Karen Carney drives for the future with the new BMW i5 

We recently had the pleasure of being part of a celebrity-led campaign to promote the BMW i5. Blending ‘unrivalled sportiness with exceptional comfort’, the new model from the German manufacturer is the first all electric model to come from their famed 5 series and uses cutting edge technology.

To help launch the new model, which was released at the end of 2023, BMW invested in a range of promotional activity which included a branded content piece with The Times. With a high readership, many of whom are BMW’s key target audience, it provided the perfect media platform for the brand. Now all they needed was a celebrity to feature in the piece. 

With key features of the i5 being its performance and sporty look, BMW were keen to use a well-known sports person to take the campaign forward. And that’s where we stepped into the driving seat.

After getting to grips with the brief and the brand’s key campaign messaging, we formed a partnership with former professional footballer and pundit Karen Carney. A name synonymous with football excellence, Karen’s career both on the field and in the punditry booth has made her a household name in the sporting world. 

From her early days at Birmingham City to her stints with Arsenal, Chelsea and of course England, Carney earned her place in the hearts of fans across the globe. Following her retirement from professional football, she seamlessly transitioned into the world of punditry. Her deep understanding of the game has seen her become a regular broadcaster having covered live matches for Sky Sports, ITV, BBC Sport and Amazon Prime. Much recognition has come her way including being appointed an MBE in 2017 for her services to football and inducted into the English Hall of Fame in 2021. 

For the branded content with BMW, Karen took part in a photoshoot where she was shot inside and outside of the i5 and even captured playing the football game Golazo on the car’s AirConsole. To go alongside the photography she was interviewed for the piece where she spoke about her humble beginnings, her mantras for life, her playing and punditry career, leadership and her visions for the future of women’s football. She also drew on the distinctive parallels between the evolving game and the way all electric cars are driving the future. 

As well as being published on The Times, Karen gave BMW another boost by posting the content on her personal Instagram feed where she regularly shares insights into her life with her 111k followers.

To book Karen Carney for your campaign or event, please contact us on letstalk@celebritysauceco.com

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