Beko Reveals New Face Of FA Cup Activity

Home appliance brand Beko plc has announced Jamie Redknapp as its ambassador to help drive awareness of its new status as an Official Supporter of The FA Cup.

Beko, Official Supporter of The FA Cup, is partnering with the ex-professional footballer and Sky Sports TV pundit for the remainder of the season in order to promote the brand’s activity amongst its key target audience – mums and families – through national and women’s consumer media as well as the Beko Mums United Facebook page.

Matthew Jones, senior brand marketing manager at Beko plc, said: ‘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.’

Redknapp added: ‘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.’

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 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. 

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. 

Meanwhile, Mercieca has come on board with the brand after winning a new brief to promote Beko’s status as an ‘Official Supporter of The FA Cup’. 

The Camden based agency will undertake a consumer communications campaign to help drive awareness of the brand and its association with the legendary cup. 

Gemma Oakes, PR Director at Mercieca Ltd, commented: ‘We are really excited to be undertaking this project. This opportunity allows us to use our expertise in sports sponsorship, brand ambassadors and consumer PR to bring this new sponsorship to life amongst mums and families. The first stage is the launch of the Beko Schools FA Cup Trophy Tour, which kicks off next month across the UK.’