Sure Signs Premier League Club Deals
Sure, Unilever’s deodorant brand, has signed three Premier League football deals with Chelsea, Everton and Southampton.
In addition to multi-year deals with all three clubs, Chelsea’s Eden Hazard, Ross Barkley of Everton and Fraser Forster of Southampton will become brand ambassadors throughout the #NeverSayMore campaign.
The campaign will also see Sure partnering with Perform Group to launch the Opta powered ‘Goal Pressure Index’ – an algorithm developed to analyse player performance under pressure. The Pressure Index will be an integral part of the campaign and the formula will take into account key considerations such as time of goal, position in the league, specific opposition and rivalries when determining how well an individual player has performed under pressure across the season. This rating system will give fans a further insight into player and team performances, all showcased through weekly preview and review shows streamed via Goal.
Sure will benefit from a range of partnership assets including stadium advertising, digital content, match tickets and hospitality, access to first team players and a range of ‘money can’t buy’ experiences.
As part of the sponsorship deal with Southampton, Sure will offer a host of money-can’t-buy experiences in bespoke consumer competitions to Southampton fans, as well as match tickets and hospitality packages.
Claudio Bellen, senior brand manager of Sure UK and Ireland said: “We are thrilled to announce our sponsorship of these three top soccer clubs. Soccer is the most watched sport in the UK and is a key passion point for the brand’s target audience.
“Through our partnerships with the clubs, the brand will aim to leverage money can’t buy experiences and tickets to engage with consumers, whilst also providing exciting content and unique insights to add to their overall spectator experience through social channels.”
Christian Purslow, managing director at Chelsea FC, who is also due to speak at the next Sport Industry Breakfast Club on 21st February, commented: “Sure is the UK’s number one male deodorant that prides itself on performance, so we are proud to have another market-leading brand support us as we draw towards the business end of the season. We look forward to a successful partnership.”
Everton FC’s head of commercial, Alan McTavish, said: “We are really pleased to welcome Sure to our growing partnership portfolio and to build on our recent high profile announcements by introducing a household name brand like Sure. Sure is a brand which values confidence, innovation and a passion for football, and these qualities shine through in the engagement activities they have lined up. Everyone at the Club is looking forward to taking part in what we are certain will be an exciting campaign, and a long and successful relationship with Sure.”
David Thomas, commercial director Southampton FC, added: “Our ambition is to partner with brands that share our values and commitment to innovation and creativity, which is why we’re so delighted to be part of this exciting and unique partnership with Sure.
“This demonstrates another step forward for our club in terms of the quality and stature of brands that we are partnering with.”
