TechRadar partners with mobile brand for World Cup coverage

Laura Rutkowski

TechRadar, published by Future plc, is working with smartphone e-brand Honor to produce a suite of articles to capture the spirit of the World Cup and the best technology around it.

The brand’s social media campaign began on May 30 and will run until June 29. Journalists will be creating a hub of 30 articles centred around the World Cup, promoting the use of technology in football.

Topics will include “Wearables of the World Cup,” “Around the World Cup in 32 VR adventures” and “Predicting the World Cup with big data.”

“The World Cup is one of the biggest sporting events in the calendar, but it also a great time if you are into technology,” said Marc Chacksfield, Global Editor-in-Chief (Interim) of TechRadar.

Football has embraced technology – from using data to improve players’ performances on and off the pitch to the gadgets used by referees to help monitor the game.

Chacksfield continued: “Whether it’s finding the best TV to watch football on or understanding the tech that has gone into the World Cup ball, TechRadar has got you covered.”

Honor will be supporting the social campaign with branding around it and sharing in the increased traffic around the tournament. The use of programmatic and display advertising will optimise Honor’s mobile products to complement the content.

The World Cup kicks off on June 14 in the Luzhniki Stadium, Moscow, and runs until July 15.


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