omniture

TCP Group and CAA unveil new partnership in Beijing

Red Bull Set to Help Chinese Athletes "Achieve New Records, Together for a Healthy China!" at the 2020 Tokyo Olympics
TCP Group
2020-10-23 15:40 1499

BEIJING, Oct. 23, 2020 /PRNewswire/ -- The Chinese Athletic Association (CAA) and TCP Group, the inventor and owner of the global Red Bull brand and the "Red Bull" trademark, announced that they had formed a new partnership with Red Bull becoming an official CAA cooperation partner. During a one-year program of strategic cooperation, the CAA will work with TCP Group to jointly promote a healthy lifestyle and fitness culture to the Chinese public, supporting China's journey to become a sporting powerhouse and achieve the goal of a "Healthy China." The partnership event witnessed the unveiling of a commemorative special edition "Gold Story Can" design which will be featured on TCP Group Red Bull® An Nai Ji Drink products. In order to promote and encourage the CAA and the Chinese track and field athletes in their pursuit of gold at the 2020 Tokyo Olympics athletes, the uniquely designed cans will also include a "Red Packet" prizes for lucky consumers. Cai Yong, Vice Chairman of the CAA and athlete representatives from China's National Track and Field Team, Su Bingtian, Wang Yu and Li Ling attended the press conference which unveiled the partnership.

TCP Group and CAA formed an new partnership with Red Bull becoming an official CAA cooperation partner
TCP Group and CAA formed an new partnership with Red Bull becoming an official CAA cooperation partner

Mr. Cai Yong, Vice Chairman of the CAA, said, "It is the CAA's longstanding responsibility and duty to guide and promote the development of Chinese track and field and athletes' careers, improve overall skill levels throughout sports in this area, and effectively support the implementation of China's national fitness program. We hope that with the help of our cooperation with TCP Group and Red Bull's significant brand influence, we can encourage more people throughout society to participate in physical exercise and develop the habit of staying fit. I'm confident that this will play an important role in helping to further promote national fitness and achieving even greater national health."

Mr. Cai Yong, Vice Chairman of the CAA, delivering a speech
Mr. Cai Yong, Vice Chairman of the CAA, delivering a speech

Mr. Saravoot Yoovidhya, CEO of TCP Group, said, "I'm very pleased about the establishment of an exciting new partnership between TCP Group and the Chinese Athletic Association. I'm also very proud that Red Bull has now become the official chosen and recommended Energy Drink of China's top track and field athletes. As China continues to lead the global recovery from the pandemic, we look forward to working closely with the CAA at a time when health and wellness have never been more top-of-mind worldwide. Together, I'm confident that we can make a meaningful contribution towards efforts aimed at promoting a national fitness culture and building a 'Healthy China.'"

Mr. Saravoot Yoovidhya, CEO of TCP Group, delivering a speech
Mr. Saravoot Yoovidhya, CEO of TCP Group, delivering a speech

Earlier this year, TCP Group launched Red Bull's new "Ni Zhen Niu, Hong Niu Ting Ni" marketing campaign to encourage Chinese consumers to go all-out in every endeavor, surpass their limits and always have a passionate attitude towards life. TCP Group's partnership with the CAA will further extend Red Bull's efforts to drive greater sportsmanship. In particular, there are strong synergies between Red Bull's brand spirit of "challenge oneself and push the limit," athletes' fighting spirit of "challenge continuously and create records," and the Olympic spirit of "higher, faster and stronger."

As representatives of China's Track and Field Team for the Tokyo Olympics, men's sprinter Su Bingtian, holder of the men's 60m and 100m Asian records, men's track and field athlete Wang Yu, a gold medalist in the men's high jump, and women's pole vaulter Li Ling, holder of the Asian record, also attended the press conference and shared their stories of constantly challenging themselves on the road to their respective championships.

At the conference, Su Bingtian discussed his understanding of the Red Bull spirit, saying, "After 11 years of competing in track and field, it's clear that all of the athletes have the Red Bull spirit. Without hard training, there can be no achievements. What's more, we must always stay focused on pushing further ahead through continuous innovation.

"For example, after observing other leading athletes participating in competitions overseas, this inspired me to change my starting foot, which in turn helped me to achieve new breakthroughs in my performance. In the future, I hope that even more people will enjoy sports and fall in love with track and field, and continue to challenge themselves to break limits – just like the spirit advocated by Red Bull."

Wang Yu said, "Red Bull is a well-known brand, with many people enjoying Red Bull drinks during sports, work, and study. As a track and field athlete, I've encountered many challenges throughout my training, but I've always found that my athletic training hugely complements my development throughout countless other aspects of my life. Through the Red Bull spirit, I've always tried to push myself further not only as an athlete but also in my educational studies." 

Li Ling said, "I believe that the Red Bull spirit is very closely aligned with what all athletes are pursuing. Throughout competition, we will encounter many difficult and unpredictable situations, and we need to respond in time in order to successfully break through our limits. While this has been an incredibly challenging year, I was proud to see women's pole vaulting being called the "No. 1 Sport in the World" by global media. It truly is a sport that fully reflects the power and beauty of women everywhere – and the spirit of Red Bull."

Saravoot Yoovidhya, CEO of TCP Group, congratulated the athletes on their achievements and expressed the hope that, by continuing to provide high-quality energy drinks, Red Bull can further inspire athletes with the Red Bull spirit and help them to achieve a "new speed for Healthy China" at the Tokyo Olympics. The event closed with the guest athletes receiving a commemorative gift from TCP representatives who wished them well ahead of the Tokyo Olympics and other sport events.

Presenting Red Bull souvenirs to Su Bingtian, Wang Yu and Li Ling
Presenting Red Bull souvenirs to Su Bingtian, Wang Yu and Li Ling

To celebrate this partnership, TCP Group is launching a special edition Red Bull® An Nai Ji Drink "Gold Story Can" design, featuring four track and field disciplines: sprinting, javelin throw, hurdles and race walking. Sold nationwide, the special edition can design will highlight China's greatest achievements in these four disciplines, with the aim of promoting track and field sports among Red Bull fans.

In order to promote and cheer on the CAA and the Chinese track and field athletes in their pursuit of gold at the 2020 Tokyo Olympics athletes, the uniquely designed cans will also include "Red Packet" 100% winning lucky draw prizes for consumers.

Red Bull commemorative special edition "Gold Story Can"
Red Bull commemorative special edition "Gold Story Can"

About TCP Group

The TCP Group is one of the leading food and beverage companies in Thailand, with a diverse product portfolio comprising four product categories – energy drinks, electrolyte beverages, functional drinks and snacks – and more than 30 product lines under nine brands. This includes Red Bull, the world's leading energy drink, which the company's founder Mr. Chaleo Yoovidhya invented in 1975. The TCP Group is the only producer of the Red Bull flavor around the world ensuring only quality ingredients are used in Red Bull worldwide. TCP, together with the Yoovidhya Family, own the Red Bull trademarks worldwide. Mr. Chaleo established Hainan Red Bull Energy Drink Co. Ltd. in 1993, in Hainan province, the birthplace of his father.

China is the Yoovidhya Family's ancestral homeland, and their Chinese family name is Xu (许). Hainan Red Bull manufactures Red Bull – named Hong Niu in Chinese by Mr. Chaleo – for the domestic market. In response to the drink's increasing popularity, Mr. Chaleo and his family established Red Bull Vitamin Drink Co. Ltd. (RBVC) in 1995 with other shareholders in order to serve Red Bull to Chinese consumers nationwide. In September 2018, following the expiration of RBVC's joint venture term, TCP decided to launch new partnerships and a new business model in order to continue providing quality, legal Red Bull products to the vast number of Chinese consumers as well as ensure Red Bull continues to be one of the most popular drinks in China today.

About Red Bull Products Authorized & Operated by TCP in China

Red Bull® An Nai Ji Drink: Legally authorized by TCP for production and distribution in China and approved by the China Food and Drug Administration (CFDA), Red Bull® An Nai Ji is as energizing as the global brand's classic products. The beverage also contains a unique combination of high-quality ingredients, including 475 mg of taurine and American ginseng extract, which make it a stand-out fresh offering in the global Red Bull energy drink line-up.

Red Bull® Vitamin Flavor Drink: As the latest addition to TCP's world-class 'house of brands,' Red Bull® Vitamin Flavor Drink is a product that brings together the classic taste of Red Bull and the high-quality ingredient, containing taurine, inositol, B-group vitamins, etc.

Source: TCP Group
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