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Sirab water brand is the official partner of the World Chess Cup - Sponsorship

The capital of Azerbaijan again hosted another prestigious competition. From July 30 to August 25, the World Chess Cup was held in Baku. Sirab became the water supplier for the second World Cup in Baku. For 24 days, all participants met their water needs with Sirab.


Sirab CEO Alper Yaychily noted that they are happy to become partners in the World Cup: “Azerbaijan, being a chess country, has great authority in the world. Baku constantly hosts international chess competitions. It is very important for us to be a part of such a prestigious tournament as the World Cup. Water is what chess players most often use during competitions. It is a great honor that 309 chess players who participated in the World Championship during the month chose Sirab. Here chess champions fought together with the champion brand Sirab. We are very pleased to be close to intellectuals.”



What do we think of this initiative by SIRAB?


Several FMCG brands have sponsored chess cups over the years. Some notable examples include:

  1. Coca-Cola: Coca-Cola has been a long-time sponsor of chess tournaments, including the World Chess Championship. The brand's sponsorship has helped to promote the game of chess and create positive associations with strategic thinking and intelligence.

  2. Red Bull: Red Bull has sponsored various chess events, such as the Red Bull Mind Gamers tournament. This partnership has helped to position Red Bull as a brand that supports mental agility and concentration.

  3. Nestlé: Nestlé sponsored the Chess World Cup in 2017. This sponsorship provided Nestlé with the opportunity to showcase its commitment to supporting intellectual pursuits and targeting a niche audience of chess enthusiasts.

The effect of these sponsorships on the brand image of FMCG brands is generally positive. By associating with a game that requires critical thinking, strategy, and intelligence, FMCG brands can enhance their perception as innovative, forward-thinking, and intellectually stimulating.


These sponsorships also provide exposure to a global audience, leading to increased brand visibility and awareness.


Additionally, aligning with intellectual pursuits like chess can create a sense of prestige and sophistication around the brand, appealing to a discerning and educated consumer base.


Overall, sponsorship of chess cups can enhance the brand image and help FMCG brands connect with their target audience in a meaningful way.


World Chess Cup 2023 took place in Baku, Azerbaijan

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