16
media & marketing
t h e r i g h t p i t c h
by Chew Bee Peng
IT IS timely that our Sports Ministry
is beginning to recognise the achieve-
ments of sportsmen by naming sports
facilities in Malaysia after them.
Youth and Sports Minister Datuk
Ahmad Shabery Cheek recently
named the main court at the National
Squash Centre in Bukit Jalil after our
own squash queen and the current
world number one player, Datuk
Nicol Ann David.
Nicol, Malaysia’s sweetheart, has
brought much fame to our country
through her successes at interna-
tional competitions.
Having been introduced to the
game of squash at the age of five, she
is the only Asian to be ranked world
number one and has won the Wom-
en’s World Open title four times.
We know of her commitment
and passion towards the game and
her gruelling and strenuous training
programmes that have made a world
champion out of her.
“The naming of sports facilities
after our sports champions when
they are still active will provide great
moral support to them,” Shabery was
quoted as saying.
“It will spur them on to further
excel and strive to be world champi-
ons,” he said.
“Our sportsmen must also realise
that they are Malaysia’s brand am-
bassadors and when they compete at
international tournaments they must
perform their best and win.”
“They must be focussed and have
strong values that will help them to
achieve their goals,” he added.
Our sportsmen are not only Ma-
laysia’s brand ambassadors but they
are their brands in their own right.
Brands are not only confined to
Sportsmen and their role
as brand ambassadors
products and services but include
individuals. When you are a brand,
you are committed to giving the best
and to deliver on your brand promise
as you have a reputation to protect.
You cannot afford to fail which
means, losing out to your opponent.
Even after winning, you need to con-
tinue to improve on your strengths
and skills to remain competitive to
retain your title and ranking.
The backbone of a successful
brand is the strong values that guide
its growth and this is clearly exem-
plified by Nicol.
Nicol is a brand in her own right.
Her determination and strength to
stay focus are positive attributes that
have helped her reach her pinnacle
of success.
Having reached the top, she is
still her humble self and respectful
of those who have given her all the
support.
Articulate and poised, she is one
wholesome lass that has endeared
herself to all Malaysians and her fans
worldwide.
She is a good brand ambassador
not only for Malaysia but for all the
other products that she endorses.
She sets a good example to all Ma-
laysian sportsmen to further push the
envelope and persevere to become
theSun
Our sportsmen should under-
stand how she sustains herself to
keep on winning in international
tournaments.
As it is, our sportsmen have this
trend of winning a major title and
then lose at the next tournament.
Retaining the title is another big
question mark. This gives the per-
ception that they are not consistent
and physically and mentally unfit to
take on the next challenge.
As in business, the world of
sports is becoming more competi-
tive. Athletes all over the world are
pumping up their adrenaline to aim
for pole position.
They are aided by the latest
training techniques and diet man-
agement that will give them the
tipping point to become world
champions.
At the same time, they
are lured by the prospect of
monetary rewards should
Squash icon they become the best in their
Nicol -– a respective fields.
brand in her Product endorsements and
own right. brand ambassadors role, the pos-
sibilities are endless if they are
world champions. champions and are popular.
We can do with more Nicols to Tiger Woods, Roger Federer,
bring Malaysian sports to a higher David Beckham are all brand am-
level. bassadors for various products and
| WEDNESDAY OCTOBER 28 2009
the brand extension even spills over
to Victoria Beckham who has been
able to capitalise on her husband’s
popularity.
Sponsors love them as they
help to promote their products and
tournament organisers gain if they
participate in major tournaments.
Ticket sales go up as they are able
to draw the crowd. Their fans are
willing to pay, sometimes megabucks
to see their idols in action. Corpora-
tions are willing to sponsor and be
associated with a prestigious event
that features these sporting giants.
Winning in sports is not just for
personal glory but for the nation too.
It helps to elevate the level of the
game and build a culture of sporting
excellence in the country.
When our sportsmen keep on
winning, they create strong interest
and publicity that will inspire the
young to want to emulate them.
This will help to further build
Malaysian sports. At the same time,
Brand Malaysia’s image as a power
house in sports is enhanced on the
international front.
Many countries have included
sports as a component in their coun-
try branding agenda. For Malaysian
sports to play an effective role in
country branding, our sportsmen
must be world class and true cham-
pions who keep on winning.
Everyone loves and remembers a
winner. Our country’s brand ambas-
sadors must deliver and stamp their
mark on the world map of sports.
Chew Bee Peng is general manager
of The BrandLaureate which is pas-
sionate about branding and feels that
brand matters to everyone. She can be
contacted at bpchew@thebrandlaure-
ate.com