UMM: SPORTS PUBLISHER

Strategic Partnership

Introducing UMM, the media brand that brings together content creators and elite athletes for non-stop sports entertainment. Starring Harry Pinero, Henrie Kwushue, Chunkz, Callux, Jack Grealish, Mason Mount, Jadon Sancho, Thierry Henry, Alan Shearer, and Gary Lineker to name a few...

THE PARTNERSHIP

In partnership with the co-founders of YouTube powerhouse Little Baby Bum, and ICM Stellar Sports, After Party Studios has spearheaded the inception of a sports entertainment brand for a new generation of sports fans. By blending the worlds of YouTubers and elite athletes, UMM became one of the leading social publishers within months of its launch.

BUILDING UMM

The brief was simple; build Top Gear for sports on YouTube and across social. In order to do this, APS went about building a team of experts in sports entertainment. From initial market research, to positioning, naming, branding and content strategy; the studio has been the engine room for this ambitious and potentially game changing project.

PARK THE BUS: LAUNCH SERIES

UMM celebrates the characters that make sports entertaining. And there isn’t a bigger character than Jose Mourinho. In order to launch with a bang, we took Mourinho’s infamous tactics to the next level. Harry Pinero, Akinfenwa and some of the UK’s biggest content creators star in UMM’s ambitious flagship series. The 6 episodes amassed in excess of 2 million organic views and 195,000 hours of watch-time.

HEADLINE PARTNERS

Since launching in December 2020, UMM has partnered with the likes of Sky Sports, BBC, DAZN, Vanarama, One Football, Paddy Power and Adidas, generating millions of views and hundreds of headlines for brands, broadcasters, athletes and entertainers.

HEADLINE STATS

250k+

Followers across owned
social channels

14.5m+

Organic views on
YouTube alone

350+

Pieces of media
coverage

© 2021 After Party Studios