Succession

To promote season 3 of Succession on NOW TV we had Waystar RoyCo, the fictional company from the show, sponsor Hearts FC, bringing to life a stand-out moment from season 2 when Roman Roy buys Hearts FC for his dad as a birthday present, only to find out that Logan actually supports their arch-rivals Hibernian.

It was the first time a British football club had been sponsored by a fictional company. A select group of lucky fans got hold of the limited edition shirts via NOW TV's social media channels.