Audiences demand community, not just another broadcast. When we partnered with Gary Neville’s The Overlap, the ambition went far beyond filming a conversation. We set out to turn a successful, ad-hoc fan debate show into a defining piece of original content.
The goal was clear: establish The Overlap as a leading sports media powerhouse, secure top-tier talent, and build a permanent, culturally resonant home for the show.
The Challenge: Moving from Format to Franchise
Before collaborating with THG Studios, The Overlap had built a passionate following. However, the show operated on an ad-hoc basis, lacking a consistent visual identity and a dedicated space that could command the gravitas required for elite guests.
To transition from a popular YouTube channel to a premium, scalable media brand, the show needed a permanent flagship format and physical home. It had to be a space where legendary figures and everyday fans could sit side-by-side, united by the raw passion and pride of sport.
The Solution: Authentic Design Crafted Entirely In-House
Our response was Stick to Football, a simple, powerful format that brings football’s biggest personalities together for unfiltered, high-authority conversation. But a great format is nothing without the right environment.
So, we delivered a creative solution:
- Deep-Dive Qualitative Research: We decoded the true 'Northern footie' aesthetic, capturing fan memories of matchday culture, 90s street culture, and historic football heritage.
- End-to-End Set Design and Build: We designed and built a permanent, highly detailed studio clubhouse environment. The space seamlessly blends a warm, nostalgic football clubhouse with a premium broadcast aesthetic.
- Tailored Artwork and Visual Identity: Our teams crafted custom-made replica street posters, custom artwork, and a comprehensive visual system that is now instantly recognisable and synonymous with the brand.
- Format Development: We collaborated closely on format structure, ensuring every episode was engineered to drive high-octane engagement.
What started as a single show, has now evolved into a highly scalable, multi-sport content network. Because the studio environment was designed with flexibility at its core, it now effortlessly supports a growing portfolio of spin-off formats, including Stick to Cricket, alongside original series timed around major global sporting and cultural moments. This modularity ensures The Overlap can expand its reach, enter new markets, and grow its commercial partnerships without starting from scratch.
The Impact: Industry-Defining Results
In just three years, The Overlap has set a new global benchmark for sports media:
- 3.2 Million average views per episode of Stick to Football.
- YouTube Series of the Year & Podcast of the Year winner.
- Billions of impressions and millions of active subscribers across all platforms.
The platform's massive commercial and cultural value culminated in a majority stake acquisition by media giant Global in 2026, securing its long-term future.
More than just a set of impressive numbers, our work has successfully supported the transformation of The Overlap from a popular online series into a highly monetisable, multi-format media powerhouse.
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