YouTube channels during the 2019/2020 football season.
Seeking to engage their brands with wider football audiences, UK bookmakers have backed a number of social media content deals, shifting their marketing strategies beyond traditional ad spend formats.
Fan-led content on YouTube and across further social media platforms has become a key marketing battleground for bookmakers, with Ladbrokes Coral (GVC Holdings) partnering with content creator the Ball Street Network and Paddy Power announcing last week a partnership with Joe Media to produce its new ‘Liquid Football’ live football show.
Jason Hughes, Head of Creative Solutions at Sky Media, said: “The goalposts for our football fans have moved with social media and TV both playing an important part in millennials’ lifestyles. Now people don’t just talk about football in the pub, they use social media to celebrate the highs and lows of the game with fellow fans as the action happens.”