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No Tippy Tappy Football


In collaborating with William Hill on its innovative, original and successful campaign, ‘No Tippy Tappy Football with Sam Allardyce’ before and during the World Cup, Checkd Media produced a series of shows featuring high-profile personalities that produced significant coverage from the wider media while also driving revenues for William Hill.

Key Campaign Stats:

  • 1,412,787 branded video views

  • 154 pieces of media coverage

  • 38 promoted World Cup tips

  • 37,151 bets placed directly with William Hill

  • £141,816 in total stakes

  • 17.8 million in audience reach

Campaign Development

The goal of William Hill and Checkd Group was to create a new video series, with the eye-catching title ‘No Tippy Tappy Football with Sam Allardyce’, within a professional-looking setting and with subtle but effective William Hill branding. Maintaining this consistent theme was of paramount importance throughout the series, reinforcing the William Hill brand and fulfilling the expectations of repeat viewers.

Strong Personalities Had a Positive Impact

In addition to having regular access to the thoughts of Sam Allardyce – England’s manager immediately prior to Gareth Southgate’s appointment – we also had a series of household names on the weekly shows, all selected for the experience in the game at the top level and their forthright opinions. These guests included the likes of ex-Leeds and Sheffield United manager Neil Warnock, ex-Crystal Palace chairman Simon Jordan, former Liverpool and Scotland midfielder Graeme Souness and ex-Everton and Newcastle striker Duncan Ferguson.


Daryl West, Head of Sponsorship, Social and PR at William Hill:

“We are thrilled with the engagement No Tippy Tappy Football with Sam Allardyce brought in around the World Cup, keeping our audience returning each week for its must-watch content, expert opinions and tips. 


It was great to work on the campaign together and we are delighted with the results it produced.”

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