WILLIAM HILL:
UP FRONT

William Hill want to position themselves as an authoritative voice within sport, and as a publisher in their own right. Having worked with them on Stripped – their first foray into creating publisher-quality original content for their own channels – we developed Up Front as the next iteration.

Tapping into Simon Jordan’s no-nonsense style and the appeal of big-names guests, we created a podcast that is hard-hitting, brutally honest and – above all – genuinely original. The result is unmissable long- and short-form content that engages audiences at scale.

Coupled with a bespoke distribution and amplification plan tailored to each guest and episode, we have delivered an asset that is both editorially excellent and a self-perpetuating marketing machine for William Hill.

Since launch in late April 2023, the results have exceeded all KPIs. Up Front has been the highest performing branded podcast in the UK, dominated the sports podcast charts, generated extensive pick-up from mainstream media and seen huge engagement on social media, including William Hill’s own channels.

William Hill now have an original, unique asset that continues to serve as a flagship and focal point of their marketing plans.