Enter the Mind of a Football Manager with Brendan Rodgers and Fabrizio Romano in Sky Media Documentary

William Hill, in collaboration with Sky Media, media agency Wavemaker UK, and production company DEAD Films, announce the launch of ‘Gaffer’. The new documentary series delves into the highs and lows experienced by football managers. Launching August 16th on Sky Sports, the long form version of the series will also be available via Sky On Demand and available as a four-part mini-series on Sky Sports YouTube. 

The documentary features first-hand accounts from renowned figures such as Brendan Rodgers, Fabrizio Romano, Roberto Mancini, Rob Edwards, former owner Simon Jordan, and Manchester United legend Patrice Evra. ‘Gaffer’ investigates the ‘revolving door’ of football management that has become widespread in recent years.

The series will be promoted via social media cutdowns on Sky Sports' Instagram and Facebook as well as a 30-second TV commercial. The commercial will promote the On Demand destination as well as the online versions via an onscreen QR code.    

Additionally, Sky Advance will be used to target football fans online offering a clickable version of the TVC, along with short form video on demand (SFVOD) and digital inventory, providing the audience with seamless access to the content.

‘Gaffer’ provides fans an in-depth exploration of the challenges and opportunities with evolving management styles, club investments and the growing demand for profitability. Centred around intimate interviews, this four-chapter documentary tells the inside story of arguably football’s toughest job in a way that’s not been told before.   

Michael Sheehan, director of UK marketing at William Hill shared, "Football managers operate in an incredibly high-stakes environment. Through 'Gaffer,' we aim to give viewers a deeper understanding of the complexities and pressures that these leaders face every day. Modern day football managers have, what has got to be, one of the toughest leadership jobs there is. Through 'Gaffer,' we aim to give viewers a deeper understanding of the complexities and pressures that these leaders face every day."

Karin Seymour, director of client and marketing at Sky Media said, " We're thrilled to have collaborated with William Hill and Wavemaker UK to create this unique perspective on football. Everyone’s an armchair manager thinking they can do a better job, but this in-house produced series offers an intimate and compelling look at the world of football management." 

Isobel Mooney, managing partner at Wavemaker said, "In a category as cluttered as the sports gambling space, finding a way to deliver proper value and differentiate from competitors is a huge challenge. The collaboration on ‘Gaffer’ demonstrates William Hill’s heritage in sports and the capacity to tell interesting, untold stories delivering high-quality content to fans beyond the bet.”