Luke Barclay
— Graphic Design & Art Direction
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The Formation

The Formation is BT Sport’s approach to world class sport comms. Taking the iconic matchday programme that’s jam packed full of information, analysis and intrigue and harnessing that each week through an email newsletter sent to customers. Bringing in and taking out modules and content to create the strongest possible field. Beyond just adding value, we give customers everything they wanted and everything they didn’t know they wanted. Shareable, Sendable, Tweetable, Talk-aboutable. It’s not meant to be a 30 second read, it’s a 5/10 minute magazine on your phone.

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The Formation - BT Sport

 

Thanks to you-know-what, football fans were deprived of the match-day experience. No pies. No Bovril. No glossy programme.

So, with BT Sport, we made our own one. The Formation is a weekly digital football programme looking at the weekend ahead. Interviews. Opta stats. Opinions. News. Polls. Winners. Losers. The lot.

It turned a basic weekly email into something shareable, sendable, tweetable and talk-with-your-mates-in-the-group-chatable. A 5-10 minute read with a design language that matched the classic programme – within the parameters of BT's iconic visual identity. Back of the net.

 

So, in a nutshell, what’s The Formation?

In a season without the physical programme on matchday, The Formation fills that gap. 

In a season without the physical programme on matchday, The Formation fills that gap. 

A trusted source of information with stats and insight unavailable to anyone else.

A trusted source of information with stats and insight unavailable to anyone else.

Weaving in calls to action to watch, interact and more with the brand and the product.

Weaving in calls to action to watch, interact and more with the brand and the product.

- Paid social

Modules

Winners & losers: The week’s best and worst-performers.

What’s stat all about? The facts, figures and insights to share with your mates.

What’s stat all about? The facts, figures and insights to share with your mates.

Champions League: A dose of the iconic Champions League VI to promote BT’s coverage.

Champions League: A dose of the iconic Champions League VI to promote BT’s coverage.

Coming this week: Telling punters when, where and how they can watch the week’s fixtures.

Head to head: Comparing two players. And their key stats.

Quote this: Highlights from pre-match and post-match pressers.

Project: 2021
Client: BT Sport
Agency: Wunderman Thompson

Creative Direction: Christopher McKee
Copywriter: Alex Horlock
Creative: Joshua Baggott
AM/PM: Natalie Wilson, Mark Cheng