We helped football star Dele Ali tell the story of his childhood trauma via an emotional interview with Gary Neville on The Overlap podcast. The revelations became one of the biggest football stories of 2023, generating global coverage. Our task was to control the narrative surrounding the podcast and ensure the coverage was sympathetic towards Dele.
As sponsors of the podcast, Sky Bet wanted to help break Dele’s story in a sensitive manner. We’d need to work closely with the podcast production team, Sky Bet and Dele’s agent to ensure all parties were happy
Given the timings of the recording and agreed release time, we’d also only have a few hours to turn the 43 minute interview into a media friendly package that didn’t sensationalise any of the content
463 pieces of coverage
All 11 national outlets covered the story
Over 10 countries reached
Overwhelming positive sentiment across both PR coverage and social media
Support shown from the likes of Harry Kane, Prince William and Fabrizio Romano
