Cementing brand positioning through sponsorship
Kansai Plascon was a new sponsoring brand at this year’s Absa Cape Epic
Kansai Plascon was a new sponsoring brand at this year’s Absa Cape Epic, the world’s most televised mountain bike stage race. The brand sponsored a new pairing, consisting of top SA mountain biker Max Knox and Colombian Hector Leonardo Paez Leon, regarded as one of the world’s leading mountain bikers. The sponsorship came in the wake of a new brand positioning for Kansai Plascon called “Designed for Life”, says Zurita Moore, corporate and digital communication specialist at the company. “We felt our new brand positioning and ideology was a great fit with the Absa Cape Epic,” she says. “The aim of our brand is simple: to make people’s lives better; to be there every step of the way of their life journey. Our science and success are both founded on emotion and enhancement. The ethos of the Absa Cape Epic takes this idea a step further, because it’s about living life at 100%; it’s about being challenged and tested to breaking point, and drawing on sheer passion and determination to p...
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