Broadcaster Sky has signed a major integrated advertising deal with News UK to promote its Sky Glass product ahead of the forthcoming World Cup. The deal will see Sky Glass integrated into a range of innovative advertising and sponsorship executions across The Sun, Times Media and talkSPORT, including original video content, podcast integrations, print sponsorship, digital display and more.
With The Sun, Sky will sponsor ‘Ones to Watch’, a new 8-part series from the Sun Originals video commissioning stream which will enable Sky Glass to position itself alongside high-octane, data-driven analysis looking at the players to watch in the tournament. Sky will also be sponsoring The Sun’s famous World Cup wall chart in print as well as running digital display on thesun.co.uk.
With talkSPORT, Sky Glass will sponsor its ‘How to Win the World Cup’ visualised podcast exploring different elements of World Cup glory with an all-star cast of comedians, World Cup veterans, journalists and influencers. A standout breakfast competition to win a Sky Glass setup will be promoted on air on talkSPORT and via Octave’s broader digital audio network. As an Official Radio Broadcaster for the World Cup, talkSPORT is gearing up to deliver its most ambitious tournament coverage yet. Brands have a front-row seat to the action as the network provides unrivalled, match-side reporting for all 104 matches live.
In The Times, Sky Glass will sponsor the landmark, 64-page World Cup preview supplement in print as well as the World Cup countdown timer online (thetimes.com) and on the app alongside a display takeover of the football section in the run-up to the tournament.
News UK presented Sky with a compelling proposition to reach World Cup football fans, with The Sun reaching more people planning to watch the tournament than any other newsbrand, The Times indexing as the number one quality newsbrand for reaching football fans and talkSPORT as the world’s biggest commercial sports radio station with full official rights to the games.
David Dumville, Director of Content Solutions, News UK, said: “News UK’s brands are at the centre of the nation’s conversations – and this summer millions will be turning to The Times, The Sun and talkSPORT from the first kick to the last whistle. This enables us to offer Sky a unique and diverse advertising and sponsorship proposition for the World Cup. From original, commissioned video and podcast content through to digital sponsorship and display, Sky Glass will be able to reach and engage a valuable audience at scale across our brands with innovative integrations into quality content.
“This campaign uniquely showcases Sky Glass as the centerpiece of the home entertainment experience. By capturing the anticipation surrounding a landmark summer of sport, these features highlight why the brand is a must-have for anyone seeking premium sports coverage.”
Ben MacLaren, Head of Media Planning, Sky, said: “Sky Glass gives fans an incredible way to watch sport this summer, with stunning 4k quantum dot display, immersive Dolby audio and a dedicated Sports Mode that intelligently adapts the screen to the action on the pitch. Through our partnership with News UK, we’re able to connect with sports fans across the UK during the moments that matter most.”
News UK is a client of Bluestripe Group, the publisher of New Digital Age.
