Freuds behind Nike football show

Nike is using Freud Communications to promote a football tournament in Trafalgar Square this Thursday as part of its pre-World Cup 'Joga Bonito' marketing drive.

It expects hundreds of under-20s to turn up to the one-day event, branded the 'Nike Joga 3 Tournament'.

Participants will play  three-minute games using a futsal – a smaller, heavier football supposed to encourage skilful play – on eight different courts, with the winning team taking part in national finals.

Premiership stars such as Joe Cole, Anton Ferdinand and Darren Bent are expected to put on skill-shows and do interviews. The event is being run by project management firm Limelight.

Other tournaments will take place in Dublin, Manchester and Glasgow on 19, 20 and 23 April respectively. The national finals will be held at Arsenal's Highbury stadium on 4 June, with the winner representing the UK and Ireland at a competition in Brazil this summer.

Joga Bonito initiatives are already being run by Nike in secondary schools. Nike unveiled Joga Bonito – Portuguese for 'Play Beautiful' – as its latest marketing slogan  two months ago.

Former Manchester United star Eric Cantona is the figurehead for the campaign. The Frenchman, a long-time Nike advocate, joined current players Wayne Rooney and Cristiano Ronaldo at East London's Truman Brewery for the campaign launch in February.

Freuds, retained adviser to Nike on its football PR, is counselling on media management for the campaign and events. Senior account director James Cornelius reports to Nike UK & Ireland PR manager Carolyn Small.

This week Arsenal striker Thierry Henry ditched Nike to sign a five-year deal with rival Reebok.

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