Sky has revealed its Premier League partner line-up ahead of the 2025/26 season, welcoming four new brand partners, expanding the deal to a record six sponsors. Sky Sports has welcome Guinness, Coca-Cola, Uber Eats, and The British Army as whistle-to-whistle sponsors who will feature across Premier League coverage and branded content activations. They join returning partners Bet365 and EA. The six partnerships were brokered and planned in collaboration with PHD Media, EssenceMediacom, MGOMD, Republic of Media, and Mindshare, respectively.
Deli Kitchen, a speciality bread brand, is teaming up with food education charity Rethink Food to deliver a programme of hands-on workshops and nutritional education for children, where they can explore food, learn about nutrition, and build a healthier, more curious relationship with what they eat. The partnership was developed and brokered by The Good Agency and has been brought to life in a campaign supported by Not Normal Group’s creative studio All Things, with the planning and buying by its media agency Unfinished. At the heart of the campaign is the brand platform ‘Feed Your Curiosity,’ developed by independent creative agency RCP, brought to life in an above-the-line campaign including digital video, banner ads, and a bespoke content partnership with Mumsnet.
mFuse, a WPP integrated creative and media agency, has been appointed by Betfred as media planning and buying agency of record in the UK. mFuse has been chosen to lead strategy, planning, and media buying across TV, addressable streaming, radio, out-of-home (OOH) advertising, and digital display, with a view to accelerating Betfred’s online market share and challenging digital-first rivals. mFuse will be taking over from incumbent BBJ&K who spent five years shaping Betfred’s media strategy.
Prostate Cancer UK has launched ‘The Unexpected Hero,’ a brand film created by creative agency of record VCCP in a continuation of its ‘It’s About Time’ brand positioning. With a voiceover from David Tennant and a soundtrack by alt-J, the film delivers a call to stand together and take action against England’s most commonly diagnosed cancer. It follows 11-year-old Nikki on a breathless chase to shield her father from a threat he can’t see coming: prostate cancer. The campaign is across TV, radio, and OOH. Media planning & buying has been handled by MI Media.
Ladbrokes has launched ‘That’s Ladisfaction,’ a new creative platform. The campaign is the first by Atomic London since it was appointed as Ladbrokes’ lead creative agency in June. Timed to coincide with the start of the football season, the campaign spans TV, BVOD, digital, paid social, radio, and a nationwide OOH push. At the heart of the campaign are two 40-second TV spots entitled ‘The Bet Builder’ and ‘LadBucks Choices,’ in addition to a third sport entitled ‘Play Safe.’ Atomic Supernova led the social and influencer strategy to support the campaign launch, with activations designed to tap into football culture and the joy of play, running across Meta, Snap, X and Reddit.
Rapport, an IPG Mediabrands OOH agency, has teamed up with T-Mobile Advertising Solutions’ Vistar Media and digital OOH (DOOH) ad delivery and verification platform UniLed Software to roll out independent verification across all IPG programmatic DOOH ad campaigns in the US.
The Pools (formerly The Football Pools) has unveiled the next phase of its rebrand, with the launch of a TV and video-on-demand campaign, ‘True Originals.’ Show across non-linear TV, YouTube, and social media platforms in the UK, the 30-second ad sees a modern-day football fan discover his father’s box of football memorabilia. The Pools collaborated with London-based creative agency Amigo Partnership to deliver the campaign.
Human-centred design agency Nexer Digital has completed a detailed, inclusive usability research project with Autotrader, aimed at improving the accessibility of the online car buying experience for users with a range of impairments and access needs. The project focused on Autotrader’s Deal Builder service and involved real-world inclusive usability testing with 19 participants with visual, cognitive and fine motor impairments. Participants used their own devices and assistive technologies, such as screen readers and voice control software, to complete tasks across the website. The aim of the study was to understand whether users can complete key tasks without encountering any significant barriers.
Ann Summers has appointed JOAN London as its creative agency for a campaign launching this October, following a competitive pitch. As an iconic British brand which brought sex to the high street, Ann Summers played a significant part in helping women to feel comfortable and confident discussing their sexuality. Over the years, people’s perception of sex has changed. Where this is no longer taboo and the meaning of sexuality and pleasure has shifted from a male gaze into a female gaze, it has moved from something that feels performative to something that feels ‘for me’. With JOAN London, the work will modernise the Ann Summers brand and reinforce its relevance for women. The first campaign will launch in late 2025.
Yorkshire Tea and Jaywing have launched Four Minute Wonders; a smart, feel-good content series featuring four-minute interviews with much-loved celebrities to celebrate the perfect brewing time for a cup of tea. Rooted in the iconic line on every box: “It takes four minutes to make the perfect cup of tea”, the idea was simple; fill that time with something worth watching. No tired interview tropes or overly polished formats. Just proper conversations with famous faces, like Tinie Tempah, Ellie Taylor and MistaJam. The campaign has already generated over 2 million engagements across YouTube and Meta, with ViewThru rates exceeding both Meta and YouTube’s benchmarks by up to 395%; a clear sign the content is striking the right chord.
Shepherds Friendly, an award-winning UK financial mutual, has launched the second stage of its first major brand campaign, with a national billboard rollout, radio advertising across major stations and the expansion of its TV ad to new regions. The campaign has been designed to resonate emotionally with audiences, using ads featuring landmark events such as buying a first home, families preparing for their first child, getting the keys to a new car and taking the trip of a lifetime. As with the earlier television advert, Shepherds Friendly worked with fellow Manchester firm TrunkBBI on the second phase of the campaign. It also enlisted the services of Chesterfield company CNS Media for the radio advert.
Rightmove, the UK’s largest property platform, has launched the third phase of its brand campaign, ‘If they can find it, so can you.’ Running across TV, Video on Demand (including SVOD), YouTube, Outdoor, Social, and Audio, the campaign showcases the wide range of unique home needs that can be met on Rightmove, thanks to it having the UK’s largest choice of homes. The campaign is the latest created in collaboration with Neverland, continuing to build on Rightmove’s ‘Believe It’ brand platform. Media for the campaign has been planned and booked by Wavemaker.
