SkyBet has launched ‘The World’s Gone Football’, a new campaign which leans into the football fever that accompanies the World Cup.  

The hero film features Roy Keane and Micah Richards navigating a Britain that has football fever, in the best possible way. From the 4-3-3 formation hiding in plain sight, to the iconic kits hanging on market stalls and the supermarket ‘clean up on aisle Goal’.

The core film launched ahead of the Champions League final on 30th May, with 60-second, 30-second and 15-second digital versions to follow, backed by a full through the line marketing campaign running throughout the tournament.

SkyBet has also created a £5m jackpot. If England wins the tournament, the jackpot will be shared out equally amongst qualified customers.

Harry Phillips, Marketing Director for Sky Bet, explained: "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.”

He shared: “When the World Cup comes around, the world doesn't just watch football, for a few weeks, it feels like the world becomes football." Certainly in the marketing world the following weeks will bring with them a flurry of football related marketing moments.”

Toby Allen, Chief Creative Officer at Anomaly, added: "The World’s Gone Football is a love letter to the unhinged fan in all of us, who appears once every four years. Even in Roy Keane. Any idea that can get Roy laughing at himself has to be something.”