ESPN STAR Sports’ Event Management Group on new high

28 Nov,2012

By A Correspondent


ESPN STAR Sports’ (ESS) Event Management Group has announced the multi-year renewals of the sponsorship for two of its marquee events, Tiger Street Football and Achilles Formula Drift Asia. EMG was also awarded the Gold Award for Best Event Production and Silver Award for Best Sponsorship Activation, both for the Tiger Street Football 2012 event, at the recently held Marketing Events Awards, an annual industry event.


Following two successful seasons, Asia Pacific Breweries has extended its partnership with ESS for Tiger Street Football event for the next two years till 2014. The event, which has garnered popularity in Asia, will now expand to new markets such as Australia, Cambodia and Mongolia.


ESS’ Event Management Group has also extended another key partnership with PT Multistrada Arah Sarana Tbk, one of Indonesia’s leading tyre manufacturers. As a result of two very successful seasons of the Achilles Formula Drift in 2011 and 2012, ESPN STAR Sports has renewed a multi-year deal with PT Multistrada Arah Sarana Tbk as title sponsors till 2015 for the event in three markets – Malaysia, Indonesia and Australia, for the very first time.


These wins bring to a close a packed calendar of events that includes Tiger Street Football, Achilles Formula Drift Asian Series, Guinness World Series of Pool and the KIA X Games, as well as new events such as adidas Extreme Power 5s and the upcoming iFly World Championships 2012 in December.


The Tiger Street Football and Achilles Formula Drift Asia events have grown from strength to strength, and we are encouraged by the tremendous support and enthusiasm of Asia Pacific Breweries Limited and PT Multistrada Arah Sarana Tbk. This is a great affirmation of how Sports Marketing, through our event and platforms continue to bring brands alive and we look forward to taking these two exciting sports events to even greater heights with our new partnerships,” said Harvey Davis, ESPN STAR Sports Vice-President, Event Management.


Edmond Neo, Director (Group Commercial), Asia Pacific Breweries Limited said, “Tiger Beer has always thrived on delivering the best ‘live’ football experience to our consumers and we are pleased to partner ESPN STAR Sports’ Event Management Group that shares the same synergies and belief as us. After two successful years of staging Tiger Street Football, we are committed to take Tiger Street Football to the next level with an aim to offer a different dimension to playing street football in Asia. We could not have asked for a better partner to collaborate with to extend this fast-paced, adrenalin-pumping game combined with a unique carnival-like atmosphere across the region, for another two years.”


Pieter Tanuri, President Director, PT Multistrada Arah Sarana Tbk said, “We’re proud of the achievements with ESPN STAR Sports’ Event Management Group over the last two seasons and we’re pleased with how our brand has grown with the event. Our goal has always been to advance the world of drift racing and this partnership aims to elevate our Achilles brand as a premium tyre brand across the region, encourage a high-level of international competition, and feature our flagship products prominently through this exciting motorsport event, and we’re delighted to continue our partnership and take this event to new heights.”



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