Financial group's backing raises profile of local soccer team
Convoy Financial Group's sponsorship of local First Division soccer team Sun Hei has allowed the team to go from strength to strength. Convoy Sun Hei's profile has been elevated substantially - they played David Beckham's LA Galaxy in Shanghai in March this year - and the team have contributed to charities and various community support organisations.
The success story of Convoy Sun Hei was a key reason why Pinky Chiang, who was put in charge of launching a marketing programme for the team when she joined Convoy early last year, was named one of the winners of the Outstanding Marketing Professional award. By associating itself with sports, Convoy aimed to project a positive corporate image, said Ms Chiang, the financial group's corporate communications manager. Other winners of this award were Avis Lau, Shell Hong Kong's fuels brand manager, Andrew Yeung, promotions and advertising manager - Dalian Times Square at Wharf Estates China, and Florence Yiu, projection systems division manager at 3M Hong Kong.
Convoy is responsible for organising Sun Hei's marketing and public relations and their participation in charity events. 'We have helped set up a fan club for the team and launched their mascot,' she said.
The company also initiated programmes to help the soccer team attract more sponsors.
Convoy Sun Hei have also participated in matches at schools to raise awareness of the sport among students. As part of the team's charity initiatives, Convoy will organise an online poll for soccer fans to vote for their favourite figurines of soccer stars. Six figurines with the highest number of votes will go into mass production and will be sold. Proceeds from the sale will go to various charities, Ms Chiang said.
'I did not pay much attention to the local soccer scene before I took on the responsibility to market Convoy Sun Hei. Although it took time to cultivate friendships with the players, I am glad that we have become friends. It is very important to communicate with them as much as possible so that they realise we are committed to supporting them.'