LONDON - Castrol has hired Arsenal FC manager Arsene Wenger as its global brand ambassador to help establish credibility in the world of football following its sponsorship of UEFA's Euro 2008 championships.
The lubricant brand's tie with the tournament is its biggest sports sponsorship to date. It is basing its tie-up on player performance, and will launch a website tracking individual's displays using the Castrol Performance Index, a tool based on missile guidance technology.
Wenger, a pioneer of technology in football, will feature in a range of promotional work including TV and press.
Prior to its deal with UEFA, Castrol's sports sponsorship had been almost exclusively in the motorsports arena.
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