For Immediate Release: 23 February 2011
Total Sports Asia launching new Player Management Division
In a deal brokered by Total Sports Asia, Asia’s leading independent sports marketing agency, Indonesian snack producer PT Dua Kelinci became the official sponsor for Real Madrid. The sponsorship agreement was signed in Madrid, late last year between Real Madrid officials and the president director of PT Dua Kelinci, Hadi Sutiono and is valid through December, 2012.
This two-year partnership gives Dua Kelinci exclusive rights for the use of the Real Madrid logo, attributes and players and promotional media tools in Indonesia. In addition Dua Kelinci receives exclusive invitations to Real Madrid matches in Spain and opportunities to meet with its world famous players. These benefits will be passed on to Dua Kelinci’s consumers as a sign of appreciation for their loyalty.
Edwin Sutiono, Director of PT Dua Kelinci, believes this partnership to be a strategic step to further improve the image of the brand while expanding to the international market. This partnership was realised after thorough assessments of several soccer clubs in the world. “From all the teams we explored, Real Madrid was the most enthusiastic and interested in working with us”, said Edwin Sutiono.
Emilio Butragueño, Institutional Relations Manager of Real Madrid stated that the partnership will bring many exclusive benefits to Real Madrid fans in Indonesia. This sponsorship also allows Dua Kelinci to be closer to a younger target audience and inspire them. “We hope that this partnership can last and be further strengthened”, said Emilio.
The Indonesian Youth and Sports Minister, Mr Andi Alfian Mallarangeng, responded positively to this partnership, “I welcome the cooperation between Dua Kelinci and Real Madrid and hope this partnership can become an inspiration for the entire football community to become more professional and to excel at an international level”.
As part of the campaign, Dua Kelinci is also sponsoring select Indonesian national team players to visit the Real Madrid Football Club for the development of Indonesian football. They are also providing assistance to several Football schools (Sekolah Sepak Bola) in Greater Jakarta and other regions.
To help Dua Kelinci kick off the Real Madrid sponsorship TSA also brought football legend Luis Figo for an exciting on ground consumer promotion event by Dua Kelinci called “Indonesia Kicks for Goal” in an effort to encourage the people of Indonesia to support the growth of football. The consumer promotional event was held on January 30th and saw 20,000 excited Dua Kelinci customers participate.
Luis Figo commented, “I welcome the cooperation of Dua Kelinci as the official sponsor of Real Madrid and am proud to be invited to the inaugural launching event.
According to Sutiono, the event, “Dua Kelinci-Indonesia Kicks for Goal is expected to inspire and foster a passion for soccer in the people of Indonesia so that Indonesia can achieve world class level football in the future.
Total Sports Asia (TSA) is Asia’s leading independent sports marketing agency and content distributor with a dedicated team of over 80 sports marketing experts and four offices in Kuala Lumpur, Beijing, Mumbai and Delhi. Our core business is media rights distribution, TV production, sponsorship/licensing, events management and consulting. TSA is recognized as Asia’s specialist in personalized sports & entertainment solutions For more info please log on to: www.totalsportsasia.com
About Real Madrid
Since its first title in 1905, Real Madrid has grown to become the most laurel laden club in history. In sporting terms, Real Madrid has won nine European Cups and is the only club in the world to have its own permanent cup after winning it 5 years in a row. This soccer club has also won 31 Spanish Primera Liga titles, 17 Copa Del Rey, 8 Super Spain titles and 3 World Cup titles. According to the ‘Football Money League in 2008/2009 Real Madrid is the world’s richest football club.
About Dua Kelinci
PT Dua Kelinci was established in 1985 in the town of Pati, Central Java as peanut producers. At the beginning of the year 2000, PT Dua Kelinci begin to innovate by producing coated peanuts, seeds and other snacks. Currently PT Dua Kelinci is one of the biggest peanut producers in Indonesia and internationally. The majority of the market of PT Dua Kelinci is in Indonesia. In addition to domestic needs, the company also meets increased overseas demands for peanuts across Asia, Europe, America and Australia. It is also the official snack food for Garuda Indonesia (GIA), Indonesia’s national airlines.