Saturday, November 19, 2011

Weekly Asian Sport Business Round Up

This weeks round up has sponsorship news from sailing and golf as well as broadcast deals and social media projects.

The Monsoon Cup – the final event of this year’s World Match Racing Tour – has taken on Malaysia Airlines as its official airline sponsor.

The company will provide air transportation for the sailors, the race committee, the international umpires and media.

The event takes place at the Heritage Marine Resort and Spa in Malaysia’s Kuala Terengganu from November 22-27. Great Britain’s Ian Williams and his Team GAC Pinder currently lead this year’s WMRT season.

In golf news, the Myanmar-based construction company Zaykabar will be the title sponsor for next year’s Myanmar Open.

"We hope the presence of the Asian Tour will continue to inspire the younger generation in Myanmar to take up the game and represent Myanmar on the international stage," said company chairman Dr. Khin Shwe.

Previous winners of the Myanmar Open have included Thongcjai Jaidee of Thailand and South African James Kingston. The event – which takes place at the Royal Mingalardon Golf Club in the city of Yangon from 2 – 5 February, 2012 – was first staged in 1996.

Back to Malaysia and the sports apparel giant Puma is using social media to reach out to its customer base there.

Consumers will be split into various groups based on a personality test backed up by rewards of Puma vouchers and other privileges. The campaign has set out a series of club events where party-goers can compete in snooker and bowling matches.

The project focuses on specific areas such as Klang Valley, Penang, Melaka and Johor Baru.

Puma Malaysia marketing manager Gabriel Yap said a social platform campaign supports the idea of an after-hours athlete.

“Most, if not all, after-hours athletes are social media-savvy,” said Yap, “and what better way to inculcate PUMA Social's brand personality than to reach them through a medium that they not only enjoy, but also binds them."

Participants can share their scoreboards and connect with other users through platforms such as Facebook, Twitter and FourSquare. The campaign, which targets 18-25 year olds, runs till December 16.

Partners in the project include Carlsberg, Jagermeister and Cosmic Bow. The initiative is being organized by Zenithoptimedia with Orchan Consulting Asia doing the PR.

The week ends with a media deal. One World Sports has announced it will distribute coverage of next year’s Japan Top League Rugby season in North America.

The broadcasts will include one game a week to viewers on the DISH Network. The Japan Top League was launched in 2003 and features 14 corporate-sponsored teams.

“Rugby union is extremely popular worldwide and we are proud to offer Top League to our American audiences,” said OWS chief operating officer Preston Boorman, “one exclusive game per week is a perfect complement to our top Asian sports that includes soccer, basketball, golf and racquet sports coverage."

The current season got underway on November 2 with the Suntory Sungoliath taking on the Panasonic Wild Knights. The season ends with the Grand Finale in January, 2012.

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