DIALOG PARTNERSHIP A GAME CHANGER
TO TAKE RUGBY TO THE NEXT LEVEL - SLR
Sri Lanka Rugby (SLR) President Rizly Illyas has hailed the contribution of Dialog as the sport’s lead sponsor, and hopes a further partnership will help SLR pivot to the next level. Illyas said that he believes that lead sponsor Dialog is now a household name in rugby, and he believes this year too, Dialog will step up to support SLR’S proposed “Change” to pivot to the next level.
Dialog Axiata have consistently supported SLR men’s rugby since 2012 and this year have included Schools rugby to their portfolio. Illyas firmly believes Dialog’s association with SLR too has played a role to position Dialog in pole position in the telcom industry.
Illyas said, “SLR will be presenting a budget to Dialog based on a new and exciting programme for local tournaments, rugby development and development of provincial unions. The new Committee’s focus will be in the middle layer junior academy U21, U24, B Division, and multiple 7’s tournaments. In order to successfully execute the proposed change SLR needs a power house to support its initiative, and we look up to Dialog to step up and provide the additional support required to take rugby to the next level both locally and internationally.”
SLR’S high level management together with the SLR EXCO is drawing up a detailed plan to address the issues that need much attention, especially in relation to the value to the sponsor - how to attract a large crowd or fan base for the matches, provision of brand exposure, monetising the rugby brand, merchandise and activity or tournament calendar and schedule among other drives.
“Like in all businesses, partnerships, relationships and marriages there is nothing called a perfect deal but what is important now is the engagement and trust to be built between SLR & Dialog to identify key ingredients for a winning combination,” he said.
Illyas stated that SLR is committed to address the puzzle of ROI to the sponsor in the COVID-19 backdrop, which storm has brought the sport to its knees.
The proposed change will incorporate strategies that will address and incorporate value propositions for all stakeholders, being Sri Lanka Rugby, Rugby playing Clubs, Rugby Playing Schools and most importantly the Rugby Fan, who have stood firm and consistently supported Sri Lanka Rugby. He says, the Rugby fraternity is currently starving for the game and SLR’S robust committee looks up to Dialog to provide the required support to take the game to the fans.