Summits Yellow

VW sponsors Yahoo Sport's World Cup video series

Tim Maytom

Oath has announced that automotive manufacturer Volkswagen has come onboard to sponsor The 32, Yahoo Sport's football video series that aims to bring football fans closer to the World Cup. The deal will see Volkswagen engaging Yahoo Sport's premium online audience as part of its wider marketing activities.

Presented by sports journalist and broadcaster Reshmin Chowdury and broadcaster Toby Tarrant, The 32 is streaming live on the Yahoo Sport app and website every day of the tournament, and promises to bring insight, analysis and fan views to the World Cup. The series is also available following the live show to stream online, and will be made available to fans around the world via Yahoo's global editions.

Filmed in front of a live studio audience, the series aims to combine the latest news from the World Cup with fan culture and flavour direct from the venues, thanks to reporter Peter Hall. The studio in London will welcome big name guests from the world of football throughout the tournament, who will join discussions on news, results, team selections and gossip.

"The 32 is a fantastic example of the original, quality content that Oath produces across its globally-renowned brands," said Mark Melling, head of RYOT Studio EMEA at Oath. "This fun show with a great line-up of talent will bring fans closer to the thoughts and feelings of other fans and experts from all 32 countries involved and on the ground in Russia itself through original video designed to augment their tournament experience. We're excited to share this experience with Volkswagen as our partner."

As part of the sponsorship, Volkswagen will take 100 per cent share of voice on-page against Yahoo Sport's coverage of the World Cup in the UK, and will work with brand media agency PHD Media to connect with this highly engaged audience.

"We are delighted to be sponsoring this great content with Yahoo Sport, part of our broader programme of aligning Volkswagen SUVs with the beautiful game," said Sweta Dusara, communications manager at Volkswagen. "The 32 fits perfectly with our brand's tone-of-voice and gives us an ideal environment to showcase our brand new 'Complete Confidence' SUV campaign."