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Industry News

Published on October 31st, 2017 | by The GC Team


Beko partners with talkSPORT in new sponsorship deal

Beko, Premium Partner of FC Barcelona, is working with sports radio station talkSPORT to sponsor coverage of two of the most high-profile football matches in the European domestic calendar.

The El Clasico games between Real Madrid and FC Barcelona take place on Wednesday 20th December 2017 and Sunday 6th May 2018, and Beko reports that it has a full calendar of activity surrounding both events.

The brand is running a daily on-air competition on talkSPORT from 11th to 15th December, offering listeners the chance to win tickets for an all-expenses paid trip to see FC Barcelona live. Supported by-10 second promotional sponsor credits and 30-second promotional trailers over a further two-week period, Beko expects to secure significant airtime to reach talkSPORT’s 2,000,000+ listeners.

The brand is also sponsoring the commentary of both games on talkSPORT2. The activity includes two weeks of promotion trails and live reads supporting the El Clasico sponsorship, strategically positioned both before and after the matches in December and May.

Further activity sees Beko sign-up to a season-long sponsorship of La Liga coverage on talkSPORT2, which will run from 30th October 2017 through to 13th May 2018. 10-second sponsor credits will surround key live match commentary over the six-month period.

The talkSPORT initiative is designed to place Beko and its built-in range of appliances at the forefront of the target audience’s mind.

Head of Brand for Beko, Iain Starkey, said: “We’re really excited to resume our partnership with talkSPORT. Our Premium Partnership with FC Barcelona is a fantastic talking point for retailers and their customers, and we’re confident we’ll see more people coming in-store making the connection. We know that if consumers are aware of Beko’s partnership with FC Barcelona, they are over 10% more likely to prefer the Beko brand.”

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