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Get in touchCoral: Call Yourself A Fan?
The Ask
The brief was straightforward: increase impressions and drive deeper engagement. But there was added complexity: Coral operates under Entain, one of the world's largest sports betting and gaming groups. Every element of the campaign had to work within strict compliance requirements. As a specialist in regulated sports environments, Square in the Air understood both the creative opportunity and the compliance demands of running influencer.
The Idea
Take the energy of a podcast hosted by Alex Brooker, and captained by Jimmy Bullard and create a pool of accounts that match.
We picked 80 micro-influencers, 70 of them tied to specific Premier League clubs, the other 10 were broader football accounts for wider reach.
This allowed us to hand-pick the accounts that matched the guests, the narrative and the clubs in the room.
No blanket posting. No spray and pray. Each influencer wrote their own copy, challenging what was said in the content, adding opinions, starting arguments. Authentic to their voice, specific to the episode, built to drive discussion in the right corners of football X.
The Output
57.7 million impressions across the 2025/26 Premier League season. 461 separate posts across club fan accounts. 9 million video views. Just under 200,000 engagements, across 38 amplified videos, each one placed with the accounts most likely to make it land.
By the end of the season, we had placed 'Call Yourself A Fan?' exactly where it needed to be: in front of the fans who were always its audience.
57.7M
Impressions
9M
Video views
200k
Just under 200k engagements
