Irish bookmaker Paddy Power has pushed further into the world of football content by partnering with online publisher Joe to run a long-form video and audio show called 'Liquid Football'.
After launching a "monster" mag called 'Pitch Invader' this week, Paddy Power has partnered with Joe to produce the show featuring TV presenter Kelly Cates alongside Jonathan Walters, Wayne Bridge and Steve Sidwell.
The latest 'Joe Presents' output, following Swanny’s Cricket Show, House of Rugby, Boys Don’t Cry, and TKO, was brokered by MediaCom and will be recorded weekly in Joe's London studio. It will explore "every facet of modern football and shared dressing rooms with those making headlines week in, week out in the Premier League".
Simon Clancy, Liquid Football lead producer and head of programmes at Joe, said: "Football has been Joe's heartland from day one, and this show is yet another step in underlining our dedication to the best in football content and journalism. In our lead host - we’ve signed the best in the business in Kelly Cates - a hugely renowned and admired broadcaster who will tie the show together like no one else can. Put simply, there is nothing out there right now like Liquid Football and we have a real dream-team at the helm”.
The show premiered on Wednesday 7 August.
Paddy Power marketing director Michelle Spillane, added: “It is fantastic for Paddy Power as it allows us to bring our brand to football fans through Joe’s multiple digital and social channels with a brand new show that will be dripping with insight, sharp wit, and agenda-setting football chat."