Partnership to focus on fan engagement across the UK and Castrol’s key markets.
The Premier League has signed a new partnership with industrial and automotive lubricants company Castrol, which is set to get underway from January 2022. Although the length of the contract wasn’t disclosed, it is reported that the deal is worth between £10 million and £12 million per year.
The partnership will see Castrol delve in fan engagement in the UK and also its other key market areas, which are China, the Association of Southeast Asian Nations (ASEAN) countries, the Middle East and Europe.
Through the deal, Castrol will promote its range of electric vehicle fluids, high-performance lubricants and evolving service and maintenance business. It will also showcase its products and services for its industrial, marine and energy customers.
Additionally, Castrol will be sponsoring the Premier League Golden Awards and also collaborate with the league to work and launch new awards. Both parties will also work closely together on multiple fan engagement activities.
Richard Masters, Chief Executive, Premier League, stated:
“We are excited to be partnering with Castrol, a business with a proud heritage of supporting some of the best-known football and sporting competitions.
“Castrol is a truly international brand and we look forward to working with them to engage Premier League fans all over the world.”
Mandhir Singh, CEO, Castrol, added:
“With our history of football sponsorship, we’re delighted to be partnering with the Premier League. This partnership gives us a great opportunity to showcase and market Castrol’s full range of existing and innovative new products and services to consumers and business customers.
“We’re looking forward to revealing some exciting new initiatives for passionate football fans across the world.”