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Castrol renews sponsorship for ESS' football show

MUMBAI: ESPN Star Sports (ESS) has announced that Castrol will continue its association with the show Football Crazy as title sponsor for the 2010/2011 football season.


The programme airs across Asia every Thursday at 8 pm on ESPN. 
 
Hosted by two new Malaysian presenters, the radio disc jockeys Jason Desmond ‘JD‘ Chin Yoon Onn, and Adam C, the locally produced Castrol Football Crazy will continue to combine football, humour and entertainment into a fun mix. This season, the show will take to the streets to bolster the theme of engaging fans and football enthusiasts looking for entertainment on the lighter side of sports.


ESS senior VP, advertising and digital media sales Charles Less said, "Castrol recognizes the importance of being associated with one of the region‘s most popular football entertainment programmes and the opportunities it offers to further establish their association with football in the market. The partnership aims to continue building a strong connection with football fans across the region, enabling Castrol to reach out to viewers across multiple platforms."
 
Castrol regional marketing director for Asia and Pacific Lubricants AS Ramchander said, "We are delighted to be the title sponsor for Castrol Football Crazy. As the official Fifa World Cup Sponsor till 2014 in Brazil, we are also gearing up for our next sponsorship of Uefa Euro 2012T by building our association with the Beautiful Game. We are confident that Castrol Football Crazy is the ideal broadcast platform to communication to football fans and to strengthen our brand‘s association with football."


Castrol Football Crazy‘s light-hearted format takes an approach different from existing "serious" football shows, and allows football fans the opportunity to have fun and express their point of view.


In addition to commercials and on-air billboard branding, Castrol will get very specific customised content on the programme, including a weekly ‘Hot Topic‘ segment as well as analysis of Castrol‘s proprietary ‘Player Rankings‘ system.
 
Castrol Football Crazy is accompanied with multi-platform engagement. Followed by fans who want more than just live football matches, the broadcaster says that the show drew a viewership of 1.8 million in Malaysia last season, primarily cable male audiences 25-34 years old and 25-49 PMEB and other white collar segments. In India, Castrol Football Crazy attracted 2.6 million viewers, predominantly younger male viewers 15-24 and those with digital cable connections.


In addition to Castrol Football Crazy, ESS also produces close to 1,500 hours of original football programming a year, including programmes like Monday Night Verdict, Goals, Chang World of Football, Scorecast, BPL Express, Maxis Football Extra, catering to a range of audiences from the serious football fan to the armchair spectator.

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