90min creates localised user-generated World Cup sites with big brand sponsors

Jun 11, 2018 | Content marketing, Social media

Football community 90min is partnering with some of the world’s largest brands, including Budweiser, Rightguard, Hyundai and Samsung to deliver behind the scenes content to World Cup fans, created by real fans.

Employing a team of “FanVoice captains” (fan reporters) to report on-the-ground at Russia, 90min will provide street-level video reporting that focuses on the fan journey, the fan culture in Russia and the combustion moments that happen on and off-the-pitch.

These FanVoice captains will represent a variety of nations, including Brazil, Mexico, Argentina, England, France, Spain and Germany, and feature social influencers with massive followings (15M+ combined), including 90min’s Mexican FanVoice captain ‘Cracks,’ who has over 3.2M YouTube Subscribers.

“We are handing football back to the fans and letting them share what the World Cup is all about through their eyes. No suit and ties required,” said Andres Cardenas, 90min’s Global Head of Soccer.

As well as the FanVoice captains, 90min will be sending its in-house video production team to create content that celebrates the untold stories surrounding the World Cup. The video production team will continue its “Year of the Underdog” series from Russia, following the lower-tier teams as they surprise the world with their unprecedented dedication, grittiness, and in some instances, on-field success.

90min will further complement its presence in Russia with localised editorial coverage from its 4k+ fan contributors worldwide, capturing the hometown celebrations of football’s biggest moments, which sometimes go unnoticed and are often key to the popularity of this global tournament. From the streets of Ipanema in Rio de Janeiro to the Fountain of Cibeles in Madrid to Trafalgar Square in London, 90min will be there to capture the pure moments of fans celebrating their love for their national teams and football.

This combination is what has appealed to many advertisers looking to make a splash during the World Cup, and to-date, 90min has secured key partnerships with Budweiser, Hyundai, Right Guard, Listerine, Caliente, Samsung and BOSS Fragrance, many of which are taking advantage of our fan-led video and editorial coverage.

“BOSS Fragrance, part of the Coty Luxury portfolio, is excited to be partnering with 90min to position the brand front and centre during the most pivotal football event of the year—The World Cup. Through engaging videos, interactive digital tools and inspiring messaging, we are confident that 90min will create meaningful connections between BOSS fragrance and the passionate football fan base, #BOSS United,” Susie Thompson, Head of Media & Digital, Coty UK & Ireland.

90min reaches more than 70 million monthly owned and operated unique users worldwide, offers original content in 12 different languages and has partnerships with over 800+ social communities and publishing partners that distribute its content—providing the perfect balance of both local coverage and global scale.

90min is a property of global publishing platform Minute Media.


All topics

Previous editions

Get email edition