Media & BroadcastFabric Social & William Hill × Lee Keegan — Gaelic Games Show
Fabric Social partnered with Sport Endorse to secure Lee Keegan for William Hill's 15-part Gaelic Games content series, delivering authentic sports storytelling through trusted talent.
Overview
The campaign
Fabric Social partnered with Sport Endorse to launch William Hill's first dedicated Gaelic Games content series by connecting directly with Mayo legend Lee Keegan. Sport Endorse sourced and secured the lead talent, supporting the agreement that became the 15-episode series The Square Ball.
The challenge
William Hill wanted to establish a credible presence within Ireland's passionate Gaelic Games community through original, long-form sports content rather than traditional sponsorship messaging.
Fabric Social required a respected sporting personality capable of hosting engaging conversations with elite players while providing authentic insight into Gaelic football and hurling. The challenge extended beyond identifying the right athlete-it required securing talent with both sporting credibility and media appeal, while coordinating commercial agreements and production timelines efficiently.
The Sport Endorse solution
Sport Endorse partnered with Fabric Social to source and secure the ideal lead personality for the project.
Working closely with the production team, Sport Endorse identified Mayo football legend Lee Keegan as the perfect fit to front the series alongside broadcaster Dave McIntyre. Beyond introducing the talent, Sport Endorse supported the commercial agreement and helped facilitate additional guest appearances from leading Gaelic Games personalities, including Seán Cavanagh and Darran O'Sullivan.
The result was a professionally managed talent partnership that enabled Fabric Social and William Hill to launch a premium weekly content series with immediate credibility.
Athlete fit
Lee Keegan offered a unique combination of sporting achievement, media experience and nationwide recognition.
As one of the most respected Gaelic footballers of his generation, his reputation gave the programme instant authenticity among supporters while his broadcasting experience allowed him to comfortably lead in-depth conversations with fellow elite athletes.
His credibility helped position The Square Ball as genuine sports content rather than branded advertising, allowing William Hill to engage fans through meaningful storytelling instead of promotional messaging.
Deliverables
- Lead talent sourced and contracted for the campaign
- Lee Keegan secured as co-host of The Square Ball
- 15-episode branded content series agreed
- Half-day production commitments organised in Dublin
- Talent agreement negotiated and managed
- Support provided in sourcing high-profile Gaelic Games guests
- Weekly long-form video content produced
- Social-first promotional content created throughout the campaign
Results
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