Sure Enhances Football Portfolio, Partnering Manchester City and Re-Signing Chelsea FC

Sure, Unilever’s deodorant brand, has unveiled its new partnership with Premier League champions, Manchester City, whilst also re-signing with Chelsea FC. Announced ahead of the new Premier League season, both deals build upon the current partnership with Everton, in a bid to drive awareness amongst the brand’s key audience.

Following on from a successful 2017/18 season with Everton and Chelsea, the campaign will link the brand’s approach to high pressure moments often experienced by players, managers and fans within football.

 This season’s campaign will see a return of the award-winning ‘Pressure Series’ content, which involves Premier League stars taking on a series of challenges. The series, which has had over 30 million views to date, has seen players including Willian, Dominic Calvert-Lewin and Wayne Rooney, put under pressure to perform. Last season saw a special Champion’s edition launched, featuring Manchester City’s Raheem Sterling, Kyle Walker and Phil Foden. 

The multi-platform campaign will see Sure create reactive content in the moments that matter during games on its football-dedicated Twitter and Instagram pages. Sure’s ‘Goal Pressure Index’, with Perform media’s Opta will also return, with the rating system giving fans a further insight into player and team performances. The index uses a bespoke algorithm to analyse player performance under pressure, showcasing that confidence to perform can often be the difference between winning and losing.

 As part of the club sponsorship deals, Sure will receive several partner rights including LED advertising, tickets and hospitality, access to players and a number of ‘money can’t buy’ experiences, to offer in bespoke consumer competitions.

Josh Plimmer, Brand Manager, Sure UK & Ireland commented: “We are thrilled to be working with three top Premier League clubs. Football is the most watched sport in the UK and is a key passion point for the brand’s target audience. This gives us the perfect platform to deliver our brand purpose, encouraging people to move more to live more, making every moment matter.”

Damian Willoughby, Senior Vice President of Partnership at City Football Group, said: “We are delighted to announce this new partnership with Sure. The brand has a great pedigree of working with sporting organisations and athletes and we look forward to working together to engage with City fans.”    

And Chris Townsend OBE, Commercial Director at Chelsea FC, commented: “Over the past two years, we have worked closely with Sure to successfully deliver some truly best-in-class and award-winning campaigns. We look forward to our continued collaboration and creating a new wave of innovative activations to entertain and engage our millions of fans.”