Home appliance brand Beko has briefed Mercieca to play a pivotal role in assisting with its media activity as newly announced "Official Supporter of The FA Cup".

The Camden-based agency will undertake a consumer communications campaign to help drive awareness of the brand and its association with the legendary cup. The partnership will run until the end of the 2013-14 football season, and grants Beko an extensive range of image rights, advertising and promotional opportunities around The FA Cup. 

Gemma Oakes, PR director at Mercieca, said: “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. We have also this week announced dad and Sky Sports pundit Jamie Redknapp to be the face of the campaign.”