The Path to Pro campaign, a partnership between Sky Broadband and Guild Esports, harnessed the power of talent to showcase how reliable, high-speed internet enables aspiring gamers to pursue their professional dreams. Led by global icon and Guild co-owner David Beckham, the campaign resonated with audiences through its compelling message: Sky Broadband supports young gamers on their journey from amateur to pro, just as Beckham rose from grassroots football to global stardom.
To deliver an authentic experience, Guild Esports highlighted real talent stories with pro player Ruby ‘RubyPlays’ Campbell and emerging hopefuls Ben ‘Brig’ Brigdale and Suley ‘Suleymon’. Each episode in the Path to Pro docuseries underscored the essential role of fast, stable internet in competitive gaming, demonstrating the tangible impact of Sky’s broadband service.
The campaign reached 25.5 million paid impressions on social media and generated 7.5 million impressions on TV and BVOD, amplifying its reach across diverse audiences. Beckham’s involvement alone drove 2.5 million impressions, expanding engagement beyond traditional gaming circles and solidifying Sky Broadband’s commitment to supporting the next generation of esports talent.
Through Path to Pro, Sky Broadband and Guild Esports successfully connected with their audience on an aspirational level, establishing Sky as the broadband provider of choice for gamers and reinforcing Guild’s influence as a leader in esports development.
