(marketingmagazine.com.my) –Ajinomoto Co. Inc. today (“Ajinomoto Co.”) recently inked an agreement with the Malaysian Southeast Asian Games Organising Committee (MASOC) to become a Platinum sponsor of the 29th SEA Games and 9th Para ASEAN Games, otherwise known as “Kuala Lumpur 2017”.
The deal marks Kuala Lumpur 2017’s success in securing its maiden sponsor beyond ASEAN, and aptly a world-leading Japanese corporation, as Japan and Malaysia commemorates 60 years of bilateral diplomacy this year.
The sponsorship was facilitated by Dentsu Sports Asia, the co-exclusive sponsorship agency for Kuala Lumpur 2017.
The details on the sponsorship amount was not disclosed however it is confirmed that is the biggest sponsorship in cash for the games by far.
Speaking at the ceremony, YB Brig. Gen. Khairy Jamaluddin said, “The partnership with Ajinomoto Co. is another milestone in the Kuala Lumpur 2017 journey, and is made even more meaningful as both the Japanese and Malaysian governments celebrate our 60th anniversary of bilateral diplomatic relations.”
“Ajinomoto Co.’s investment in Kuala Lumpur 2017 will take the brand to a new high as Kuala Lumpur 2017 will be a great platform for Ajinomoto Co. to further promote its diverse products, share its brand values and create brand experiences not only to those who are directly involve with Kuala Lumpur 2017 but also to over 622 million people in the region who collectively form the third largest economy in Asia and the seventh largest in the world. We look forward to a close and collaborative partnership which will not only benefit both parties but also contribute towards forging even closer ties between Japan and Malaysia,” he added.
Being an official sponsor for the SEA Games and the ASEAN Para Games gives Ajinomoto opportunities to provide various support through its subsidiaries in the ASEAN region based on a wealth of knowhow on nutritional support for athletes the company has accumulated in Japan.
Ajinomoto has leveraged on its expertise in food and amino acids development to support sports initiatives.
Commenting on the deal, Kunihito Morimura, President & CEO, Dentsu Sports Asia said, “We’re glad to secure Kuala Lumpur 2017’s first global partner. Ajinomoto Co. has been a long-standing advocate of sports marketing that has successfully elevated its brand through the company’s support and involvement in sports and athletes development programmes. We’re proud to see Ajinomoto Co. being testament of a company that appreciates and understands the business values of sports marketing.”
“In this regard, we’re in the midst of finalising a few more key sponsors which we will announce in due course. That said, we also look forward to facilitating more business opportunities for companies and brands that are keen to draw on sports as a marketing platform,” Morimura added.
Dentsu Sports Asia and Sportswork Group are the co-exclusive sponsorship agencies for Kuala Lumpur 2017. The collaboration enables Dentsu Sports Asia to exclusively manage all rights for Japanese, international and local companies, while Sportswork manages Malaysian government linked companies.
The 29th SEA Games will take place on 19-31 August 2017 while the 9th Para ASEAN Games will be held on 17-23 September 2017.
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