The Sun is launching a new daily World Cup social video series with Hawkstone confirmed as headline partner.
Proper Football Daily will begin on 11 June and run across the tournament with more than 32 episodes planned.
The show will feature expert analysis and opinion from The Sun’s sports team, alongside reports from the England camp and coverage from across the United States.
The series will be fronted by Shaun Custis, Dean Scoggins and Will Pugh, with contributions from columnist Kyle Walker. Episodes will be filmed nightly from The Sun’s New York studio.
The partnership includes show sponsorship, collaborative content creation, and product integration across the series.
Proper Football Daily will be distributed through The Sun’s social media channels including Facebook, Instagram, YouTube, TikTok and X.
The Sun says the combined reach of those platforms exceeds 50 million followers. Content from the series will also appear through Hawkstone’s own channels, alongside promotion in print and online.
The launch forms part of a wider expansion of Sun Originals Video around the World Cup.
Midnite has returned as headline partner for tournament editions of Tactics Exposed and Team Talk, while Sky Glass will sponsor the Ones to Watch pre tournament format.
Owen Griffiths, Commercial Director at The Sun, said: “The scale of this collaboration is a testament to the strength of The Sun’s video offering. By bringing together Hawkstone’s unique brand voice and our industry leading sports expertise, we are delivering a World Cup show that is as bold as it is broadly accessible.”
Andy Cross, Sales Director at Hawkstone, said: “Our British farmed beer is backing our boys this World Cup and teaming up with The Sun to deliver ‘Proper Football Daily’, everything you need to know every day to support our lads.”
