ManU "has teamed up with music streaming service Deezer in a partnership that will see current and former players of the club take part in a digital campaign," according to Simon Gwynn of CAMPAIGN LIVE. The campaign, which launched on Tuesday "across the social media channels of both partners," will star Jesse Lingard, Paul Pogba, Morgan Schneiderlin, Ashley Young and Rio Ferdinand, and explores how music "can help footballers to focus and relax and so improve their performance." As part of the deal, Deezer "will offer playlists compiled by football players and special match day playlists."
The partnership "bolsters the sports credentials of Deezer," which is already the exclusive source of live Premier League commentary in 37 European countries outside the U.K. and Ireland (
CAMPAIGN LIVE, 12/13). THE DRUM's Tony Connelly wrote for Deezer CCO Golan Shaked, the deal "is a digital partnership more than anything else." Ultimately the streaming service "wants to increase its app downloads and to achieve that goal it needs to familiarise itself" with ManU fans.
That is why Deezer negotiated the deal "to ensure it has a presence across Manchester United’s digital properties through the Deezer widget which will allow fans to listen to content while on the club’s site." ManU "will also have a club channel within the Deezer app where all audio content created by the club can be shared." When asked why a music streaming service was partnering with a football club, Shaked "readily admits" that ManU’s 600 million-plus global fan base influenced the decision. He said, “We felt that partnering with a brand like Manchester United which has such a huge reach is ideal for us given we are a global product" (
THE DRUM, 12/13). MUSIC WEEK's Murray Stassen reported Deezer said that it will "shortly be announcing another significant sports partnership in Europe" (
MUSIC WEEK, 12/13).
