London, 15.04.25 – C-Screens, the UK’s leading provider of premium TV Out-of-Home (TVOOH) content, today announces an exciting new partnership with Sky to bring dynamic live football score updates to key retail and service station locations across the UK. This innovative collaboration will power the ultimate Gillette Labs Soccer Saturday experience for fans on the move, delivering real-time updates from across the top four divisions of English football as well as WSL & SPFL.
The new initiative will showcase Sky’s commitment to football by seamlessly integrating live score updates into C-Screens’ extensive digital screen network. This marks a significant milestone as C-Screens introduces live scores to its retail network for the first time, leveraging a bespoke IT solution to provide real-time updates in a Sky-branded template.
Fans visiting retail centres such as Lakeside, Metro Centre, and Spitalfields Market, will see live score updates every five minutes throughout match weekends. The one-minute updates will deliver all the latest scores in a 15-second format, with additional focus on the highest-profile games of the day. The screens will also feature complementary advertising content tailored to the sporting audience. The launch of this partnership is exclusively in conjunction with Publicis Media and will feature advertising from their brands Haleon Voltarol & Aldi across the remaining weekends of the football season.
By extending Sky Sports’ reach to high-traffic locations, the partnership aims to engage a broad audience—from die-hard football supporters to casual sports fans—offering an invaluable service for those unable to dedicate an entire afternoon to watching the scores at home, or keep their eyes glued to their phones whilst out and about. Furthermore, the campaign provides advertisers with new opportunities to align their messaging with premium sports content, maximising both engagement and monetisation.
The deal between Sky and C-Screens was facilitated in collaboration with Rapport Worldwide. As the project progresses, audience engagement and impact will be closely monitored to assess its effectiveness, with the potential for future expansion across additional channels and sporting content.
“Through this partnership, we are bringing the best of Sky’s football coverage to audiences wherever they are, ensuring fans stay connected to the latest action,” said Bhavesh Patel, Director of Media at Sky. “By combining C-Screens’ extensive reach with Sky’s leading sports content, we are creating an innovative and dynamic way to reach and engage football fans beyond the traditional home viewing experience.”
“Our proprietary CPlayer technology allows for seamless integration of real-time data, ensuring that audiences receive fast and accurate football updates while enabling brands to engage with fans in a highly relevant and contextual environment,” said Rob Hicks, Co-Founder at C-Screens. “This collaboration underscores our commitment to delivering premium content alongside cutting-edge video solutions for an elevated out-of-home viewing experience.”
