Adidas signs programming deal with Channel 4 for World Cup-themed series

LONDON - Adidas is supporting its official sponsor status of the Fifa World Cup with a major advertiser-funded programming initiative on Channel 4.

The activity will be based on its "+10" campaign, created by 180 Amsterdam, which includes TV ads starring footballers hitting the streets to build football teams in just two hours. The Channel 4 show will feature Adidas stars such as David Beckham, Frank Lampard and Steven Gerrard, who will build their own teams and compete against each other.

Drum PHD, the content and sponsorship division of PHD Group, has worked with Adidas and Channel 4 to create the programme. It is expected to be broadcast in the weeks running up to the World Cup.

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