Duracell lands with Chelsea and Amazon Prime

03 Dec 2019

By: Sport Industry Group

Duracell has announced its first deal with a football rights holder in over a decade as it launches a new content partnership with both Chelsea and Amazon Prime.

As the first live Premier League games arrive on the web platform this week, Duracell has launched what it describes as a first-of-its-kind for the brand in football, using player access to promote a new product on Prime.

Duracell will be the first advertiser football fans see on Amazon Prime’s maiden Premier League broadcast on Tuesday 3rd December, with a spot featuring the Duracell Bunny reassuring fans they can continue to stream the game when on the move thanks to a new Duracell power bank.

That spot will be supplemented by the brand’s collaboration with Chelsea, which will see the power banks promoted across the club’s digital and social channels, as well as with filmed content with players Mason Mount, Michy Batshuayi and Callum Hudson-Odoi.

Chelsea’s first game broadcast on Prime will take place on Wednesday 4th December when the club faces Aston Villa at Stamford Bridge.

Tatiana Wijeyaratne, Marketing Manager, Duracell UK, said: “Reflecting our focus on young consumers and live, unmissable viewing, the chance to put our Power Banks front and centre of Amazon Prime’s much anticipated broadcast debut of live Premier League action was an opportunity we couldn’t afford to miss.

“Live streaming is one of the biggest drains on the battery life of mobile devices, so our power banks should be the ideal accessory for football fans planning to catch all the action on the go. They really will help them watch the football for longer.” 

Chris Townsend, Commercial Director, Chelsea, said: “It’s vital that we aim to stay ahead both on and off the pitch. We’ve always had an appetite to break new ground with not just the type of brands we work with, but also how we work with them. This bespoke collaboration with Duracell which runs around our home game against Aston Villa mirrors the way brands like Duracell want to market their products and buy their media – around new campaigns and at peak sales moments.”

“We see targeted campaigns like this as compelling alternatives to brands simply investing in the same old tired digital media inventory that comes and goes, but lacks any real bite or impact.”

The spot is part of Duracell’s Power On campaign, which was launched in October, while the partnership with Chelsea was brokered by Hill+Knowlton Strategies, as part of its Sport+Partnership Marketing team’s ongoing work for the brand. Sports data and strategy agency Two Circles is working on behalf of the Premier League club.