20th March 2011

Builders' merchant Selco has briefed WAA to provide PR support for its sponsorship of the Masters Cup football tournament.

This is the second year of Selco’s deal with Masters Football to provide headline sponsorship for the high profile seniors tournament which sees some of the footballing world’s most famous old stars roll back the years.

WAA was awarded the brief after demonstrating how PR can be used to maximise value from the sponsorship deal by ‘sweating the assets’ through media coverage, promotional activities both at matches and within Selco branches and community relations.

WAA got the ball rolling by holding a press conference with Man City stalwart Uwe Rosler and Chelsea hero Tore Andre Flo in the run up to the two sides’ Premiership clash in late February.

The press conference, which took place at a hotel just down the road from Chelsea’s Cobham training ground, was attended by sports writers and broadcasters from The Daily Express, The Star, The Daily Telegraph TalkSport and numerous trade media, as well as reporters from Sky Sports News.

The results were extraordinary – delivering an immediate return on investment of £1:£48 in PR value from the launch event alone.

Over the tournament period, WAA’s PR team will also coordinate football-themed in-store activities and community events to supplement the sponsorship and maximise coverage.

WAA’s marketing team have further enhanced the offering by giving customers the chance to win an array of money can’t buy prizes.

Head of PR Dan Clifford said: “The Masters Cup has a huge profile with hours of live TV coverage and it is a real coup for Selco to be involved.

“It also presents a fantastic opportunity to generate awareness of Selco through events like this and other activities. The results so far speak for themselves – and this is only the beginning.”