RIYADH, 23 November — Power Horse has emerged in the forefront of sports sponsorship in the Kingdom by supporting a wide variety of tournaments across the country.
In a camparative short period of time, this has resulted in sports enthusiasts becoming familiar with the energy drink as the sponsors supply it free to sportsmen and fans wherever they are involved.
Also, Power Horse has turned out to be the best and most favored energy drink in the holy month of Ramadan as it helps to boost physical and mental performance of the fasting sportsmen, athletes and those who attend the gymnasiums on a daily basis. Power Horse, in fact,supplies the body with readily usable energy and vitamins after long hours of fasting during Ramadan.
Hermann Ritz, Power Horse country manager, said here yesterday that this energy drink was strongly recommended to all sportsmen, school-going students, women and children, who feel tired or exhausted after hours of fasting.
"It is also an ideal energy drink for one and all, who want to perform at high levels for long hours", said a Pakistani sportsman Ghazi Mohammad Kamran, who attends a local gym daily for bodybuilding
exercise.
Ghazi, who has been a regular user of Power Horse energy drink during Ramadan, said that this drink helped him to restore energy and engage inlong and rigorous hours of bodybuilding exercises. In fact, the invigorating ingredients of Power Horse like taurine, glucuronolactone, caffeine, vitamins, carbohydrates and inositol help to boost performance of the sportsmen. All these substances also help in decreasing cholesterol level and maintaining the functionality of the eye photo receptors.
Another young sportsman Saquib Manzar Khan echoes similar views saying that he makes sure to have a can of Power Horse drink before and after every exciting sports event. Saquib, who is a student at International Indian School, Riyadh, wishes to join a mountain bike club or a local bike club. He plans to cycle to a long distance at such a tender age, thanks to Power Horse energy drink, which is supporting Saquib’s choice of adventure.
Asked about plans to sponsor other sports events in the year 2002, Ritz said that Power Horse was working on several proposals for Saudi Arabia at the moment. To this end, he noted that the Power Horse has already entered into an agreement with the largest English daily Arab News‚ to sponsor a nationwide cricket tournament. The preparations for this prestigious event are being made by the respective cricket associations of the different provinces. This cricket event will be formally kicked off after Ramadan.
Asked about the sales of Power Horse energy drink, which is also being used as Ramadan drinks by the sportsmen, he said the company was targeting to boost its sales in Saudi Arabia, where Power Horse energy drinks are already in great demand. Moreover, he said, the Kingdom, now with close to 22 million people, accounts for more than 70 percent of the population of the Gulf Cooperation Council (GCC) countries and inevitably its largest cities are also the largest in the region.
Power Horse, he said, was working on an ambitious expansion plan in the Middle East region. The move is in line with a policy to carve out a greater market share for Power Horse brands not only in Saudi Arabia, but also in other countries of the Middle East. He, however, said that the immediate priority was to achieve a substantial consumption target of this energy drink per head per year by educating people on the advantages of this drink.
Referring to the sales during Ramadan, he said that Power Horse was greatly favored in the holy month by sportsmen because of obvious reasons. "We are happy to serve people, who are fasting", said Ritz adding that the company had agreed to sponsor several sports events especially in Riyadh, the largest Urban area in the Gulf region by any measure. Riyadh is nevertheless the fastest-growing urban area also inthe Gulf, certainaly in terms of the annual addition to the population, possibly also in terms of annual growth rates.
"We are also targeting to promote our Power Horse energy drinks among the people especially among Saudi youths in Jeddah, where we have a full-fledged office now", said Ritz.
