Sazerac Co has chosen former soccer manager Harry Redknapp to front a World Cup-themed campaign in the UK for RTD brand BuzzBallz.
The brand owner is giving away 21,866 packs – the same number of days between England winning the World Cup in 1966 and the start of the current tournament in North America, on 11 June – to consumers of legal drinking age in the country. To be in with the chance of winning “a share” of the Buzzballz, consumers must send a “creative” video or image of themselves with one of the RTDs to the brand’s social media accounts.
The activity, titled ‘Show Us Your (Buzz)Ballz’, is accompanied by a series of imagery and an advert featuring Redknapp, which he shared this week on his Instagram account (above).
“This celebration of fun comes as new research from BuzzBallz revealed that 70% of England fans believe football has become ‘too serious’ in recent years,” said Sazerac, which acquired BuzzBallz in 2024 from founder Merrilee Kick. “The study found 43% of fans believe supporters now overanalyse everything, while almost three in ten (29%) feel football has become too commercial.”
In January, Sazerac lost a patent case against US peer Patco Brands following a similarity claim regarding BuzzBallz and Patco’s Big Sipz.
