Our Bureau

Mumbai, June 18

Staying away from cricket, LMG (Landmark Group) has decided to ride on rugby to promote its latest lifestyle brand Kaapa. According to Mr Fazle A. Naqvi, Executive Director, LMG Brands India, "Rugby is an underestimated and largely untapped sport in India. However, with cricket losing momentum due to the recent unsatisfactory performances, alternative sports like rugby offer a tremendous opportunity for brands and marketers."

The legendary Italian fashion sportswear brand Kappa and rugby share a very strong synergy as both stand for aspiration and dynamism. Having sponsored the Italian National Rugby team for the past 5 years, Kappa has enjoyed a very meaningful association with the sport. In line with their global strategy, Kappa is partnering IRFU (Indian Rugby Football Union) to nurture the sport in India.

(This article was published in the Business Line print edition dated June 19, 2007)
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