Industry Shorts: Amstel, Everton, Chris Kamara
Amstel has recruited Rafael Nadal, who will become the global ambassador for the brand’s ULTRA product – its low-carb, low-calorie light beer.
The three-year deal which marks Nadal’s first partnership with a beer brand, will see the tennis star support the brand’s expansion into new markets, and specifically its growing ‘lifestyle product’ offerings, which also includes its alcohol-free Amstel 0.0.
The partnership will see Nadal feature in marketing activities for both Amstel ULTRA and Amstel 0.0 which are set to launch in the coming months, with the creative set to focus on how Amstel’s ‘lifestyle range’ fits with his balanced lifestyle. The Spaniard will also be an ambassador for Amstel 0.0, helping highlight the importance of moderation and responsible consumption as part of parent brand HEINEKEN’s wider Brewing a Better World campaign – which aims to ‘create more choice for consumers within the zero alcohol category’.
Everton have launched a new book detailing its ‘long association’ with North America, Toffee Soccer, which is published by deCoubertin Books with proceeds from all copies sold through Everton in the Community donated to the club’s Official Charity.
‘Toffee Soccer’ is co-authored by Everton historian Dr David France, biographer Rob Sawyer, and Everton’s Broadcast and Liaison Manager Darren Griffiths, and is set to be published on 11th June.
Highlighting the Premier League side’s ‘significant contribution’ to the sport in the US and Canada, and featuring hundreds of previously unseen and original illustrations, the book will summarise every Everton tour of North America and profile every player and official to split their career between North America and Goodison Park. Some 80 interviews were conducted with the likes of Landon Donovan, Tim Howard, Brian McBride, Tim Cahill and Wayne Rooney for the project.
Absolute Radio has announced that it will bring Chris Kamara to the station for the rescheduled EURO 2020 tournament, which takes place this summer.
Joining Dave Berry on his Breakfast show and Bush and Richie’s Hometime show, Kammy will ‘add the funny to the football’ by becoming the station’s correspondent at the event, giving his views on the games, and focusing on the lighter side of the tournament. The station also says that ‘when’ England, Scotland and Wales win their first games the radio schedule will be ‘flipped’ so that Kamara can host special shows which feature only artists from that country.
The pundit will also launch a new podcast series where he will chat to famous football fans about their love for the game, their first footballing memory, their fantasy team and the lengths they’ve gone to as a supporter.
A new UK-based sustainable running apparel brand, ZOUMA, has celebrated its launch with the release of three new men’s and women’s collections.
Created for ‘eco-conscious’ runners, the brand’s Duo Motion, Volt and Faze collections are all made from 100% recycled material and feature ‘powerful colours and patterns’.
Born out of Founder Wilson Lou’s ‘frustration’ at the lack of style choice and sustainable brands, ZOUMA will also produce a ‘microfibre wash bag’ designed to catch microfibres from clothes in the washing machine, preventing them from polluting the oceans and wildlife.
