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| Sunday, 21 November 2004 |
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Cycling classic brings about the best sporting spirit by Dhammika Dharmawardhane After a lapse of eight years the prestigious 'Tour de Lanka' cycling classic will be seen again in Sri Lanka. Every cyclist in Sri Lanka dream of competing and winning this event. This year the race will be held next month. Indeed a challenge for any cycling aficionado, and indeed a treat for all cycling and sports enthusiasts in Sri Lanka. Beyond a mere cycling event, the Tour de Lanka will serve to foster spirit, participation, passion and teamwork amongst all communities in Sri Lanka. The Associated Newspapers of Ceylon (ANCL), the Interim Committee for cycling in Sri Lanka and the Sri Lanka Police show their caring and commitment for the community by coming forward as the main organises for this prestigious event. The distance of over 900 kilometers and the massiveness of the event also bring about the immense opportunity for all marketers and their communication agencies to reach out to the true sons of the soil of Sri Lanka. This event will no doubt revive our spirit of being Sri Lankans. Therefore, marketers from both the public and the private sector now have the opportunity to lend their support and participate in this prestigious event. It will be an event for any brand or corporate to stand and be recognised as responsible entities supporting the development of grass roots sport in Sri Lanka. The sponsorship opportunities are endless. From sponsorship of the live coverage on TV and Radio, live updates, partnership with the print advertising announcing the event and call for participation, sponsorship of the winners sporting kit at each stage of the event, partnership with cultural shows that could be held at the end of each day, sponsorship of meaningful awards such as scholarships, sports equipment, sponsorship of the pace vehicles, a grand musical/cultural show on the final day in Matara, the partnership to hold an event such as a 'Sports Expo' at the Uyanwatte Stadium, Matara during this period etc. The opportunities are endless and the equity that can be crated for any brand or corporate is indeed invaluable. It is indeed the time for all of Sri Lankans to celebrate an event that will truly bring forward the unconquerable spirit of all Sri Lanka. And for the marketers to stand up and stand out as true citizens of Sri Lanka. |
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