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Get in touchStar Sports Bet: Producing The Inside Channel for Star Sports Bet
The Ask
Three episodes a week. Live podcast production from the USA. Delivered with episode planning, social clipping, and stand-out channel branding for a regulated sports betting brand at the biggest moment in the football calendar. As specialists in regulated sports environments, Square in the Air understood both the creative opportunity and the compliance demands of integrating Star Sports' betting product authentically into a live content series.
The idea
ITV's lead commentator Sam Matterface and Star Sports Brand Ambassador Alex Crook would host the podcast.
Over the World Cup, 25 guests joined across 20 episodes — including Frank Lampard, speaking on his ghost goal against Germany and infamous penalty shootouts, Brighton manager Fabian Hurzeler breaking down new tactical trends, and Sam Allardyce, Steve McManaman, Slaven Bilic, Joe Hart and Alan Pardew delivering exclusive tournament insight.
We created a nuclear green visual identity that gave The Inside Channel an unmistakable look across X, Facebook, Instagram, TikTok and YouTube Shorts while maintaining clear Star Sports brand callbacks. To keep Star Sports' football product integrated authentically, Square in the Air built a tipping competition between the hosts completed at the end of every episode.
The Output
20 episodes. 25 guests. 3 episodes per week across the tournament. 88,700 YouTube views. 1.8 million social views across X, Facebook, Instagram, TikTok and YouTube Shorts. 12,000 social engagements. And a regulated betting brand with its own unmistakable presence at the most content-saturated World Cup ever played.
88.7k
Youtube views
1.8m
social views
12k
social engagements
