Marketing Media Planning and Buying Football

Ahead of Manchester derby, BT Sport uses social fan poll to light the city


By John McCarthy | Opinion editor

January 10, 2023 | 3 min read

The broadcaster has launched a city-changing advertising campaign to mark the coming Premier League match between rivals United and City.

BT Sport Manchester

The big question in Manchester this week

BT Sport is from today (January 10) running a poll on Twitter asking a loaded question that will provoke a response from most Mancunians in the run-up to Manchester United’s clash with Manchester City on January 14 – ‘Is Manchester red or blue?’

The responses will feed into a massive digital out-of-home (DOOH) screen at the Arndale Centre in the heart of the city, showing the results and providing citizens with a definitive answer.

Each day, the screen will be updated to reflect the latest results, with the poll closing at 12:30pm on Friday – 24 hours before kickoff. The Arndale Centre screen and digital van displays will then declare whether Manchester is red or blue until the final whistle of the game when the screens will be updated to display the victor of the fixture for the remainder of Saturday.

Dynamic uses of DOOH that help drive engagement around key events are becoming increasingly common as a result of the digitization of outdoor advertising inventory and the evolution of the media buying platforms they operate on. The campaign will replicable throughout the football season, particularly around games between famous rivals.

To learn more, check out our OOH advertising Deep-Dive.

Marketing Media Planning and Buying Football

More from Marketing

View all


Industry insights

View all
Add your own content +