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Sky Sports Unites People by Passion in Emotive New Spot

Isleworth, UK
Sky Creative Agency releases 'I Am Sport', featuring a mix of internally produced content and content posted on social media by fans and sport stars
Sky Creative Agency, Sky’s in-house advertising and creative agency and the largest in-house agency in Europe, has delivered an emotive brand spot for Sky Sports celebrating all the ways in which sport nourishes the lives of fans and stars alike. Titled 'I Am Sport' the spot sees Sky
Sports become the voice in a humble yet emotionally powerful way and sets the scene for its proper come back.

Produced under the challenging circumstances that the world currently faces, the spot cleverly blends a mix of internally produced content and externally sourced content from the social media profiles of sports stars and fans alike. The voice over was recorded at home under a duvet to help with acoustics and then finished in a sound studio.

The Sky Sports 'I Am Sport' brand spot features video content taken, with the permission of the owner, from the following sports stars social media profiles; Harry Winks, James Milner, Alisson Becker, Ben Stokes, Charley Hull, Rory Mcllroy, Katie Taylor, Jeremy Lynch, Max Witlock, Christian Kabasele, Alex Oxlade-Chamberlain, Joseph Parker and Caroline Weir. All the sportsmen and women appearing in the commercial have agreed that their fees will be donated to Sky Cares charity partner, The Youth Sport Trust, who are working tirelessly to help young people stay active and healthy at home throughout lockdown.

Sky Creative’s managing director Simon Buglione commented: “This is a fantastic brand moment that was delivered under very challenging circumstances and really encapsulates the passion that fans have for the sports they love. Live sport will come back and Sky Creative Agency will be here to celebrate it more than ever with brilliant work like this.” Robbie Balfour, marketing director at Premiums added: “As we continue to prepare for the eagerly awaited return of live sport to our screens, Sky Creative Agency have created a film which truly reflects the feeling of sports fans across the country.”
Agency / Creative