MAM
FedEx extends PGA Tour sponsorship by five years
MUMBAI: The PGA Tour and FedEx Corp. announced a five-year extension of the shipping giant‘s umbrella sponsorship of the FedExCup, effective 2013 through 2017.
The FedExCup, which fundamentally changed the PGA Tour structure by introducing a season-long competitive and promotional platform in 2007, will continue to offer $35 million in total bonus money to players based on their finish in the points standings, including $10 million to the winner.
Beginning in 2013, the four-tournament PGA Tour Playoffs for the FedExCup will be officially called the FedExCup Playoffs.
“Since its inception in 2007, the FedExCup has transformed the competitive landscape on the PGA Tour and significantly benefitted all of our stakeholders,” said PGA Tour Commissioner Tim Finchem. It makes every FedExCup event more meaningful, adding substantial value to our tournaments, title sponsors and television partners. Most importantly, the FedExCup offers our fans more ways to engage in our sport and get excited about our players week in and week out.”
FedEx has built advertising and promotional campaigns around its sponsorship of the FedExCup as well as creative activation surrounding the Playoffs. As part of the extension, FedEx will continue to advertise in PGA Tour telecasts and other media outlets and become further integrated into the PGA Tour‘s digital and global endeavors. FedEx also plans to continue its business-building initiatives at tournaments in key markets.
In addition to the FedExCup, longstanding involvement with FedEx and the PGA Tour dates back to 1986 when it became title sponsor of the FedEx St. Jude Classic. FedEx announced last May an extension of its tournament sponsorship through 2014.
FedEx expanded its involvement with the PGA Tour in 2002 by becoming an Official Marketing Partner and then added the FedExCup in 2007 with the original six-year agreement.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
