Our minds are on football, our hearts are with Turkey
Main sponsor of the National Football Team, Ülker, which annually invests 38 million dollars in Turkish sports, has accelerated its communications efforts.
At a press conference called by Ülker Corporate Communications Director Zuhal Şeker, information about Ülker’s sponsorship and communications strategies for the National Team and Euro 2008 was shared. Zuhal Şeker said that the National Team and Ülker are “Turkey’s two greatest brand names” and stated, “The National Team and Ülker share many common characteristics.” Commenting on the hard work that the National Team has done to prepare for their participation in Europe, Şeker also pointed out that Ülker is similarly engaged with global competitors in Europe and the rest of the world. Zuhal Şeker stated that Ülker is a brand name, trying just as hard as the Moon & Stars team, to win the hearts of the people.
“The recognizability and affection for the brand names of Ülker and its companies hold a high level of importance in the leagues. In the KMG ‘Lovemarks’ study, Ülker was in 1st place with a 13% share. In the same category, the relatively new Cola Turka brand name placed 11th, with a share of 4%. We know that the popularity of the Ülker companies’ brands has grown because of sports. Şeker says that it’s time for these two brand names to ‘Win the hearts of Europe.’ She went on to say that the experience that has been gained during its 33 years in the field of sports puts Ülker in a very important position with regard to its sponsorship of the Turkish National Team, which it undertook in June 2007, and added, “This past year was a learning experience for us. While working with the National Team , we became re-acquainted with the powerful communicative aspect of football. We saw football as a way to get children to “become active” and subsequently became the main sponsor of the Turkish Football Federation’s Grassroots (Football for Everyone) project. The television commercial that we prepared for Euro 2008 shows how basic football played in the streets has been transformed into professional football played on a professional football pitch.”
Special Championship Projects
Emphasizing the synergy that has been created between the Ülker brand name and the National Team , Şeker had these words to say: “Chewy, as a national sponsor of the team, is supporting our sponsorship with a brand new product. Chewy Red & White will be on sale during Euro 2008 with the slogan ‘Kırmızı beyaz her yanımız, National Teamın yanındayız’. Turkey’s newest, innovative and fast growing food brand, Içim, is imparting those qualities to the team and the excitement of Euro 2008. Içım, as a national sponsor of the team has a promotional campaign that will put it a step ahead of its competitors.”
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