Sri Lanka Rugby drops Caltex to win with Dialog

Marking an end to a 13-year old relationship with Caltex, the Sri Lanka Rugby yesterday scored a major new sponsorship deal with telecom giant Dialog Axiata  Plc.

The Sri Lanka Rugby Football Union (SLRFU) said yesterday it has inked an exclusive five year contract with Dialog to sponsor the Sri Lanka 15 a Side National Team, and the upcoming ‘A’ Division Club Rugby League and Clifford Cup Tournaments commencing 8 June.

The sponsorship deal will see Dialog Axiata become both an Official Partner and the Official Mobile Network of the 2012 national and club rugby seasons. The sponsorship agreement inked will give Dialog Axiata the exclusive rights to use their promotional material at match venues and on clothing of the teams, while the title of the club tournament will be named Dialog Rugby League ‘A’ Division and Dialog Clifford Cup Knockout Tournaments. 

“Rugby has history of over 100 years and after cricket is one of the most watched team’s sports in Sri Lanka,” SLRFU President Asanga Seneviratne said. “Our new partnership Dialog will help to develop the sport to the level, which is to emerge as a force to be reckoned with in the Asian region,” he added.

“Lot of thinking went into before we decided on Dialog. We wanted a partner who will not only support us financially but has the commitment and passion to take Sri Lanka Rugby to a new level as well as the country,” said Seneviratne adding that SLRFU has a long-term development program that encompasses provinces to better harness existing talent and draw new ones.

Dialog Axiata Group CEO Dr. Hans Wijayasuriys described the deal as a “flagship partnership” and part of a great journey for Sri Lanka Rugby.

“When we decide on sponsorship, we consider the future trajectory of the sport as well as the commitment and plans of the sporting body,” he said. “SLRFU is taking rugby to the regions and to the youth which compliments Dialog’s value proposition of empowering the masses. We are confident that through this partnership we can become world class,” he added.

Dialog is closely associated in developing School Cricket, Athletics, Football, Rugby, Volleyball, Rowing and Disabled Sports, and has sponsored national contingents to international events including the Olympics, Paralympics, Commonwealth, Asian, SAF and FESPIC Games.

 Dialog Group Chief Marketing Officer Amali Nanayakkara said the new and exclusive partnership with the SLRFU, allows the Company to build on and consolidate its successful association with premier Sri Lankan Sporting events. “The sponsorship reinforces the Company’s long term strategy, commitment and support to uplift Sri Lankan sports to compete against the best on the international stage,”   she added.

The teams that would fight for the 2012 Dialog Rugby Cup would include Kandy SC, CR&FC, CH&FC, Havelocks FC (Havies), Upcountry Lions, Police SC, Army SC, Navy SC and Air Force FC.  

On the season opening game of Dialog Rugby 2012, Havelocks SC would scrum down with Police SC on 8 June at 4.45p.m., Havelocks SC Grounds.