Rogers Kizza may have won his way into Uganda’s growing electric-car club, but the bigger story around his prize is taking a distinctly sporting turn. Six days after the Entebbe-based motorist was drawn as the latest winner of a brand-new electric vehicle, Linglong Tyres has turned its attention to the football pitch, bringing its dealer network together for a new nine-team tournament.
Kizza, who bought his Linglong tyres from the City Tyres Bombo Road branch, emerged from the fifth electric-vehicle promotion draw conducted at Mandela Group’s Industrial Area premises last Wednesday.
The draw, conducted by Linglong Sales Director for the Middle East and Africa Tina Wang, initially landed on another customer who could not be reached by telephone. A second draw produced Kizza’s name, adding him to a growing list of Ugandan beneficiaries of the promotion.
Among the previous winners are John Bosco Mugisha, Godfrey Kyeyune, Florence Nandede Wamono and Moses Ssenyonjo.
Road to pitch
While the electric vehicle remains the headline prize, Linglong’s latest initiative has given the campaign another sporting layer. The inaugural Mandela Group Linglong Dealers’ Football Tournament was launched alongside the latest promotion and has brought together nine teams representing external Linglong tyre dealers.
The tournament, staged at Mandela Sports Arena, is designed to take relationships between the tyre manufacturer, City Tyres and its dealers beyond the showroom and into competition.
The teams will battle for trophies, medals and other prizes, with the tournament intended to become an annual fixture. For a company whose Ugandan footprint has already intersected with motorsport and other sports, the move into dealer football adds another route to engaging its wider community.
Sporting connection
Mandela Group has previously used sport as part of its customer engagement through initiatives including the City Oil Desert Challenge and City Tyres and Pirelli Formula One promotions. It has also supported disciplines such as chess, basketball, football and badminton.
The new dealers’ tournament therefore fits into a broader strategy of using sport not merely as entertainment but as a way of creating interaction around its brands and partners.
For Kizza, though, the immediate attraction is considerably more personal. He received the keys to his electric vehicle at the Mandela Group premises, completing a journey that began with the purchase of two Linglong tyres and ended with a prize few motorists would expect from a routine tyre purchase.
Wang said Linglong would continue improving its products and services while appreciating the support of Ugandan customers. The promotion remains open to customers who purchase qualifying Linglong tyres through City Tyres, with electric vehicles among the prizes offered through the campaign.
And as another batch of dealers begins its football journey, Linglong’s message is moving beyond tyres and cars: the road to the customer can sometimes lead to the pitch.
PITCH PARTNERS
Beyond Business. The Linglong Dealers’ Football Tournament gives the tyre brand another sporting platform after its links with motorsport and other disciplines. With nine external dealers competing for honours, the inaugural event is designed to strengthen relationships away from the showroom while giving the partners a reason to compete, connect and build a tradition.