Lyle & Scott ×
Best of Enemies on DR Sports
17 and 20M views during peak football. One menswear brand woven into YouTube’s most culturally influential football rivalry formats
AFTV’s live watchalongs helped NordVPN reach millions through
authentic, high-energy fan moments.
Lyle & Scott partnered with GFN’s DR Sports channel as the presenting sponsor of Best of Enemies, football’s most heated weekly talk show featuring Arsenal fan Robbie Lyle, Spurs fan Expressions Oozing, and Man Utd fan KG. Across weekly episodes from February to May 2025, Lyle & Scott branding, promo codes, and product CTAs were woven into every episode and short-form clips published across YouTube, Instagram, TikTok, Facebook, and X.
The campaign ran through the Premier League season’s most dramatic stretch, with Arsenal’s UCL run, Spurs’ Europa League campaign, and Man Utd’s turbulent form providing constant content fuel. Each episode generated a cascade of short-form clips optimized per platform, producing 238 total branded posts across five platforms over four months. Across these 17 weekly episodes, Lyle & Scott wasn’t just a logo slapped on content. The brand became part of the show’s DNA through wardrobe, weekly segments, live reads, and a cascade of short-form clips that generated 238 total branded posts across five platforms.
Lyle & Scott wanted to build brand awareness and consideration with a young, male, football-first audience. The brief went beyond impressions: drive real site traffic, introduce the brand to new customers, and generate measurable ecommerce activity through promo codes and UTM-tracked campaigns. The challenge was to make a legacy menswear brand feel natural inside a high-energy football debate format without disrupting the authenticity that makes Best of Enemies work.
The Activation
Every weekly Best of Enemies episode featured Lyle & Scott as presenting sponsor through a multi-layered integration strategy. Each episode opened with a 60-second live read featuring exclusive discount codes, new collection promos, or giveaway announcements, supported by on-screen graphics, URLs, and QR codes. Robbie, KG, and Expressions wore Lyle & Scott fits in every episode, prompting organic on-camera chat about style and new drops. The custom Lyle & Scott Predictions League became a weekly fan-favorite ritual, with each host making match predictions tracked on a running leaderboard leading to an end-of-season forfeit for the loser.
Each long-form YouTube episode was cut into a minimum of two branded clips per platform, optimized for Instagram Reels, TikTok, YouTube Shorts, Facebook, and X. Pinned comments, top-line YouTube links, logo overlays, QR codes, and CTA pop-ups ensured the brand was present across every distribution channel. The show’s audio version on Spotify and Apple Podcasts featured Lyle & Scott CTAs in episode descriptions and logo placement in the podcast cover art.
The campaign evolved across three promotional phases tied to Lyle & Scott’s retail calendar: Spring Collection launch with a 20% discount code (Feb-March), Mid-Season Sale through Mainline Menswear with early access sign-ups and tiered discounts (April), and Spin the Wheel gamification where every site visitor won something—free tee, free cap, free shipping, or discounts up to 20% off (May). This final mechanic drove the campaign’s highest traffic and conversion spike.
17 YouTube Long-Forms
35 YouTube Shorts
40 Instagram Reels
38 TikToks
21 IG Stories
36 Facebook
47 X Posts
The Result
Across five platforms and four months of continuous publishing, the campaign delivered consistent scale and engagement quality at rates well below paid social benchmarks.
Total Video Views: 20.7M+
Total Engagements: 1.44M+
CPM: £2.13 (vs. UK paid social benchmarks of £5 to £15+)
Cost Per Engagement: £0.03 (against investment)
YouTube Watch Time: 6.6M+ minutes
Top Single Post: 3.48M views (Robbie’s Cooking, TikTok, May 9)
Total Branded Posts: 238
Platform Breakdown:
TikTok: 9.25M views, 7.29% avg. engagement rate
Instagram: 5.69M views + story impressions, 3.82% avg. engagement rate
YouTube: 3.39M views, 4.25% avg. engagement rate
Facebook: 2.20M plays, 1.73% avg. engagement rate
X: 470K impressions, 1.21% avg. engagement rate
Horizm Media Valuation: All Lyle & Scott branded content was independently valued at £249,566 by Horizm, representing a 5.6x return on the brand’s investment. The DR Sports audience skews heavily toward high-CPM markets with 38% of views from Europe and 42% from Africa. The UK alone delivered £70,941 in inventory value from 5.77M views, while the US contributed £15,741 from 1.21M views.
E-commerce impact: The campaign drove thousands of UTM-tracked L&S site sessions with 80% new visitors directed from DR Sports content. This drove a 72.6% session engagement rate, confirming the partnership’s strength as a new customer acquisition channel and highlighted how DR fans actually invested time browsing post-Best of Enemies integrations and testimonials. Spin the Wheel drove 69% of all campaign transactions. T-shirts and polos dominated product sell-through, with the Heat Reactive Shell Jacket generating £1,144 from just 7 units sold.
why it worked
The sponsorship worked because Lyle & Scott never felt forced into the content. The brand became part of the weekly rhythm: the hosts wore it, referenced it naturally, built weekly segments around it, and the audience engaged with promo codes and CTAs because they trusted the creators delivering them. The multi-layered integration strategy meant Lyle & Scott appeared at every level of the content tied to live Premier League drama. This meant the brand appeared inside moments fans were already searching for.
Each weekly episode generated 12+ short-form assets across five platforms, turning one shoot into continuous branded touchpoints. The Predictions League, wardrobe integration, and live reads felt native because they were built into the format from day one. Product sell-through confirmed the fit: casualwear and polos dominated, proving the DR Sports audience and Lyle & Scott’s range aligned perfectly.
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