February 16 – Beko has extended its sponsorship of FC Barcelona, establishing the Turkish domestic appliance brand as a main partner and FC Barcelona’s official Training Partner whilst remaining FC Barcelona’s first choice for home appliances. Beko will also get a sleeve sponsorship position on the Barca shirt.
The new three-year deal is reportedly worth around €57 million, extending an existing deal signed in 2014 which was reportedly worth €10 million a season.
Beko is trageting Barcelona’s 300 million fan base in an international brand-building exercise that “has seen it become one of the first three top recalled sponsors in 13 countries lead by Eastern Europe countries which has the highest sponsorship awareness.”
According to Beko: “Since the beginning of 2014-2015 season when the first term of the sponsorship has begun Beko pursued a consistent growth in Spain and became one of the top three brands of the market. As the leading standalone home appliances brand has also increased its brand awareness in especially Asia Pacific, Middle East & Africa and Eastern Europe.”
At a launch event in the Camp Nou, Beko and FC Barcelona announced Gerard Piqué as the global ambassador of the ‘Eat Like A Pro’ initiative. This initiative features top Barcelona players and combines raising awareness for Beko with a programme of advertisements and activities aimed at tackling the global epidemic of childhood obesity by stressing the importance of healthy eating and nutrition.
By deepening its partnership with Barcelona and focusing on its ethical credentials through the ‘Eat Like a Pro” initiative, Beko will hope to maintain its position as the fastest growing brand in the European market between 2000-2016. It holds leading positions in a number of markets including brand leadings positions in French and Polish white goods markets.
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