The global push launching in 54 markets aims to reinforce the Turkish tyre company’s brand values and dedication towards top quality

FC Barcelona sponsor, Lassa Tyres, has activated a new campaign via Eurosport, featuring an array of the club’s stars. Celebrating its motto—the tyre that never tires—the global television push aims to reinforce the company’s brand values, in particular its dedication towards providing top quality.

The initiative echoes the marque’s painstaking efforts surrounding performance, durability, safety, and value to satisfy customer demands regardless of road and weather condition. The project features players including Arda Turan, Gerard Piqué, Luis Suárez, Neymar Jr, and Ivan Rakitic.

The advertising exercise also includes the team captains of the club’s basketball and handball teams, Carlos Navarro and Víctor Tomás, respectively. The film depicts the brand’s relentless ability and reliability as a training partner; one which complements FC Barcelona’s stellar record.

The star-studded athlete line-up is shown tackling various tough feats whilst living up to their respective reputations by exercising teamwork. Running on the tagline, Barça’s Best Kept Secret, the campaign emphasises the aforementioned partnership, and does so with a touch of humour.

The 30-second commercial leading the campaign is available in more than 54 countries worldwide and is scheduled to last until May 2016. The same spot can also be viewed via YouTube as well as through the official social media channels of both Lassa Tyres and FC Barcelona.

“Lassa Tyres is delivers the highest possible standards of performance in all road and weather conditions across all regions of the world and at all times. The same can be said of FC Barcelona—delivering the highest possible standards of performance for fans,” said Halit Sensoy, Director of International Sales and Marketing at Brisa.

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