CNN International has attracted four major global brands to sponsor and commercially support its multi-platform coverage of the 2014 FIFA World Cup Brazil in deals spanning EMEA, Latin America and Asia Pacific.
Official World Cup partners Hyundai Motor and Hublot are sponsoring CNN content to expand on their association with 2014’s largest sporting event. In addition, Embratur and Nikon are aligning with bespoke and distinctive CNN content to increase brand awareness during the tournament. CNN International’s content includes segments within some of CNN’s most popular programmes as well as innovative multi-platform projects.
“An event on the scale of the World Cup is where CNN International’s global platform and our reputation for high-quality content is of particular value to premium brands,” said Rani Raad, Chief Commercial Officer, CNN International. “CNN is excited to have high-profile brands such as Hublot, Hyundai Motor, Embratur and Nikon on-board to support our engaging and distinctive on-air and online coverage. By aligning with our bespoke coverage of the tournament, these premium advertisers will achieve cut-through with our engaged global audience and be part of CNN’s own World Cup performance.”
Hublot’s product placement with The CNN Facebook Pulse
Hublot is embarking on a unique digital product placement with CNN International to enhance its position as Official Timekeeper of the 2014 FIFA World Cup Brazil.
The CNN Facebook Pulse is a digital dashboard on CNN.com, created by social engagement specialist Mass Relevance to present the global debate around the World Cup in real time through Facebook posts, pictures and Instagram photos. Fans dive into the debate by tracking trending topics, players and teams, not only seeing who is most popular but also what the reaction is in different parts of the world through unique sentiment data. Fans can also join the conversation by updating their Facebook status.
Hublot is integrated into this innovative online hub by having a branded count-down clock on the interactive, ticking down to the next game. In addition, the product placement is supplemented by an on-air advertising campaign and online banners presence.
This activity also builds on Hublot’s global association with the world of football after a first year of collaboration with CNN International around debate show CNN Football Club.
Hyundai Motor’s sponsorship of CNN Fan Zone segments and FIFA World Cup Update
As Official Partner of 2014 FIFA World Cup Brazil™, Hyundai Motor will engage in two sponsorships with CNN International to broaden its association with the tournament amongst a premium global audience.
Hyundai Motor is specifically aligned with CNN content that shows the World Cup experience from the perspective of fans from around the world. It will be sponsoring the weekly CNN Fan Zone segments in World Sport, where CNN conveys the excitement and enthusiasm from fans around the world rooting for their home team. In addition, Hyundai Motor is sponsoring FIFA World Cup Update broadcast in World Sport programmes and CNN Newsroom Live from Hong Kong throughout the World Cup. This daily update will highlight the day’s best plays, which teams are progressing and the players who are the stars of the tournament.
Hyundai Motor spot adverts and brand spots will also run across CNN International, including a series of short advertorial vignettes telling the story of four fans from different countries on a car journey across Brazil in a Hyundai. These vignettes and other creative commercial content are produced by Turner Commercial Productions, CNN International advertising sales creative solutions division.
“The partnership with CNN is in line with the wide range of World Cup programs such as the ‘Hyundai Fan Park,’” said Minsoo Kim, head of Hyundai Motor’s Overseas Marketing Group. “Along with our new online ‘Social Fan Park’, the collaboration with CNN will allow all fans to actively participate in this global festival.”
Nikon’s sponsorship of Human to Hero and association with Ready to Play
Nikon has extended its existing relationship with CNN International by advertising around the network’s global feeds of CNN’s 30-minute World Cup preview show Ready to Play. The destination for all of the build up to the tournament, Ready to Play will profile key players, look at Brazil’s stadia and infrastructure, and bring viewers the colour and passion from fans in Brazil.
In addition, Nikon’s existing sponsorship of CNN’s Human to Hero segment within World Sport has been developed to connect with an audience interested in football and inspired by the World Cup. In the eight weeks in the lead up to the World Cup, the segment which explores the discipline, dedication and determination of sporting stars is interviewing football legends about their World Cup memories and predictions. As the tournament begins, a special Human to Hero: Sport Photography Masterclass will then run in World Sport, with professional sports photographers discussing how great moments from World Cup history were captured on camera.
The Brazilian Tourism Board (EMBRATUR) is embarking on an international advertising campaign with CNN International during the 2014 FIFA World Cup to promote Brazil as a travel destination. It is associated with CNN’s 30-minute World Cup preview show Ready to Play across EMEA and Asia feeds as well as on CNN en Español.
Embratur is also associated with Social Spot Kick, a segment within World Sport, where soccer stars give quick-fire answers to questions about what it means to represent their country at the World Cup. In addition, Embratur is associated with the digital CNN destinations for Ready to Play and Social Spot Kick that host bespoke content and link to related pages.
Embratur selected CNN International for its global reach and unique audience as well as its high quality and independent content.
"It is with great pleasure that Embratur embraces this partnership with one of the most important and influential media outlets in the world, CNN. By showcasing the variety of our destinations, products and attractions, we allow hundreds of thousands of spectators to fall in love with our beautiful country and become part of this great party that takes place in June, the 2014 FIFA World Cup. We have no doubt that the Ready to Play and Social Spot Kick segments will be, pun intended, truly great goals!" said the President of EMBRATUR, Mr. Vicente Neto.
Notes to Editors:
For full details of CNN International’s editorial and programming coverage of 2014 World Cup Brazil, visit here.
For more information, please contact:
CNN Europe, Middle East & Africa
Tel: + 44 20 7693 1362
About CNN International
CNN’s portfolio of news and information services is available in five different languages across all major TV, internet and mobile platforms reaching more than 375 million households around the globe. CNN International, awarded “News Channel of the Year” by the Royal Television Society in 2013 and 2014, is the number one international TV news channel according to all major media surveys across Europe, the Middle East and Africa, the Asia Pacific region and Latin America. The CNN digital network is consistently one of the top news and current affairs destination on the web. CNN has 44 editorial offices and more than 1,100 affiliates worldwide through CNN Newsource. CNN International is part of Turner Broadcasting System, Inc., a Time Warner company.