Lebara sponsors Asian Awards in latest effort to appeal to ethnic market
Lebara partnered this week’s inaugural Asian Awards as it continues to grow its base of event sponsorships related to its core ethnic audience.
The ethnic market MVNO already has deals with a number of events, including the MOBO Awards and UK Asian Music Awards, as well as sponsoring the UK and European legs of Indian musician AR Rahman’s first ever world tour.
It also has a number of sporting tie-ups, including as the official mobile partner to the nine cricket test match grounds in England and Wales: Lord’s, The Brit Oval, Old Trafford, Trent Bridge, Headingley Carnegie, Edgbaston, The Riverside, Swalec Cardiff and The Rose Bowl.
The sponsorship deal covers perimeter boards, tri-vision sight screens, tickets and experiential sampling at each ground.
The Asian Awards are designed to honour excellence and achievement amongst the south Asian community, with the first ceremony held earlier this week (October 26).
AR Rahman was presented an award for Outstanding Achievement in Music, newsreader George Alagiah won the Outstanding Achievement in Television prize and cricketer Sachin Tendulkar claimed the Outstanding Achievement in Sport award.
Tendulkar was also handed the People’s Choice Award, directly sponsored by Lebara, and was presented the prize by Lebara chief executive officer Ratheesan Yoganathan (pictured, right).
The Asian Awards were hosted by Lord Sebastian Coe, while UK deputy prime minister Nick Clegg (pictured, left) also attended the event, held at the Grosvenor Park Hotel.