Sky Bet launches #betterpenalties campaign for England

Sandro Di Michele
Sandro Di Michele

Sky Bet is launching a series of short films before and during Euro 2016 to help ensure Roy Hodgson’s England overcome the dreaded penalty shoot-outs. 

Created and distributed by strategic sports PR and sponsorship agency Heavyweight Sports, the #betterpenalties films featuring Matt Le Tissier will launch during this summer’s Euro 2016 tournament.

In the first film English football’s best ever penalty taker Matt Le Tissier selects his top five penalty takers in the current England squad, with goalkeeper Joe Hart the surprise inclusion.

A second film, which also features Le Tissier, discovers exactly where the perfect penalty should be placed to make it impossible for the opposition goalkeeper to save. In research specifically commissioned by Sky Bet and carried out by football scientist and academic Dr Ken Bray, a quadratic equation has been formulated by the mathematician that identifies the mythical spot for the first time.

Sandro Di Michele, Head of PR for Sky Bet, said: “England losing on penalties is the narrative the country seemingly suffers at every international tournament. By bringing together pre-eminent football science academics and one of the world’s greatest penalty takers, #betterpenalties offers ways Roy Hodgson might end the hoodoo whilst playing on Sky Bet’s successful ‘making betting better’ brand strategy.

“It is 5/1 England lose again in a penalty shot-out at Euro 2016, but if Wayne and the rest of the team follow our advice the nation will be cheering even though Sky Bet could be counting our losses!”

Adam Roland, Founder of Heavyweight Sports, said: “If Roy’s boys follow Sky Bet’s directives shoot-out misery will be a thing of the past and the nation will be jubilant! Naturally Heavyweight Sports are always on call to help England’s management bring home the silverware.”

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