Bentley has signed 2014 World Cup winner Mats Hummels to a two-year ambassador role aimed at German-speaking markets.
Bentley has picked a World Cup winner to lead its push into German-speaking markets. Mats Hummels won the World Cup with Germany in 2014, and he is now a brand ambassador for the Crewe-based company.
Bentley calls it a long-term partnership. The agreement itself runs for two years. In the world of brand partnerships, we suppose that counts as long-term.
What the Role Involves
Hummels joins Bentley’s team of European ambassadors. His focus is the DACH region of Germany, Austria and Switzerland. His job is to help shape and strengthen how people there see the brand. The announcement doesn’t list any events or campaigns yet.
Hummels played at the top level of European football for more than 15 years. Since then he has built a busy second career. He works as a football analyst on TV, covering the Champions League and, most recently, the World Cup in the USA. He also invests in professional football and has been a UNICEF ambassador for more than a decade.
A Continental GT Comes With the Job
Bentley calls Hummels a self-confessed fan of the brand. He drives a Continental GT as part of his ambassador duties, and the release names his new car as a Continental GT Speed. In other words, the car comes with the role, so keep that in mind when you read the fan claim.
For his part, Hummels calls the Continental GT his “absolute favourite”. He points to its design, performance and detailing. He also links football and car-making, arguing that close attention to detail is what makes the difference in both.
Detail as the Selling Point
Attention to detail is the main theme of the announcement. Bentley highlights Hummels’ reputation as an analytical player and pundit. It then ties that to its own focus on craftsmanship and engineering, which goes back more than a century.
It’s a neat fit on paper. That said, almost every luxury ambassador announcement claims a perfect match between brand and star. Hummels’ real value is his reach in one particular region. His TV work, investments and podcast projects give him a wide audience across Germany and Europe.
Part of a Busy Signing Spree
Hummels is the latest of several recent ambassador signings by Bentley from sport, film and fashion. The others include actress, producer and entrepreneur Priyanka Chopra Jonas and Dutch international footballer Cody Gakpo. British actor Lucien Laviscount, best known for “Emily in Paris”, has also joined.
The announcement brings no new model, no pricing and no technical news. Instead, Bentley is building a line-up of famous faces, each picked to reach a particular audience. Hummels is the one aimed at German-speaking buyers, and he’ll be doing it from behind the wheel of a Continental GT Speed.
