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Marketers claim that one of the best ways to build a brand is by sponsoring a sporting event. Sporting events seem to have a strong impact on people and can be an avenue for brands to work their way into the public mind. Being a young and energetic company, QI has focused mainly on sponsoring events that involve rising athletes and sports because we feel the need to be involved in the process of nurturing and developing them.
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Picture taken at Abu Dhabi Grand Prix 2010
Motorsports
In 2010, our involvement in motorsports soared to a whole new level, when we tied up with one of the most iconic brands in the world to announce our largest sponsorship venture ever made in the history of the Group. We announced our exciting partnership with the Virgin Racing Formula One team at the final race of the 2010 F1 Season in Abu Dhabi, and this partnership will see the Group’s international direct selling subsidiary, QNet, becoming the Official Direct Selling Partner for Virgin Racing for three years.
Our involvement in motorsports dates back to our sponsorship of the Formula BMW, Formula V6 and the GP2 Asia series from 2004 to 2010. We are very proud to now be associated with a team like Virgin Racing that combines the dynamic spirit and values of Richard Branson’s Virgin Group - one of the most recognised, respected and exciting brands in the world - with a racing team concept set to exploit and capitalise on F1’s new economic dawn, while working towards redefining the sport like never before.
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QI-MHF
The Malaysian Hockey League clinched a silver medal in men’s hockey in the 2010 Asian Games, and is now striving to improve its performance and increase its world ranking in the International Hockey Federation. As part of our commitment to help raise the standard of hockey in Malaysia, we signed on as the Official Direct Selling Partners of the Malaysian Hockey Federation (MHF). We are hoping that this exciting partnership from 2010 to 2013 will serve as a platform to not only expand the potential of current Malaysian players and set new benchmarks for upcoming ones, but also build new world champions along the way.
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QI-IBF
The International Badminton Federation’s World Championship represents the highest level of competitive expression of this passionate Olympic sport. The 2003 IBF world championship event held in Birmingham, UK, and viewed by millions across the globe, was made possible by QI, where we were the title sponsor. With a history of sporting events across the globe, we can easily identify with Badminton as a sport, because it reflects our own growth characteristics that are a combination of agility, precision, quick reflexes and discipline. QI also sponsored the world championship in Madrid, Spain, in 2006.
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Samba in Switzerland
In preparation for the FIFA World Cup in Germany, QI took on the lead sponsorship of a football training camp held in Switzerland in 2006, giving the Brazilian world football championship team, holders of the 2002 title, a chance to demonstrate their incomparable football skills in two warm-up games. It was an honour to have been able to support the world’s best team, while gaining ourselves international exposure, especially in Brazil, which is an emerging market for our direct sales business.
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