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.
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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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Adidas: backing World Cup sponsorship with C4 programme
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