FYI

Dentsu gets into motorcycle racing by signing Malaysia’s Hafizh Syahrin

South East Asia’s first Motorcycle Grand Prix rider Hafizh Syahrin has been signed by Dentsu Sports Asia.

The agency will manager Syahrin in relation to all his non-motorsports-related commercial contracts globally – including endorsements, promotional contracts, non-MotoGP media activities and event appearances.

The announcement:

Dentsu Sports Asia today announced its official appointment as exclusive commercial partner for Hafizh Syahrin, Malaysia’s top motorcycle racer and the first rider in Southeast Asia to compete in the Motorcycle Grand Prix (MotoGP), the premier motorcycle world championship.

Twenty four-year-old Hafizh, who rides for the Monster Yamaha Tech3 squad, made his debut in the premier class this season. After strong top-10 finishes at the Argentina MotoGP and Japanese MotoGP, he is currently in a tight battle for the esteemed ‘Rookie of the Year’ title. Standing in his way is fellow rookie rival, Italian rider Franco Morbidelli, but with two more races to go, including the Malaysian MotoGP this Sunday (4th November) at Sepang International Circuit, where Hafizh enjoys home ground advantage, Hafizh might just have the edge over his peer in the race to be crowned ‘Rookie of the Year’.

Ahead of the Malaysian MotoGP race this weekend, Hafizh took the opportunity of being back in his home country to share his thoughts on the importance of having the right marketing partner to help manage the commercial aspects of his growing career in motorsports.

“Dentsu Sports is one of the biggest sports agencies in the world, and in South East Asia, Dentsu Sports Asia are led by individuals who are passionate about sports in general, including motorsports, particularly, the two-wheel variety. Working together with former national athletes who are now with DSA, such as Olympians and former national swimmers Jeffrey Ong and Khoo Cai Lin, gives me great confidence in their abilities to manage my commercial interests and I believe they will do an excellent job,” Hafizh said.

As the exclusive commercial partner, effective 1 November 2018, DSA will be managing Hafizh on all his non-motorsports-related commercial contracts globally, including endorsements, promotional contracts, non-MotoGP media activities and event appearances for Hafizh.

Commenting on the appointment, Jeffrey Ong, Vice President of DSA, who also heads the agency’s sports marketing business in Malaysia said, “We are delighted to have signed Hafizh. He has already had an impressive debut season so far, and if he were to win the ‘Rookie of the Year’ title this season, it would be the icing on the cake. In any case, he is certainly an exciting young talent with the potential to become one of the best MotoGP riders in the world. We see plenty of opportunities for DSA to help develop Hafizh’s career by managing his commercial partnerships and sponsorships, which will free up his time and enable him to focus on his training and racing. By leveraging DSA’s sports business expertise and experience, we hope to be able to assist Hafizh in achieving even greater heights in motor racing.”

Ong explained, “The growth potential for motorsports in this region is huge. The Sepang International Circuit is being developed as a Southeast Asian motorsports hub, and there are opportunities to improve the careers not only of the racers but also other related jobs such as engineers, technicians, mechanics, as well as other support and service staff.”

“With the support of corporations and sponsors, the motorsports industry in this country and across ASEAN & the Asia-Pacific region will grow from strength to strength,” he added.

Other athletes managed exclusively by DSA are gymnast Farah Ann, swimmer Welson Sim, taekwondo athlete Sara Yap, triple jumper Hakimi Ismail and Para-athlete Ridzuan Puzi.

“Sports marketing is one of the most powerful ways for brands to connect with dedicated fans and the general public alike. When companies are associated with popular sporting events, sports teams, individual athletes, and even venues, they are able to increase their visibility and elevate their profile effectively. The passion and emotional connections that are associated with sports increase the levels of engagement, and DSA can advise brands on how best to maximise these in order to raise awareness and ultimately grow their business,” Ong concluded.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing