BMG scores Elvis coup for Nike World Cup ad. (News).

BMG has pulled off one of its most important synchronisation deals yet by licensing a remixed version of the Elvis Presley track A Little Less Conversation to sports brand Nike for its $90m (64m [pounds sterling]) global TV campaign around the Fifa World Cup.

The contract was negotiated by brand partnerships marketing manager Adam Bradley, who persuaded the artist's estate to allow the remix by JXL on behalf of Nike's Amsterdam-based global advertising agency Wieden & Kennedy.

The original track has already featured this year in the Ocean's Eleven movie and on its OST, while the remix will be heard as a backdrop to the Nike TV, cinema and internet ad. The campaign runs simultaneously across the world from April 4 until June, when the tournament takes place in Japan and Korea.

The deal is an early boost to the promotional plans for BMG's Elvis Number 1 album project, which is scheduled for August. Full details are being kept under wraps, but it is understood that the album will feature 30 Presley number ones and be supported by an extensive media and retail campaign.

"The Nike deal is massive for us, because it will deliver Elvis to a younger demographic in an unexpected and credible way across the globe," says Bradley. "This is the first Elvis track to be remixed and we have begun discussions about releasing the new version as a single ...