Football Lover FM

So Foot · 2025

Music & Live Entertainment Sports Tech & Innovation

3 awards: Cannes · London International Awards · Clio Awards

Football Lover FM

AI Overview

So Foot launched Football Lover FM, an AI-powered radio station that transformed live football commentary into romantic love songs, solving the annual Valentine's Day conflict between football and romance. The format turned their quietest weekend into their busiest, attracting 92,000 listeners and trending nationally.

Strategic insight

Football fans don't abandon the sport on Valentine's Day—they abandon traditional formats. By repackaging the same match insights in a romanticized medium, So Foot made the choice between love and the game a false one.

The Format

A live radio station that remixed football commentary into jazz-inflected love songs in real time, distributed across 12 intercepted radio stations and streamed to cars, phones, and smart speakers. The format itself bridged sport and romance, making the medium the message.

Earned Reach

Generated 92,000 unique listeners and 32,500 cumulative hours. Trended on Valentine's Day weekend, surpassing the match itself with over 12,000 tweets on X and dominant TikTok presence. Featured in L'Équipe and national press and TV.

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