BBH targets football fans through CD launch

Bartle Bogle Hegarty is backing the launch of a consumer music venture, called Player's Top Twenty, which will release compilation CDs of footballers' favourite tracks.

The business is a joint initiative by the BBH-backed music marketing company Affinity Music and Universal Music. It is the first time Affinity has launched a consumer music brand.

Each CD is made up of the favourite tracks nominated by each member of a football team. The first fruits of the enterprise will be CDs from the rival Glasgow-based Scottish Premier League clubs Celtic and Rangers. Both CDs will launch on 6 December in Glasgow to leverage the fierce rivalry between the two clubs.

The CDs will be promoted to both clubs' members via marketing to e-mail databases and advertising on their TV channels Rangers TV and Celtic TV, magazines and websites. An advertising budget of £100,000 is backing the launches.

BBH's role in the venture has yet to be agreed, but it will provide strategic support and investment. The BBH founder Nigel Bogle will have an advisory role in the project. However, the size of the agency's stake in the project has yet to be finalised.

Universal will handle licensing and distribution, while Affinity, which came up with the idea, will handle marketing and brand development. The project is being headed by Affinity's managing director, Simon Binns.

The venture is also in discussions with a number of English Premiership clubs, the details of which have not been revealed. Binns said the CDs would not be limited to Premiership clubs and that it is looking at extending the deal to European clubs.

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