Malaysia – With the help of Asia’s leading independent sports marketing agency Total Sports Asia (TSA), Dutch Lady Malaysia has agreed on a partnership with the Olympic Council of Malaysia (OCM) to support four of Malaysia’s top athletes who will be participating in the London 2012 Olympic Games. This was done in order to establish its stand on nutrition, and to further strengthen Dutch Lady’s position as the leading dairy brand in Malaysia.
The four athletes, who will be a part of Dutch Lady Malaysia's campaign throughout 2012, are Malaysia’s top track cyclist Azizulhasni Awang; world No.6 diving sensation in the 10m platform category Pandelela Rinong and national No.1 men's doubles badminton players, Koo Kien Keat and Tan Boon Heong.
“We are very happy to have brought these two parties together;” stated Marcus Luer, TSA’s Group CEO and continued, “the idea to support these great, talented Malaysian athletes on their way to the London 2012 Olympic Games and simultaneously increase awareness for healthy and balanced nutrition among Malaysia’s population with their help and success as professional athletes is a very unique and exemplary approach.”
In order to support the athletes, Dutch Lady Malaysia will also be sponsoring the athletes' mothers to go to the London 2012 Olympic Games to watch their children compete live at their respective competitions. By including the mother’s into their campaign, Dutch Lady Malaysia emphasises the importance of mums for giving their children the right guidance to adequate nourishment.
Narrating about the collaboration, Danny Chew Kar Wai, sales director of Dutch Lady Malaysia said, "Dutch Lady Malaysia is honoured to be associated with some of our country's most celebrated sports personalities. These four athletes have consistently made our nation proud through the years and we are privileged to have them with us for our 2012 campaign."
Speaking after the signing ceremony, OCM President Yang Amat Mulia Tunku Tan Sri Imran Tuanku Jaafar applauded Dutch Lady Malaysia’s effort in recognising the athletes and their mothers’ contribution in promoting the importance of nutrition, especially through sports.
“The sports culture in Malaysia is progressing by leaps and bounds and I can see that the government is doing their best to develop our level of sports to world class standards. In developed countries, nutrition and fitness go hand in hand and the practice is instilled at a very young age,” he said.
With its latest campaign, Dutch Lady Malaysia hopes to inculcate the habit of regular milk consumption among Malaysian consumers and therefore help Malaysia’s population guiding their way to a healthy diet. "Azizul, Pandelela, Koo and Tan are living proof that children go a lot further when provided with suitable nutrition at an early age. They are our inspiration, who lead by example," added Chew.
About Dutch Lady Malaysia
Incorporated in 1963, Dutch Lady Milk Industries Berhad ("Dutch Lady Malaysia") is the leading dairy company in Malaysia. It was the first milk company to be listed on Bursa Malaysia, the local Stock Exchange in 1968. Today, Dutch Lady Malaysia manufactures and sells a wide range of quality dairy products for the home and export market with all products enjoying a strong following in brands like Dutch Lady and Friso.
Its holding company is Royal FrieslandCampina NV, a Dutch multinational corporation and one of the largest dairy cooperative companies in the world with an annual turnover of more than nine billion Euros. Employing 22,000 staff worldwide in about 100 different locations, the Royal FrieslandCampina has more than 130 years of dairy heritage, and is proud to have 30 established brands in its stable
About the OCM
The Olympic Council of Malaysia (OCM) was established and registered in 1953, as a non-governmental and non-profit multi-sport national organisation under the Societies Act 1966 (Revised 1987). With the establishment the Sports Development Act 1997, the Council is now registered with the Sports Commissioner’s office of the Ministry of Youth and Sports Malaysia.
The main objectives of the OCM are to develop and protect the Olympic Movement and to promote the fundamental principles of Olympism through sport activity and education. Besides that, the Council also acts as the coordinating body for all sporting organisation in Malaysia to promote the development of high performance sport and sport for all. The Council has the exclusive authority for representation of Malaysia at multi-sports Games under the jurisdiction of the IOC, CGF, OCA, SEAGF and other regional and international multi-sports bodies.
About Total Sports Asia
Total Sports Asia (TSA) is a leading independent sports marketing agency and content distributor with a dedicated team of over 70 sports marketing experts and four offices in Kuala Lumpur, Beijing, Mumbai and Delhi. Media rights distribution, TV production, sponsorship/licensing, events management and consulting are its core business activities. Representation includes major international rights including US Open Tennis, BWF Super Series (Badminton), PSA Pro Tour (Squash), ITTF (Table Tennis), French Football League, The FA and the current EURO/WORLD CUP Winner, Spain. Visit www.totalsportsasia.com for more information.