ESPN Star Sports in sponsorship deal with Castrol

MUMBAI: Pan Asian sports broadcaster ESPN Star Sports (ESS) has announced that Castrol has signed up as the title sponsor for its show, Castrol Football Crazy.

Hosted by Jamie Yeo and new face Henry Golding, the show offers football humour and entertainment. New segments of the show will include Jamie’s Wag School, Desperate Footballers.

Viewers will also be treated to football gossip on Football Shots and Henry’s Horror-scope, which takes a morbid look at famous footballers celebrating their birthdays.

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 gearing up for next year’s tournament in South Africa 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.”

In addition to commercials and on-air billboard branding, Castrol will get customised content on the show to tie in with their World Cup assets such as Castrol Ultimate Player where hosts play football gods every week to put together the anatomy of the perfect footballer and Castrol Index, an analysis of the best, and worst, movers and shakers in world football.

ESS senior VP, advertising and digital media sales Charles Less says, “We’re excited to have Castrol onboard as the title sponsor for Football Crazy. This is classic example of a well-executed creative that is customised for a client in terms of content relevance and presentation. Engaging the viewer remains top priority but leveraging on Castrol World Cup Assets and integrating them as part of the football content is also essential for success to be realised by all parties."

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