CarDealer magazine

World Cup for Castrol

25 January 2010

CASTROL has confirmed it will be a major sponsor of the FIFA 2010 football World Cup in South Africa.

Not only that, it will also sponsor the 2014 World Cup – and has signed up three of the biggest names in football as brand ambassadors, too!

Cristiano Ronaldo, Alan Shearer and Arsene Wenger have all been recruited by the brand, and are set to play a supporting role in helping drive car dealer profitability.

How? By no doubt appearing on a host of promotional material in preparation right now – which, amongst other Castrol products, will help push the franchised dealer aftersales service Castrol Professional.

The firm has already confirmed it will run a load of incentive schemes and promotions for car dealer customers. Ideal for helping retailers hook into World Cup fever.

Shearer and Ronaldo will be the public face of the campaign, while the mercurial Wenger will front franchised dealer activity.

‘There are clear parallels between the roles of managers of franchised dealerships and those of professional football teams,’ reckons Nigel Head, Castrol marketing manager.

‘Both must effectively motivate and manage their team in a competitive industry, and make detailed analyses of performance data to highlight areas for improvement and, ultimately, achieve success.’

Just to get us in the mood, Castrol also points us to its ‘Castrol Index’ footie tool. Be warned: it’s addictive…