News of the World has signed up the world famous legendary hip-hop DJ Tim Westwood to front its brand new World Cup marketing campaign – promising to ‘pimp’ its readers’ experience of the tournament and, in the words of Westwood: “Turn your World Cup up to the max.” 

The campaign from the UK’s biggest Sunday newspaper has been created by ad agency WCRS.  It kicks off this Thursday (15 April) with a 30-second TV ad promoting the paper’s exclusive Panini football sticker and album giveaway.

Tim Westwood is excited to be working with the newspaper: “Understand how it’s about to go down – the big dawg is representing the News of the World! Pow!!”

“They’ve pimped out the World Cup real crazy.  All the mad insight on the teams, hotshots, weak spots, giveaways, all the inside scoops - it’s the World Cup, supersized, with gravy on the side!”

It is the first in a series of brand marketing activities featuring the DJ - made famous fronting the MTV show ‘Pimp My Ride’ - and has been designed to promote the newspaper’s market-leading football coverage and promotions in the run-up to this summer’s tournament.

Westwood will be penning an online column for the newspaper’s website during the World Cup and will be appearing in further TV and print ads, digital, CRM and PR activity.

News International’s Rob Painter, who led the campaign in his role as Interim Marketing Director for the News of the World, said:  “We know News of the World’s football coverage is top of its game – and there’s no doubt it will be the unmissable World Cup destination every Sunday from now until the World Cup Final this July.

“Westwood is high octane with an infectious enthusiasm for all things football, he will bring to life News of the World’s fantastic content and promotions for readers this summer.”