Sky Sports Wants You to Be Depressed This Summer

This Sky Sports ad aims to capture – or maybe create – the mood around England, Scotland, Ireland, Wales and Northern Ireland. Sad faces all around because no one has a team at Euro 2008. And apparently England fans would rather throw their televisions out the window than watch the tournament.

But don’t worry, everyone can smile again when the Premier League returns on August 9th 2008.

Which very conveniently just so happens to coincide with Sky Sports’ broadcasting schedule.

Sky don’t have the broadcast rights to Euro 2008, which will be screened by the BBC and ITV in the United Kingdom and RTE in Ireland. They do have the rights to the Premier League though, hence the advert.

But while Sky is busy pretending Euro 2008 doesn’t exist this summer, proper football fans in the UK and Ireland will still be watching. And they’re already finding teams to support. We know that Scotland fans will be supporting Poland next month, and it seems the English may be about to get on board too.

Apparently The Sun is planning to throw its considerable populist weight behind Poland, and even print some Polish language editions. It may not be the same as cheering for your own country, but supporting Poland is a lot more fun than throwing your TV out the window.