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SBD Global/May 14, 2014/Marketing and Sponsorship

Samsung Gives Phones To England World Cup Squad, Seeks To Replicate Oscars Selfie

Samsung has partnered with the FA "to provide the entire England football team with its mobile devices" as the U.K. division "seeks to emulate Ellen DeGeneres' famous Oscars selfie," which was taken with a Samsung phone, according to Matthew Chapman of MARKETING MAGAZINE. The deal has Samsung named as the "official consumer electronics and smartphone supplier" for the England team, despite the company "not being a sponsor of the FIFA World Cup." The FA’s partnership with Samsung will involve the England football team flying off to Brazil with the Samsung Galaxy S5, which "will come preloaded with health features including a heart rate monitor." Samsung U.K./Ireland Marking Dir Ines van Gennip "previously denied its Galaxy S11 marketing campaign was an ambush marketing campaign." She said, "We are not a World Cup sponsor, so we would never communicate or associate ourselves with the World Cup because that wouldn’t be fair" (MARKETING MAGAZINE, 5/13).
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