Newly-elected Sri Lanka Rugby (SLR) President Rizly Illyas believes their main sponsor Dialog Axiata will be the stronghold to take the game forward.
Speaking to Ceylon Today on the partnership with Dialog as main Sponsor, Illyas says that Dialog is now a household name in rugby, and he believes this year too, they will step up to support SLR’s proposed ‘change’ to pivot to the next level.
Dialog Axiata have consistently supported SLR men’s rugby since 2012, and this year has included schools rugby to their portfolio by signing a record Rs 65 million deal.
Illyas says he firmly believes Dialog’s association with SLR too has played a role to position Dialog in pole position in the telco industry. He now looks up to them to support SLR on its journey to be amongst the top three in Asia.
SLR will be presenting a budget to Dialog based on a new and exciting programme for local tournaments, rugby development and development of provincial unions. The new Committee’s focus will be in the middle layer - junior academy U-21, U-24, ‘B’ Division and multiple 7’s tournaments. In order to successfully execute the proposed changes SLR needs a powerhouse to support its initiative, and looks to Dialog to step up and provide the additional support required to take rugby to the next level, both locally and internationally.
The new SLR management is drawing up a detailed plan to address the issues that need much attention, especially in relation to value to the sponsor - how to attract a large crowd or fan base for the matches, provision of brand exposure, selling the rugby brand, merchandise etc. and activity or tournament calendar/schedule etc.
Illyas further said he has a focused and committed committee and they will convincingly put forward their proposals at the budget presentation. “Like in all businesses, partnerships, relationships and marriages, there is nothing called a perfect deal, but what is important now is the engagement and trust to be built between SLR and Dialog to identify key ingredients for a winning combination,” he said.
The President also states SLR is committed to address the puzzle of return of investment to the sponsor in the COVID-19 backdrop, which has brought the sport we all love to its knees.
The proposed change will incorporate strategies that will address and incorporate value propositions for all stakeholders - clubs, schools and most importantly the fans, which have stood firm and consistently supported rugby.
He said the rugby fraternity is currently starving for the game! SLR’s robust committee looks up to Dialog to provide the required support to take the game to the fans.
CEYLON TODAY | Published: 2:00 AM Sep 14 2020
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