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EZY Racing to form alliance with international clothing brand

Sep 21, 2011 2:30:50 PM - www.ft.lk

SRI LANKA’S foremost Motor Racing Team, EZY Racing that has become a dominant force in Sri Lankan motor racing, will shortly enter into a distinctive partnership with one of the world’s leading clothing brands that are seen extensively in leading markets around the world.

Precision as well as style, coupled with the casual aura of both brands, complement each other, thus making them ideal partners, both off as well as on the track. The affiliation is brought together and made stronger due to the common values, perception and principles both these significant brands stand for.
The affiliation aims at bringing the much needed ‘glamour’ element into the local motor racing arena, thereby increasing its appeal. The affiliation would also focus on Introducing co-branded racing merchandise and memorabilia which would enable local racing fans get closer and more interactive with the sport.  It is the belief of these organizations that glamour and fashion tied to the sport will increase the following of the sport which in turn would bring sustainable development into the racing fraternity as a whole.
EZY Racing, which is the racing brand of EZY Motor Racing Corporation, a subsidiary of computer giant EZY Holdings, have designed a successful business model in managing a professional motor racing team through partnerships with the EZY Racing brand. EZY Racing who has been successful in drawing very versatile and prominent partners will soon be announcing this exciting and innovative partnership with this world leading clothing brand in establishing and sustaining the sport.
MD/CEO EZY Holdings, and Team Principal EZY Racing, Shafraz Hamzadeen, sees motor racing as a sport which would one day make Sri Lanka proud and has invested extensively so that they may attract quality drivers and provide them in turn with the best of resources, thus making racing a viable sport.  
“We are confident that this latest partnership which will very soon be made public, will serve to further enhance our image as well as that of Racing in particular, whilst giving the EZY racing team added impetus on the  track. We strongly believe that more corporate entities and large brands will soon follow in forming partnerships in promoting motor racing in Sri Lanka which will increase competitiveness and help us in our endeavour to take Sri Lanka’s motor racers to the international circuits by 2015; this is our vision and we intend to make it a reality”, said Hamzadeen.