The Sun says Hawkstone has been confirmed as the headline partner for its new World Cup social video series, Proper Football Daily, marking an expansion of Sun Originals programming.
The series will be fronted by The Sun’s sports team, Director of Sport Shaun Custis, Head of Sport Dean Scoggins, and Deputy Sport Commissioning Editor Will Pugh, with contributions from The Sun's star columnist, Kyle Walker.
Proper Football Daily is a brand new World Cup show, bringing expert analysis and opinion of all the day's games, added the publisher. Filmed each night in its New York studio, it will feature live dial-ins from the England camp, reports from across the US and some very special guests. Over 32 episodes will be produced for the tournament, launching on 11 June.
The collaboration encompasses show sponsorship, collaborative content creation, brand and product integration, the publisher continued.
Proper Football Daily will be distributed across The Sun’s social media channels including Facebook, Instagram, YouTube, TikTok and X, reaching a combined audience of over 50 million followers, says The Sun. Content will be further amplified through Hawkstone’s social media channels, with additional support in print and on thesun.co.uk and the-sun.com.
The partnership with Hawkstone highlights the continued success of Sun Originals Video, establishing The Sun as a destination for brands looking to reach vast, engaged audiences, added the publisher. Hawkstone joins online betting platform Midnite, which returns as headline partner for special tournament editions of Tactics Exposed and Team Talk. Meanwhile, Sky Glass has signed on as the official sponsor of Ones to Watch, a pre-tournament format spotlighting the players set to define the international stage.
Owen Griffiths, commercial director, The Sun, said: “The scale of this collaboration is a testament to the strength of The Sun's video offering. By bringing together Hawkstone’s unique brand voice and our industry-leading sports expertise, we are delivering a World Cup show that is as bold as it is broadly accessible. It marks an exciting new chapter in the expansion of our Sun Originals portfolio."
Andy Cross, sales director, Hawkstone said: “If you are supporting England in this World Cup please don’t make the mistake of doing that with a French, Dutch or Spanish beer in your hand. There is only one English premium beer and that is a Hawkstone. Our British farmed beer is backing our boys this World Cup and teaming up with The Sun to deliver “Proper Football Daily”, everything you need to know every day to support our lads.”
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