Sky Bet unveils its 2026 Fifa World Cup ad featuring Roy Keane and Micah Richards
Sky Bet has unveiled its FIFA World Cup ad campaign, The World’s Gone Football, featuring Roy Keane and Micah Richards, celebrating the excitement around the tournament.
The ad features the two pundits having breakfast together, preparing for the tournament as the excitement draws around them – the two then go through the streets as football fever spreads.
Fans from all over the country feature in the ad, with a wedding party, market stall owners, shoppers, and groups waiting at the bus stop are shown taking part in the football obsessed atmosphere, interacting with the pundits as they move through the ad.
The ad is littered with easter eggs, with references to famous football, punditry, and player moments scattered throughout.
The campaign is “a tribute to the fans who embrace every moment of the madness”, explained Harry Phillips, marketing director at Sky Bet.
“The World Cup is one of those rare moments when football completely takes over the nation. Every four years, normal life gets put on hold as fans become consumed by the tournament – conversations, workplaces, living rooms and even weddings suddenly revolve around football. Because when the World Cup comes around, the world doesn’t just watch football, for a few weeks, it feels like the world becomes football.”
Leaders take
This campaign is very effective. It takes advantage of UK’s football mad culture and the iconic moments enjoyed at World Cup tournaments over the years. The playful ad refers back to great footballing moments, including references to punditry moments, with Roy Keane dropping in his trademark phrase: “That’s his job”.
It is classically British with football fans from all walks of life featured in the ad including at a street market, a bus stop, and even a church – illustrating how the nation’s favourite sport has permeated into every aspect of life in the country.
The hype around this year’s tournament has been difficult to capture, especially given the timings of matches for European fans, as well as issues around pricing, attendance, team selections, and political concerns.
But, positive and interactive ads such as this Sky Bet campaign can help to boost morale among fans, and including popular footballing legends such as Keane and Richards, help to catch the spirit of the tournament while highlighting the betting platform (and broadcaster’s) role in facilitating the excitement.
The ad could use a few cameos from England or Scotland players currently set to compete in the World Cup, although given the unanticipated (and surprising) squad selection, that may have been a difficult ask.
