Budweiser, Sky to launch "Kings" football review show today

Mark Johnson's picture
by Mark Johnson

Sky Media and Budweiser have announced a brand-new Premier League review show called Kings of the Premier League. 

The show fronted by Soccer AM presenter, Adam Smith, will air on the last Friday of every month at 8pm on Sky Sports Premier League, YouTube and video on-demand. 

With a guest appearance from Sol Campbell in the first episode that airs today (Friday 27 September), the 30-minute show will delve into all things football with ex-pros, social influencers and celebrity football fans giving their expert player analysis. 

Fan voting

Each month, Kings of the Premier League guests will debate and select the best 11 players based on Sky Sport’s Power Rankings and the public’s opinion gauged through the Premier League’s King of the Match fan voting.

The content sponsorship strengthens Budweiser’s partnership with the Premier League and its King of the Match competition, with voting conducted via the league’s app. 

Budweiser will also be the first ever sponsor of Sky Sports’ Power Rankings – a league table of all players updated weekly by analysing more than 30 different stats.  

Spot ads 

The campaign will be further amplified through linear spot advertising across both traditional feed and Pub TV feeds, social posts on Sky Sports and Football Daily channels, and on video on-demand advertising.  

The partnership will help Budweiser reach new and existing younger audiences between the ages of 18 and 34.  

“Football fans have an insatiable passion for finding out the latest news from the pitch, debating game strategies and discussing players’ performances”, Jason Hughes, Head of Creative Solutions at Sky Media, said. 

“With Kings of the Premier League combining the best of football insights from Sky Sports’ Power Rankings and public sentiment, we hope to quench the fans’ thirst and bring together the best squad in the league.”  

Jessie Landers, Senior Brand Manager at Budweiser said, “The Budweiser sponsorship of the Premier League celebrates the Kings of the game and aims to bring fans closer to their Premier League heroes. 

“The Kings of the Premier League show does just that – by connecting players, pundits and influencers directly with viewers. We’re excited to see the show come to life after months of planning.” 

The monthly show begins in September and will run throughout the Premier League season. The partnership was brokered by Storylab and brought to life by Sky Sports who produced the show, as well as Diagonal View who created bespoke partnership TVCs.

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