Succession‘s critical acclaim and cult status meant that there was a lot of buzz around the third season. Amongst all the publicity, getting coverage for NOW was tougher than a pep talk from Logan Roy. We needed to find a way to make them part of the conversation.

At the heart of Succession is a story of siblings desperately fighting for their father’s love, often going to extreme lengths to win his approval. In one of the show’s funniest moments, Roman Roy buys his dad a football team, Hearts, only to find out his dad supports their Edinburgh rivals, Hibs.

Nothing gets the UK talking like football, and high-profile takeovers of British clubs can dominate the news cycle, so we made this plotline a reality. Not only did we put the Roys’ fictional company on Hearts’ actual shirt, we hosted a media day with their manager and players to promote the takeover.