Sheffield United FC
Entertainment / Sport
Content Creation / Hybrid Event
2021
In May 2019, Sheffield United Football Club returned to the Premier League after a sensational season in the Championship. To honour this achievement and celebrate with the local community, the club organised a promotion parade through the streets of Sheffield, culminating in a civic reception at the Town Hall.
Tens of thousands of fans gathered across the city to witness the club’s return to the top flight. However, with supporters spread not only across the UK but globally, Sheffield United wanted to ensure that no one missed the celebration – no matter where they were.
Stream7 was appointed to deliver professional live streaming, social media broadcasting, and real-time content creation for this landmark event, enabling fans around the world to join in the celebration as it happened.
The club set out clear objectives for the event:
Enable fans from outside Sheffield and overseas to be part of the moment through professional live streaming
Maximise fan interaction and engagement through social media streaming on Facebook, X (formerly Twitter), and YouTube
Capture the energy and atmosphere of the event for use in future campaigns and club content
Provide video content before, during, and after the event that could be easily shared across platforms
Deliver a seamless, professional broadcast that matched the significance of the day
This wasn’t just about pointing a camera at the parade — the goal was to tell the story of the day in real time, in a way that connected with fans on an emotional level.
To meet the needs of a live event spread across an entire city centre, Stream7 built a fully mobile production workflow. We deployed a multi-camera setup with remote support, allowing us to film and live stream from multiple locations on the parade route.
Our production included:
Operators filming from within the crowd to capture street-level energy
A dedicated camera on the top deck of the team bus to show players and staff reacting to the fans
Fixed coverage of the main stage outside the Town Hall
Remote vision mixing and live switching from a mobile broadcast unit
Audio feeds from crowd mics, interviews, and onboard sound
This setup allowed us to follow the event as it moved through the city while maintaining a consistent live broadcast with high-quality video and audio.
To reach the largest possible audience, the live stream was delivered across multiple social media platforms. This included Facebook Live, Twitter (via Periscope), and YouTube Live. Each platform was optimised to ensure the best possible playback quality, and branded overlays helped reinforce the club’s identity throughout the stream.
During the broadcast, live audience interaction was encouraged. Comments were read out in real time, and social media posts were monitored by the club’s communications team to help foster a sense of shared experience among fans who couldn’t be there in person.
In the lead-up to the parade, Stream7 worked with the Sheffield United media team to plan a series of pre-recorded video clips and interview segments. These were played during the live broadcast to provide structure, pacing, and a broader view of the day’s significance.
Highlights included:
Historical footage of past promotions
Short interviews with players and fans
Clips showing the build-up and behind-the-scenes preparations
A specially produced intro video to open the live stream
These elements helped break up the coverage and gave fans an even deeper insight into the club’s journey and the mood in the city.
Once the parade concluded, the work continued. Stream7 was responsible for creating a suite of post-event content to help the club extend the impact of the celebration online and across media channels.
Deliverables included:
A highlight video showcasing the best moments from the day
Short clips formatted for social media
A behind-the-scenes video with candid moments from the bus and crowd
A branded wrap-up film for use in internal and sponsor communications
These assets ensured that the event had a lasting digital presence and gave fans multiple ways to relive the day.
The production was powered by:
Four HD cameras with wireless transmission
A mobile production unit with live vision mixing and encoding
Bonded 4G uplinks for stable network delivery across multiple locations
Real-time audio mixing and commentary
Branded motion graphics and on-screen overlays
Remote editing and clip delivery for fast turnaround on social content
All technical planning was handled in close collaboration with Sheffield United and Sheffield City Council to ensure safety and access throughout the event.
The promotion parade live stream was one of the club’s most successful digital campaigns to date.
The live broadcast attracted thousands of concurrent viewers across platforms
On-demand replays and video clips reached over 100,000 additional fans in the following days
The club saw significant increases in social media engagement across Facebook, Twitter, and YouTube
Fans across the world commented on how the coverage made them feel part of the celebration
The video content was featured in local news coverage and shared widely in the football community
The campaign helped position Sheffield United as a club that values its fans, embraces technology, and delivers memorable digital experiences.
The Sheffield United media team described the event as a major success and praised the Stream7 team for their technical expertise, flexibility, and professionalism on the day. By combining live streaming, content creation, and social-first thinking, the event became much more than a parade — it became a global moment for fans.
This project demonstrates how Stream7 brings together technical skill, creative production, and a deep understanding of digital engagement to deliver results. Whether you’re planning a live event, social media campaign, or digital broadcast, we help you create content that reaches your audience wherever they are.
We specialise in:
Multi-camera live streaming
Social media streaming and integration
Video content creation for web and social
Broadcast-level production for outdoor and mobile events
Fast turnaround highlight edits and branded video assets
From local celebrations to global virtual events, our team helps you turn moments into movements.
Whether you’re planning a street parade, a product launch, an educational livestream, or a campaign to build engagement on social media, we’d love to help.
Stream7 offers complete services in:
Live and hybrid event streaming
Multi-platform social media broadcasting
Video content creation
Mobile and outdoor filming
Event production and technical delivery
Contact our team to find out how we can support your next project.
