Making sports fans feel every moment

Sky Sports has been the leading sports broadcaster in the UK for the last 26 years. From the first Premier League game to England’s Ashes triumphs, they bring all the drama and emotion to the ones who count – the fans. Now Sky Sports was changing. In 2017, they repositioned themselves as a new offering through nine dedicated sports channels to get the fans closer to the sports they love. I was briefed to help revamp the brand and create the overall brand statement and supporting copy, to bring the refreshed channel to life. The multi-channel campaign avoided the usual cliched celebratory moments, and instead showed the passion, the pain, the ecstasy, and for some, the inevitable agony of disappointment sport can bring.

Role: Freelance Copywriting