Duracell Becomes In-game Sponsor For Gareth Bales' Ellevens Esports Team

Duracell is to become the first shirt sponsor of footballer Gareth Bale’s Ellevens Esports team within video game FIFA 21. The deal is part of a new campaign that will see the brand promoted to gamers through a series of in-game and digital initiatives that launches this month.

The activity – which is part of Duracell’s Power On campaign - will see the brand unveiled in FIFA 21 as the in-game shirt sponsor for Gareth Bale’s Ellevens Esports team. A personal kit will be revealed by Gareth Bale via his social channels and the brand will appear on in-game perimeter board advertising for the popular Football Manager 2021 Feature within targeted video content to gamers on the Xbox platform, who use battery powered controllers and the brand will continue its role as an exclusive OEM partner with Xbox around the new Series X console launch.

The move represents an interesting focus for the brand as gaming in the UK experienced a huge surge in numbers during the lockdown, due to more time being spent by people at home and online.  Duracell’s own consumer research shows there has been an increase in video computer game play during March to October 2020 of up to 30%*.

“We know gaming is fast becoming the most popular form of entertainment, not just in the UK, but around the world. Something that has only been accelerated by the events of the last seven months,” explained Luke Anderson, Marketing Manager at Duracell UK & Ireland.

“Our data so far this year indicates a sizeable increase in battery purchases, in part driven by an increase in the usage of wireless video game controllers during the same period*. This tells us there is a clear role for Duracell and our batteries to play in giving gamers better gaming experiences.”

“Duracell has always been synonymous with sport. Last December we got the industry talking by brokering an innovative three-day digital partnership with Chelsea FC around Amazon Prime’s debut broadcast of English Premier League football in the UK. This year, we’ve turned our attention to gaming and supporting gamers where they love to spend their time.”

FIFA 21 is the 28th installment in the series and was released last month (9 October 2020). The new Duracell-sponsored kit will appear in the Ultimate Team mode of the game for the rest of this season and represents the first time Duracell has promoted its brand in-game in this way. The activity will also be supported by a new 10-second spot targeting gamers.

Jonathan Kark, Co-Founder of 38 Entertainment Group, who owns Ellevens Esports alongside Gareth Bale, commented:  "This illustrates the growth and awareness the gaming sector is experiencing, resulting in an increased exposure of brands to the space.”

Duracell’s exclusive OEM agreement with Xbox means all new Xbox consoles, including the Series X come bundled with Duracell batteries for their controller.