Gestetner Diamond Eagles take flight

NRG Gestetner SA and Gestetner Bloemfontein have officially announced their three-year co-sponsorship of the newly named Diamond Eagles.

The conclusion of the multi-year deal was a result of the success of Gestetner`s sponsorship of the Eagles during last season`s Pro20 series.

Speaking at a gala dinner in Bloemfontein, Richard Pinker, managing director of NRG Gestetner SA, said: "The success of the initial Pro20 sponsorship was an unmitigated success and so once the season was over we immediately started exploring how Gestetner could play a more permanent role in supporting professional cricket in South Africa."

Pinker believes that the sponsorship achieves two aims - marketing and nation building. "Firstly, the positive brand association builds the Gestetner brand and strengthens relationships with clients. Secondly, Gestetner believes that sport encourages positive social interactions, which go a long way to addressing the social issues South Africa is currently facing. By supporting sustainable sport, we are supporting South Africa."

Cricket remains a key sport sponsorship option for corporate companies looking to increase brand name recall and awareness. According to BMI Sport research conducted in 2005, cricket remains as the second most popular sport among adult spectators with a total adult interest of over 8.5 million people. In addition, it receives the second highest amount of television coverage across all television channels.

"These hard facts, coupled with the respectability and dignity of the game, make cricket an ideal sports sponsorship game," says Johan van Heerden, CEO of the Freestate Cricket Board.