Showmax Premier League Launch

Client: Showmax South Africa

In what is possibly the greatest live TV stunt ever staged, Showmax.com partnered with Eric Cantona to reveal its new Premier League streaming option to all 44 of its African Markets - simultaneously, via linear tv, its streaming platform and YouTube Live.

The streaming service needed a campaign concept to amplify the offering, on a continental scale. In a stunt planned to perfection, Eric Cantona walked off-set in protest and Showmax hit the headlines. “The most phenomenal stunt you’ll see in 2024” - Sport Bible Achieving 150% of the target for new signups to Showmax.com’s Premier League offering (in just 3 weeks) and attracting 250m+ views; $10,415,093.65 in earned PR coverage and over 1 billion impressions, the campaign was a breakout success for Showmax, not just within Africa, but on a global scale. Hundreds of millions of people in Africa can now consume the greatest football league on the planet, for a fraction of what it costs to attend a live match while cheering on hundreds of African players, in real-time. It’s the Premier League, in your pocket.