CASTROL WIN INTERNATIONAL SPONSORSHIP AWARD
Castrol has been crowned winner of the prestigious International
Sponsorship Award for its sponsorship of UEFA EURO 2008™ at
last week's ESA European Sponsorship Awards ceremony in
Brussels.
Sponsorship Award for its sponsorship of UEFA EURO 2008™ at
last week's ESA European Sponsorship Awards ceremony in
Brussels.
BP Lubricants, who entered international football for the first time
with their UEFA partnership, beat off competition from Team Visa
Beijing, The Artemis Transat and iShares Cup Extreme 40 Sailing
Series to win the title.
with their UEFA partnership, beat off competition from Team Visa
Beijing, The Artemis Transat and iShares Cup Extreme 40 Sailing
Series to win the title.
Commenting on the campaign, Peter Weidner, Regional Vice
President, Automotive Lubricants Europe said: "We are all delighted
for the sponsorship to be recognised in this way, not just for our staff
but also for our customers and consumers who were involved with
the tournament. Over 2,500 of Castrol's customers made it out to
UEFA EURO 2008™ and enjoyed a fabulous festival of football while
millions more across Europe, and indeed the world, were able to
enjoy the tournament with Castrol.”
President, Automotive Lubricants Europe said: "We are all delighted
for the sponsorship to be recognised in this way, not just for our staff
but also for our customers and consumers who were involved with
the tournament. Over 2,500 of Castrol's customers made it out to
UEFA EURO 2008™ and enjoyed a fabulous festival of football while
millions more across Europe, and indeed the world, were able to
enjoy the tournament with Castrol.”
"It was Castrol’s first major
international football sponsorship
and was our biggest ever
sponsorship campaign. The
feedback from our customers has
been overwhelmingly positive and
winning this award demonstrates
how incredibly strong football is
as an asset for Castrol."
international football sponsorship
and was our biggest ever
sponsorship campaign. The
feedback from our customers has
been overwhelmingly positive and
winning this award demonstrates
how incredibly strong football is
as an asset for Castrol."
Castrol’s association with football
was a significant change for a
brand that has almost exclusively focussed on motor sports in the
past. The UEFA EURO 2008™ sponsorship was part of an overall
brand and product range re-launch announced in 2007. Football was
chosen after research conducted by Castrol had shown that football
indexed higher than motor sport across all types of football
enthusiasts, interested in the big events .
was a significant change for a
brand that has almost exclusively focussed on motor sports in the
past. The UEFA EURO 2008™ sponsorship was part of an overall
brand and product range re-launch announced in 2007. Football was
chosen after research conducted by Castrol had shown that football
indexed higher than motor sport across all types of football
enthusiasts, interested in the big events .
More than 55% of 16-69 year olds across Europe (So
interested in football and Castrol saw the tournament as an opportunity to target
a mass-market audience that overlapped heavily with the brand's 45 million
customers.
interested in football and Castrol saw the tournament as an opportunity to target
a mass-market audience that overlapped heavily with the brand's 45 million
customers.
As part of the partnership, Castrol was ‘the official sponsor of UEFA
EURO 2008™ statistics’ and used this access to exclusive data to
produce a definitive index of performance allowing fans to compare
players and their teams. It was called the Castrol Performance Index.
EURO 2008™ statistics’ and used this access to exclusive data to
produce a definitive index of performance allowing fans to compare
players and their teams. It was called the Castrol Performance Index.
The brand’s approach to football mirrored its core values of passion,
technical progress, performance and teamwork.
technical progress, performance and teamwork.
The sponsorship included a pan-European 5-a-side football
tournament for workshop staff which culminated with a final at the
Castrol 5-a-side pitch in the Vienna Fan Zone called the Castrol
Performance Pitch (CPP), which used exactly the same new tracking
system UEFA was employing to track the professionals taking part in
the Finals.
tournament for workshop staff which culminated with a final at the
Castrol 5-a-side pitch in the Vienna Fan Zone called the Castrol
Performance Pitch (CPP), which used exactly the same new tracking
system UEFA was employing to track the professionals taking part in
the Finals.
On top of this, Castrol ran a sales promotion called ‘Best 11’ that
allowed customers a chance to win tickets to the tournament and
gave workshop staff and managers the chance to spend an evening
with one of Castrol ambassadors out at the tournament – which
included Arsenal manager Arsène Wenger, two time world coach of
the year Ottmar Hitzfeld, former Spanish striker Emilio Butragueño
and world renowned referee Pierluigi Collina.
allowed customers a chance to win tickets to the tournament and
gave workshop staff and managers the chance to spend an evening
with one of Castrol ambassadors out at the tournament – which
included Arsenal manager Arsène Wenger, two time world coach of
the year Ottmar Hitzfeld, former Spanish striker Emilio Butragueño
and world renowned referee Pierluigi Collina.
In June this year, Castrol announced it will be continuing its
involvement in football by becoming sponsors of both the 2010 &
2014 FIFA World Cup™ as well as the FIFA Confederations Cup in
2009 & 2013. It will build on the success and insight from UEFA
EURO 2008™ to help continue the modernisation of its brand and to
deliver even more powerful and relevant offers for its customers and
consumers, which include a simplified product range and new
technology benefits.
involvement in football by becoming sponsors of both the 2010 &
2014 FIFA World Cup™ as well as the FIFA Confederations Cup in
2009 & 2013. It will build on the success and insight from UEFA
EURO 2008™ to help continue the modernisation of its brand and to
deliver even more powerful and relevant offers for its customers and
consumers, which include a simplified product range and new
technology benefits.
For further information, please contact:
Charlie Almond
Castrol Football Press Office
T: +44 207 413 3097
E:calmond@hillandknowlton.com
Charlie Almond
Castrol Football Press Office
T: +44 207 413 3097
E:calmond@hillandknowlton.com
About European Sponsorship Association (ESA)
The European Sponsorship Association (ESA) is the voice of the
sponsorship industry across Europe. As a membership association,
it looks after the interests of its members who are drawn from all
areas of the sponsorship industry. These include sponsors,
consultants, rights holders, suppliers and professional advisors.
The European Sponsorship Association (ESA) is the voice of the
sponsorship industry across Europe. As a membership association,
it looks after the interests of its members who are drawn from all
areas of the sponsorship industry. These include sponsors,
consultants, rights holders, suppliers and professional advisors.
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