The media sales teams of ESPN, FourFourTwo and the London Guardian are "partnering to offer advertisers a joint ad proposition" for the 2018 World Cup in Russia, according to Matthew Chapman of CAMPAIGN LIVE. Advertisers will be offered the ability to reach "up to 26.5 million unique users per calendar month." Some 61% of those users are "in the ABC1 demographic," according to ComScore. Branded content solutions will be offered concurrently across ESPN, the Guardian and FourFourTwo. The three media brands will work with each advertiser on a "compelling bespoke campaign," which could include video content, social media activity, podcasts and live events. All branded content will be "labelled in accordance with the publishers' guidelines." ESPN Advertising Sales Dir Sam Coleman said, "The commercial model of the future is far more collaboration-based in order to drive more meaningful results for marketers, so we are confident clients will be highly receptive to this exciting new partnership." Media owners that would be "traditionally viewed as rivals" are "teaming up across the industry." Broadcasters Turner, Fox and Viacom have a joint collaboration called OpenAP that is "meant to make buying easier for clients." Also, digital sports content company Perform "paired up" with Telegraph Media Group and Trinity Mirror to produce bespoke branded content solutions around the 2018 World Cup (CAMPAIGN LIVE, 10/19).
