No one has heart for the beautiful game like northerners. 

When we set out to create  this space, we began with the people at its heart:  Northern football fans.

Our mission was to connect Sky Bet and The Overlap with the very audience that lives and breathes the game.
 

The Challenge

We had to transform our Studio space into a setting that captured both nostalgia of football’s golden years and the excitement of what the future holds for the sport.

It had to be a place where legends of the game and everyday fans could come together – united by passion, pride and their love of the  beautiful game.
 

The Solution

We carried out in-depth qualitative research to decode  the true Northern footie aesthetic. 
Fans shared vivid memories: 

•    The smell of Bovril in the air
•    The walk past the chippy on matchday 
•    Childhood heroes and cult football icons 
•    Defining moments that shaped them as lifelong supporters

These insights weren’t just nostalgic – they became the blueprint for our creative direction. 

We bottled that emotion and poured it into every detail of our set design, drawing inspiration from 90s street culture, working with our Studios team to create authentic replica street posters that felt true to the time and place. 
 

The Results

•    The Overlap was named YouTube series of the year
•    Won podcast of the year
•    Averaged 3.2m views per episode

These accolades and the phenomenal audience engagement confirm what we set out to achieve:  creating a space that truly became the home of Northern football conversation, and gave Sky Bet and The Overlap a leading voice in football culture.