Crocodile dresses up EZY Racing to drive forward

EZY Racing which has become a dominant force in Sri Lankan motor racing, yesterday announced an exciting new alliance, spread over a 5 year period to the value of Rs 40 million, with international clothing giant Crocodile.

EZY Holdings MD/CEO Shafraz Hamzadeen (third from left) and Crocodile Singapore Assistant General Manager Lim Keng Boon shake hands in the background as Crocodile Lanka General Manager Murad Rahimdeen (third from right) and representatives from Crocodile Lanka look on. Also in the picture are EZY Racing Team Muditha Maddamarachchi, Sajad Shuaib, Ryan Todd, Shafraz Junaid and Rizvi Farouk posing on the car – Pic by Daminda Harsha Perera

 “Precision as well as style, coupled with the casual aura of both our brands, complement each other, thus making us ideal partners, both off as well as on the Track. The affiliation is further enhanced due to the common values, perceptions and principles that both these significant brands stand for,” EZY Holdings Managing Director and CEO and Team Principal EZY Racing Shafraz Hamzadeen and Crocodile Lanka Ltd, General Manager Murad Rahimdeen said  at a joint press briefing yestedray.

The affiliation which aims at bringing the much needed ‘glamour’ element into the local motor racing arena, thereby increasing its appeal, will focus on introducing co-branded racing merchandise and memorabilia which would enable local racing fans get closer and more interactive with the sport.  It is the belief of these organizations that glamour and fashion tied to the sport will increase the following of the sport which in turn would bring sustainable development to the racing fraternity as a whole. With specialized co branded merchandise, Crocodile intends on dressing the team up with specific clothing for 5-6 main races during 2012 alone. The special driver wear would also be made available as limited edition merchandise by Crocodile through their partner outlets across the country. In addition, Crocodile will also introduce several EZY Racing associated, co branded clothing to enhance the relationship and penetrate the brands further downstream.

EZY Racing, which is the racing brand of the EZY Motor Racing Corporation, a subsidiary of computer giant EZY Holdings, have designed a successful business model in managing a professional motor racing team through partnerships with the EZY Racing brand. The EZY Motor Racing Corporation has succeeded in raising partnership/sponsorship packages to the value of Rs. 30 million during the course of this year alone. “As part of our corporate vision, we aspire to raise Rs100 million for racing by 2015”, said Hamzadeen, who intends taking Sri Lankan racing to the international tracks!

“When we launched EZY Racing two years back, many people didn’t believe in our vision. Over the last two years we have proved to many that motor racing can be driven as a successful business venture. This partnership with Crocodile serves to only strengthen that belief” said Hamzadeen.

According to Rahimdeen, Crocodile’s affiliation with sport is nothing new to the Crocodile Brand. “Crocodile International Pte Ltd was the official apparel partner for the Youth Olympics held in Singapore in 2010 at which over 5,000 athletes and officials from the 205 National Olympic Committees (NOCs) participated, along with an estimated 800 media representatives. We have made strategic corporate plans to partner sports in the long term.  As sponsors it is important that we look at the sustainable development of the sport and the only way this could be done is to increase its following, making the sport more attractive and closer to its fans”.

Crocodile, the internationally acclaimed fashion brand was founded in Singapore by Dato’ Dr Tan Hian-Tsin in 1947. Today Crocodile is recognized as a leading lifestyle fashion provider across the globe with its dominance spreading across Japan to the Middle East, from Mongolia to the Fiji islands and all major cities in between. It’s affiliation with EZY Racing, could be viewed as the beginning of a new era of Corporate sponsorship for Sri Lankan Motor Racing.

Crocodile in its portfolio, caters to a cross segment, offering a variety of lifestyle products that include business as well as casual wear, with accessories for the entire family.  Crocodile Lanka (Pvt) Ltd is the sole licensee for Crocodile Brand Apparels and Accessories in Sri Lanka since 2008, and is a fully owned subsidiary of Emerald International (Pvt) Ltd, Sri Lanka’s premier shirt maker.

Rahimdeen said that the total range of Crocodile Products will be made available through this partnership where the EZY Racers will be seen on different occasions wearing appropriate Crocodile clothing, which will be made available across the country.

Today Crocodile is very much a fashion statement and is available through its flag ship store in Bagatale Road, while leading fashion outlets around the country, who are mindful of providing their clients access to high end internationally acclaimed products, stock the Crocodile brand as well.

Hamzadeen sees motor racing as a sport which will one day make Sri Lanka proud and has invested extensively in order that they may attract quality drivers and provide them in turn with the best of resources, thus making racing a viable sport.   

“We are confident that this latest partnership will serve to further enhance our image as well as that of Racing in particular, whilst giving the EZY racing team added impetus on the race arena. We are also confident that this partnership and its glamour will without doubt make other brands change their perception about partnering with motor racing,” Hamzadeen added.

Crocodile together with EZY Racing plan on rolling out an activity filled calendar which would focus on increasing the followership for the partnership through their countrywide dealer network.

“Our commitment to sport and thereby society is a common principle and attitude that the Crocodile brand observes locally as well as internationally,” said Rahimdeen.  

EZY Racing which entered the sport in 2009, announced their vision for 2015; namely that of being the first Sri Lankan motor racing team to compete in the international circuits; and this affiliation is a definite step towards fulfilling their vision.