Tuesday, 31st January 2023
<To guardian.ng
Breaking News:

Peak Soccer Moment on screen soon

By Michael Orie
24 December 2009   |   8:02 am
IN line with its sports promotion focus, Lagos-based sports management and media marketing enterprise, HotSports, is partnering foremost milk producers, Peak - a brand of Friesland Campina WAMCO - for the sponsorship and production of a 30-minute TV programme, Peak Soccer Moment. The sponsorship will further enlarge brand equity of Peak, enrich television content and programming across Nigeria and deliver some value extra to consumers and others alike.

According to the Chief Executive Officer of HotSports Production, Mr. Taye Ige, Peak Soccer Moments will deliver to Nigerian television viewers a world-class soccer show that is non pariel in past and present programming and content development.

Ige said, “the programme is an inventive way of interpreting, managing and extending the property, which Peak Milk brand acquired in relation to the Super Eagles.” He added, “it is a product of an international triangular collaboration.”

Other legs to the international collaboration are Left Field Advertising, a Cape Town, South Africa based advertising agency and RP Productions, a Johannesburg, South Africa production company with Africa – wide experience.

The Hotsports Productions end of it is complemented with post – modern equipment and gadgetry supply by PEC of London who upgraded the Hotsports stock with brand new audio systems, special cameras for outside broadcasting as well as lighting and sundry effects.

Ige said, “brand building has since employed sports as a significant tool and the viability of this has been tested and proven.”

For him, “the most successful brands have since de-emphasised the more traditional approach to brand building which emphasises thematic advertising and deploys indoor and outdoor media vehicles to flight or campaign a message fashioned out of real or perceived brand values and virtues. Such messages are reworked from time to time in order to refresh and keep them trendy as well as evoke the image of a fashionable brand in the mind of the market. The more contemporary brand building model is experiential and chooses to intervene in the lifestyle of significant consumer critical masses through conceptualization or adoption’ of a major event, and deployment of a basket of multidisciplinary communication and promotional tools in its support and propagation.”

Hotsports won in the highly competitive pitch, which paraded some of the very best sports production companies in Nigeria.

The result of this backstage work is a gripping 30 minute football – oriented program which will periscope week – in – week – out cutting edge developments in the game; present and analyze news and news makers as well as subject major football centers and tournaments in the international arena to the crucible.

Kamal Salau, who recently handled Zain’s Remember the Lyrics will anchor it, while the presenter is Bada Akintunde Johnson. It will air on NTA Network, AIT Network, TV Continental, Silverbird, ITV Benin, ITV Abuja, Galaxy Ibadan and so on.

“I must inform that Peak Soccer Moments on television gives stretch and comprehensiveness to a programme of same name, which has been running on radio for some five years now. Indeed, it gives television extension and audio visual interpretation to an existing radio programme and is at once a corporate social responsibility (CSR) intervention in the sense of giving significant value extra to brand Peak’s teeming followers who are football enthusiastic. It is also a mechanism for deepening .the lifestyle value proposition of Peak as a nutritional formula for attaining peak performance in life’s endeavours.”