- T-Mobile has signed as the presenting sponsor of “Kittle Things,” a brand new series from sports entertainment platform DAZN and Team Whistle, its social-first publishing arm, Marketing Dive can exclusively share.
- “Kittle Things” is hosted by San Francisco 49ers tight end George Kittle and his wife, Claire, an entrepreneur, as they share their hobbies and passions alongside guests. Brands including Little Caesars, Lysol and PrizePicks have also joined as segment sponsors for a series of episodes.
- Episodes will likely be available on DAZN, a dedicated YouTube channel and across Spotify and Apple Podcasts, along with “Kittle Things” and Team Whistle’s social channels. The sponsorship sees T-Mobile align closer to athlete influencers as more sports professionals get into producing social content.
T-Mobile is kicking off the NFL season as presenting sponsor of “Kittle Things,” an original series from DAZN. The program was created in partnership with George and Claire Kittle’s newly created Exhale Fear Productions. Linking itself to the candid series could help T-Mobile boost brand loyalty, with 91% of consumers occupied with attending to know athletes off the sphere and 87% wanting to view shows that highlight athletes and their partners, per DAZN and Team Whistle research.
“We’re committed to creating premium, social-first sports entertainment that resonates with fans beyond the sphere,” said Dustin Fleischman, executive vice chairman of revenue and brand strategy at Team Whistle. “This collaboration underscores our mission to attach brands and fans through storytelling that’s each relatable, differentiated, and culturally relevant.”
Each episode of “Kittle Things” features a central theme — from “The Lord of the Rings” lore to Call of Duty marathons — and discussions with athletes, celebrities and pop-culture icons. Stars George and Claire Kittle may also share an inside have a look at the “little things” that make life feel big, including their passions and hobbies. Beyond presenting sponsor T-Mobile, the series has segment sponsorships with Little Caesars, sports entertainment brand PrizePicks and Lysol, providing one other touchpoint for brands to succeed in consumers.
T-Mobile has been ramping up marketing activity, with other recent moves including a national campaign starring actor Kevin Bacon in support of its latest SuperMobile business phone plan. Earlier this 12 months, the corporate acquired digital out-of-home media company Vistar Media for about $600 million through its T-Mobile Advertising Solutions business, a deal that demonstrates its commitment to expanding its ad ambitions.
Other brands have teamed with DAZN and Team Whistle to tap into sports hype. In August, White Castle Frozen Foods announced it should serve as the official series sponsor of a podcast focused on name, image and likeness rights hosted by college football standout Caleb Downs and his brother, Josh Downs, an NFL wide receiver. Last 12 months, dishwasher detergent brand Finish linked with the entertainment company around its “Home Team” series.
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