SDLG takes its star player to AFC Middle East game

SDLG showcases its most popular model at AFC Champions League match

The LG958L wheel loader greeted SDLG customers outside Al-Rashid Stadium's VIP entrance.
The LG958L wheel loader greeted SDLG customers outside Al-Rashid Stadium's VIP entrance.

SDLG showcased its best-selling wheel loader at the recent AFC Champions League match between the UAE’s Al Ahli and KSA’s Al Hilal.

An SDLG LG958L wheel loader was given pride of place outside the Al-Rashid Stadium in Dubai, greeting fans at the entrance to the ground’s VIP area. Moreover, the Chinese manufacturer hosted some of its key customers at the game.

“Football is the world’s most loved sport, and promotes passion, vitality and teamwork,” commented Yu Mengsheng, executive president of SDLG.

“SDLG has been committed to the sport since signing a sponsorship deal with the Chinese Football Association Super League in 2011. Since then, our company has grown steadily in markets outside China, and we want to build awareness for our brand, so supporting Asia’s most influential league – the AFC – is a perfect way to start,” he added.

SDLG’s sponsorship of the AFC Champions League has been organised in conjunction with the manufacturer’s exclusive UAE distributor, Pacific Machinery – a subsidiary of Al-Futtaim Group. SDLG is the first construction brand to support the tournament.

The manufacturer has stated that its equipment sales are on the rise in the UAE, thanks largely to the support of Pacific Machinery. The VIP treatment for SDLG customers who attended the match forms part of the company’s ongoing strategy to strengthen its position in the country’s construction equipment market.

SDLG’s director of marketing, Allen Zeng, said: “Our sponsorship of the AFC Champions League provides a continent-wide platform for us to increase awareness of the SDLG brand, and as a gesture of gratitude, we have decided to distribute tickets to customers in this important market.”


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