Partnerships
All partnerships united
under one purpose:
#EatLikeAPro
By the year 2025, there will be 70 million children in the world, suffering from obesity. Knowing that, we launched a global initiative in 2017 to combat the dramatic rise in the rates of childhood obesity across the globe: Eat Like A Pro.
#EatLikeAPro aims to help parents with getting their children to eat healthier and we had an idea. After finding out that 80% of children would eat healthier if they knew their heroes did too, we decided to join forces with pros in different fields.
The #EatLikeAPro campaign is all about how the world’s biggest stars got to where they are by using every health benefit to maximize their performance.
Our partnership with FC Barcelona grew out of the mutual desire to make a difference in people’s lives all over the world. Our sponsorship dates to before Eat Like A Pro but our cooperation only grew stronger with it.
FC Barcelona makes for the perfect partner in this initiative, as one of the most important football clubs in the world, moreover they develop and important work of awareness on health and fitness, particularly at the youth level. These are all values that Beko has believed for over 60 years.
This partnership granted families around the globe exclusive access to the eating habits of the world’s biggest sporting superstars. To support this, we created “Eat Like A Pro” recipes, featuring exclusive recipes approved by FC Barcelona nutritionist, Dr. Maria Antonia Lizárraga Dallo. We also created the Eat Like A Pro website, where families have access to a wide range of fun activities, healthy eating tricks and recipes.
Eat Like A Pro ambassador and FC Barcelona star Gerard Piqué comments: “I am thrilled to be the ambassador for such an important and ground-breaking campaign. As I started to compete from such an early age, I grew to appreciate the importance of healthy eating and nutrition and now as a father of two, it feels even more important than ever before. The global statistics surrounding childhood obesity are shocking and are not showing any signs of improvement, which is why I am proud to be working with Beko and my club to help tackle this global issue.”
The United Nations Children's Fund, or UNICEF, has been fighting for children’s rights and health for over 70 years. We teamed up with them as part of our Eat Like A Pro campaign in 2018.
The partnership produced immediate results, when we raised a staggering 1,000,000 Euros in 11 days for the fund, thanks to an overwhelming support from fans on social media across the globe.
The UNICEF Donation campaign was officially launched between Beko and UNICEF on April 30th, 2018 as part of the Eat Like A Pro campaign. Every post shared across Twitter or Instagram using #EatLikeAPro triggered a 1 Euro donation to UNICEF.
With over one million posts within the first 11 days, over 500,000 families are currently benefiting from better access to healthier food and a more balanced diet.
Victor Aguayo, chief of UNICEF Global Nutrition Programme, comments, “Childhood obesity is increasingly affecting the poorer families and countries, largely due to diets that do not provide children all the nutrients they need to grow healthy. We welcome the support of our partners Beko and FC Barcelona, who will work closely with us to bring about positive change for children globally.”
Fenerbahçe Beko
Men's Basketball Team
The Fenerbahçe Beko Men's Basketball Team made 5 straight Final Fours and 3 of the last 4 Finals of Euroleague Basketball. This success was forged with a focus on attracting the best youth playing in Europe and developing a culture of fitness, health and dedication to constant self-betterment.
It all aligned perfectly with the values that we strive for. As of 2019, Beko is Fenerbahçe Men’s Basketball Team’s primary sponsor, with our logo emblazoned across their chest as part of the naming partnership.
Fenerbahçe Beko Men's Basketball Team legendary coach Željko Obradović has fully embraced the Eat Like a Pro initiative.
Obradović believes that Eat Like a Pro is a “huge responsibility” and pledges that his players “will be role models with their eating habits for the future generations.”
The League of Legends
European Championship
The League of Legends European Championship is the world’s premiere eSports event, in which professional eSports gamers play at the highest levels of competition with over over 99 million people watching worldwide.
After a struggle to be recognized as such, the world now knows that professional eSports players are athletes themselves. Just like pros of traditional sports, Leaguge of Legends players train with professional nutritionists and see healthy eating and regular exercise a critical part of success.
Unlike the eSports pros, most fans don’t seem to be conscious of the importance of healthy eating and exercise. In 2019, we teamed up with Riot Games to become an official supplier of the LEC.
Together, we work with professional players to promote healthy eating habits amongst the digital audience that looks up to them as heroes. This partnership allows us to recognize the newest group of athletes to join the world of sports and to reach a previously untapped audience.