UK operator Sky Bet has launched its latest marketing campaign, which centres around the matchday experience of former Manchester United star Roy Keane. 

In his initial hurdle on the way to Craven Cottage, Keane is hustled by an eager fan who wants a selfie before the Irishman continues his brisk walk to the stadium. 

Keane then swivels by a programme seller and someone seeking to pitch him a half and half scarf, as he continues with his one sole mission of trying to watch the game. 

After he engaged in a hurried interview with Laura Woods, Keane manages to take his seat and watch the match. 

Nonetheless, the smile that briefly appears upon Keane’s face is quickly eradicated as punditry partner, Micah Richards, arises in front of him to block his view. 

Speaking to CampaignLive, Ross Sewley, head of brand at Sky Bet, said: “No facepaint or football flags in sight. We wanted to demonstrate the scale of the UK’s number one betting app by showing off the beautiful game as realistically and authentically as possible.”

The campaign will feature on both digital and radio platforms, as Sky Bet continues to utilise ambassadors to bolster its profile.