Dialog to solve SLR puzzle to take rugby to next level

Sri Lanka Rugby (SLR) with its new committee headed by former Peterite Rizly Ilyas has embarked on a journey to take Sri Lanka Rugby to the next level in Asia. 

With the season expected to kick off in late October with two seven-a-side events, one in Colombo and the other down south, Dialog is expected to prop up SLR.

Rizly told Daily FT: “SLR has the commitment and the answer to the puzzle, of course it all needs investment and now is the perfect time with the effect of the COVID-19 pandemic that brought the sport we all love to our knees. The change has to happen and SLR is committed to bring about the change with the backing of Dialog.”

Rizly speaking on the sponsorship said he believed that the sponsors of SLR, especially with the Dialog name being synonymous with rugby, needed to come in as a strong force in rugby having supported SLR from 2012 and taken over school rugby as well. In business terms Dialog’s investment into rugby has helped it grow in the telecom market share where its data income from the game has risen over tenfold from 2010 onwards. 

Rizly added: “We will be soon presenting a budget to them looking at developing more exciting local tournaments and development in provincial unions, with the focus on the middle layer junior academy Under 21, Under 24, B division and multiple sevens tournaments. SLR will need a powerhouse such as Dialog sponsorship to take local and international rugby to the next level. “There are areas where SLR high level management, which is the SLR EXCO, will address; the issues that need much attention that would add more value to the sponsorship are how are to attract a large crowd or fan base for the matches, the benefits of brand exposure, monetising the property, merchandise and activity or tournament calendar/schedule, etc. Like in all businesses, partnerships, relationships and marriages, there is nothing called a perfect deal but what is important now is the engagement and the trust with SLR and Dialog – the key ingredients for a winning combination.

“The COVID-19 pandemic is having an effect on all businesses in the world, but we see immense growth in IT tech, consumer products, healthcare and telecom sectors, so we would like to believe there is potential for Dialog to invest well with SLR and we can both grow together and bring back the excitement to our players and fans who are starved of the sport and eagerly waiting for entertainment.”(SJ)