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Sky Sports is launching its coverage of the 2003-2004 football season with a TV and poster campaign fronted by Elton John and premiering his latest single, Are You Ready? The TV campaign, created in-house by Sky, features the singer in a studio performing the single backed by 150 football fans. They are in their team colours and stand in front of a video wall projecting images of Sky's football coverage. The campaign breaks on Sky channels on July 7 and on terrestrial TV on August 1, the same day as the launch of an outdoor campaign using 48- and 96-sheet billboards. The song, originally recorded in 1977 but never released in the UK, goes on sale in September.