Says Shinichi Ryu, director of the Asian Games Project at Otsuka (Pocari Sweat): 'Currently we are only in 15 of those markets, so this is a great opportunity for us to promote to athletes and the public the benefits of Pocari Sweat and other performance-drink products, as well as the importance of proper hydration.'
Last year, Qatar Airways signed a US$10 million partnership agreement with the Doha Asian Games Organising Committee to be the official airline for the 15th Asian Games Doha 2006 - testifying once again of the attraction of sports sponsorship.
Sport alone may not be the magic solution to all marketing challenges, but as one part of an overall marketing plan, it has unique value that can help with both brand positioning and consumer interaction.
LOAD-DATE: February 24, 2006