Reaching out: Beko partners with Fenerbahçe men’s basketball team

BEKO became the naming partner of Fenerbahçe men’s basketball team. An ever-present supporting figure in the Turkish Basketball League, Beko has also sponsored the European Basketball Championship for years and now takes on the partnership of Fenerbahçe men’s basketball team on a two-and-a-half-year contract.

According to a press statement, the new partnership agreement focusses on the ‘Eat Like A Pro’ initiative launched by Beko to fight childhood obesity. Through this collaboration, Beko plans to expand the scope of the campaign to promote healthy eating habits among children by advertising their hero basketball players as role models.

Basketball has a huge following in Brunei and Beko hopes the announcement will be received openly by basketball enthusiasts in the country. To commemorate, Beko distributor Intracorp Sdn Bhd will host a mini basketball competition tomorrow and give away Beko basketball jerseys to Beko supporters and partners.

With the achievement of the collaboration, Beko is now able to portray its ‘Eat Like A Pro ‘initiative against childhood obesity to a greater audience by combining sports naming partnership with social responsibility.

Fenerbahçe Sports Club officials and Fenerbahçe Beko men’s basketball team coach and captain pose with the new jersey

Since 2017, the initiative focusses on enabling consumers to live healthier and aims to fight obesity by promoting healthy eating and sports habits for children.

Research has revealed that obesity prevalence has increased more than two folds since 1980. Childhood obesity, the very root of adult obesity, has become alarming with 40 million obese or overweight children aged five and below. This figure is expected to reach 70 million by 2025.

Intracorp has launched the ‘Eat Like A Pro’ campaign in Brunei Darussalam since October 31, 2018. Carrying the message of healthy living starts from the kitchen, Intracorp has reached out to the public in many ways including through the cinemas, at retail stores, Internet and roadshows.

Till date, approximately 250 students from Tinkerbell Learning School and Chung Hwa Middle School have received the message of healthy living starts from the kitchen in a fun and informative way.

Some 215 students are expected to join the ‘Healthy Living’ roadshow at St George’s School and St Andrew’s School today and tomorrow.