Playmaker Capital has announced Uber One as the presenting sponsor of its soccer social media channel brand ‘The 90th Minute’, as it ramps up its content output ahead of this winter’s FIFA World Cup.
The deal sees Uber One become the presenting sponsor of the two flagship properties, Kicked Back and Sunday League Pundits. The 90th Minute aims to deliver North American soccer fans with coverage that takes a fresh take based on authentic voices, friendly banter and expert analysis.’
The brand operates underneath Playmakers’ platform business, The Nation Network, and is led by the firm’s Chief Content Officer, Caroline Salame.
“This partnership is a perfect opportunity for Uber to leverage our unique reach with young Canadian sports fans,” said Adam Seaborn, Playmaker Head of Partnerships for North America. “Sports fans are already on their phones and this digital-first partnership allows fans to go from content to commerce in just a matter of clicks.”
Excitement is brewing in North America ahead of the World Cup, which takes place in Qatar during November and December, with the USA, Mexico and Canada all booking their place to take part in soccer’s biggest competition.
USA returns to the World Cup after missing out on Russia 2018, facing England, Iran, and Wales in Group B; Mexico takes on Argentina, Saudi Arabia, and Poland in Group C; whilst Canada will feature in a World Cup for just the second time in history and the first time since 1986 and will face Belgium, Morocco, and Croatia in Group F.
The 90th Minute seeks to capitalize on the growing number of soccer fans in North America and Uber One’s targeting of soccer fans makes it an ‘ideal partner’ for the network.
Uber One is Uber’s membership program that combines both the taxi-hailing app and Uber Eats, offering subscribers discounts and exclusive experiences.
“The 90th Minute is an authentic and highly entertaining North American soccer brand with leading on-air talent, making it an ideal partner for us as we look to interact with more soccer fans leading up to World Cup 2022,” said Lola Kassim, General Manager of Uber Eats Canada.
“Uber One’s $0 Delivery Fee, 5% off rides, premium support, and top-rated drivers enable fans to better engage with friends, family, and sports they love, and this partnership will amplify all of this.”
Playmaker is expanding its business outside of just sports content, after completing the purchase of Wedge Traffic last week to enter the igaming and affiliate space.
