The tie-up is the Korean technology firm’s first deal with a national team and could see the likes of England captain Steven Gerrard and striker Daniel Sturridge appear in upcoming campaigns this summer. The bulk of promotions will be centred on showcasing how the players use the Samsung Galaxy S5 device’s health features such as a heart-rate monitor out in Brazil.
Samsung will also promote its flagship device as being the perfect companion for travelling England fans this summer, showcasing it as being resistant to sweat, rain, liquids, sand and dust.
Andy Griffiths, Samsung Electronics UK & Ireland president, says: “Samsung has a long association with football both in the UK and globally and we’re delighted that this partnership adds to our on-going commitment to all football fans. We wish the England team the best of luck this summer and are proud that the players and staff will be equipped with the latest Samsung technology.”
The deal continues the phone maker’s attempts to outmuscle rival Sony’s sponsorship of next month’s World Cup. It has already brought together a 13 man star-studded football squad, featuring Cristiano Ronaldo and Lionel Messi, to secure its ties to what are most likely to be the tournament’s top performers. The content is being seeded across all Samsung Galaxy devices, online platforms and social media channels.
Samsung’s deal is a boon to the FA’s efforts to increase commercial revenues that has already seen it revamp its team of dealmakers. The governing body says it will give its partners such as Nike, Vauxhall and William Hill, which are not official FIFA partners, ownership of the World Cup to hike up the value of its deals. The FA will offer those brands as well as Samsung exclusive access to the England players not afforded to FIFA’s global sponsors.