Ahead of England’s UEFA EURO 2024 game against Denmark on Thursday, Shaun Williamson surprised a Wembley audience alongside British rapper Aitch with a performance of the nation’s favourite football anthem, Sweet Caroline.
The surprise performance came as part of Coca-Cola launching #TheRitualCup – a celebration of the rituals that unite football fans across Europe to support their teams to victory. As the official non-alcoholic beverage sponsor of the tournament, Coca-Cola Zero Sugar is encouraging fans to share their rituals on social media to unlock exclusive prizes and experiences.
In recent years, Shaun — ex-Eastenders actor "Barry" and an avid football fan himself — has become a firm favourite for performing at live screenings of the biggest matches from the Euro’s and various cup finals.
Shaun’s previous performances, alongside the likes of Sam Fender and Rag’n’Bone Man, have racked up thousands of views online and shown audiences across the country, keen to sing along with a little encouragement from Shaun, how it’s done.
With research highlighting that three quarters of Brits think music is important in connection with football and 37% having a favourite song they like to listen to before their team plays, Shaun Williamson was the ideal choice to help get the fans on their feet and singing along to that infamous chorus.
Prior to his performance with Aitch on the Coca-Cola Zero Sugar BOXPARK Wembley stage, Shaun commented, “I absolutely love touring around the UK and performing some of the nation’s favourite ballads but there’s something extra exciting about singing ahead of a big football match, especially at BOXPARK where it all really kicked off for me. I’m chuffed I’ll be performing with Aitch on the Coca-Cola Zero Sugar stage and am going to be surprising fans – the energy is going to be unmatched.”
Watch Shaun and Aitch's live performance in full, here.
If you’re looking to secure a high-profile celebrity for a television or radio advertising campaign, endorse a brand or product, or you simply need a media hook for a one-off press day, NMP Live has a wealth of experience booking celebrities and influencers and can advise on your next campaign.
Advertising agency, Ogilvy, that created the campaign for Coca-Cola, commented "I can’t overemphasise how fantastic Shaun was, and the crowd LOVED him (as we knew they would) ... the response from press and the Coca-Cola team has been so incredibly positive– and the results are already speaking for themselves. ... Please pass on our heartfelt thanks to Shaun for his energy and commitment to making this activation the success it has been. Of course, thanks also for all of your work in bringing this to life! It’s been great to work with the whole team."
For more about Shaun Williamson or to enquire about booking him for your event, you can view his full profile here. To read further about brand partnerships and working with celebrities to enhance your campaign you can enquire online, email us or pick up the phone and speak to one of our booking agents.
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