New Sky Sports Premier League promo emphasizes personality of clubs, players

Sky Sports is out with a new personality-driven promo for its coverage of the Premier League through its “Super Saturday” franchise.

The new look, which was created by the network’s in-house Sky Creative Agency and TV & Coffee, relies heavily on live action video clips of popular premier league players. 

To create the new look, the network scheduled five-minute windows with players that took a span of 20 days to complete. 

Players are depicted in a myriad situations that play homage to team and individual nicknames as well as fan lore and history, which include:

  • A Southampton Saints player with a digital halo appearing above his head.
  • Pep Guardiola, who has earned the nickname of the “King,” is shown sitting on a throne. 
  • A Newcastle United player waving the team flag standing in front of the nickname for team fans, “Toon Army.”
  • Manchester United, which is known as the “Red Devils,” shown in front of a bold red background and sporting serious — and perhaps a bit sly — looks.
  • Liverpool F.C., which is known as simply “The Reds” use a similar look — though without the facial expressions.
  • Watford players are depicted as what appear to be playful bees (despite a hornet being part of the wasp family). 
  • Members of the Wolverhampton Wanderers F.C. are shown with shifting eyes and the team’s “#WolfPack” hashtag — with a quick shot of a wolf’s eyes complete with a growing sound effect edited in.
  • Crystal Palace player Luka Milivojevic is shown signing his name in midair — likely a reference to his recent contract extension.
  • A Chelsea player shown amidst a shower of blue and white confetti, a homage to its “Blues” nickname. 
  • West Ham United is represented by a player carrying an oversized version of the hammer found in its logo.
  • An A.F.C. Bournemouth player turning his head into profile — which has the club’s logo, which features a head silhouette, layered on top of him.
  • Aston Villa F.C., Norwich City and Sheffield players pulling on new captain armbands as well as a three players who returned to league teams.
  • An Arsenal F.C. player triggers two cannons, one of the team’s logo elements, in front of its nickname “Gunners.”

Reigning league champs Manchester City Football Club (not to be confused with Manchester United) are depicted withe world “champions” running across the screen.

This oversized typography is set, like the other lettering in the spot, in the football version of the network’s bespoke font first introduced back in 2017 at the same time it debuted an updated logo design.

Sky has five versions of the bold, geometric font, with one each used for cricket, Premier League football, golf and F1 racing.

In Sky’s Premier League promo, the letters strategically shift from solid to transparent to gradient to outline format to allow the text to be more readable during some parts while becoming more a design element in others. 


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