Unilever deodorant Sure is "teaming up with" EPL sides Chelsea, Everton and Southampton "to drive awareness among the brand's key audience and offer a number of fan experiences," according to Kim Benjamin of EVENT MAGAZINE. The Sure campaign will "intrinsically link the brand's approach to high pressure moments often experienced by players, managers and fans within football." The multi-platform campaign will see Sure creating a host of "money can't buy" experiences to offer in "bespoke consumer competitions, alongside regular content" on a football-dedicated Twitter channel, which aims to showcase that "confidence to perform in the moments that matter, can often be the difference between winning and losing." As part of the club sponsorship deals, Sure will also receive "a number of partner rights" including LED advertising, tickets and hospitality and access to players. The campaign will also see Sure partnering with Perform Group to launch the Opta-powered "Goal Pressure Index" -- a "bespoke algorithm" developed to analyze player performance under pressure (EVENT MAGAZINE, 1/31). THE DRUM's Stephen Lepitak reported the sponsorship deal will also include players Eden Hazard, Ross Barkley and Fraser Forster, respectively. The three will act as "brand ambassadors" and will feature in launch activity and on demand video across Facebook, Twitter and Snapchat (THE DRUM, 1/31).
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