The FA partners with Grabyo and Singular.Live for ‘The Lions Den’

The FA partners with Grabyo and Singular.Live for ‘The Lions Den’

England fans received more access than ever before through live, daily episodic content broadcast directly to digital platforms.

For the 2018 FIFA World Cup in Russia, Grabyo worked with long-term partner The English Football Association to create a daily live show exclusively for fans across social platforms.


‘The Lions Den’ was created as a way to bring England fans closer to the team than ever before, using live video, real-time interactions, fan participation, live polls and influencer content to create a bespoke piece of digital-first programming that was enhance fan engagement and create positive sentiment around the FA brand.

Unlike a traditional broadcast, ‘The Lions Den’ was Filmed in Russia but remotely produced by a team in London, using a combination of Grabyo and Singular.Live, the FA was able to produce a daily, live broadcast from Russia with just a team of three on the ground.

The 30-minute show was hosted by TV presenter Craig Mitch, who interviewed players, management staff and fans. Fans were encouraged to send in questions during the broadcast and vote in live polls, run through Grabyo Producer and live graphics specialist Singular.Live.

Designed for an audience on mobile, social platforms the stream went out daily on the FA’s YouTube channel and was also shared across its other social channels and made available post-show to select broadcast and media partners.

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