Manchester Evening News and Liverpool Echo publisher Reach plc has launched a new standalone football brand just a week after the company announced a “radical restructure” of its newsrooms and a month on from plans to overhaul its sports operation, putting more than 100 jobs at risk.
The launch of All Out Football, which transforms the Mirror Football YouTube channel into a destination for original video content, comes days after the publisher announced plans for a “radical restructure” of its newsrooms. Staff have been warned to expect more job cuts and a smaller overall editorial team, though new roles are also being created through a ‘Live News Network’ and an overnight news team based in Australia.
It also follows the company’s announcement last month of a “new sport structure”, which the NUJ said put up to 104 journalism roles at risk. The union said that while the actual number of job losses is likely to be lower, dozens of sports journalists face uncertainty, with Reach briefing staff that around 90 would be transferred to comparable roles in the new system, alongside 11 new vacancies in a centralised sports hub.
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Despite the upheaval, Reach is pushing ahead with new digital launches. All Out Football officially went live yesterday (27 August), backed by Sky Bet as exclusive commercial sponsor. The betting brand’s partnership was brokered by media agency EssenceMediacom as part of planning around the start of the Premier League season.
The new channel will feature a weekly flagship show, In the Mixer, hosted by former England defender Joleon Lescott and presenter Olivia Buzaglo, alongside a rotating line-up of guests. Reach Studios also plans to produce monthly documentaries, starting next weekend with Into The Blue: Everton’s New Dawn, exploring Everton fans’ move from Goodison Park to Bramley Dock.
Other formats will include collaborations with football creators, such as the Soccer Scran League, which rates matchday food around the country.
The brand joins Reach’s wider “All Out” franchise, which already includes All Out Fighting, All Out Gaming and All Out Rugby League.
Harrie Dumenil, Director of Reach Studio, said: “We are excited to be launching All Out Football with Sky Bet as our lead sponsor and it has been a pleasure working with both the client and EssenceMediacom to help bring this brand new social video series to market. With similar audiences, Sky Bet is the perfect partner to bring our new and exciting suite of football content to millions of fans.”
Kevin Brain, Head of Content at Sky Bet, added: “We know that fans are always looking for new ways to consume the game they love, and we’ve shown a consistent commitment in backing content where we can add genuine value to the audience viewing experience. We’re excited to see how All Out Football develops.”
Alex Jockelson, Client Partner at EssenceMediacom, said: “When Reach came to us with their All Out Football proposition, it was a no-brainer to include in our recommendation for Sky Bet’s Start of Season campaign, and beyond. As the first-choice betting brand for football fans, we wanted a unique and impactful partnership that would help enhance fans’ experience, positioning Sky Bet at the heart of it all. This does just that.”
Mairi Brewis, Head of Media Partnerships at YouTube UK, said: “It’s brilliant to see the launch of All Out Football, which promises to be a strong addition to Reach’s portfolio. With YouTube video at its core, it reflects a wider investment into the platform — focusing on longform, original content designed to engage new audiences in fresh, creative ways.”
