A new documentary series launches today on Sky Sports, aiming to get into the mind of a football manager.
Gaffer is a partnership between William Hill, Sky Media, Wavemaker UK and production company, DEAD Films.
Airing ahead of the Premier League season, it features interviews with Brendan Rodgers, Fabrizio Romano, Roberto Mancini, Rob Edwards, former owner Simon Jordan and Manchester United legend Patrice Evra.
Investigating the “revolving door” of football, the long form version of the series will also be available on Sky broadcast channels, with a mini-series on Sky Sports’ YouTube channel.
“We’re thrilled to have collaborated with William Hill and Wavemaker UK to create this unique perspective on football,” said Karin Seymour, Director of Client and Marketing at Sky Media.
“Everyone’s an armchair manager thinking they can do a better job, but this in-house produced series offers an intimate and compelling look at the world of football management”
The series will be promoted through social media cutdowns on Sky Sports’ social channels, as well as a 30-second TV commercial, which will drive users to On Demand and online via a QR Code.
Sky Advance will be used to target football fans online offering a clickable version of the TVC, along with short form video on demand (SFVOD) and digital inventory.
“In a category as cluttered as the sports gambling space, finding a way to deliver proper value and differentiate from competitors is a huge challenge,” added Isobel Mooney, Managing Partner at Wavemaker.
Michael Sheehan, Director of UK Marketing at Leeds-based William Hill stated of the ad-funded documentary:
“Football managers operate in an incredibly high-stakes environment. Through ‘Gaffer,’ we aim to give viewers a deeper understanding of the complexities and pressures that these leaders face every day. Modern day football managers have, what has got to be, one of the toughest leadership jobs there is. Through ‘Gaffer,’ we aim to give viewers a deeper understanding of the complexities and pressures that these leaders face every day. ”
