Victorian flair drives Sky Bet's 'Back'' with Keane, Richards
On a sunny terrace at the start of August, former Manchester United captain Roy Keane and ex‑Chelsea defender Micah Richards arrived dressed as Victorian gentlemen, juggling a classic pigskin ball for Sky Bet’s newly launched ‘Back’’ campaign ahead of the Premier League season, a story published by BEN WILLCOCKS at 08:21 BST.
The piece was released by BEN WILLCOCKS, Assistant Sports Editor, on 7 August 2026 at 08:21 BST and updated six minutes later at 08:27 BST, underscoring the immediacy of the announcement.
Revisiting football's earliest days, the popular pundit duo donned period costumes, took in the action from the terraces and displayed keep‑uppy skills with a traditional pigskin ball, highlighting the sport's historic roots.
Sky Bet’s new campaign officially launched on August 7, playing on the familiar ‘game's gone’ phrase as a nostalgic nod to supporters who recall how the sport has changed, from VAR introductions to players refusing to celebrate against former clubs.
In a light‑hearted moment, Micah Richards shushed his famously fiery punditry partner, poking fun at Roy Keane’s well‑known habit of questioning modern changes, adding a playful dynamic to the terrace scene.
The campaign sees Keane and Richards embark on a journey through football's past, revisiting different eras to show that debates over change have existed since the Victorian period, where they witness the birth of modern football.
Roy Keane said, "One thing about football history is that people have always questioned changes to the game, but it's funny looking back at some of the things we'd never want to lose now. We had good fun bringing those moments to life."
Micah Richards added, "Football fans love a debate and that's never going to change."
Harry Phillips, Sky Bet Marketing Director, explained that the phrase ‘Game's Gone’ is ingrained in football culture and that the campaign celebrates iconic moments that keep fans coming back.
The new Premier League season kicks off with champions Arsenal hosting newly‑promoted Coventry City on Friday, August 21.