Marketplace Roundup: Nike, Ronaldo Give Supporters Insight Into Players' Daily Life
Millions of children everywhere "have dreamt of trading places with Cristiano Ronaldo," and Nike has given an insight into "what it might be like in a new short film." The film, "The Switch," the most expensive shoot Ronaldo has ever done for Nike, "sees a ball boy transferred into the body of the Portuguese forward when they clash at the advertising hoardings in a game between England and Portugal." The short film, which is Nike's longest ever brand film at nearly six minutes, "then documents the two characters attempts to get used to their vastly different new lifestyles" (London DAILY MAIL, 6/9).
FANDOME EXPERIENCE: As advertisers "compete for some Euro 2016 glory, official sponsor Hyundai is hoping its ambitious FanDome experience has what it takes to make the brand stand out from the crowd." Conceived by The Brooklyn Brothers, the FanDome is a 1,000-capacity venue in London’s King’s Cross that will show 45 games and offer a "world-first, live, reactive, 360-degree audio-visual experience" (CAMPAIGN LIVE, 6/9).
MARKETING BRIEFS ... Sun & Sand Sports announced the sponsorship of Saudi Professional League side Al Hilal for the upcoming season. The partnership will see Sun & Sand Sports work alongside Al Hilal "in order to activate sport and football" in Saudi Arabia over the next three years and will include its name "appearing on the club jersey, as well as partnerships and events" (ARAB NEWS, 6/9).
Nine days before the start of Euro 2016, five players of the German national team "accepted a dramatic delivery." Skydivers "descended on their training camp" bearing the adidas AG cleats that Mesut Özil, Thomas Mueller, Mats Hummels, Manuel Neuer and Bastian Schweinsteiger would wear during play in France. Nike, adidas and Puma are "relying on individuals to sell cleats and jerseys" during the month-long Euro 2016 tournament (BLOOMBERG, 6/9).
Premier League side Southampton announced a three-year partnership with Virgin Media. Virgin Media will become the club's official shirt sponsor from the start of the '16-17 season. The two organizations will also work together to develop a number of initiatives aimed at putting fans at the heart of football (Southampton).
Mengniu Milk, NBA China’s partner since '07, has launched a limited-edition NBA-themed marketing campaign in China to promote the 2016 NBA Finals.
Mengniu has produced 1.6 million milk packages specially wrapped with The Finals logo to engage NBA fans through retail, digital broadcast and NBA e-commerce platforms (NBA).
