YOUTUBE STRATEGY & PRODUCTION

Sky Sports

Senior lead on the production and strategy that grew Sky Sports network of YouTube channels to over 10 million subscribers.
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Process

For close to a decade, Sky Sports has been looking to engage younger off-platform audiences as part of an important strategic move by the business.  

To deliver this objective, we had to:

  1. Leverage the incredible rights portfolio available to Sky Sports
  2. Produce bespoke YouTube content that challenged the norms of a traditional TV broadcaster
  3. Create guidelines and act as a consultant to Sky Sports talent and teams
  4. Always provide value to audiences, listen to their feedback and analyse viewing habits to improve performance

Work

We had to change the culture of the business and demonstrate the value of YouTube. Consistent daily work on Sky Sports channels got them to where they are today, but I am particularly proud to have delivered:

  • Premier League highlights of every single match every week, supported by world class pundit debates
  • Senior lead on all YouTube production of Premier League access, developing numerous original viral formats
  • Senior figure on delivery of all Branded Content across all sports
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Results

Millions of subscribers, billions of views and a commercial asset to Sky Sports.

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