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Battery brand Duracell has announced a new content partnership with English soccer giants Chelsea and Amazon Prime ahead of the latter’s debut as a Premier League broadcast partner.
The deal marks Duracell’s first partnership in soccer in more than ten years and will see the launch of a campaign on the streaming platform, which will use Chelsea players to promote the live match broadcasts.
In the first advert users will see during Amazon’s maiden Premier League broadcast on 3rd December, Duracell will promote its portable power bank line.
The brand’s power banks will also be visible across Chelsea’s digital and social channels, alongside commercial video content featuring players Mason Mount, Michy Batshuayi and Callum Hudson-Odoi.
Tatiana Wijeyaratne, Duracell UK’s marketing manager, said: “Reflecting our focus on young consumers and live, unmissable viewing, the chance to put our power banks front and centre of Amazon Prime’s much anticipated broadcast debut of live Premier League action was an opportunity we couldn’t afford to miss.”
Chris Townsend, Chelsea’s commercial director, added: “We’ve always had an appetite to break new ground with not just the type of brands we work with, but also how we work with them. This bespoke collaboration with Duracell which runs around our home game against Aston Villa mirrors the way brands like Duracell want to market their products and buy their media – around new campaigns and at peak sales moments.
“We see targeted campaigns like this as compelling alternatives to brands simply investing in the same old tired digital media inventory that comes and goes, but lacks any real bite or impact.”
Duracell’s partnership with Chelsea was brokered by Hill+Knowlton Strategies, with sports data and strategy agency Two Circles working on behalf of the Premier League club.
Chelsea’s first game broadcast on Prime is on 4th December when they face Aston Villa at Stamford Bridge.
Amazon has also been gearing up for its Premier League broadcast debut by signing a deal with Israeli artificial intelligence (AI) firm, WSC Sports, to produce a live rolling highlights programme and an interactive replay function for its soccer coverage.
According to SportBusiness, WSC Sports will automate highlights footage for Amazon Prime Video’s Goal Centre live cut-in programme.
Battery brand Duracell has announced a new content partnership with English soccer giants Chelsea and Amazon Prime
Battery brand Duracell has announced a new content partnership with English soccer giants Chelsea and Amazon Prime ahead of the latter’s debut as a Premier League broadcast partner.
The deal marks Duracell’s first partnership in soccer in more than ten years and will see the launch of a campaign on the streaming platform, which will use Chelsea players to promote the live match broadcasts.
In the first advert users will see during Amazon’s maiden Premier League broadcast on 3rd December, Duracell will promote its portable power bank line.
The brand’s power banks will also be visible across Chelsea’s digital and social channels, alongside commercial video content featuring players Mason Mount, Michy Batshuayi and Callum Hudson-Odoi.
Tatiana Wijeyaratne, Duracell UK’s marketing manager, said: “Reflecting our focus on young consumers and live, unmissable viewing, the chance to put our power banks front and centre of Amazon Prime’s much anticipated broadcast debut of live Premier League action was an opportunity we couldn’t afford to miss.”
Chris Townsend, Chelsea’s commercial director, added: “We’ve always had an appetite to break new ground with not just the type of brands we work with, but also how we work with them. This bespoke collaboration with Duracell which runs around our home game against Aston Villa mirrors the way brands like Duracell want to market their products and buy their media – around new campaigns and at peak sales moments.
“We see targeted campaigns like this as compelling alternatives to brands simply investing in the same old tired digital media inventory that comes and goes, but lacks any real bite or impact.”
Duracell’s partnership with Chelsea was brokered by Hill+Knowlton Strategies, with sports data and strategy agency Two Circles working on behalf of the Premier League club.
Chelsea’s first game broadcast on Prime is on 4th December when they face Aston Villa at Stamford Bridge.
Amazon has also been gearing up for its Premier League broadcast debut by signing a deal with Israeli artificial intelligence (AI) firm, WSC Sports, to produce a live rolling highlights programme and an interactive replay function for its soccer coverage.
According to SportBusiness, WSC Sports will automate highlights footage for Amazon Prime Video’s Goal Centre live cut-in programme.
