As the Premier League continues to focus on growth, there’s an increased interest in creating brand campaigns based on authenticity to engage with fans on a deeper level. Recent partnerships between Premier League football clubs and grime artists have been particularly successful in this space. Join Euromonitor's Head of Sports, Alan Rownan, and Research Consultant Amrutha Shridhar as they discuss what makes this relationship between grime and the Premier League unique and how you can successfully leverage celebrity endorsements within sales and marketing campaigns.