Sky Sports pundits Roy Keane and Micah Richards have dressed as Victorian gentlemen for Sky Bet's new 'Game's Back' advertising campaign. The pair took in the action from the terraces while showing off their keepy-uppy skills with a traditional pigskin ball ahead of the new Premier League season.
The campaign, which officially launches on August 7, plays on the familiar 'game's gone' phrase often used by supporters looking back nostalgically at how football has changed. It references topics ranging from players refusing to celebrate against former clubs to the introduction of VAR.
In one light-hearted moment, Richards dares to shush his famously fiery punditry partner while watching from the stands. The moment pokes fun at Keane's well-known habit of questioning changes in the modern game.
Sky Bet's campaign sees the pair embark on a journey through football's past to highlight that debates over change have existed since the sport's earliest era. Their trip begins in Victorian times, where they witness the birth of modern football and discover that supporters were already questioning how the game was evolving.
Revisiting football history
Keane said: "One thing about football history is that people have always questioned changes to the game, but it's funny looking back at some of the things we'd never want to lose now. We had good fun bringing those moments to life."
Richards added: "Football fans love a debate and that's never going to change".
Harry Phillips, Sky Bet Marketing Director, said: "Game's Gone is a phrase that has engrained itself in football culture and beyond."
Phillips noted that despite complaints, the sport has never been more universally popular. "Yet even though we all love to moan about the game, it's never been more universally popular and when push comes to shove, it's the incredible moments of football culture, both on and off the pitch that keeps us coming back," Phillips said. "We believe football always has and always will create moments no fan can resist. And at Sky Bet, we champion those iconic moments of football and fandom by giving our customers more ways to get in on the action."
Premier League season kickoff
Sky Bet shared a teaser post on August 5, 2026, with the caption: "Watch this space…👀 pic.twitter.com/Nd2UVLXzzB".
The new Premier League season kicks off with champions Arsenal hosting newly-promoted Coventry City on Friday, August 21.
