News & Opinion

The Guardian teams up with ESPN & FourFourTwo for 2018 World Cup

The commercial partnership will offer advertisers the ability to reach 26.5 million unique users per month during the 2018 World Cup, through branded content solutions and bespoke campaign opportunities.

Advertisers will be able to work with the three brands on a joint ad proposition, creating branded content solutions across the Guardian, FourFourTwo football magazine and ESPN. The brands will also collaborate to create a "compelling bespoke campaign" for each advertiser, with possible activity spanning social media, video, podcasts and live events.

When it comes to reach, advertisers working with the brands are expected to gain access to approximately 26.5 million unique users each month, of which 61% are ABC1s, according to comScore.

Natasha Murray, director of client partnerships at Guardian News and Media, said: "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."

Sam Coleman, advertising sales director at ESPN, added: "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."

Andy Jackson, global brand director of FourFourTwo, commented: "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."

Source: Campaign

Also this week the Guardian Media Group launches venture capital fund 'GMG Ventures'.

by Lydia O'Neill 20/10/17

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