GAC Extends ESS Football Sponsorship Deal

 SINGAPORE: The GAC Group has extended its deal with ESPN STAR Sports for the sponsorship of the FA Cup for the next two seasons until 2011. 

The FA Cup commands a viewership of some 47 million across Asia. ESS also delivers the sporting events across digital media platforms, including espnstar.com, espnstar.com.en, espnstar.com.tw and mobileESPN. 

GAC Group’s corporate communications director, Esther Oon-Bybjerg, said that this contract renewal for another two seasons was primarily due to the successes that it gained from its earlier partnership with ESS. “GAC is an ardent supporter of sports sponsorship and the English FA Cup is an excellent fit with GAC’s brand values. The soccer teams exude the qualities of teamwork, dexterity and professionalism, the same qualities that our GAC team gives to its customers across the range of services that we provide.” She added, “We intend to maximize this new tie-up with ESS on the FA Cup broadcasts to further reinforce the GAC brand visibility and recognition across the Asian markets.” 

Charles Less, the senior VP of advertising sales at ESPN STAR Sports, said, “GAC recognizes how being associated with football’s oldest and most prestigious cup competition can help them strengthen their brand visibility across Asia. As Asia’s top sports content provider, we not only look at creating better experiences for our viewers but also for our clients. This partnership with GAC is another example of our ability to develop customized media solutions that help meet our client’s brand objectives and create a deeper connection between the brands and viewers.”