FC Barcelona’s Arda Turan, the captain of the Turkish national team, has signed an endorsement deal with Lassa Tyres, following the agreement that the brand recently signed with the club.
The Turkish company, who earlier this year became a main sponsor of Barcelona’s indoor sports teams, has agreed to a two-year deal with Arda Turan, who will act as a global brand ambassador for Lassa until the summer of 2017.
The deal grants Lassa exclusive endorsement rights in advertising and promotional products with Turan, who will feature in commercial activation opportunities both alone and with his Barcelona team-mates as part of Lassa‘s arrangement with the club.
Halit Sensoy, director of Lassa international sales and marketing, said: “Lassa Tyres and Arda Turan are a perfect fit. We believe that Arda Turan is highly qualified in terms of increasing our brand awareness internationally both with his personal image and with his role in FC Barcelona as he is now not only a Turkish celebrity but a very well-known and respected global talent. There are millions of people around the globe who have dreams like Arda.”
Brand ambassadors are an excellent option to raise awareness and to engage with fans and consumers. Furthermore, adding an ambassador to a club partnership gives brands the opportunity to create some extra content and to combine both rights (club and player). Seeing a player on his own wearing the club’s official kit while promoting a brand is very unusual. Usually there are rules and restrictions that apply and players are only allowed to wear the official kit if they are with other team-mates and in a “team” context. Brands that have both a partnership with the club and an endorsement agreement with a player, however, can fully exploit both sets of rights and combine them to generate more content.
Below these lines, the behind the scenes of a TVC that Lassa recently shot with his brand ambassador Arda Turan and his team-mate Andrés Iniesta.