Budweiser’s Kings of The Premier League Football Review Show Returns For The 2020/21 Season
TheKings of the Premier League relaunches across linear and social, reinstating Budweiser’s claim to The King of Beers throne through its partnership with the Premier League as Official Beer Partner
Sky Media and Budweiser announce the renewal of their collaborative Premier League review show Kings of the Premier Leagueon Sky Sports, which relaunches Friday 2nd October.
On the back of the show’s resounding success during the 2019/20 season, Sky Sports presenter Adam Smith will return to the setto host the 30-minute show, which will air at 8pm on the last Friday of every month onSky Sports Premier League.
Once again, Smith will be joined by a raft of exciting guestsincluding Jamie Carragher and Nicole Holliday for the show’s first episode, where they will use a combination of Sky Sports Power Ranking stats, fan voting data (King of the Match data from the official Premier League app) and expert pundit opinion to debate and select the best 11 players to form the ultimate fantasy team of the month.
Kings of the Premier League is a multi–platform content partnership transcending the world of social and linear, bringing together the editorial production expertise of Sky Sports Football Department and Social Team alongside Sky Media’s Commercial Production team to deliver a truly immersive partnership aligned with primetime Premier League football.
The initial partnership (across the 2019/20 season)helped Budweiser reach a new 18 – 34 audience with content that they loved and drove incredible levels of engagement with some 75 000 fan-first social posts, 800 000 YouTube views and an additional 539 000 views through Football Daily’s Sunday Vibes (see full case study here). This season, Budweiser aims to reconnect with this audience and bring those fans even closer to their Premier League heroes with the partnership.
In addition to the four monthly shows on Sky Sports Premier League linear channel, the show’s best bits will playout across Sky Sports’ YouTube. The content pillar of the campaign will be further amplified throughVoD advertising on Premier League clips and a robust digital and social media plan including:sponsorship of the Power Ranking articles on SkySports.com with interactive Digital Display roadblocks, social clips across Sky Sports’Facebook and Instagram accounts, as well as social integration in Football Daily’s Sunday Vibes.
Jessie Landers, Senior Brand Manager at Budweiser,said: “The Budweiser sponsorship of the Premier League celebrates the ‘Kings of the game’ by bringing fans closer to their Premier League heroes and ‘Kings of the Premier League’ allows us to do just that. We know that debate and discussion are crucial to engaging with live sport and this show gives fans the fuel and the facts to power these conversationswhile also giving Budweiser a credible voice in the football conversation. We’re really pleased with the success of the first series and can’t wait to kick off thesecond season.”
Adam Smith, Sky Sports presenter,said:“I’m delighted to be back hosting Budweiser’s Kings of The Premier League for another season on Sky Sports. Using a mixture of Sky Sports Power Ranking stats, fans votes and expert opinions from our top guests, this show really is the perfect way to pick the Ultimate Team of The Month. It’s never easy picking a dream 11, let the debate commence.”
Sarah Jones, Director of Planningat Sky Media, said:“With the new Covid-19 rule of six and ongoing restrictions to sport attendance, we know that fans are missing the “banter” you’d get in the pub or at a friend’s house and are craving more engagement with football. That’s why, together with Budweiser and Sky Sports, we’re determined to make this season’s Kings of the Premier League bigger and better than the last with increased social activity and the introduction of an all new squad selector element, which will give the fans even more of a say in who they think should be crowned king every month.”
The monthly show begins on Friday 2nd October, with repeats on Saturday and Sunday, and will run throughout the four months of the Premier League season. The bespoke partnership renewal with Sky Media was brokered by The Story Lab and brought to life by Sky Sports who produced the show.
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