Metal Cinkara and the Basketball Federation of Serbia

Pocinkovalnica Celje, company offering hot dip galvanizing services, opened a new factory in Serbia, marking one of the largest greenfield investments in South-East Europe. As it entered a new market, the company wanted to attract new customers as well as create relationships with business partners and one of the ways was through sports sponsorship.

In collaboration with the Fitmedia communication agency we organized the sponsorship of the Serbian basketball team and conducted the negotiations with the Basketball Federation of Serbia. We recorded two TV advertisements starring Serbian basketball stars, while the business meetings with the local business partners were held during home exhibition games.

Upon the opening of the new factory, the sponsorship of the Basketball Federation of Serbia as part of marketing activities proved very successful. Corporate brand recognition increased by 50% in less than a year, while 46% of the business public and 76% of the general public associate the company with basketball. Fitmedia, which managed the project, received the Gold Quill Award and the Sporto special achievements award.