Licensee of the Year leads new Sky campaign

The BII's Licensee of the Year has taken centre stage in a new campaign from Sky Sports, as it kicks off what it calls "its biggest ever domestic football season".

The broadcaster has released a new campaign that features a fan from each of the 92 Premier League and English Football League (EFL) clubs, offering their messages of hope and pride ahead of the new football season. 

As a lifelong supporter, BII winner Justine Lorriman (pictured) represents Burnley FC in the campaign.

"It’s exciting to be selected as the fan that represents Burnley," says Lorriman, landlady of The Royal Dyche. "I have a strong connection to the football, specifically through my business, so it was a great opportunity that I couldn’t turn down."

Who else is on the team sheet?

Stars from the world of sport and entertainment feature alongside Lorriman, as well as supporters from Newcastle United’s deaf community. 

Among the 92 supporters is West Ham United fan Danny Dyer, comedian Josh Widdicombe, darts star Nathan Aspinall and boxer Joshua Buatsi.

As part of the campaign, Sky Sports has also produced a video telling the story of all 92 fans narrated by presenter and football personality Chelcee Grimes, which is available to watch on YouTube, Instagram, X and TikTok. 

"With the EFL season kicking off this week, the soon to launch Sky Sports+ will be transformational in the amount of choice venues will have access to via live streams and a dedicated new channel," says the broadcaster. "With more coverage than ever before from the EFL, both tennis Tours and men’s Super League, venues with a connected Sky Q box will be able to stream over 50% more live sport this year."

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