Duracell is to become the first shirt sponsor of footballer Gareth Bale’s Ellevens Esports team within video game FIFA 21. The deal is part of a new campaign that will see the brand promoted to gamers through a series of exciting in-game and digital initiatives that launches this month.
The activity – which is all part of Duracell’s Power On campaign – will see the brand:
- Unveiled in FIFA 21 as the in-game shirt sponsor for Gareth Bale’s Ellevens Esports team
- Given a personal kit reveal by Gareth Bale himself, via his social channels
- Appear on in-game perimeter board advertising for the popular Football Manager 2021
- Feature within targeted video content to gamers on the Xbox platform, who use battery powered controllers; and
- Continue its role as an exclusive OEM partner with Xbox around the new Series X console launch.
The move represents an interesting focus for the brand as gaming in the UK experienced a huge surge in numbers during the lockdown, due to more time being spent by people at home and online. Duracell’s own consumer research shows there has been an increase in video computer game play during March to October 2020 of up to 30%*.
“We know gaming is fast becoming the most popular form of entertainment, not just in the UK, but around the world. Something that has only been accelerated by the events of the last seven months,” explained Luke Anderson, Marketing Manager at Duracell UK & Ireland.
“Our data so far this year indicates a sizeable increase in battery purchases, in part driven by an increase in the usage of wireless video game controllers during the same period*. This tells us there is a clear role for Duracell and our batteries to play in giving gamers better gaming experiences.”
“Duracell has always been synonymous with sport. Last December we got the industry talking by brokering an innovative three-day digital partnership with Chelsea FC around Amazon Prime’s debut broadcast of English Premier League football in the UK. This year, we’ve turned our attention to gaming and supporting gamers where they love to spend their time.”
FIFA 21 is the 28th installment in the series and was released last month (9 October 2020). The new Duracell-sponsored kit will appear in the Ultimate Team mode of the game for the rest of this season and represents the first time Duracell has promoted its brand in-game in this way. The activity will also be supported by a new 10-second spot targeting gamers.
Gareth Bale, who founded the Ellevens Esports team, posted on Instagram and Facebook:
“Happy to announce that @Duracell has joined Ellevens this season, to help us Power On though extra time and beyond #PowerOn”
Jonathan Kark, Co-Founder of 38 Entertainment Group, who owns Ellevens Esports alongside Gareth Bale, commented:
“We’re delighted to announce Duracell as Ellevens official sponsor for the 2020-2021 season. This illustrates the growth and awareness the gaming sector is experiencing, resulting in an increased exposure of brands to the space. The Ellevens team is excited to be working with a globally recognizable brand such as Duracell.”
Duracell’s exclusive OEM agreement with Xbox means all new Xbox consoles, including the Series X come bundled with Duracell batteries for their controller. Duracell Ultra are the longest lasting Alkaline AA battery on the market and were awarded the Which? Best Buy stamp of approval last month (October 2020); all helping gamers to play for longer and give them the best possible gaming experience.
Duracell is also releasing an upgraded Power Bank mobile device charger which gamers can use on rechargeable games’ controllers as well as their mobile phones. It charges mobile phones up to three times faster than a wall charger, has a new USBC port and is compatible with recharging the PlayStation controller.
–ENDS–
For further information, please contact Joe Manners at joe.manners@hkstrategies.com or 07735 472 675.
Editor’s Notes
* Source: Duracell Consumption Panel @ October 2020 showing claimed usage.
- Up to 22% of consumers claimed to have bought more batteries than usual in the period March – October, 2020.
- Up to 48% of consumers claimed to have used wireless video game controllers more often than usual in the period March – October, 2020.
About Duracell
Duracell is the world’s leading manufacturer of high-performance alkaline batteries, specialty cells and rechargeables. Since its foundation in the early 1940s, the company has become an iconic personal power brand, trusted for compact and longer-lasting batteries. On average 63 Duracell products are sold every second, and Duracell is the number one brand recommended by the world’s largest manufacturers. Duracell has a rich history of innovation with many pioneering and successful products, ranging from the first hearing aid cell button to alkaline AA and AAA batteries through to wireless charging technologies and home energy storage.
Duracell is committed to designing, manufacturing, and distributing batteries in a way that minimizes impact to the environment. OurQuality Assurance exceeds the requirement of the ISO 9000 standards, and specifies the highest quality of raw materials, rigorous testing and inspection of performance and energy usage. Investment in quality innovation means Duracell has removed heavy metals such as mercury, cadmium and lead from our products while a range of products have been developed, including ten-year storage and PowerCheck™, to help consumers understand their remaining battery life. Duracell has also introduced a complete, sustainable packaging solution, one of the best PVC alternatives available today and is already committed to responsible battery disposable in line with the EU Battery Directive.
Duracell employs over 3,300 staff around the world and has global regional headquarters in Geneva (EIMEA), Singapore (Asia), and Miami, Fl. (LA) and Bethel, Conn. (USA). On 1st March 2016, the company became a permanent part of the Berkshire Hathaway group. For information visit www.duracell.co.uk
