ESS' Event Management Group renews sponsorships for marquee events

EMG has been awarded the Gold Award for Best Event Production and Silver Award for Best Sponsorship Activation, both for the Tiger Street Football 2012

BestMediaInfo Bureau | Delhi | November 28, 2012

ESPN Star Sports' Event Management Group (EMG) has announced multi-year renewals of the sponsorships for two of its marquee events, Tiger Street Football and Achilles Formula Drift Asia. EMG was also awarded the coveted 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 to continue building the profile of Tiger Street Football for the next two years till 2014. The event, which has garnered much popularity in Asia, will see the competition expanded to new markets such as Australia, Cambodia and Mongolia.

EMG has also extended another key partnership with PT Multistrada Arah Sarana Tbk, one of Indonesia's leading tyre manufacturers with brands like Achilles and Corsa. As a result of two very successful seasons of the Achilles Formula Drift in 2011 and 2012, ESS 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 first time.

These wins bring to a close a packed calendar of events which include 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 have enjoyed tremendous support and enthusiasm of Asia Pacific Breweries and PT Multistrada Arah Sarana. “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 VP, Event Management.

Edmond Neo, Director (Group Commercial), Asia Pacific Breweries, 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 it 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.”

Tiger Street Football is an international competition which sees the world's best street football players as well as regular players converging in Asia, pitting their skills against each other for the ultimate grand prize. Since the beginning of the partnership with Asia Pacific Breweries in 2011, EMG has played an integral role in making it a resounding success – with an estimated 1,500 teams participating in host cities across Asia this year – Thailand, Singapore, China, Malaysia and Vietnam – an increase of over 50 per cent from 990 teams last year.

Following a successful inaugural season in 2011, the second Achilles Asian Drift Series returned with a three-leg campaign in 2012, with a bolstered cast of top drifters that thrilled motorsport fans across the region.  The Formula Drift events have attracted excited motorsport fans across its three Asian legs this year in Singapore, Malaysia and Indonesia, and ESS Event Management Group has successfully introduced new segments and thrilling street courses to elevate the event experience.

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