Global lubricants company Castrol has signed a six-year deal as a FIFA World Cup sponsor until 2014. The agreement awards Castrol worldwide rights for the 2010 FIFA World Cup in South Africa, the 2014 FIFA World Cup in Brazil and the two FIFA Confederations Cups, which fall within the 2007-2014 period.
The news comes following the company’s successful sponsorship of the recently concluded UEFA Euro 2008, which saw Castrol develop the Castrol Performance Index, a new tool which helps football fans to objectively analyse individual player and team performances.
The FIFA World Cup sponsorship is the biggest in the company’s 100-year history and will help Castrol continue to modernise its brand to deliver even more powerful and relevant offers for its consumers, which include a simplified product range and new technology benefits.
Mike Johnson, Senior Vice President for Lubricants, Castrol, said, “Our investment in football has proved a tremendous success and allowed Castrol to develop new opportunities in a way that has added value to our business partners, excited and rewarded our fans, and motivated our staff.”
FIFA President Joseph S Blatter said, “With Castrol, we are delighted to welcome a committed football supporter into our global sponsorship family. The FIFA World Cup, with more than 26 billion TV viewers, attracts massive involvement from fans and non-fans alike. With its new Performance Index, Castrol has enhanced the fans’ experience with exclusive data on the players’ speed, efficiency and performance in matches. The index was developed with renowned football experts such as Arsène Wenger, Ottmar Hitzfeld and Emilio Butragueño.”
Through the creation of the Castrol Performance Index, the global lubricants company was able to showcase the importance of the brand’s core values of passion, technical progress and performance in a way that was both innovative and engaging.