SKY's Soccer AM signs up FRijj to £2m sponsorship deal

LONDON - Dairy Crest-owned flavoured milk brand FRijj has signed a £2m deal to become the new sponsor of Sky TV's Saturday morning football show, Soccer AM.


The sponsorship includes 15-second opening and closing show idents, plus five-second break bumpers. The clips, by Grey London, show people playing ‘swamp football' in knee-deep mud.

‘The humorous tone of the show fits well with the FRijj brand and will allow us to further build brand awareness following the success of the Four Ridges campaign in 2008,' said Marc Dubery, liquids sales and marketing director at Dairy Crest.

Previous sponsors of Soccer AM, which airs from 9am to 12pm each Saturday on Sky Sports One, include The Sun, chocolate bar Yorkie and Brylcreem.

The entertainment programme, featuring footballing and celebrity guests, is presented by Max Rushden and Torquay United supporter Helen Chamberlain.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content