Castrol, the official engine oil partner of the Premier League, teamed up with former player turned brand ambassador Peter Crouch to celebrate three decades of England’s elite football division with the roll out of an activation titled ’30 years Of Premier League Game Changers’.
The 2023 Premier League Season marks 30 years since the league’s inception when leading teams broke away from the Football League and Castrol’s digital-first campaign revolves around fan debate as to the best performance by a player in a single Premier League match.
Aiming to spark debate around the league and the brand and celebrate some of the greatest individual performances since the inaugural 1992/93 season, the campaign launched with Crouch debating fans attending ‘Classic Football Shirts London’ as to whether Sergio Agüero’s stoppage time goal against Queens Park Rangers on 13 May 2012 was the greatest ‘Game Changing’ performance in Premier League history.
Following the in-person discussion, Castrol released a website with supporting social content celebrating a shortlist of iconic Premier League performances in the form of posted videos and then encouraged fans to choose their favourite. The shortlist and the voting mechanic is hosted on the Castrol website (click the link here).
For the purpose of the activation, a Game Changing performance was defined as ‘the best single performance, by a single player, in a single match’.
The Premier League Game Changing Performance shortlist was:
>Robert Huth – Manchester City v Leicester City (6 February 2016)
>Diomansy Kamara – Manchester City v Fulham (26 April 2008)
>Thierry Henry – Arsenal v Liverpool (9 April 2004)
>Sergio Agüero – Manchester City v Queens Park Rangers (13 May 2012)
>Wayne Rooney – Everton v Arsenal (19 October 2002)
>David de Gea – Arsenal v Manchester United (2 December 2017)
“With the Premier League having reached this thirty-year milestone this season, we are excited to further align ourselves with a competition that continues to captivate and grow its audiences around the world,” outlined Castrol CMO Nicola Buck. “Having launched the Castrol Game Changer of the season Award last year, won by İlkay Gündoğan for his performance against Aston Villa, and seeing the interest it created, we are delighted to be a part of the discussion that honours memorable Premier League performances of yesteryear.”
“Growing up, I used to dream of being a professional footballer and one day getting the chance to play in the Premier League. Luckily for me, I played 17 seasons across a number of great clubs and with great players,” commented former player and current Castrol Premier League ambassador Peter Crouch. “I have so many brilliant memories from my time playing and to say that I’m proud of what I achieved would be an understatement. A moment that does stick out to me from when I was playing is at Liverpool when I scored the perfect hat-trick against Arsenal. It was just one of those days where everything just went right for me. I have the match ball in my office at home and whenever I have days when I’m feeling down, I just look at it and think wow, what a day.”
Comment
This activation dovetails with Castrol’s ongoing Premier League marketing work which includes the Save Of The Month award.
Sports features heavily in Castrol’s marketing mix and another sport and sponsorship campaign to roll out simultaneously with its Crouch led Premier League initiative was March’s ‘Castrol Edge Challenge’ series leveraging partnerships with the BWT Alpine F1 Team and Team Solberg.
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