SDLG hosted a selection of its VIP customers at last week’s Asian Football Confederation (AFC) Champions League quarter final between Al Hilal and Al Sadd.
In conjunction with FAMCO, SDLG’s authorised distributor for Saudi Arabia, the Chinese manufacturer invited 50 of its key clients to watch the match at the King Fahd International Stadium.
As a sponsor of the AFC, SDLG also took the opportunity to showcase its best-selling wheel loader – the LG958L – outside the ground.
“Soccer is the world’s most popular sport, and it puts great emphasis on passion, vitality, and teamwork – all values that the SDLG brand is keen to promote,” explained Yu Mengsheng, executive president of SDLG.
“We are keen to support football at every level – from local communities to pan-Asian tournaments. We are proud to be the first-ever construction equipment brand to sponsor the AFC, and we’re delighted to host our customers at the match,” he added.
The quarter final tie was a close fought game, which saw the hosts, Al Hilal, achieve a one-nil victory against Qatar’s Al Sadd.
Speaking on the strategic importance of the manufacturer’s association with the tournament, Jan-Erik Eriksson, SDLG’s business manager in the Middle East, said: “Sponsoring the AFC puts the SDLG brand in front of hundreds of thousands of soccer fans across the Middle East and other target markets.
“Soccer is a sport that the company has a long association with, and so many of its customers are fans too,” he concluded.
