Samsung, shirt sponsor of Chelsea Football Club, has launched a campaign aimed at encouraging 9 to 13 year-olds to train ‘The Chelsea Way’, as part of a global campaign that will see club coaches travel to eight countries around the world, selecting the most promising young players to attend a training camp at the club.
As part of the campaign, Samsung has released a YouTube video featuring Fernando Torres, Juan Manuel Mata, Oscar and Moses. The ‘Dream the Blues’ initiative uses the slogan ‘The dream starts here’.
Yungkook Lee, vice president and head of global sports marketing at Samsung, said: ‘We are delighted to bring this campaign to more children around the world and offer even more opportunities.
As the world’s largest consumer electronics company and an aspirational brand, Samsung believes in supporting and motivating the young to develop their dreams. Together with Chelsea, we hope to continue to provide an exciting and great experience to young football fans around the world.’
Spanish international and Chelsea player, Fernando Torres, commented on the campaign saying: ‘We are happy to be part of this exciting campaign and be able to influence football-loving youngsters around the world to achieve their footballing dreams.
We hope many Samsung and Chelsea fans participate in and are inspired by this campaign, and we look forward to meeting some of the kids in London.’ [Source: Sportindustry Biz.com]
Samsung expands their football presence, especially by leveraging their marketing rights with Chelsea. The Korean electronic giant partnership with CFC amounts to £18m-a-year until the end of 2014-2015 season.
After launching a special edition Galaxy 70 with “The Blues” in August last year, Samsung kept the momentum going by launching mobile application content around the 2011 Asian Cup in Qatar.
According to the 13th annual global brand report, Samsung jumped from a 17th position in 2011 to a 9th spot in 2012. Also, based on my analysis of the report, I pointed out that Samsung ranks 3rd among brands involved in football.
Samsung is establishing more and more their brand as one of the most prominent football brand. Product marketing strategy, sports marketing partnerships to name a few outline their ambition.