Chi Limited, Nigeria’s biggest beverage and snacks manufacturer has reiterated its resolve to continually support local sporting activities across the country.
As part of its commitment to identifying with local football clubs and the opportunity it brings, Chi Limited recently supported the ‘Lagos Marines’ football team at the University of Lagos (UNILAG). This support is in line with the company’s policy of fostering a healthy lifestyle and youth development through the promotion of local football clubs and sporting engagements.
Expressing delight at the initiative, the management of Lagos Marine commended Chi Limited for identifying with the club. For them, this partnership is a step in the right direction as it further portrays Chi Limited as a socially responsive company.
“Chi Limited has demonstrated their support for local sports activities and we appeal for other companies to replicate this,” the management of Lagos Marines added in a statement
According to Chi Limited’s Head of Marketing, Mr. Probal Bhattacharya, “the youths of Nigeria represent a large percentage of our consumers and their passion for sports makes our support for ‘Lagos Marines’ more meaningful.
“The brands at Chi Limited reflect vitality, activity and health – the same values that you find in sports. The support to ‘Lagos Marines’ comes at a time where many marketing budgets are under pressure due to the current macroeconomic challenges. However, we will stay committed in supporting sports in Nigeria,” Bhattacharya stressed.
Chi Limited’s Managing Director, Deepanjan Roy, stated: “Of course, marketing at Chi Limited also has to be cost conscious and efficient. At the same time, we are convinced that companies like Chi Limited have a social responsibility to continue supporting the communities where we are active.
During difficult times this is even more important than during easy times. It is our belief that supporting local sports is a worthwhile investment as we continue to seek more ways to adding value by fostering youth development through various initiatives.”
Chi Ltd. producer of leading household brands such as Chivita 100%, Chivita Active, Chi Happy Hour, Chi Exotic, Chi Ice Tea, Capri Sonne, Hollandia Yoghurt, Hollandia Evaporated Milk, Hollandia Soya Milk, Beefie, SuperBite and others has a history of supporting local events in sports and culture, such as the Lagos State Principal’s Cup which is renowned to be one of the biggest grassroots football competitions in Nigeria, comprising inter-secondary school soccer amongst schools in Lagos as well as the regular Lagos Goat Club at Freedom Park.