LONDON: Samsung has partnered with the English Football Association (FA) to provide the entire England soccer team with mobile devices as the company’s UK division seeks to emulate Ellen DeGeneres' famous Oscars selfie, which was taken with a Samsung phone.
Samsung has been named the "official consumer electronics and smartphone supplier" for the English team, despite the company not being a sponsor of the FIFA World Cup. However, it has previously told PRWeek sister outlet Marketing it is not attempting to run ambush marketing during the tournament.
Samsung announced its sponsorship of the England team the day after FIFA World Cup sponsor and rival consumer electronics manufacturer Sony unveiled a bespoke social network that will sit at the heart of its World Cup sponsorship.
The FA’s partnership with Samsung will include the England soccer team flying to Brazil with the Samsung Galaxy S5, which will come preloaded with health features including a heart-rate monitor.
Ines van Gennip, Samsung’s UK and Ireland marketing director, has denied that its Galaxy S11 campaign was an ambush marketing effort.
"We are not a World Cup sponsor, so we would never communicate or associate ourselves with the World Cup because that wouldn’t be fair," she added.
During the same interview, she also said the UK division was following a product-placement marketing strategy that targeted "influencers" and said the brand was looking into "how can we do something like that [Oscars selfie] again in the UK and do it even better?"
"Samsung has a fantastic heritage in football across the globe and in such an important year, the team will be flying out to Brazil with the best possible mobile devices at their fingertips," said FA commercial director Stuart Turner about the partnership.
Samsung will also offer England fans the opportunity to win a five-star trip to Miami to watch their team take on Honduras in a friendly on June 7 as part of the partnership.
This story originally appeared on the website of Marketing.