25th SEPTEMBER 2020
Budweiser and DAZN Media kick off Side Hustles campaign with three football stars
London, 25th September 2020 – Today Budweiser, The Official Beer of the English Premier League, and DAZN Media announce the launch of a new campaign: Side Hustles – a docuseries following football stars Wilfried Zaha, Eniola Aluko and Tyrone Mings as they build a legacy away from the pitch through their passion project business ventures.
The Budweiser Premier League campaign celebrates the ‘Kings of the game’ by bringing fans closer to their football heroes. Granting fans unique access to these footballers, the series is made up of three short films each focusing on one of them and the story of their side hustle.
The campaign is Budweiser’s first original series commission in the UK and it was developed and produced by Renowned Films and Ten Toes Media in partnership with The Story Lab and DAZN Media.
Kicking off the series is Crystal Palace star Wilfried Zaha, who gives viewers a taste of his experience in the fashion world and explains the journey behind his own clothing brand, Long Live. The following week’s episodes will feature Eniola Aluko as she showcases her travel lifestyle brand Hyphenated People, with the series concluding with Tyrone Mings and a dive into interior design and his brand KTM Design.
Side Hustles will be distributed in the UK across the global football platform, Goal, DAZN-owned DAZN Player, and Budweiser’s social channels, with the first episode launching on 25th September.
Wilfried Zaha, professional footballer and founder of Long Live, said: “I feel like footballers are just seen to be footballers, that’s not me at all. My ambition for Long Live is for everyone to understand the meaning behind it – that anyone can come from nothing, have a dream and fulfil it really.”
Jessie Landers, Senior Brand Manager for Budweiser UK, said: “Budweiser is venturing into entertainment marketing to produce meaningful branded content that engages our audience. Through our official partnership with the Premier League we have developed a strong connection with football and we want to use content to bring fans closer to captivating stories about their football heroes. We’re excited to showcase the off pitch projects of Wilfried Zaha, Eniola Aluko and Tyrone Mings. This allows us to extend the scope of storytelling by connecting with our audience through shared interests outside of football such as fashion and design. Their stories echo the Budweiser brand values of ambition, self-belief and seizing opportunities.
Peter Burroughs, SVP Media, DAZN, said: “Side Hustles is a window into the passions and ventures of some of the world’s biggest footballing names. We get to know each athlete intimately as they go on this business journey beyond their sporting careers. DAZN Media has a track record of delivering compelling original content for brands that brings fans closer to the sport, teams and athletes they love. This campaign with Budweiser is another example of how we’re helping brands tell creative stories with impact.”
The Side Hustles series forms part of Budweiser’s wider Premier League campaign, which launched on 7thSeptember to coincide with the start of the new season. The campaign will run from September to December 2020.