Member Article

City scent success with Malaysian grooming products deal

Manchester City have announced a new commercial partnership with Dashing – the leading male grooming brand in Malaysia. Under the two year deal, Dashing will become City’s Official Personal Male Care Partner in Malaysia.

Launched over 25 years ago, Dashing was Malaysia’s first ever male body-care brand and has since gone on to release a range of fragrances, deodorants and styling products, making them the market leader in the region.

Under the terms of the partnership, Dashing has acquired wide-ranging licensing rights to use the City club crest and player imagery in national TV marketing and social media campaigns.

Dashing customers will also be in with the chance to win a series of all-expense paid trips to Manchester to watch matches live at the Etihad Stadium.

Winners will also be able to get up-close-and-personal with City stars such as Sergio Aguero, Vincent Kompany, Martin Demichelis and David Silva at an exclusive blue carpet experience.

Chief Business Officer for Manchester City, Tom Glick, said: “Dashing is a major player in the Malaysian skin and body care market, which has gone on to become one of the nation’s leading brands. Having built up a long and trusted reputation among the millions of young men in the region who also love football, Dashing is the perfect fit for Manchester City.

“When the club visited Kuala Lumpur during a previous pre-season tour, we were blown away by the passion and commitment of our Malaysian fans.

“We look forward to working with the Dashing team and to welcoming our loyal Malaysian fans to the Etihad Stadium throughout the season.”

Rishi Pahwa, Marketing Manager for DASHING, said: “We realize the love and passion for football and especially English Premier League and are proud to present the ‘Dashing goes Mancity’ contest whereby we look to reward Dashing users with a once in a lifetime opportunity for a VIP experience of the English Premier League.

“To bring this opportunity to every single football fan, the contest has been kept very simple in the form of ‘SMS and Win’ with no restriction on purchase. We also look to reward every Dashing user with assured prizes with every purchase during this campaign.”

This was posted in Bdaily's Members' News section by Simon Malia .