Sky Bet has launched its new marketing campaign ‘Game’s Back’ featuring former footballers Roy Keane and Micah Richards, as the operator prepares for the start of the football season.
The new ad will see the two Sky Sports pundits travel back in time to some of football’s most historical moments, including the introduction of substitutions in 1965 and the arrival of nets in the 1890s.
Former Manchester United and multiple Premier League winning captain Keane and ex-City and England defender Richards will play the role of football fans through the ages, including dressing up in Victorian attire.
The ad aims to “playfully” explore the notion that football fans across generations have often believed the sport has “gone”, before embracing the changes they initially disagreed with.
Sky Bet’s campaign will feature a TV advert, with marketing launching on Friday, 7 August, ahead of the start of the Football League season the following week and the Premier League on Friday, 21 August.
Game’s Back follows on from the Flutter-owned operator’s ‘The World’s Gone Football’ campaign, its World Cup promotion, and “builds on that same optimistic, fan-first perspective, but applies it to a different moment”, said Sky Bet marketing director Harry Phillips.
“’Game’s Gone’ is a phrase that has engrained itself in football culture and beyond,” he added.
“Yet even though we all love to moan about the game, it’s never been more universally popular and, when push comes to shove, it’s the incredible moments of football culture, both on and off the pitch that keeps us coming back.
“We believe football always has and always will create moments no fan can resist. And, at Sky Bet, we champion those iconic moments of football and fandom by giving our customers more ways to get in on the action.”
Phillips highlighted the campaign also features two pundits, after the company opted to go in a different direction in recent years.
“Bringing them back was not simply about returning to something familiar, it was a recognition that they both have genuine credibility in football culture and a relationship with the Sky Bet brand that audiences already understand.
“The period away reinforced the value of consistency. Brands can feel pressure to continually reinvent themselves, but when you have a partnership with that level of chemistry, recognition and affection, there is real value in continuing to nurture it,” he added.
Last May, EGR spoke to several employees who worked at the bookmaker in its early days.
The post Sky Bet launches new football ad campaign ahead of new season first appeared on EGR Intel.
Operator’s Game’s Gone marketing rollout features Roy Keane and Micah Richards and builds on the firm’s World Cup ad which also starred the duo
The post Sky Bet launches new football ad campaign ahead of new season first appeared on EGR Intel.