Malaysia’s isotonic beverage, 100PLUS signed national women’s doubles pair Pearly Tan and Thinaah Muralitharan as its new brand ambassadors. A brand under Fraser & Neave Holdings (F&N), 100PLUS sponsorship’s with the pair would last for two years. 

Impressed with the pair’s progress, the head of marketing for F&N Beverages Marketing, Leong Wai Yin said that it was an easy decision to sign the pair as 100PLUS’s brand ambassadors. Leong added that the pair had tremendous potential, and would soon be among the leading partnerships in the world. Current 100PLUS ambassadors include Wira Lee Chong Wei, three-time Olympic silver medallist and former world No. 1, national singles ace Lee Zii Jia, the All-England champion, and dynamic doubles duo and Tokyo Olympic bronze medallists, Aaron Chia and Soh Wooi Yik. 

Tan and Muralitharan’s partnership started in 2019. Immediately after, the pair bagged their first title at the Malaysian International Series in June. Following up with victories at the Bangladesh International Challenge and India International Challenge. Despite having competitions cancelled after the pandemic hit, the pair continued to focus on training and worked hard for months. The pair then broke history by being the first Malaysians to win a women’s title at the Swiss Open. 

Tan explained that the support of 100PLUS provided a huge boost in confidence, as it always supported the nation’s top players. “100PLUS is synonymous with badminton in our country and we are encouraged by the confidence they have in us,” said Tan. She added that all the players 100PLUS have supported have all gone to win major titles including medals at the Olympics. Now with the added confidence from 100PLUS’s support, Tan aims for more success on the world stage. 100PLUS has declined to answer on the monetary value and ROI from the brand ambassadorship. 

As part of the sponsorship, Tan and Muralitharan would be provided with 100PLUS for their training and competition. Aside from supporting the leading national badminton players, 100PLUS currently sponsors the Badminton Association of Malaysia, the Football Association of Malaysia, the Malaysian Football League, and the nation’s No. 1 football team, Johor Darul Ta’zim (JDT) FC.

Separately, F&N acquired three F&B companies early this year, establishing halal food as its new pillar of growth. The companies were Sri Nona Food Industries, Sri Nona Industries, and Lee Shun Hing Sauce. CEO Lim Yew Hoe said the latest investment would serve as a platform to expand into more halal food segments and to meet the rising demand for convenience and ready-to-eat food products.

Join ourDigital Marketing Asia conference happening from 9 November 2021 – 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here.

Related articles: 
100PLUS thanks Malaysian badminton icon Lee Chong Wei, calls him a hero
F&N Malaysia repositions 100PLUS in the eyes of youths with new campaign
F&N eyes halal segment as new growth pillar following Sri Nona acquisition



Source link

By Mathias

Leave a Reply

Your email address will not be published. Required fields are marked *