The Football League has launched an innovative promotional campaign ahead of this weekend’s Sky Bet Play-Off Finals that will see live score updates posted on digital advertising space around London, including the iconic screens at Piccadilly Circus.

The live score updates are part of the League’s #DontMissIt campaign which has been created to promote the Sky Bet Play-Off Finals to an audience not usually reached by sports governing bodies, with it set to reach an estimated footfall audience of two million people across the week.

With a history of providing unmatchable drama and excitement, the aim of a campaign is to highlight the Play-Off Finals as a ‘must-watch’ major sporting event for fans.

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The #DontMissIt campaign marks the first time The Football League has promoted the Play-Off Finals to a wider audience in this way, and is the latest in a series of innovative marketing activities it has undertaken to promote its events at Wembley.

Commenting on the activity, Drew Barrand, Marketing Director at The Football League, said: “We wanted to take the drama and excitement of this weekend’s Sky Bet Play-Off Finals to as many people as possible and what better way than to provide live score updates through one of the world’s most iconic and high-profile advertising spaces.

The Football League is fully focused on finding new and innovative ways to enable more and more people to enjoy our competitions.

Activity taking place includes a Sky Bet Play-Off Final countdown clock on the famous Piccadilly Circus screens in the build up to the Bank Holiday weekend, supported by creative advertising on 40 digital sites located across London. Alongside this, print adverts will feature in both City AM and Sport magazine.

For each of the three matchdays, half-time and full-time score updates will be displayed at Piccadilly Circus, with full live score updates provided for Monday’s showpiece Sky Bet Championship Play-Off Final. The winning team each day will be rewarded with a message of congratulations put up on the screens across London.

The advertising inventory will be supported by online archive content of classic Play-Off Final matches and moments.

The Football League has worked with agency Bamboo Marketing Communications to create and deliver the campaign.