Turkish home appliance brand Beko plc, has appointed former footballer and Sky Sports TV pundit Jamie Redknapp as ambassador, to help drive awareness of its role as an official supporter of The FA Cup.
As the Official Supporter of The FA Cup, the brand is partnering with the ex-professional footballer and Sky Sports TV pundit for the remainder of the 2012/13 season.
Father to two young sons, Jamie will drive awareness of the brand’s activity amongst its key target audience of busy mums and families, through national and women’s consumer media as well as the Beko Mums United Facebook page.
Redknapp commented “I’m delighted to be an ambassador for Beko’s FA Cup activity. It’s a fantastic competition, steeped in history with a real focus on community.
“Beko are highlighting the importance of making it inclusive to families and I’m really excited to be involved.”
Matthew Jones, Senior Brand Marketing Manager at Beko plc, comments, “We’re thrilled to have Jamie on board and believe he will engage with our audience of mums whilst positioning us as a brand that understands the needs of families. Jamie is a well-known football personality and a great role model for children, but most importantly a father who can relate to family life and juggling a demanding work-life balance. Having Jamie on-board enhances our on-going communications activity including TV and helps bring the brand to life.”
After becoming an Official Supporter of The FA Cup in September last year, Beko launched the first part of its sponsorship activation through a competition with leading schools newspaper, First News. Schools had the chance to win a visit from The FA Cup, Beko-branded football kits for their school team, a coaching session with an FA Legend and FA Cup Semi Final tickets. Beko’s PR activity around The FA Cup competition is planned to reach across national, regional and consumer lifestyle media, a large network of blogging mums, as well as social media through Beko Mums United on Facebook. The PR activity is just one part of Beko’s FA Cup sponsorship execution, with TV, retail activation, Facebook advertising and perimeter board messaging during FA Cup matches and in match day programmes throughout the competition.