Tag Archives: sponsorship

Up north for a (s)pot of snooker.

I often get asked what’s my favorite sport (along with, of late, which matches I’m planning on watching during the upcoming World Cup).

And my usual answer normally seems to disappoint a little: I don’t really have one, as I don’t like sitting in one spot in a stadium or on the sofa in front of the TV watching sport. I prefer to be doing the sport – rather, active activities – myself. Scaling volcanoes, going off on long expeditions in far-flung corners of the world, or just trekking along the banks of a river down a mountainous valley – that’s my bag.

And besides, I don’t watch TV – at all (dreadful habit:).

(Oops – me telling fibs again; I do watch TV in tiny doses: I watch kiddies’ stuff together with my own kiddies; I sometimes glance at the zombie-panel in the gym between sets; on the treadmill in the gym I switch to the nature/wildlife channels; and I’m not averse to peeking at a screen in business lounges in airports. But that really is it:)

Wait. I also watch Formula 1 races on screens, but that’s not quite ‘TV’. It’s normally in the Ferrari paddock, and there’s technical race info on the screens too. But I don’t watch a Grand Prix of a Sunday afternoon on regular TV.

So, yeah – you get it: I generally don’t watch telly. But there is one exception I make (besides all the other quasi-exceptions mentioned above). There is one thing on the TV that can force me to sit in one place for a long time. And it is a sport. And it is… snooker!

Not pool, not billiards… snooker, with its more refined rules and more tactical gameplay. And, by a strange (!) coincidence, we happen to sponsor one of the stages of the World Snooker Championship – Riga Masters.

And since I was in the UK, and my travel/business schedule permitted it, I got myself up to Sheffield, to watch the semi-final of the World Snooker Championship 2018!

Read on…

We Just Keep Picking Winners: Not Only Ferrari, but Also a Centurion!

As I’ve mentioned here before, tearing up the rulebook is an internal slogan of our marketing department. Sometimes the proverbial tearing up of the rules occurs in explosive fashion (for example when we recently arranged for a Japanese Awa Odori dance to be performed at the Barcelona Carnival); other times, the ripping up takes place at a calmer pace and over a longer term. Incidentally, there’s a completely separate format – that of our philanthropic initiatives; but we tend not to harp on about these too much.

Anyway, let me tell you about another rulebook-shredder of the calmer, longer-term kind…

For several years our “face” in the Asia-Pacific region (APAC) was Jackie Chan. Everyone was pleased with this set-up, me included of course, and so we decided to continue in the same vein, but with a slightly different – Indian – slant, especially since KL’s prospects in this country are looking nothing less than spectacular. So in September 2011 we gladly announced that Sachin Tendulkar – the international cricketing legend – became our Brand Ambassador.

Brand Ambassador

More: So, what’s all the fuss about?

Tearing Up the Rule Book.

“Tearing Up the Rule Book” is an informal motto we use in our high-level marketing. Looking back over our trip to the South Pole, sponsorship of the Ferrari Formula One Team, enrolling Japanese teen pop sensation AKB48, supporting the recent transantarctic expedition of Felicity Aston, and all sorts of other local events and promotions too, I think it’s fair to say that we pretty much totally tear up the rule book every time one is pushed our way.

And here’s a fresh example. But first a bit on the events leading up to it…

Last September, during one of my regular trips to Japan, my old acquaintance Okatani San invited all our party to a totally exotic restaurant.

The idea was to get all gluttonous on the tastiest of local cuisine – to the accompaniment of traditional Japanese Awa Odori dancing and singing, and then to join in the dancing and merriment ourselves.

Awa Odori

More: Tearing up the rule book at the Barcelona Carnival …

Italy Is Known for Its Supercars, Russia – Its Chess Players.

Italy is famous for (among other things, hmm, let’s see… pasta, scooters, diving footballers, fiery women…!) its supercars, while Russia is famous (besides vodka and bears in the street, of course) for its chess players. Therefore, in Italy we sponsor Scuderia Ferrari, while in Russia we have taken under our guardianship the young (born 1997) and extremely promising chess player Mikhail Antipov. He travels all around the world to take part in tournaments, and this of course entails visas, flights, hotels, etc., which his parents’ resources can’t fully stretch to. So we decided to step in and help out.

Mikhail Antipov

Read more > Chess and rugby