Castrol Wins ESA
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.
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.
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.”
"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."
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.
More than 55% of 16-69 year olds across Europe (Source: Sport+MARKT) are 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.
The brand’s approach to football mirrored its core values of passion, 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.
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.
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.
For further information, please contact:
Castrol Football Press Office
T: +44 207 413 3097
Castrol Football Press Office
T: +44 207 413 3097
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.
- An overview of Castrol - Castrol (www.castrol.com) is part of BP and is the market and technical leader for specialised industrial lubricants and automotive lubricants for the retail consumer. Castrol is the market leader in marine lubricants and a key player in the aviation and commercial vehicles market. It is also the third largest marketer of lubricants worldwide.
- Lubricants manufactured and marketed by Castrol are supplied in more than 130 countries and through local distributors in the rest of the world. The business is concentrated on automotive lubricants, particularly in the consumer sector, but there is also a strong presence in business markets such as commercial vehicle fleets, marine and specialised industrial segments.
- The first Castrol car lubricant was introduced in 1906 and was named after its castor oil ingredient. The company, which has over 150 subsidiaries, operating in some 55 countries, was purchased by BP in 2000. 4. BP is one of the world's largest energy companies with operations in over 100 countries. Its main activities are exploration and production of crude oil and natural gas; oil refining, marketing and transportation; and gas marketing and power generation. Its Alternative Energy business is actively involved in developing renewable energy, including solar, wind and decarbonised fuels such as hydrogen power generation. The company's current market capitalisation is around $200 billion and it employs around 100,000 people worldwide.