NOW brings Succession storyline to life with a football partnership

that even the Roy family would approve of (well most of them…)

Streaming service NOW launches epic new football partnership with Hearts F.C. inspired by hit HBO show Succession

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SKY

To celebrate the return of season 3 of Succession, streaming service NOW is bringing a slice of the Roy family’s dysfunctionality to the UK with a Succession-inspired football ‘takeover’ in Edinburgh.

In the last season of the hit show, Roman Roy (played by Kieran Culkin) buys the Scottish football club Hearts to impress his father Logan (Brian Cox), only to awkwardly discover that his billionaire dad is actually a fan of Hearts’ biggest cross-city rivals, Hibs.

In a cheeky nod to this storyline, streaming service NOW worked with the high-flying Edinburgh club Heart of Midlothian on a partnership celebrating Roman Roy’s fictional takeover of the team. This partnership sees the name of the Roy family’s infamous company Waystar Royco added to the front of Hearts’ iconic shirts, as well as on branding within the club’s Tynecastle Park stadium.

The limited-edition Succession-inspired shirts were unveiled today at Hearts’ Tynecastle Park stadium by the club’s manager Robbie Neilson and players John Souttar, Ben Woodburn, Stephen Kingsley and Beni Baningime.

Robbie Neilson, Manager at Hearts of Midlothian F.C. said: “The club has been so excited to feature in one of the main storylines of one the biggest TV shows on the planet and we’re thrilled to be working with NOW to help launch this partnership celebrating season 3 of the show today. Just like the Roy children in Succession, we’re a club battling for the one place at the very top. Unlike the Roys though, we know we can only get there by working together.”

In a season where a variety of interesting and unusual brands have found their way onto the front of football shirts up and down the UK, this partnership stands out as a world-first – the first time ever that the front of a major professional football team’s shirt has been sponsored by a fictional company.

In keeping with the Roy family’s love of all things exclusive, only 95 of the Waystar-branded shirts have been created meaning the only way to get one is to follow NOW on Instagram, Twitter, Facebook and Hearts on Twitter to find out more about the shirt giveaway.

Jamie Schwartz, Director of Brand, Marketing and Merchandising at NOW said: “We want as many people as possible to enjoy amazing, critically-acclaimed shows like the Succession on NOW and this partnership with Hearts F.C. is a great way of celebrating the show in a way that fans will love and that also raises awareness of this must-watch content among a completely new audience.”

Chief Executive of Hearts of Midlothian F.C. Andrew McKinley commented: “As huge fans of the show, we’re really excited to be working with NOW to bring this Succession takeover to Tynecastle. We love watching the Hearts-related storylines in the show, although we’re quite thankful not to have any members of the Roy family running the club in real life! Brian and Kieran are always welcome in the director’s box at Tynecastle as a guest of the real owners of the club – the fans.”

For your chance to get hold of one of these highly sought-after shirts, keep your eyes peeled to NOW’s Instagram, Twitter, Facebook and Hearts F.C.’s Twitter for further details today.

Catch up on season 1 and 2 of Succession and stream the latest episodes from Season 3 weekly on NOW with an Entertainment Membership for only £9.99 a month. All series of Succession are also available on Sky.

About

About NOW

NOW is the home of brilliant entertainment. Join in for the latest movies, critically acclaimed shows and biggest live sports on over 60 devices – including our app.

With a Cinema Membership, access the latest blockbusters and unmissable collections with over 1000 movies on demand.

With an Entertainment Membership, enjoy award-winning dramas and the best of HBO - plus Sky Originals and epic kids TV.

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About Sky

Sky is Europe’s leading media and entertainment company and is proud to be part of the Comcast group. Across six countries, we connect our 24 million customers to the best entertainment, sports, news and arts including our own award-winning original content.

Our technology, including the market leading Sky Q, connects people to everything they love – with entertainment from Sky TV, Netflix, Disney+, Amazon Prime Video and BBC iPlayer, and apps like Spotify, YouTube, BBC Sounds, Highbrow, Fiit, and more, in one place, easy. Our streaming service NOW, brings viewers all the enjoyment of Sky with the flexibility of a contract-free service.

Building on the success of Sky Originals like Chernobyl, Bulletproof and Brassic, we are doubling our investment in original content by 2024 through Sky Studios. Sky News provides impartial and trustworthy journalism for free, Sky Arts is the UK’s only dedicated free-to-air arts channel making the arts accessible for everyone and Sky Sports, our leading sports broadcasting service brings customers some of the biggest and best global sporting events from the Premier League to Formula 1 and everything in between. Our new TV and movie studio, Sky Studios Elstree, which will open in 2022, is expected to create over 2,000 new jobs and generate an additional £3 billion of production investment in the UK over the first five years.

We believe that we can be a force for good in the communities in which we operate. We’re committed to being Europe’s first net zero carbon entertainment company by 2030 and we’re proud to be a Principal Partner and Media Partner of COP26. We take pride in our approach to diversity and inclusion: we’ve been recognised by The Times and Stonewall for our commitment to diversity and we’ve set ambitious 2025 targets to continue to increase diversity and representation. We’re also committed to investing £30million across our markets over three years to improve our approach to diversity and inclusion, and to tackle racial injustice.

Source SKY

October 19, 2021 7:38am ET by Pressparty  

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