As the 2025/6 English football season kicked off, Sky Bet launched a new campaign - ‘Not for everyone. For the fans.’ In a category often dominated by clichés and generic depictions of sport, this film gives centre stage to the real life blood of the game: the fans. The film paints a hard line on the pitch; sports fandom is an appreciation and devotion that not everyone understands. You either get it, or you don’t. Recognising the intensity, resilience and dedication of football fans, the work is a visceral celebration of the emotional highs, lows, and soggy burgers which define true fandom. The film combines real authenticity with cinematic intensity. Fever pitch meets fever dream. For authenticity, every single person featured is a genuine football fan, not an actor. Their lived emotions - ecstasy, despair, tension, release - ground the film in truth and resonance. This choice created a powerful sense of recognition for audiences: fans seeing themselves not caricatured, but celebrated. For intensity, lifelong Brentford fan and award-winning director Elliott Power uses cinematic black and white to put fans on a pedestal with players, and elevate match day rituals into iconic tableaus of football fandom. A burger van becomes a shrine to fandom. Rain mingles with tears. Floodlights offer a glimmer of hope, light at the end of a tunnel. The film’s cinematic ambition breaks with category convention. The bold operatic intensity mirrors the epic drama of football itself while rooting the spectacle in the lived experience of real supporters. By putting real fans on the pedestal usually reserved for heroes of the game, the film strengthened Sky Bet’s position as the betting brand that truly understands the fan community.