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SBD/February 16, 2012/Marketing and Sponsorship
Castrol Renews Sponsorship With MLS, Mexico and U.S. National Teams Through '14
Published February 16, 2012
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RAMPING UP AROUND '14 WORLD CUP: Eckert noted Castrol “came on a little late to leverage both national teams” for the ’10 FIFA World Cup. However, extending the agreement through the ’14 World Cup in Brazil gives Castrol what Eckert calls the “ability to bring both national team sponsorships to life.” Castrol also has the potential to increase brand exposure as a result of nationalism stemming from the ’13 Confederations Cup and ’14 World Cup. “The focus on that is a really great opportunity that unfortunately we weren’t able to really leverage last time,” she said. Castrol does not have ad campaigns in the works, but Eckert said, “We’re going to look to do something with players maybe in the back half of 2012. Having a player, either as a spokesperson or just being able to leverage the player's personality, gives you a real chance to bring (a sponsorship) to life.” One of Castrol's main consumer targets is Hispanic consumers, so Eckert said sponsoring the Mexican national team “made a lot of sense." Eckert: “When you add in the U.S. national team, and the national pride that exists there and in MLS, it’s really a growth sport. It allows us to be involved in a sport that’s expanding, and it’s a great time to be part of the soccer community.” Castrol handled the renewal in house and did not use a sports marketing agency.