• 
• 

Published on March 5, 2008

CRC Sports, which operates Supersports stores, and The Mall Group, operators of Sport Mall, will increase their marketing budgets for these campaigns.

They will organise special activities and displays at all outlets to coincide with the events.

Supersports has allocated Bt10 million from its Bt80 million annual budget to take advantage of the global events.

Sport Mall has increased its budget to Bt50 million from Bt20 million last year.

CRC Sports managing director Nath Vongphanich said yesterday shopping trends will become more clear from next month as the events draw near.

For the Olympics, CRC will co-operate with the Olympic Committee of Thailand under Royal Patronage to arrange a "Cheer Thais to take Gold" campaign from April 29.

The company will sell wristbands for Bt29 per set. They come with a 10 per cent discount coupon, an imitation gold medal and a brief profile of Thai athletes.

All proceeds will go to the organisation for expenses when attending the Games in Beijing and to Her Royal Highness Princess Sirivannavari Nariratana's charities.

Nath said the firm would spend Bt10 million to create awareness through its panda mascot.

The mascot will visit key areas, calling on people to cheer on Thai athletes. Its stores will also urge people to watch key events as well as exercise regularly and play sports.

The strategy is expected to have long-term benefits for the industry.

Nath, however, said the company is still working on its plan to tap Euro football.

Sport Mall will start marketing activities to promote its image by arranging a Sport Mall Hero Exhibition to run until the end of this year. More follow-up campaigns and activities have been planned.

Nitida Asawanipont

The Nation