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NEWS: How the Sky Blues worked with MATTA to create inspiring 'UP' Season Ticket launch video

4 June 2024

Club News

NEWS: How the Sky Blues worked with MATTA to create inspiring 'UP' Season Ticket launch video

4 June 2024

Dream Big. Aim High. Play UP – the tagline for the Season Ticket launch video captured the spirit of Coventry City supporters and the local community.

The video had been months in the making, with the team at the Sky Blues working closely with MATTA. They are an award-winning, independent, creative agency who specialise in the sports industry and have worked previously with the FA, England Rugby and ICC, amongst others, including a number of Premier League clubs. As the partnership with MATTA on the Season Ticket campaign kicked off, Coventry City became the first Championship side to work with them.

The work to plan the most engaging and impactful video began – with research and idea development followed by storyboarding and scripting. Alongside this, eye-catching artwork was also designed to capture the feeling of the end product and the attention of Sky Blues fans plus the wider public.

The video itself was filmed in the build-up to the FA Cup Semi-Final, a time of great excitement and anticipation around the Club and the City. It was the perfect time to capture the feeling of a Club on the UP.

There were lots of key elements of the video involved in the shooting day and filming largely took place at the Coventry Building Society Arena, while other shots of the City were also captured.


The soundtrack was chosen as a modern take on the 2Tone music that started in Coventry back in the 70s and 80s – an upbeat DnB song that would carry the pace of the video, and reflect the City itself.  


The narrator was selected as Coventry-born artist John Poet Bernard - Spoken Word poet, Rapper and Radio Presenter, he has been described as the “City’s Voice for the Young”. He was a finalist for BBC Words First 2020 and toured with BBC Bitesize, helping young people to get into creative careers. In 2023 he was named Coventry Poet Laureate and has also previously been played on a matchday as part of the Club’s ‘From Our Coventry Homes’ matchday music feature. For the shoot, he wore the 1987 FA Cup winning shirt which had recently been released as part of the Club’s retro range.



It was vital for fans to be involved, and for this the Club invited a range of City supporters – including from local Supporters Groups, representative groups such as Proud Sky Blues, the Family Zone and others – to take part in the strictest of confidence.



Sky Blues players were also on-board, joining the filming after that morning’s training session at Ryton. Established City stars such as Milan van Ewijk, Ben Sheaf, Ellis Simms and Haji Wright were joined by January signing Ephron Mason-Clark as he met his new team-mates and saw his new home for the first time.



Mark Robins, the Sky Blues manager, was also at the Coventry Building Society Arena to take part in the filming as well, taking to the pitch and the touchline at the Arena to add his contribution to the film – recreating his lean into the camera from the Club’s City Unseen content earlier in the year.


Owner and Executive Chairman Doug King said:

“We have been very pleased with the reaction to the Season Ticket video after our work alongside MATTA, and the subsequent uptake of Season Tickets as well.

“We are the first Championship Club to work with MATTA, who have created many memorable campaigns for National Teams, Lionesses and England Cricket amongst others, and it was great for our team to work so closely with them on this project.

“We wanted to create a video that had a totally different feel to most Season Ticket Campaigns and showcased our City, our aspirations and was looking to the future and all the great moments to come, building on the foundations of the last few years.

“To succeed in life as well as football you have to dream big and aim high, and you need support. The video is unabashedly appealing to our community  to get fully behind the team, to fill the stadium and to experience first-hand what that feels like. There is nothing better.”

Tom Allwood, Managing Director at MATTA:

"We loved working with Coventry City on this campaign, and have been delighted to see the success so far in Season Ticket sales.

“The 'Up' theme reflects the positivity and excitement surrounding the Club at the moment, and we were delighted to be able to tap into Coventry City's local pride and passionate fanbase, to create a great campaign."

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