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Pinaco extends sponsorship of AFF Suzuki Cup

Image credit: Lagardère Sports

Vietnamese battery manufacturer Pinaco has extended its partnership with the Asean Football Federation Suzuki Cup to cover this year’s tournament.

As an Official Sponsor in the car battery category, the firm will have inventory including branding on perimeter advertising boards, event backdrops, and digital channels. It will also feature in all media and promotional materials relating to the competition, and will conduct fan activities and promotions around the matches.

The deal was brokered by Lagardère Sports, the exclusive commercial partner of the tournament. Lagardère is distributing the media and marketing rights under an eight-year deal, covering four editions of the biennial tournament from 2017 to 2024.

Pinaco is the second Vietnamese company this month to renew a deal for the tournament, after Vietnam-based sports marketing agency Next Media acquired exclusive media rights in Vietnam, Laos, Cambodia and Myanmar.

Vietnam is the reigning champion of the Suzuki Cup. The national football team is currently one of the strongest in the region and a source of great pride in the country.

In the press release announcing the deal, Mr Le Van Nam, Pinaco’s general director, said: “We believe that the indomitable spirit of sport can inspire the community and boost the physical and mental energy of every individual, leading to success in work and life.

“Following our sponsorship at the SEA Games 2019 in the Philippines, our objective in partnering with South East Asia’s most prestigious football competition is to inspire players to shine on a regional stage as well as enable the organisers to bring the most thrilling action to fans. Pinaco is committed to accelerating the development of Vietnamese football, and through our support, we will help elevate the overall standards of South East Asian football.”

Malcolm Thorpe, managing director, South East Asia, at Lagardère Sports, said: “Pinaco’s investment signals Vietnam’s continued emergence as an economic powerhouse and its rising sporting ambition. We are excited for the tournament to once again provide Pinaco with the opportunity to expand its reach across the region. We believe that the AFF Suzuki Cup 2020 will deliver exceptional value for Pinaco as Vietnam defends its 2018 championship title cheered on by its millions of passionate fans.”

This year’s Suzuki Cup has so far been unaffected by the Covid-19 shutdown and is scheduled to take place between November and December. Matches at the last Suzuki Cup, in 2018, drew more than 750,000 attending fans in total.