Sky uses viral to promote summer sports coverage

Sky Sports has launched a viral campaign to promote its summer golf and cricket coverage. The footage shows classic footage of the two sports cut together.

The campaign has been created by Brothers and Sisters and aims to drive interest in Sky Sports coverage of the US Open golf championship, which begins today (June 12) and the England v New Zealand One-Day International cricket series.

The viral shows footage from previous test matches and the US Open spliced together to show cricket players catching golf balls.

In March, Brothers and Sisters created a televisions ads for Sky HD TV, which used footage from documentaries and films to demonstrate the benefits of HD.

The agency was appointed by Sky in February last year, with a brief to promote its Sky Sports content as Sky prepared to take on Irish sports broadcaster, Setanta. Brothers and Sisters was launched by former Sky creative director, Andy Fowler.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here