Sky Bet relaunches branded content Sky Sports companion series The Football Social

Sky Bet relaunches The Football Social as gambling gold rush continues

Sky Bet has relaunched its branded content Sky Sports companion shows, the Football Social, and Football Daily.

In partnership with Sky Sports, as part of a seven-figure deal brokered with Sky Media, the Stars Group betting brand will be picking up where last season’s show left off. The programme will again bring together a panel of ex-players, pundits and influencers to discuss the beautiful game over the coming season in an attempt to emulate the success of last year’s show which reached 19m views across all social channels.

More than 40 live episodes will be made available on Soccer AM and Football Daily Facebook and YouTube channels for the latest run.

Jason Hughes, head of creative solutions at Sky Media said: “The goalposts for our football fans have moved with social media and TV both playing an important part in millennials’ lifestyles. Now people don’t just talk about football in the pub, they use social media to celebrate the highs and lows of the game with fellow fans as the action happens.”

Tom Hill, senior marketing manager at Sky Betting & Gaming added: “The show broke the record for YouTube's highest football watch along ever (Liverpool v Barcelona, 7 May 2019) with a combined 4.4 million views across Soccer AM and Football Daily's social platforms. It also achieved a record-breaking peak audience on YouTube with 51,000 tune-ins live the minute the video was shared.

An increasingly close relationship between the gambling industry and football was recently evinced by Wayne Rooney whose surprise return to the game with Derby County has been bankrolled by 32Red.

Sensing sentiment might be turning against growing commercialization of the sport Paddy Power recently decided to ‘unsponsor’ teams in its ‘Save Our Shirt’ campaign

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