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Sponsorships are among the key marketing tools we use to reach out and communicate with our various customers. Through sponsorships, Caltex is able to associate with a well-known property that shares the same values and characteristics that we aspire for our brand.
Sponsorship is part of Caltex’s way of doing business. It involves providing money, products or services, in exchange for commercial value or brand recognition for Caltex. This is different from donation which is giving financial support to charitable organizations with minimal or no expected commercial value for Caltex. In contrast, we consider sponsorship to be one of the most effective ways for Caltex to reach out and build our relationship with our various target customers.
The property we choose to sponsor should reflect our brand values. Caltex is all about renewing your drive momentum. Our role is to meet your short term needs for your car, as well as for yourself so that you can stay focused on achieving your long term goals. This commitment to service excellence is all captured in our advertising tagline "What Drives You" which transcends all aspects of Caltex business.
Caltex uses various criteria to evaluate sponsorships. As a minimum, the property should be able to deliver the following benefits:
- The Property should reflect well on Caltex's Brand Image:
- Performance - property has a leadership position in its category and is considered "best in class." It promotes such attributes as teamwork, discipline, and a desire to be the best. The properties, or the people, involved have received awards recognizing them for its excellence.
- Partnership - Property is recognized for its integrity.
- People – Property portrays a friendly image and is recognized for being customer-driven.
- The property should be able to maximize Caltex's presence. This could be either through on-site branding or communication via the tri-media, internet and all other channels available.
- The property commands media attention and is able to generate free publicity either because its popular, unique, or innovative.
- The property is able to offer Caltex a title, presenting or sole sponsor status.
- The property has a good track record in terms of viewership and attendance; and significant loyal following.
- The property is embraced by the community and will position Caltex and its retailers as "major players" and/or good corporate citizens in the community. This can be done through an outreach program or fund-raising event integrated into the sponsorship.
- The property allows Caltex to fully leverage on its sponsorship by doing sales promotions to help increase customer traffic into its service stations. One way is through merchandising which allows Caltex unlimited rights to property logo and maximize its exposure.
- The property is able to differentiate Caltex from its competitors. The property should belong to a category not dominated by any of Caltex's competitors.
If your property meets all of these criteria, then Caltex is willing to evaluate and consider the sponsorship. Please submit your request to Sponsorship Request Portal.
Note: The Caltex brand, as well as all its associated products and services are owned and operated by Chevron Corporation and its subsidiaries. Chevron does not sponsor individuals; religious or fraternal organizations; public agencies; schools; scholarships; political organizations; organizations that discriminate on the basis of race, sex or other criteria; or any organization that does not coincide with the values and mission of Chevron Corporation.
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