OREANDA-NEWS. The best footballer of 2013 and the most recognisable player of the world appeared in several Otkritie commercials to be broadcast as part of the World Cup matches.

The tournament will take place in Brazil from 12 June to 13 July 2014. The matches will be broadcast by two federal channels: Channel One and Russia-1. Otkritie commercials will be aired several times during each match, thereby extending the recognition of the brand to a much wider target audience. The ads will be voiced over by Vasily Utkin, a well-known Russian sporstcaster.

“The contract with Cristiano Ronaldo grants us an exclusive right to use his image in Russia,” said Alexey Karakhan, Member of Otkritie's Management Board. “We have chosen our campaign's central character for a reason: among all contemporary football players, Cristiano Ronaldo seems to be the one to most fully embody 'brilliance' and 'quality', the two basic values behind the Otkritie brand”.

“Signing an advertising contract with Otkritie is my first experience of working with a Russian company,” said Cristiano Ronaldo. “I am very excited to participate in this project because it was precisely in Moscow where I first won the Champions League. I like the company's slogan “There is always a place for discoveries in our life”. I think it brings home what a professional footballer experiences throughout his entire career: it is important to keep making new discoveries to stay hungry for victory.”

The World Cup advertising campaign is the first stage of cooperation between Otkritie and Ronaldo aimed at promoting the Otkritie brand. The contracts also provides for activities in other communication channels, including the Internet, radio, ourdoor ads and printed materials