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Deezer, Tidal each announce sports deals ahead of World Cup

Streaming services are taking advantage of the upcoming World Cup with some deals for fans of football (soccer for our fellow Americans).

First off, Deezer has planned an artist takeover dubbed Football Fever. Each of the nations participating in the championship have a local artist who has created a custom playlist of inspiring tunes. For instance, Kasabian curated a list titled “Come on England” and Zara Larsson made one called “Go Sweden.” The playlists contain music only by artists from that nation. The Football Fever channels will be available through July 16.

“Football, like music, is about bringing people together,” said Sulinna Ong, global VP of artist marketing for Deezer. “Just as the World Cup gathers the best in football talent from all over the world, Deezer has gathered the best in global musical talent for this summer’s matches. We’re excited to have great musicians like Kasabian, Zara Larsson, Niska, Paul Kalkbrenner and DaVido showcasing their own favourite artists from each of their countries to give our football-loving users the perfect soundtrack to the World Cup this summer.”

The second deal is at Tidal. The company has signed a deal with the UK football club Arsenal that has been valued at about £1 million a year. Players will create playlists for all Tidal listeners. Members of Arsenal’s paid membership groups will receive access to the music platform.

“Football and music are great passions of so many of our global supporters,” said Vinai Venkatesham, Arsenal’s chief commercial officer. “This partnership combines these two passions in a unique way and will give our members access to some fantastic benefits. It is also a celebration of our shared belief in young talent, and will create opportunities to bring together our players with Tidal’s rising artists.”

Anna Washenko

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