Football League to bring Wembley to Piccadilly Circus during Play-Off weekend
Bank holiday shoppers won’t have to miss a minute of this year’s Sky Bet Championship Play-Off Final action at Wembley, widely regarded as the most lucrative football match on the planet, as the Football League has launched an innovative promotional campaign that will see live score updates posted on digital advertising space around London, including the iconic screens at Piccadilly Circus.
The live score updates are part of the League’s broader #DontMissIt campaign, which has been created to promote all of the Sky Bet Play-Off Finals taking place this Bank holiday weekend to an audience not usually reached by sports governing bodies. The activity is expected to reach an estimated footfall audience of two million people across the week.
The Sky Bet League One, League Two and Championship Play-Off Finals culminate this Bank Holiday Monday when Sky Bet Championship sides Middlesbrough and Norwich meet for the right to play in The Premier League next season. The match is estimated to be worth at least £120m to the winning club, making it the richest domestic clash in world football.
The Football League has worked with agency Bamboo Marketing Communications to create and deliver the activity and the #DontMissIt campaign marks the first time The Football League has promoted the Play-Off Finals to a wider audience in this way, and is the latest in a series of innovative marketing activities it has undertaken to promote its events at Wembley.
Commenting on the activity, Drew Barrand, marketing director at The Football League said: “We wanted to take the drama and excitement of this weekend’s Sky Bet Play-Off Finals to as many people as possible and what better way than to provide live score updates through one of the world’s most iconic and high-profile advertising spaces.
“The Football League is fully focused on finding new and innovative ways to enable more and more people to enjoy our competitions.”
Activity taking place includes a Sky Bet Play-Off Final countdown clock on the famous Piccadilly Circus screens in the build up to the Bank Holiday weekend, supported by creative advertising on 40 digital sites located across London. Alongside this, print adverts will feature in both City AM and Sport magazine.
For each of the three match days, half time and full time score updates will be displayed at Piccadilly Circus, with full live score updates provided for Monday’s showpiece Sky Bet Championship Play-Off Final. The winning team each day will be rewarded with a message of congratulations put up on the screens across London.
The advertising inventory will be supported by online archive content of classic Play-Off Final matches and moments.