Samsung partners ESPN for ad-funded sports series

Sports channel ESPN is partnering Samsung to launch a global ad-funded online sports series called 'Project Teamwork'.

Samsung: unveils Project Teamwork
Samsung: unveils Project Teamwork

The branded content series will also feature product placement for Samsung products and an advertising deal that will see Samsung buying a range of ad space on ESPN’s global media offering.

Media agency Starcom negotiated the deal that is believed to have cost Samsung a seven figure sum.

The 12-part series launches today (27 October) and will focus on five teams striving for greatness in an attempt to show how Samsung Mobile technology improves sports.

Stars from the Jamaican athletics team including Asafa Powell, Michael Frater, Nesta Carter and Shelly Ann Fraser will appear in the series, while other teams will include Parkour freerunners, the Dutch beach volleyball team, a Brazilian street football team and a championship handball team from Barcelona.

Social media activity and an editorial campaign will drive traffic to the site, which hosts the 12-part series.

Editorial activity will include  12-week set of features produced by ESPN called the 'Greatest Teams of All Time'.

Samsung's product placement deal will see the Samsung Galaxy SII and Galaxy Tab 10.1 be integrated into the episodes.

The players will use the products to connect with family and friends, share videos and pictures, develop and improve training, study performances and document behind-the-scenes experiences.

The content-heavy initiative follows on from Samsung entering a partnership with magazine publisher Conde Nast in an attempt to push its camera products with a fashion-led campaign.

Samsung is eager to link itself to sports and recently signed up David Beckham and Zara Philips as brand ambassadors to tie in with its long-standing sponsorship of the Olympic Games.

Follow Matthew Chapman on Twitter @mattchapmanuk

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published