Graeme Smith brand ambassador for Sahara Computers

Friday, 09 April 2004, 19:30 IST
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CAPE TOWN: South African cricket captain Graeme Smith has donned a new role as brand ambassador for Sahara Computers, a company that gives massive sponsorship to local cricket. The company, established here seven years ago by an Indian family, made the announcement while giving details of a 25 million rand sponsorship for three provincial cricket unions. "I think this shows Sahara's commitment to the love of the sport," said Gary Naidoo, Sahara Computers marketing director. "Cricket is a great passion among the Gupta family that founded the business and the team that runs Sahara as well." Naidoo recalled how during the World Cup (in South Africa last year) the company lost a lot of revenue because most of the staff was watching the games! He said choosing Graeme as brand ambassador will help the company greatly. "Like us, (Smith) is young, dynamic, he is growing, and we believe there is a lot of good potential," Naidoo said. "We see a lot of synergies between us and him and I think he would be the perfect ambassador for Sahara Computers." Commenting on the occasion, Smith said, "When I took over the national side I said we would play with passion and commitment, and we would build a strong work ethic. I see these qualities in Sahara Computers. "I am sure Sahara Computers' influence on cricket will only serve to improve our game that all of us are so proud of." Smith also commented on the importance of getting sponsors and innovation for the viability of cricket in the country. "I think the team realises how important money is to the game. I think honestly that there is a traditional side to cricket (that needs change). I've been trying to get that into the national side since I've taken over and we have come a long way."
Source: IANS
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