Sky Sports and Global debut cross-brand F1 campaign

Global and Sky Sports have launched a first-of-its-kind campaign uniting Heart, Capital and Radio X in a Formula 1-inspired challenge filmed at Silverstone.

Ahead of the season-opening Grand Prix in Australia, presenters from each brand went head-to-head in a bespoke go-kart race to compete for pole position on the Sky Sports x Global leaderboard.

The series featured six presenters: Mark Wright and Pandora Christie for Heart, Siân Welby and Kem Cetinay for Capital, and Chris Moyles and Polly James for Radio X. Each participant completed laps on a custom circuit aiming for the fastest time, with commentary provided by Sky Sports F1 expert Martin Brundle, OBE, and Sky Sports F1 commentator David Croft.

Cross-platform engagement for fans

The week-long campaign premiered on Global Player, the group’s entertainment app, before rolling out to TikTok and Instagram for each brand. On-air features and live reads on Heart, Capital and Radio X highlighted track-day moments and Brundle’s reactions, driving audiences to Global Player to follow the leaderboard and the eventual winner reveal.

Listeners were also invited to enter a daily online competition to win an at-home F1 viewing package, including a 12-month NOW Sports membership, a 55-inch Samsung 4K Smart TV and a Sonos surround sound system.

Mike Gordon, Chief Commercial Officer at Global: "Bringing our radio brands together for the first time in a head-to-head competition and shared campaign of this scale is very special and marks the start of a brilliant partnership. Having Martin Brundle, OBE in the mix added that unmistakable Sky Sports F1 authority and the result is thrilling content for fans, or anyone who simply loves a bit of rivalry."

Sky Sports perspective and ongoing collaboration

Steff Bryant, Marketing Director at Sky Sports: "F1 has always been about anticipation, unpredictability and brilliant storytelling – but this season takes that to a whole new level. With new cars, new rules, and new teams, we’re heading into one of the most unpredictable seasons in Formula 1 history: a true race into the unknown. Creating something with Global that audiences could follow day by day has brought that sense of unpredictability and excitement to life, building momentum ahead of lights out on 6th March. From Silverstone and throughout the season, we’re giving fans a front row feel for the drama as it unfolds – and reminding them they can watch every F1 race of the season live on Sky Sports or stream with NOW."

Mark Wright, Heart presenter: "Big up Heart! I done this for all my Heart team, it ain’t just about me, this is a team effort. Thank you so much for having me, Silverstone, Sky Sports, F1. Let’s go. Wrighty on the top, come on!"

Sky Sports remains the definitive home of Formula 1 in the UK and Ireland, continuing its broadcast partnership through 2029. Non-subscribers can access all Sky Sports channels, including Sky Sports F1, via NOW Sports Day or Month Membership. Publicis Media acts as Sky Sports’ media planning agency.

www.global.com

www.skysports.com

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