The GAC name and logo is now a familiar sight at English Premiership matches following its pitch-side and dugout advertising support of EPL teams Middlesborough, Manchester City and Portsmouth as well as English Championship team Crystal Palace. GAC is involved with these clubs for the 2005-2006 season.
“Within the Middle East, the popularity of the sport cannot be underestimated and English Premiership matches enjoy a high viewer ship amongst western expatriate and Arab audiences in the region,” says Bill Hill, GAC Group Vice President, Logistics. “With over half a million people across the Middle East, Europe, Africa, the Americas, and Asia Pacific tuning in each week to catch live broadcasts of English Premiership games, GAC Logistics’ involvement in their sponsorships offers the ideal opportunity to reach out to millions of viewers in our target markets, “
Sports sponsorship takes GAC right into the living rooms where viewers are in a relaxed mood, explains Mr. Hill. “It’s all about building brand recognition and capturing the attention of our target audience while they are relaxing and watching their favourite sport,” he added.
GAC Logistics pitch-side A-boards are now on the grounds of Middlesborough, Manchester City and Portsmouth. The GAC logo is on the Crystal Palace team jerseys and shorts, and at the entrance to the team’s dugout.
“The pitch-side initiative is not only widening our global visibility and relevance to our customers, partners, suppliers and employees, but it also gives us the opportunity to leverage the ability of football to build a powerful emotional connection with its ardent following, ” Bill said.
GAC Logistics is an active supporter of not only the English Premiership, but also many other global sports events and competitions.
Another sport that is gaining strong global television viewer ship, and GAC support, is golf. Here, GAC has signed on golfing rising star, South African professional Richard Sterne as its brand ambassador.
Richard, 27 showed his winning potential when he claimed his maiden title by winning the Open de Madrid. Richard continues to compete in the European, African and Asian circuits.
One more high profile player who created waves in Dubai last year courtesy GAC Logistics in was rugby player Jason Leonard (ex Harlequins, England and British Lions) at the annual Rugby 7s.
GAC Logistics sports involvement has also extended in the field of motor sports like the 2005 World Superbike and the Malboro MotoGP in October last year. Both events were held in Qatar, where GAC assisted in the logistics sponsorship.
Entrusted with the entire logistics for these events meant meticulous planning and careful co-ordination to ensure everything arrives on time and in perfect condition.
Bill Hill said that GAC Logistics is eyeing more clubs in the English Premier League and exploring other forms of creative sponsorship or advertising in the sporting arena.
