Reach, the UK’s number 1 news publisher for sport, is transforming its Mirror Football YouTube channel into a brand new standalone brand, All Out Football, setting the scene for a dynamic new channel.

Sky Bet, one of the UK’s biggest betting brands, has been announced as All Out Football’s exclusive commercial sponsor from its launch yesterday with the first episode of weekly flagship show In the Mixer (27th August). Media agency EssenceMediacom brokered the partnership as part of extensive strategic planning around the start of the Premier League season.

All Out Football gives Reach Studio’s original football content one dedicated hub, providing a destination for brilliant content.

The combination of a unique national and regional footprint, together with well-connected football journalists and club-specific reporters puts Reach in a very strong position to produce and distribute content targeted at diverse audiences in local communities.

In The Mixer – All out Football Photographed Joleon Lescott and Olivia Buzaglo.
All Out Football’s multimedia-first content, which will sit across YouTube and its social media channels, will include:

• A weekly flagship show called In the Mixer, hosted by ex-England defender Joleon Lescott and a football influencer and presenter Olivia Buzaglo, including a cast of weekly guests. Trusted, expert opinion meets social first style with fun, lively reaction to the biggest news stories mixed with real life insight. The first episode went out yesterday and can be found here: All Out Football | In The Mixer
• A monthly documentary giving exclusive access to clubs and players around the country, be that focussing on the non-league world, football in grassroots communities across the UK or speaking to some of the unsung heroes who make the biggest clubs in the game tick.
• The first documentary, launching next weekend, will be meeting the Everton fans who are coming to terms from moving from their historic Goodison Park home to their new ground at Bramley Dock. Working title: Into The Blue: Everton’s New Dawn
• Working with established content creators to make funny, off-the-wall, challenge based, competition style and vox pop led formats – for example Soccer Scran League – a football content creator travelling around the UK to find and rate the best food on the terraces.

This will add to our existing All Out Franchise, including All Out Fighting, All Out Gaming and All Out Rugby League, which all launched earlier in the year.

Reach Studio Director Harrie Dumenil said: “We are excited to be launching All Out Football with Sky Bet as our lead sponsor and it has been a pleasure working with both the client and EssenceMediacom to help bring this brand new social video series to market. With similar audiences, SkyBet is the perfect partner to bring our new and exciting suite of football content to millions of fans.”

Kevin Brain, Head of Content at Sky Bet: “We know that fans are always looking for new ways to consume the game they love, and we’ve shown a consistent commitment in backing content where we can add genuine value to the audience viewing experience. We’re excited to see how All out Football develops”

Alex Jockelson, Client Partner, EssenceMediacom: “When Reach came to us with their All Out Football proposition, it was a no-brainer to include in our recommendation for Sky Bet’s Start of Season campaign, and beyond. As the first-choice betting brand for football fans, we wanted a unique and impactful partnership that would help enhance fans’ experience, positioning Sky Bet at the heart of it all. This does just that.”

Mairi Brewis, Head of Media Partnerships, YouTube UK: “It’s brilliant to see the launch of All Out Football, which promises to be a strong addition to Reach’s portfolio. With YouTube video at its core, it reflects a wider investment into the platform — focusing on longform, original content designed to engage new audiences in fresh, creative ways.”