August 13 – Unilever brand Sure has partnered with Premier League clubs Chelsea, Manchester City and Everton in a sponsorship that will see the brand attached to real-time social mdia content reacting to key moments in each team’s matches.
The partnerships also give Sure (part of the Rexona brand portfolio at Unilever) in-stadium LED ads, tickets, hospitality, access to players and ‘money can’t buy’ experiences.
Sure’s ‘Goal Pressure Index’ from Perform Media’s stats arm Opta will also rate player and team performances. The brand will highlight moments of confidence that changed the outcome of select games.
Also as part of the activations the Pressure Series, YouTube videos in which Premier League players take part in nerve-wracking challenges, will continue with the brand targeting to beat the 30 million views delivered during the 17/18 season.
With Manchester City the partnership will also include the Degree brand and be extended to cover the City Football Group’s MLS club New York City FC. The deal will see City-branded anti-perspirant products.
Joanna Allen, Global Brand Vice President, Rexona, said at about the City Football Group deal: “The team’s (Manchester City) international appeal gives us a fantastic platform to reach Rexona’s global target audience… Equally with the growth of the MLS in recent years, our US brand, Degree, are delighted to be partnering with New York City Football Club in what will provide an excellent base for community outreach and activity.”
Chris Townsend, commercial director at Chelsea FC, added: “Over the past two years, we have worked closely with Sure to successfully deliver some truly best-in-class and award-winning campaigns. We look forward to our continued collaboration and creating a new wave of innovative activations to entertain and engage our millions of fans.”
No figures or length of contracts were given for any of the agreements.
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