Matthew Mayes FRSA

In 2011 in the UK, Sky Sports had 5.5 million TV subscribers but over 17 million monthly unique visitors to Sky Sports.com, through online and mobile platforms.

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The Head of Sky Sports online, Piers Croton wanted to put forward a platform to the head of Sky Sports, Barney Francis to enable Sky Sports to engage its online audience which was considerably broader and more diverse than the TV subscription audience.

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They wanted to both reward existing customers and entice non-Sky customers who were passionate about sport. We undertook a 3-month strategy project to research the audience, have client workshops and work in house with the Sky Sports team to envisage, scope and specify a future customer engagement platform.

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The Sky Sports Club document went to the Sky board for consideration in July 2011.

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Role and responsibilities: Research, Focus Groups, Strategy, Copywriting, Design Direction.

Redbox Digital 2011