Castrol signs on as title sponsor of ESPN's Football Crazy

Hosted by Jamie Yeo and Henry Golding, Castrol Football Crazy combines football highlights with entertainment and is shown throughout the region on cable.

In addition to commercials and on-air billboard branding, Castrol will receive customised content on the programme to tie in with its association with the FIFA World Cup tournament.

AS Ramchander, regional marketing director for Asia and Pacific lubricants, Castrol, said: "As the official FIFA World Cup sponsor until 2014 in Brazil, we are gearing up for next year’s tournament in South Africa by building our association with football and are confident that Castrol Football Crazy is the ideal broadcast platform to communicate to football fans as well as to strengthen our brand’s association with football.”

Charles Less, SVP, advertising and digital media sales at ESS, added: “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. Castrol recognises 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.”

Earlier this week, ESPN Star Sports concluded a rebranding exercise and launched a new on-air presentation across its networks.