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KSI and ESPN join forces for football marketing campaign

KSI and ESPN join forces for football marketing campaign

ESPN logo within a studio set

ESPN has unveiled its marketing campaign for the summer’s football, joining forces with one of the world’s biggest social influencers, Olajide “JJ” Olatunji, better known as KSI, whose main YouTube channel has more than 13 million subscribers.

“ESPN is one of the biggest sports brands in the world, and KSI is one of the biggest YouTube stars in the world, collaborating on this is a great way to complement our wide coverage and promote this summer’s football through a different lens to a new audience.” – Charly Classen, Vice President and General Manager, ESPN – Europe, Middle East and Africa

The sports media company is producing a series of videos featuring the YouTube superstar which will be released on its multi-sport website over the course of the tournament.

The content is centred around the ESPN Inn – the specially branded clubhouse where filming took place – and features football challenges, skits and interviews. KSI is joined by fellow YouTubers Manny and Calfreezy – the three regularly appear in each other’s videos. ESPN has also enlisted the help of football legends including Frank Lebouef, who makes an appearance facing the influencers in a penalty challenge.

The videos will be hosted on ESPN.co.uk/ESPNInn and used across ESPN’s UK football coverage, as well as episodes appearing on each of KSI, Calfreezy and Manny’s main YouTube channels.

ESPN’s coverage of EURO 2016 includes a new digital exclusive show, EURO After Dark presented by ESPN FC host Alison Bender, as well as a collaboration with KICK to create a video series following one fan’s road trip from New York to a tour around Europe.

“The ESPN Inn video series celebrates the excitement and anticipation all fans feel when a major tournament comes around, and perfectly complements our extensive editorial coverage.” – Charly Classen, Vice President and General Manager, ESPN – Europe, Middle East and Africa

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