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The Northern Home of Football

Sky Bet and The Overlap had a problem:


The betting market was a cluttered and intimidating space, full of loud voices and big personalities. Cut-through had become difficult and thought-leadership and cultural relevance had become more essential to creating that cut-through. Sky Bet and their sponsored football discussion podcast The Overlap, hosted by Gary Neville, had initial success, but lacked the perfect studio space to house the content, and therefore to become a true home of the northern football conversation.

Set Design and Build, The overlap  Stick To Football Podcast Creative  Sky Bet Sky
Illustration  Set Design and Build, The overlap  Stick To Football Podcast Creative  Sky Bet Sky
Set Design and Build, The shot bar  Stick To Football Podcast Creative Production
THG Studios The Overlap Reveal 2024

We had an idea:


We had everything we needed in our in-house studios to become home to The Overlap, but we needed to design and craft the perfect space – a space that brought not only the luxury and gravitas that could house the range of Gary Neville’s guests, but also the down-to-earth charm that made the space feel both on brand for The Overlap and Gary Neville, and evocative and inviting for northern football fans.

“It’s right up my street, it looks absolutely brilliant, it’s amazing.”

Gary Neville

Gary Neville Behind the scenes  Stick To Football Podcast Creative Production
Gary Neville Behind the scenes  Stick To Football Social Youtube Series Creative Production

The results:


The Overlap won YouTube series of the year, podcast of the year, and averaged 3.2m views per episode. These awards and engagement figures prove we were successful in creating a space that truly became the home of northern football conversation and gave Sky Bet and The Overlap a leading role in football culture.

David Beckham Stick To Football Podcast Creative Production
Rory Mcilroy  Stick To Football Podcast Creative Production
THG Studios The Overlap The Best Bits 2024