Powerade boost for men's league

The Malta Basketball Association (MBA) yesterday announced an agreement with General Soft Drinks Co. Ltd who have become the title sponsors of the men's national league for 2008-09 through their energy drink Powerade.

The men's senior league started two weeks ago and will run until May. All games will be played at the Ta' Qali Pavilion.

Stephen Muscat, treasurer of the MBA, expressed his satisfaction at the signing of the deal with General Soft Drinks who have replaced Simonds Farsons as the main sponsors of the men's top division which had been associated with another energy drink, Gatorade, for the last two years.

"The MBA is delighted that General Soft Drinks have accepted to be the main sponsors of the men's national league," Muscat told a conference call at the MBA headquarters in Ta' Qali.

"Our association is one of the largest in Maltese sport. We need significant financial backing to successfully run the different competitions we organise and to try and improve the level of basketball in Malta. Besides, we have several volunteers who work relentlessly throughout the year to promote the game among children.

"Every season, the first division championship sees over 50 matches played over an eight-month period. Basketball's popularity in Malta is increasing every year and hopefully, our association with Powerade will benefit both parties for many years to come."

Maria Micallef, general manager at General Soft Drinks, said that her company had been trying to forge an alliance with the sport of basketball for a few years and they are pleased that they have finally managed to reach their objective.

Micallef said the one-year agreement with the MBA is not limited to financial assistance for the first division championship but also includes funds aimed at boosting the grassroots sector.

"When we were discussing this agreement, we immediately made our intentions clear that we also wanted to help the youth sector," Micallef said.

"Support for the development of Maltese sport at grassroots level is a key area of our sponsorship strategy. The MBA has a very solid set-up through its Promotion Unit which attracts over 5,000 schoolchildren from around the island every year.

"Our objective is to be a very active sponsor for the game of basketball in Malta and we are ready to take up any initiatives needed to make sure that more youngsters start practising this sport."