With Sky commentator Schmiso: Wow drums up support for the ultimate Bundesliga weekend with a cheeky twist

The two commercials take place in the Sky offices and the Sky Sports Studio. In the main spot, popular commentator Florian "Schmiso" Schmidt-Sommerfeld, together with a team from Wow, celebrates the fact that Sky can now stream all Bundesliga matches on Friday, Saturday, and Sunday for the first time. But a perceptive colleague wants to correct this: The difference on Sunday is that the games aren't shown live on Sky and Wow. But the party crasher doesn't get a chance to speak on Schmiso. The second spot follows the same mechanics, in which a production manager tries to correct the marketing manager during a fan tour of the Sky studio. But she, too, isn't heard – and the blame lies with Sky expert and football legend Lothar Matthäus. The message with which Sky wants to summarize the rather complicated rights situation at the end of the Wow spots: "Not complicated – just complete."

With this launch, Sky aims to strengthen the visibility and brand awareness of its streaming service Wow for the Bundesliga kickoff: "For the first time, we can offer the entire Bundesliga weekend with Wow: live on Friday and Saturday, and replayed on Sunday immediately after the final whistle," says Alexa Veit-Cohnen, Director of Marketing & Content Wow at Sky Deutschland. "We're celebrating this with our biggest campaign of 2025, which offers an exclusive look behind the scenes and shows that our Wow team's anticipation for the upcoming season is at least as great as that of the fans. Because football streaming must not only be complete, but above all entertaining and uncomplicated. This is how we position Wow as the smart choice for all fans – simple, flexible, and fully in the game."