Presenters from Capital, Heart and Radio X hit the track at iconic Silverstone racing track in thrilling Sky Sports series

Video and broadcast campaign marks Global’s first ever multi-brand partnership 

Global and Sky Sports have created a first-of-its-kind partnership, uniting Heart, Capital and Radio X in a high-energy Formula 1-inspired challenge at Silverstone. In the lead up to the first Grand Prix in Australia, presenters were pitted against one another to compete for pole position in Global‘s first ever cross-brand ad campaign. 

Filmed at the iconic Silverstone racing circuit, the video and broadcast campaign saw six Global presenters go head-to-head in a bespoke go-kart Grand Prix. Representing Heart were Mark Wright and Pandora Christie, Capital’s team featured Siân Welby and Kem Cetinay, and Radio X was represented by Chris Moyles and Polly James. Each presenter tackled a lap on a specially built circuit with the aim of setting the fastest lap and securing top spot on the Sky Sports x Global leaderboard. 

The challenge played out in a week-long series that premiered on Global Player, Global’s entertainment app, before landing on each brand’s TikTok and Instagram channels. Complete with legendary grid walks and pit-stop interviews, the series is presented by Sky Sports F1 expert Martin Brundle, OBE who provided his trademark commentary and reaction, supported with voiceover from Sky Sports F1 commentator David Croft. 

Across the week, the campaign was supported with on-air features and live reads on Heart, Capital and Radio X, featuring standout moments from the track day and Brundle’s reactions, driving listeners to Global Player to watch each new release and find out who was topping the leaderboard – gearing up to a big winner’s reveal. 

Every day, listeners could also enter online to win an ‘at-home viewing package’ including a 12-month NOW Sports membership, a 55-inch Samsung 4K Smart TV and Sonos surround sound system. 

This activity marks the start of a larger scale collaboration between Global and Sky Sports, with ongoing content planned to cover key upcoming F1 races. 

“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.

With our new Sport By Global division, audiences can expect even more tie-ups like this and we’re looking forward to creating even more epic drama and content in collaboration with our advertising partners and sports rights holders.”

Mike Gordon, Global’s Chief Commercial Officer

Steff Bryant, Sky Sports Marketing Director said: “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 Sky Sports or stream with NOW.”

 

“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!”

Mark Wright

As the only place to watch to every practice, qualifying session, and race live, Sky Sports remains the definitive home of Formula 1 in the UK and Ireland, continuing its broadcast partnership through to 2029. For instant, contract-free access to all Sky Sports channels including Sky Sports F1, non-Sky subscribers can purchase a NOW Sports Day or Month Membership.

Publicis Media is Sky Sports’ media planning agency. 

 

📸 Global – Stefano Broli / Alex Smith