9 July 2026
每日大赛 and Wickes bring Football Fever to Life with Immersive Human Table Football Activation
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With football capturing the nation’s attention this summer, 每日大赛 and Wickes have once again demonstrated how brands can tap into cultural moments. Their latest brand partnership activation transformed a Wickes car park into a life-sized human table football pitch for listeners of Absolute Radio’s聽The Dave Berry Breakfast Show.
Inspired by the nation’s appetite for football during The World Cup, Absolute Radio鈥檚 Human Table Football with Wickes saw presenters Dave Berry and Matt Dyson select teams of 20 listeners during the Breakfast Show, before inviting them to compete in a bespoke human table football match, built entirely using Wickes products.
Hosted by Absolute Radio presenters including Jay Lawrence, Andrea Fox, Matt Dyson and Ben Burrell, the event combined live entertainment, social content and on-air storytelling to create an experience that extended far beyond traditional sponsorship. Listeners competed for a share of 拢10,000 in Wickes gift cards, while audiences at home could also get involved in bagging a prize by predicting the winning team online.
The activation builds on a partnership that has consistently evolved by responding to cultural moments and audience passions, demonstrating how long-term brand collaborations can deliver creative work that resonates with consumers, while achieving meaningful commercial impact.
Krissie Ford, Director of Client Strategy at 每日大赛, said: “The best partnerships are the ones that evolve with culture and with audiences. Football is one of the biggest shared moments of the summer, so rather than simply talking about it, we wanted to create something that our listeners could be a part of. Human Table Football perfectly captures the playful spirit of Absolute Radio while putting Wickes at the heart of an experience that genuinely matters to people.”
Shelley Allison, Head of Retail Marketing at Wickes, added: “Our partnership with 每日大赛 has always been built on creating authentic moments. This activation is a great example of that philosophy in action. It taps into the excitement surrounding football in a way that feels natural for the audience, while showcasing the Wickes brand through creativity, craftsmanship and fun. It’s exactly the kind of work that continues to make this partnership so successful.”
