Number one home appliance brand in the Asia-Pacific region Fisher & Paykel has signed a three-year sponsorship agreement with New Zealand’s A1 Grand Prix team. Fisher & Paykel is distributed in the UAE by the Better Life retail chain.
“The A1 Grand Prix has created an exciting new platform for national and international brands to promote themselves on a global scale,” said Malcolm Harris, International Sales Director, Fisher & Paykel.
“Our goal is to become a global household name. The A1 competition will help us increase brand recall in international markets. The sponsorship fits in very well with F & P’s emphasis on cutting-edge technology and style, both an integral part of the motorsport experience.”
The Fisher & Paykel brand is known for delivering pioneering technology and premium quality products in more than 40 countries worldwide. In the UAE, Fisher & Paykel products are distributed through Better Life’s chain of stores and are rapidly gaining popularity.
“An estimated 100,000 housing units are expected to come onto the UAE market in the next two years. We are happy to be a part of this prestigious association thanks to Better Life’s role as distributor of Fisher & Paykel products in the region,” said Ajai Dayal, General Manager, Retail and Marketing, Easa Saleh Al Gurg Group.
After the A1 race in Dubai which was won by France, teams will gear up for upcoming A1 Grand Prix races in Indonesia, South Africa, Brazil, Mexico, USA, and finally China. Prior to Dubai, A1 teams competed in Great Britain, Germany, Portugal, Australia and Malaysia.
Other brands under Better Life’s wing are Electrolux, Binatone, Terim, Admiral, Wolf, Scandinova, Starmix, Vestfrost, and Spanish home appliance brand Ufesa. Better Life also sells a comprehensive range of Siemens, Zanussi and Alno built-in kitchens and appliances.
About A1 Grand Prix
A1 Grand Prix is the first opportunity in any area of motorsport for nations to compete on a level playing field. Team and driver combine to create their advantage and the winning nation raises its flag in celebration.
Pitting driver against driver and country against country for the first time in history, A1 Grand Prix will bring together 25 nations representing 80 per cent of the world's population to actively compete on a level playing field.
A1 Grand Prix has created a new medium for national and international brands and organisations to promote themselves on a global scale. Through the World Cup of Motorsport, they can join forces with their national teams to be part of this unique sporting event.
The World Cup of Motorsport promotes countries and utilises the national patriotism instilled in people not only attracting traditional motorsport and sporting fans but exciting anyone who is passionate about their country.
About Better Life
Better Life is the only specialist home appliances chain in the UAE and is part of the Easa Saleh Al Gurg Group (ESAG). A large portfolio of world-class, western brands includes Siemens, Admiral, Terim, Scandinova, Wolf, Starmix, Ufesa, Binatone, Alno, Fisher & Paykel, Zanussi and Electrolux. Better Life showrooms in Dubai are located next to Strand Cinema in Karama, at Homes-‘R’-Us in Mazaya Centre, Bur Dubai (near the Abra Station), on the Dubai-Sharjah highway, Mall of the Emirates, Dubai and in Abu Dhabi, Sharjah, Ras Al Khaimah, and Fujairah.
The Easa Saleh Al Gurg (ESAG) Group was founded by its Chairman and the UAE’s ambassador to the UK, H.E Easa Saleh Al Gurg CBE, in 1960. Today the group is associated with over 20 brands such as British American Tobacco, Unilever, Dunlop, United Colors of Benetton, and Burmah Castrol.
