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Castrol, the world’s leading provider of lubricants, has chosen Kempster and VIPexperience to manage their international hospitality and ticketing programme for the 2010 FIFA World Cup™ in South Africa.

The news comes following Castrol’s successful sponsorship of the recent European championships, UEFA EURO 2008™, where Kempster and VIPexperience partnered to deliver a breakthrough programme that helped secure Castrol the Best International Sponsorship Awards from both the European Sponsorship Association and Hollis.

The FIFA World Cup 2010™ sponsorship will continue to modernise the Castrol brand and provide connectivity and relevance with a mass football audience that mirrors the brand’s 45 million global consumers. The brand’s approach to football reflects its core values of passion, technical progress, performance and teamwork and provides Castrol with an unrivalled platform to communicate new products and technology. The 2010 FIFA World Cup™ is the largest sponsorship ever undertaken by Castrol in the brand’s 100 year history and the Kempster/VIPexperience partnership were selected following a multi-agency competitive pitch. Kempster will provide strategic planning and global project co-ordination to help Castrol maximise its business potential through the event. In addition, Kempster will provide all logistics and delivery on site across the three host cities during the tournament.

The decision for Castrol to sponsor the 2010 FIFA World Cup™ was built on the success of the UEFA partnership, the measurement of which was enhanced by VIPexperience’s ability to provide accurate and relevant financial ROI for each ticket used. The use of VIPexperience.net (“VIPex”) is integral to Kempster’s service to Castrol. This revolutionary new web-based project management application has been developed by the Kempster team, specifically for international sponsors, rights holders and event organisers.

Using VIPex, Castrol’s employees and VIP guests will be able to engage with the 2010 FIFA World Cup™ in a highly unique and interactive way. Entered via password-protected security, the site will be entirely Castrol branded and provide access to an extensive range of Castrol experiences throughout the build up to and during the final tournament itself.

VIPex enables the central hospitality team to communicate with Castrol’s international business in real time, maximising buy-in and leverage. VIPex consolidates all project communications, enabling extensive internal communications with Castrol staff, as well as relevant communications (in native language) to Castrol guests and stakeholders. Castrol and their guests will be able to view package details & request tickets, provide business case rationale for each request, agree to policies, as well as receive updates via email or SMS. The communications system will ensure that Castrol are able to keep up to date with the status and results of the FIFA World Cup™ programme, as well as delivering full ticketing and policy compliance.

Toby Hester, Global Football Brand Manager at Castrol, said: “Our relationship with FIFA 2010 World Cup™ is hugely significant for the brand, and will further reinforce Castrol’s football platform. The brand’s values will be powerfully reflected in our association and we will achieve a number of key strategic business goals, both to our consumers, stakeholders and key partners at the event. We will deliver some highly innovative events and initiatives in South Africa and Kempster and VIPex are key partners”.

Amy Kemp, Managing Director of Kempster and VIPexperience, said: “Our combined offer of Kempster and VIPex provide a unique and highly professional experience for Castrol’s guests at UEFA EURO 2008™, and enabled Castrol to achieve, and measure, a number of key business goals that were a requirement from their investment in football. We are thrilled that we have been chosen to continue our relationship with Castrol at the 2010 FIFA World Cup™ and that our unique offer will continue to drive outstanding results from the brand partnership.”