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. Brylcreem out-bid several other brands to become sponsors of Soccer AM from the beginning of the 2005/06 football season and has since extended the relationship to cover the 06/07 season. As evidenced in the quote from Julie Baker, Sara Lee saw Soccer AM as the perfect vehicle - an association that gives Brylcreem the opportunity to reach a large group of young male viewers with humorous and engaging content.

To improve Brylcreem's image and awareness amongst 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 includes the 'Soccer AM' Saturday morning 3 hour show as well as 'Soccer AM Best Bits', a highlights show that can be found on Sky Sports during the week, in both the on and off season. The sponsorship campaign has been 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 2006/07 season, Davy and his hair now have their own personal commentator.

Research was conducted among 16-30 year old males (both regular Soccer AM viewers and non-viewers). The research was designed to evaluate sponsorship fit, awareness, purchase intent, and the communication of brand values. The choice of Soccer AM gave Brylcreem the demographic and age range they were trying to reach - as well as a way to extend their association with football. Soccer AM's 37% 16-34 audience (vs 23% total TV homes) and 59% ABC1 (vs 42% total TV homes) audience was perfect for Brylcreem. Please click "View Website" for further details.

''Soccer AM is a great natural partnership for Brylcreem; not least in the synergy between the show's viewer demographics and our own user profiles, but more importantly in the tone and humour of the show that is in keeping with the down to earth, British style of Brylcreem." Julie Baker - UK Marketing Director, Sara Lee International. 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.