Soccer AM is the Saturday-morning football show with a difference. Showing on Sky Sports, it delivers an eclectic mix of football, comedy and entertainment. During the football season Soccer AM is on every Saturday morning from 9am until noon. Brylcreem out-bid several other brands to become sponsors of Soccer AM from of the beginning of The 2005/06 football season and has since extended the relationship to cover the 06/07 season.

Campaign objectives were to; Improve Brylcreem's image and awareness amongst their core 16-30 male target audience. To convey the brand values of: confidence building, fashionable, modern and credible. To leverage heritage with sport and particularly football.

The sponsorship deal included the 'Soccer AM' Saturday morning show as well as 'Soccer AM Best Bits', a highlights show on Sky Sports during the week, in both the on and off season. The sponsorship campaign was created around "Davy Todd and his fantastic looking hair". Initially Davy was followed around in his daily life by a group of his own cheering supporters, marvelling at his great hair. In the most recent creative for the 06/07 season, Davy and his hair now have their own personal commentator. Both sets of credits were created in-house by Sky Creative Agency.

Research shows that there has been a 33% uplift in the perception that Brylcreem is a 'fashionable' brand and a 17% increase in Brylcreem as an 'appealing brand'. Responding to the statement 'Brylcreem makes you feel confident' - those aware of the sponsorship were 16% more likely to agree. Due to the success of the sponsorship, Brylcreem have been able to develop the association 'off air'. A new range of Brylcreem sports products have been produced - including hair and shower gel which carry the Soccer AM branding.

By completely understanding the editorial environment of Soccer AM and thus creating sponsorship credits that appeal to the young, upmarket cult following that this programme has developed - Brylcreem has met all of its initial objectives. The year-round presence has afforded the scope to communicate a variety of messages, whilst at the same time allowing enough exposure to ensure each is adequately conveyed.