Sky Media has partnered with Xbox, giving Sky Sports’ viewers the inside scoop on Halo Infinite – Xbox’s latest addition to the iconic franchise.The first episode of a two-part branded content series will launch on Sky Sports’ social platforms on Sunday 28 November, where two well-known Premier League football players will go head-to-head against two YouTube influencers in a multiplayer battle in Halo Infinite. During the game, ‘The Footballers’ – West Ham United’s Michail Antonio and Crystal Palace’s Wilfried Zaha – will go up against ‘The YouTubers’ – Behzinga and Harry W2S – in several challenges.

Alongside the social series, Sky Sports will “Present” and unveil not one but two of the game’s action-packed launch trailers in a single adbreak during the 16:30 live Premier League game between Chelsea and Manchester United on November 28th.

The campaign will also be complemented with additional media placement for the Halo Infinite trailer across Linear TV, Short Form VoD, Sky Go Linear and Sky Pub to drive awareness of the new game. By partnering with Sky Sports, Xbox will be able to reach sports fans – who vastly over index for gaming. Moreover, the media campaign will utilise AdSmart to target non-Xbox users to increase reach and bring in new gamers to the Halo universe in the build-up to Christmas.

Brokered by Carat UK and The Story Lab, the campaign will run exclusively across Sky Media’s AV channels until 15th December, with episode two of the series launching on Sky Sports social platforms in week two of the campaign.