Last year, I was sharing with you the deal between Castrol Edge and the Real Madrid star Cristiano Ronaldo. Castrol Edge has announced the renewal of its contract with Cristiano Ronaldo for a further two years – strengthening the existing relationship between Castrol and the Portuguese winger.
Ronaldo has been a global ambassador for Castrol since 2009, and the partnership with the UEFA EURO 2012 and FIFA World Cup 2014 sponsor has seen the star demonstrate his talents in a series of global initiatives, ranging from putting journalists through their paces in an exclusive training session at Real Madrid’s training ground, to inviting consumers to race against a giant projection of Ronaldo in the ‘Challenge Ronaldo’ event.
Most recently, in the unique hour-long TV documentary ‘Castrol Edge Presents Ronaldo Tested to the Limit’, the world’s leading sports scientists undertook the most rigorous examination of Ronaldo’s skills, strength and agility in a high-performance lab.
Over the next two years, Castrol Edge will continue to give consumers insights into Ronaldo’s ability on the pitch.
Commenting on the partnership, Cristiano Ronaldo said: ‘There are still things that I can learn that will give me an advantage on the pitch, which is why I’m looking forward to continuing my relationship with Castrol Edge. Together we will find new and exciting ways to test and develop my skills and help me strengthen my game.’
Mike Johnson, Castrol executive vice president, added: ‘We’re thrilled that Cristiano has signed with us for a further two years. Just as Ronaldo’s performances inspire confidence in his fans and teammates whenever he steps onto the pitch, Castrol EDGE gives customers the confidence to drive how they want, whenever they want, whatever the conditions.’
‘As we have demonstrated throughout our partnership with Ronaldo, he possesses immense physical and mental strength which gives him the edge over his opponents, and makes him the obvious choice for the Castrol EDGE brand.’ [Source: Sports Industry Biz]