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The Drum

Beko to work with Mercieca Ltd to promote its role as 'Official Supporter of the FA Cup'

Jamie Redknapp is the face of Beko's campaign as official supporter of the FA Cup

Home appliance brand Beko is to work with integrated communications agency Mercieca Ltd to promote its newly announced role as ‘Official Supporter of the FA Cup’.

The Camden-based agency is now tasked with running a consumer communications campaign to drive awareness of the brand and its ties with the FA Cup. Running until the end of the 2013-14 season, Beko now owns an extensive range of image rights, advertising and promotional opportunities around the FA Cup.

Sky Sports pundit Jamie Redknapp has been announced as the face of the campaign and will be featured in promotional collateral. The association sees Beko join a number of blue-chip FA Cup partners, along with its lead sponsor Budweiser.

Beko plc marketing director, Teresa Arbuckle, said “We are genuinely excited to be working with Mercieca to support the FA Cup partnership. The cup’s heritage and reputation for being inclusive made it a hugely attractive proposition for the brand and Mercieca’s PR campaign will provide us with a strong platform to communicate to our core target audience of mums and their families.”

Of the campaign, Gemma Oakes, PR director at Mercieca Ltd, added: “We are really excited to be undertaking this project. This opportunity allows us to use our expertise in sports sponsorship, brand ambassadors and consumer PR to bring this new sponsorship to life amongst mums and families. The first stage is the launch of the Beko Schools FA Cup Trophy Tour, which kicks off next month across the UK.”