V9 academy launch

Sky

Brief

Support the launch of “The Next Jamie Vardy” documentary on Sky 1 and Sky Sports, produced by Zig Zag Productions.

Solution

tpf worked with Sky Sports to generate awareness of “The Next Jamie Vardy” on Sky, a fly on the wall documentary series that looked at England and Leicester City striker Jamie Vardy’s V9 Academy. Following the V9 Academy’s first intake of recruits, the documentary tells the story of how the academy uncovered non-league football talent and put them through an intensive training regime in front of scouts from professional football clubs across the UK. A wide scale, national PR campaign was implemented, focusing on national football journalists and TV writers across print, online and broadcast media. The national Premiere was also organised by tpf and Sky Sports, taking place at Sky Central in September 2017.

Result

Favourable coverage of the academy’s success and upcoming documentary launch was achieved in the sports pages across every national title and in TV listings press. Resulting media value was well in excess of one million pounds, reaching ninety million people. 200 guests, including media and brand partners attended the Sky Central Premiere, hosted by Geoff Shreeves. Consolidated views across the series were over 1 million.