Lenovo turns to sports for promotions

Lenovo turns to sports for promotions

Author | Source: The Economic Times | Tuesday, Mar 06,2007 8:28 AM

Lenovo turns to sports for promotions

Having created a high level of brand awareness using the medium of game shows, celebrities and movies, Lenovo in India is looking at keeping this momentum through the world of sports.

The No 3 PC-maker globally is one of the key sponsors of the 2008 Beijing Olympic games and the Formula 1 championships. This would not mean mere display of the logos of Lenovo at these events but also showcasing its technology in these very demanding sporting events.

Lenovo, worldwide chief marketing officer Deepak Advani claimed that its brand awareness in India has risen from 1-74% in the last 12 months with the consideration level standing at 40%. Lenovo has become one of the key sponsor for the Williams F1 team and it would be also looking at leveraging Narain Karthikeyan in promoting its brand.

Karthikeyan, though not part of the William drivers team, is a test driver. Lenovo is also one of the principal sponsor for the 2008 Beijing Olympics and it is looking at leveraging it by promoting some of the Indian athletes around these games.

Advani said, “We are promoting Lenovo as a premium high quality brand that resonates with the larger section of the people.” However, cricket is unlikely to figure in its branding plans as the Lenovo official said it has look into return on investment before putting the huge monies into the game.

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