Sport / Experiential

Sky Bet Transfer Fund


To encourage football league fans from across the country to engage with Sky Bet, we created the Sky Bet Transfer Fund.


We created the Sky Bet Transfer Fund so that every time a fan of a Football League club bet £1, they gave their club the chance of winning £250,000 to spend on new players.

Working with ambassadors Jim White and Natalie Sawyer, we visited Football League grounds, campaigned to make Deadline Day a bank holiday, put Jim and Nat on the Transfer List and provided clubs with toolkits to engage fans directly.

We also built the ‘Jim and Nat Pound Store’ which provided fans with the opportunity to win a host of exclusive Football League prizes.

Through our fully integrated ATL, owned channel, experiential and PR approach, we also created a range of content to sit on Sky Bet owned channels, including a mini-documentary series, ‘The Art of Scouting’.


70,000 Football League fans opted in to the Transfer Fund within the first 6 months

2 Players signed. Nottingham Forest fan Shaun Lander won the draw, allowing his club to sign Todd Kane from Chelsea and Gary Gardner from Aston Villa

41% of Football League fans spontaneously aware of Sky Bet

‘The Art of Scouting’ mini-documentary series was picked up by Sky Sports and is currently available on Sky On-Demand

'Art of Scouting' Film

#TransferListed video