In an effort to fast track Carlsberg Beer as a household name, Southland International Inc. in its first major endorsement on local shores has partnered with the fastest growing sport in the Caribbean, motor racing.
The famous Carlsberg Beer is one of the most recognizable beer brands on the European market. Yesterday at the Guyana Motor Racing and Sports Club (GMR&SC), the brand had a reintroduction party of sorts for Guyana.
CEO of Southland International, importer and distributor of Carlsberg Beer, Irzad Zamal handed over a cheque of ‘substantial’ value to Treasurer of the GMR&RC, Hansraj Singh, forging a sponsorship partnership with the club that will host the third leg of the CMRC on November 16 at the South Dakota Circuit.
Following the handing over, Zamal stopped short of putting a price tag on the sponsorship, but stated that is was a “substantial investment that Southland has made for the event and the race meets next year.”
Zamal added that he is hoping to have a long term relationship with the sporting fraternity and disclosed that giveaways will be on offer on race day.
The company behind Carlberg, Southland International is one of the leading brand developers in non-alcoholic beverages, water and beer categories with recognized products including Moussy Malts, Royce Energy Drinks and Blue Water.
Southland’s CEO “is happy to be onboard” with the GMR&SC and will use his products to “foster a different culture.”
“We are happy to be onboard and to be a part of such a growing sport.
Motor racing has been known as a popular sport in Guyana and through our other brands Blue Water and Moussy, we are looking to foster a different culture that will encourage the youth and racing fanatics to come onboard and be part of an elite brand.”
Singh was also expectedly pleased about the partnership.
“We are very ecstatic to have Carlsberg onboard and these partnership are very good in moving the sport forward and making it the leading sport in Guyana. As you would know, motor racing is the fastest growing sport in the Caribbean.
Carlsberg is known worldwide and we are happy to be affiliated with the brand.”
Similar sentiments were echoed by Secretary of the club, Carey Griffith.
