Global media outreach with Graham Budd Auctions

YS executed a two-stage media approach. Firstly, we launched the auction itself, working with the vendor (match referee Ali Bin Nasser) and the Graham Budd team to take briefings and draft a template release, which was tailored and sent out to selected media. Having researched and built a global target media list, selecting top tier titles based on audience, geographical reach and editorial tone of voice, we liaised with the world’s biggest media outlets to book in interviews and provide additional information where required.

A key aspect of this phase was managing controversy and planning for negative coverage. For instance, working with Ali on developing soundbites in advance, pushing back on difficult journalists and successfully managing inbound press inquiries.

For phase two, we organised and ran a full press day for international broadcast media at Wembley Stadium. During the day, we arranged multiple video calls with media including BBC, CNN, Forbes and more with the players, ball, and an opportunity to interview the referee from the 1986 match.

Our role on the day included managing an ever-changing schedule, making room for inbound unexpected tier-one media requests, managing and interjecting with key information where necessary, organising talent and key media in the room, and much more.