Sure "teamed up" with three Premier League sides as it looks to "link its brand with high-pressure moments in football," according to John McCarthy of THE DRUM. Through the partnerships with Chelsea, Man City and Everton, the brand will deliver "real-time and relevant social content reacting to top moments in each team’s fixtures." Sure U.K. & Ireland Brand Manager Josh Plimmer said that these clubs provide "the perfect platform to deliver our brand purpose." This purpose, he said, is to "encourage people to move more and to live more." The Pressure Series, YouTube videos in which Premier League players take part in "nerve-wracking challenges," will also make a return. The brand hopes to top the 30 million views delivered during the '17-18 season. Sure's "Goal Pressure Index" from Perform Media's stats arm, Opta, will also rate player and team performances. The brand will "highlight moments of confidence that changed select games" (THE DRUM, 8/10).
REXONA PARTNERSHIPS: INSIDE SPORT's Ashish Khanna reported Chelsea extended its existing relationship with Unilever, which "already incorporates the Shield and Rexona brands" in Africa and Sure in the U.K. Chelsea and Sure, since the launch of the partnership in '17, have "successfully worked together in various activations and promotions to engage with football fans." In Africa, affiliation with Shield and Rexona focuses on creating a grassroots football program, delivering on their brand purpose of "inspiring people to move more" and providing talented footballers with "the opportunity to achieve their potential" (INSIDE SPORT, 8/11).
