By Barry Janoff
May 27, 2014: Subway is not an official marketing partner of FIFA, but the global QSR brand has taken steps to make certain that it gets a place on the World Cup marketing stage over the next two months.
Last year, Subway signed soccer icon Pelé to a multi-year deal, a lead-up to the 2014 World Cup that will be played in Pelé's native Brazil beginning June 12.
Now, Subway has added England National Team and Liverpool FC forward Daniel Sturridge to the mix, an extension to Subway's recently signed alliance with Liverpool.
Sturridge will appear with Pelé in a spot that is part of Subway's current "My Sub My Way" campaign.
The spot finds Pelé offering Sturridge advice on how to improve his game on the pitch. It also promotes Sturridge's sandwich of choice, the Low Fat Chicken Teriyaki sub.
Subway will have a multi-platform campaign during the World Cup in Brazil, where its has some 1,500 locations throughout the nation.
“I am excited to become the latest Subway Famous Fan, joining other great names who are at the top of their respective sporting fields, as well as my childhood idol Pelé," Sturridge said in a statement. "As a footballer making sure I look after myself is important and I am proud to be partnering with the Subway brand to inspire the next generation to get more active in their everyday lives.”
Subway Famous Fans with international/Olympic background also include Michael Phelps, Apolo Ohno, Nastia Liukin and Torah Bright; as well as MLB stars Mike Trout and Ryan Howard; NFL players Robert Griffin III and Jarvis Jones; and Russell Westbrook of the NBA's Oklahoma City Thunder.
Sturridge also has marketing deals with Nike and Coca-Cola, and is said to have just signed a deal with Beats by Dre in addition to his new Subway pact.
The alliance with Liverpool and Sturridge gives Subway access to Liverpool's global fan base and also supports its growth in the U.K. Among Subway's 41,675 stores worldwide are more than 1,750 in the U.K., including 31 in Liverpool, according to the brand.
“As a brand, we are committed to supporting everyone to be more active in their everyday lives and our partnership with Liverpool FC provides us with the perfect opportunity to demonstrate this and take it to the next level," Manaaz Akhtar, regional marketing director for Subway European, said in a statement. “We are thrilled to be working with an inspirational and talented sportsman like Daniel who is a true fan of the Subway brand.”
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