Sky Sports has partnered with Visa to launch a new content series designed to drive fan conversation and engagement around the ongoing FIFA Women’s World Cup.
The show, which will be broadcast every Friday for the next four weeks, is presented by Laura Woods and will feature sporting guests such as former England internationals Faye White and Izzy Christiansen. Visa and Sky Media, Sky’s advertising sales arm, have also made the France 2019 Weekly Roundup available on demand.
While the BBC holds live rights to the World Cup, the Sky show aims to celebrate and accelerate engagement with women’s football in the UK and build a breakthrough moment for the tournament. The show will be available via on demand, on Sky viewers homepage and on skysports.com.
From its launch weekend, a Visa commercial will broadcast across Sky Media’s portfolio, including premium channels like Sky Atlantic, Sky One and Sky Cinema. The commercial features Woods promoting the weekly show, which will preview and review the tournament in action and will give viewers access to additional exclusive insight, accessible via the red button.
In addition to the France 2019 Weekly Roundup, Visa, which is FIFA’s official payment services partner, will sponsor Sky Sports News’ daily World Cup updates and the Sky Sports Football podcast for the entire duration of the tournament, which culminates in France on 7th July.
Sky Sports will also support the campaign across its social channels including Twitter, Facebook, Instagram and Snapchat. The deal has been brokered by Starcom.
Claire Speirs, Creative Solutions Controller and Ambassador for Women in Sport at Sky Media, said: “The FIFA Women’s World Cup is a massive global event that is going from strength to strength. With interest in the beautiful game at an all-time high, we believe the partnership with Visa will further build excitement and passion around the tournament.”
Ben Dalton, Business Director at Starcom, added: “In order to truly accelerate acceptance of the women’s game, we wanted take the narrative for this campaign beyond a straight spot advertising plan. Partnering with the UK's biggest sports news channel to create quality, bespoke and integrated content completely aligns with our commitment to ensure the women's game is given the mainstream prominence it deserves.”