Sports Direct appoints Cowshed Social as video production partner to drive brand awareness

Cowshed Social will handle all strategy, creative and production of the retailer’s YouTube channel, producing content on football, culture and entertainment.

Cowshed Social

Sports retailer Sports Direct has appointed social content and video production agency Cowshed Social as its retained social media video production partner.

The agreement, starting this month, means that London-based Cowshed Social will take charge of the launch and management of Sports Direct’s YouTube channel. The move means that Cowshed Social will manage all strategy, creative and production on the channel, as well as talent management.

Content will be based around three ‘pillars’ of football, culture and entertainment, driving brand awareness for Sports Direct and on and offline football.

Beckie Stanion, Chief Marketing Officer at Sports Direct, said: “Social media is a vital part of our elevation and brand strategy, and we’re hugely excited about building our YouTube community through entertaining sports content.”

The appointment follows a competitive pitch process and adds to Cowshed Social’s roll call of clients including KFC, Chelsea Football Club and Boohoo.com. 

The agency launched in July 2019, co-founded by George Cowin, formerly of Unilad and Ryan O’Shea from Video Europe. It is set to hit revenue of £5m in year three of business.

Cowin said: “[Sports Direct is] a brand we hugely admire for its agility and growth in the sport retail sector. We’re deeply passionate about working with sport brands and have amassed several clients in this space, which is testament to our skill in and knowledge of this industry.”


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