Sky Sports has kicked off its ‘Keep Up’ for the Women’s Super League, with a campaign video featuring Nadia Rose and other grime stars, such as Yungen, Stefflon Don and Bugzy Malone, to a remixed version of Stormzy’s ‘Shut Up’.
The 60-second film builds upon the success of England’s Lionesses at this year’s World Cup and increased national interest in the women’s game, and aims to celebrate the quality of football live on Sky Sports.
The campaign is designed to inspire more women to play football, while also encouraging more people to watch the game.
Produced in partnership with McCann London, alongside Stormzy’s cousin, England legend Beth Mead, Man City’s Demi Stokes and Liverpool’s Missy Bo Kearns amongst Jen Beattie, Leah Galton and Rachel Yankey also star in the music video.
Showcased across talent and grime community socials, the campaign will also run through paid socials starting later this week.
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“This campaign mixes the worlds of Sport, Music, and Culture to encourage a generation of young fans to tune in to the phenomenal talent playing week in week out in the women’s game,” said Sky Sports marketing director Dave Stratton.
McCann London executive creative director Regan Warner commented: “It’s been incredible to work with Sky Sports on our shared ambition to create a Women’s Super League anthem giving women’s football the platform and voice it deserves.
“And what better way to do this than reworking Stormzy’s ‘Shut Up’ with Nadia Rose into a rallying cry for us to ‘Keep Up’.”
McCann London creatives Christopher McKee and Richard Morgan added: “Bringing together the worlds of grime and women’s football just felt so powerful.”
“Keep Up’ is an unapologetic attitude we should all live by.”
The campaign follows in the wake of the channel celebrating the start of the 2023-24 sports season by enlisting an impressive cast of sporting A-listers, including Erling Haaland, Jack Grealish, Ella Toone, Lewis Hamilton and a surprise cameo from Idris Elba.
