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?Chelsea, Duracell and Amazon Prime in content partnership

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Battery brand Duracell has announced a new content partnership with Chelsea and Amazon Prime ahead of the latter's debut as a Premier League broadcast partner, reports,

The deal marks Duracell's first partnership in soccer in more than ten years and will see the launch of a campaign on the streaming platform, which will use Chelsea players to promote the live match broadcasts.

In the first advert users will see during Amazon's maiden Premier League broadcast on 3rd December, Duracell will promote its portable power bank line.

Chris Townsend, Chelsea's commercial director, added: "We've always had an appetite to break new ground with not just the type of brands we work with, but also how we work with them.

This bespoke collaboration with Duracell which runs around our home game against Aston Villa mirrors the way brands like Duracell want to market their products and buy their media – around new campaigns and at peak sales moments.

"We see targeted campaigns like this as compelling alternatives to brands simply investing in the same old tired digital media inventory that comes and goes, but lacks any real bite or impact."
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