The joint ad proposition will offer advertisers a new level of scale and reach to smart and engaged football fans during the tournament, says Haymarket.
The media brands will join forces to offer brands collaboration around a range of branded content solutions for partners that will live across all three platforms. According to Haymarket, the combined reach of the three platforms stands at 26.5 million unique users per month, of which 61% are in the ABC1 demographic.
The partnership will work with advertisers on a compelling bespoke campaign, which includes opportunities for video content, social, podcasts and live events. All content will be clearly labelled in line with the publishers’ guidelines.
Sam Coleman, ESPN Advertising Sales Director, stated: “To be able to bring together three of the biggest brands in football content and offer this service to our clients under one commercial and editorial partnership is hugely exciting. The commercial model of the future is far more collaboration-based in order to drive more meaningful results for marketers, so we are confident clients will be highly receptive to this exciting new partnership.”
Natasha Murray, Director of client partnerships, Guardian News and Media said: “The Guardian’s football coverage is world-class and attracts a large and loyal following. We have pioneered the sports live blog and continue to deliver the best of cross-platform football content for our readers and advertisers. The World Cup is a fantastic opportunity to reach beyond our own platforms and collaborate with ESPN and FourFourTwo to maximise reach and impact for clients.”
Andy Jackson, Global Brand Director of FourFourTwo said: “FourFourTwo’s mission has been consistent for the last 23 years – to celebrate the best in football with world-class content across our print, digital and social channels and we are always keen to collaborate with partners that can expand and enhance our offering. This partnership with the Guardian and ESPN does both and we’re very excited by the commercial and content opportunities it presents.”
