SBJ/April 14-20, 2014/Marketing and Sponsorship

Castrol renews deals with NFL, Vikings’ Peterson

BP’s Castrol motor oil brand has renewed its NFL corporate sponsorship and also its agreement with Minnesota Vikings running back Adrian Peterson, the brand’s top NFL endorser. Castrol, an NFL sponsor since 2011, renewed for an additional three years.

Peterson remains Castrol’s top NFL endorser.
Photo by: CASTROL

Financial terms could not be determined.

Castrol last season used Peterson, the NFL’s Most Valuable Player in 2012, to push its Edge synthetic motor oil and support its “Driven Stronger” platform, in which outstanding player performances were highlighted online. Castrol had previously used Washington quarterback Robert Griffin III as a spokesman.

“Leveraging A.P. and being able to use him to tell our story really helped expand the scope of our sponsorship,” said Carolyn Eckert, director of integrated marketing at Castrol. She said the NFL rights provided product distinction in both the business-to-business and business-to-consumer markets.

“Being able to differentiate is a huge competitive advantage and the NFL gave us an opportunity to create some differentiation within the motor oil category, which is not easy,” Eckert said, adding that both sales and awareness of the sponsorship among NFL fans have risen during the past three years.

Activation has included an NFL football premium mail-in offer, an online trivia contest offering trips to the NFL combine, sponsorship of “The Perfect Challenge” online fantasy game and a recent “Super Bowl Ticket Blitz,” in which Castrol awarded 10 pairs of Super Bowl tickets through a social media scavenger hunt.

Moving forward, Eckert said, the program will focus more on proprietary content, along with increased digital and mobile activation.

Octagon is Castrol’s sports marketing agency.


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