Beats by Dre and Subway are embarking on commercial deals with England and Liverpool FC striker Daniel Strurridge, "who sponsorship experts predict will become increasingly attractive to sponsors if he enjoys a 'strong' World Cup," according to Sebastian Joseph of MARKETING WEEK. The headphone maker "signed the striker to appear alongside World Cup poster boy Neymar in its global TV campaign." Players "are banned from wearing the headphones in and around World Cup venues to protect Sony’s exclusive rights." However, the brand, "which famously ambushed London 2012, is not deterred in sweating its football assets this summer to link to the tournament." Beats "sees the event as a key pillar in its pan-European expansion charge and the Sturridge deal is seen as an important stage in that." Subway is hoping for a similar outcome "after signing the player to bring credibility to its active lifestyle positioning." He "will appear in ads for its Low Fat Sub range in the coming days alongside football legend Pele." Sturridge "is the latest in a long line of young English footballers to be tipped as the next global sports star." But where the likes of Michael Owen struggled to court the types of commercial partners capable of heightening their personal brands, Sturridge "is carefully pitching himself as a player holding all the ingredients necessary for commercial success" (MARKETING WEEK, 5/27).
