McCoy’s has become the ‘Official Crisp of the Football League’ as part of a partnership with Sky Sports celebrating the real heroes of football.
Sky Media, the advertising arm of Sky, and media agency Vizeum have created a campaign featuring Sky Sports talent across TV alongside online, mobile, native, social, point-of-sale and on-pack promotions.
A TV spot will be shown in homes and across Sky’s pub feed featuring Soccer AM host Max Rushden. It will be aired during Soccer AM, live Football League matches, Soccer Saturday and Fantasy Football Club.
Each month McCoy’s will brand 11 players the ‘Real McCoy’ from a shortlist picked by fans. Entrants will earn the chance to win Sky TV, with Sky Sports for a whole year.
A total 20 million co-branded packs will give away 18,000 tickets for football matches as part of a two-for-one promotion.
Jason Hughes, head of creative solutions at Sky Media, said: “Sky's touch points across sport, entertainment, movies and beyond offers brands a compelling and unique opportunity to deliver creative media solutions and we look forward to working with other forward thinking brands like McCoy's in this way in the future."
Robbie Ashcroft, creative solutions senior manager at Vizeum, added: “The common stereotypes for men have changed and have made it more difficult for men to find role models that they can find confidence, reassurance and guidance with.
“This partnership is all about celebrating the unsung heroes in football and shining a light on the individuals that inspire people with their actions off the pitch as well as on it.”