EZY Racing in partnership with Crocodile

EZY Racing entered into a partnership with Singapore based international clothing brand Crocodile Lanka for four years to support motor racing. The value of the partnership is Rs. 40 million and Crocodile intends to provide clothes with specialised clothing for five to six main races in Sri Lanka during 2012.

CEO EZY Holdings, and team principal EZY Racing, Shafraz Hamzadeen said that EZY has transformed motor racing in Sri Lanka from a hobby and passion to brand identity.

At the beginning we sponsored motor racing, branding two vehicles. Then we formed the EZY racing team and in 2010 we launched EZY Motor Racing Corporation, a separate business entity as a subsidiary of EZY Holdings. We have found the correct path to bring motor racing in Sri Lanka to the next level. The sustainability of the partnership depends on income or returns we generate ,Hamzadeen said.

The affiliation which aims at bringing the 'glamour' element into motor racing thus increasing its appeal, will focus on introducing co-branded racing merchandise and memorabilia which will enable local racing fans to get closer and more interactive with the sport.

It is the belief of these organisations that glamour and fashion tied to the sport will increase the following of the sport which in turn would bring sustainable development to motor racing. Crocodile will also introduce several EZY Racing associated, co branded clothing to enhance the relationship.

The EZY Motor Racing Corporation has succeeded in raising partnership/sponsorship packages to the value of Rs. 30 m this year alone. "As part of our corporate vision, we aspire to raise Rs. 100 m for racing by 2015. We intend taking Sri Lankan racing to international tracks, he said.

"Precision as well as style, coupled with the casual aura of both our brands, complement each other, thus making us ideal partners, both off as well as on the Track. The affiliation is further enhanced due to the common values, perceptions and principles that both these significant brands stand for", said General Manager, Crocodile Lanka (pvt) Ltd, Murad Rahimdeen.

According to Rahimdeen, Crocodile's affiliation with the sport is nothing new to the Crocodile Brand. "Crocodile International (Pte) Ltd was the official apparel partner for the Youth Olympics held in Singapore in 2010 where over 5,000 athletes and officials from the 205 National Olympic Committees participated, along with an estimated 800 media representatives.

We have made strategic corporate plans to partner sports in the long-term. As sponsors it is important that we look at the sustainable development of the sport and the only way this could be done is to increase its following, making the sport more attractive and closer to its fans".