Castrol, BP’s leading lubricant brand, has announced the signing of an exclusive two-year lubricant endorsement agreement with football star David Beckham. The agreement, which is initially being rolled out in Asia Pacific, is part of a worldwide deal. David Beckham will endorse Castrol branded lubricant products around the world, and will appear in a range of advertising and communications materials promoting Castrol products.
Jeremy Bowen, Chief representative BP Middle East and Castrol general manager MESA region, said: “Football is by far the most popular sport in the Arab world and David Beckham one of its most recognized and admired stars. The combination of Beckham’s visibility and leadership in the sporting arena makes a natural fit for Castrol as the world’s leading lubricant company.”
“Throughout our history, we have achieved a high marketing profile, partly due to Castrol’s association with performance-related sporting activities. Working with champions and championship teams such as Ralf Schumacher and Juan Pablo Montoya with the BMW Williams F1 Team, the Jaguar Racing F1 Team and the Castrol Honda World Superbike Team have helped to make Castrol one of the most highly recognized and respected lubricant brands,” continued Bowen.
Research conducted by Castrol with consumers showed that David Beckham and Castrol are both strongly associated with attributes like ‘world class’, ‘powerful’ and ‘winning’. Consumers saw the association with David Beckham as a positive reason to buy Castrol products, according to a company press release.
Castrol, which is owned by BP plc, employs some 10,000 people worldwide and is present in over 150 countries. Founded in 1899 and best known for its automotive products, Castrol also produces lubricants for commercial vehicles, industrial processes and for the marine business
David Beckham is a professional footballer who is captain of the England national squad and also plays for Manchester United. Born in 1975, Beckham joined Manchester United as a trainee in 1991 and by 1996 was a regular player both for his club and England. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
