Chi Limited, Nigeria’s largest juice maker and company known for its Chivita juice brands among others have come out to reaffirm its support for local sports teams in Nigeria by putting its weight behind ‘Lagos Marines’ football team at the University of Lagos (UNILAG).
The company said that its support is in line with its policy of fostering a healthy lifestyle and youth development through promotion of local football clubs and sporting engagements.
Expressing their delight at the initiative, the management of Lagos Marines commended Chi Limited for identifying with the club. For them, this partnership is a step in the right direction as it further portrays Chi Ltd as a socially responsible 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 said in a statement.
Chi Limited’s Head of Marketing, Mr. Probal Bhattacharya, said: “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 for 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.”
Over the years, Chi Limited has reiterated its resolve to continually support local sporting activities across the country.
Chi Limited’s Managing Director, Deepanjan Roy, also added: “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’s products help to cater to the diverse needs and palates of every segment of this dynamic population, thus making Chi’s brands most admired and providing a range of choices to each socio-economic and demographic consumer segment.