Castrol, BP's leading lubricants brand, announced the signing of an exclusive two-year lubricant endorsement agreement with football star David Beckham on 25th april 2002.
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.
"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." said Mike Johnson, Castrol Asia Pacific CEO.
The endorsement with David Beckham builds on this experience and is another example of Castrol products associated with winning performance.
"David Beckham is one of the most recognised and admired sporting figures in the world, playing one of the most popular games on earth," added Johnson. "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."
Research conducted by Castrol with consumers in Thailand, Vietnam and China showed that David Beckham and Castrol are both strongly associated with attributes like 'world class', 'powerful' and 'winning'. More than 80% of consumers saw the association with David Beckham as a positive reason to buy Castrol products.
"Castrol is delighted to be associated with David Beckham as he is widely admired for his finesse and charisma both on and off the field," Johnson said. "We're looking forward to a long and successful partnership with him."
"It is exciting to be working with Castrol and I'm thrilled to be endorsing a brand that signifies top performance, confidence and leadership. Qualities that are important in playing football and in life," said David Beckham.
Castrol, BP's leading lubricants brand, announced the signing of an exclusive two-year lubricant endorsement agreement with football star David Beckham on 25th april 2002.
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.
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