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Garuda Plans to Terminate Liverpool Sponsorship

Translator

Editor

7 January 2016 20:28 WIB

Liverpool FC players are stepping down from Garuda Indonesia airlines aircraft at Halim Perdanakusuma Airport, Jakarta, Indonesia, on Wednesday (17/7). ANTARA/Ismar Patrizki

TEMPO.CO, Jakarta -  Indonesian flag carrier Garuda Indonesia plans to stop its sponsorship cooperation with English football club Liverpool.

Garuda Indonesia CEO Arif Wibowo said that the company is in the process of evaluating the effectiveness of the sponsorship deal. "We will see within a month or two," Arif said.

Arif said that the amount of annual sponsorship for the football club Liverpool currently stands at US$9 million (around Rp 125.5 billion). The sponsorship is a part of marketing strategy to improve brand awareness. However, he said that sponsorship is not the only way to improve brand awareness. "Singapore Airlines managed to do it without sponsoring football club," said Arif.

Therefore, according to Arif, the company will evaluate whether the sponsorship cooperation has managed to yield expected results. If it does not, then the company will be prepared to switch to other business strategies.

BISNIS.COM

Aviation industry


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