FedEx signs sports stars to lift profile

<P>FedEx Express has embarked on its largest-ever regional sports sponsor-ship programme, in a bid to lift its profile in the lead-up to the 2008 Beijing Olympics.</P> <P>Titled 'Team FedEx', the three-year initiative involves sponsoring athletes and teams across key markets, including China's national badminton team, Malaysian cyclist Josiah Ng, Thai weightlifter Junpim Kuntatean and Taiwanese archer Wang Cheng Bang. </P> <P>FedEx chiefs said the programme was an integral part of the 'We live to deliver' platform, and highlighted synergies the company shares with professional athletes, such as  energy, determination and a commitment to excellence.</P> <P>The athletes will attend exclusive customer events for FedEx over the next three years, and will form the central core of the brand's advertising in each athlete's local market before 2008, with a particular focus on China.</P> <P>"China is the fastest-growing market in Asia for FedEx," said Malcolm Sullivan, VP, marketing, FedEx Express Asia-Pacific. "Our goal was to further establish our brand through supporting the national badminton team in one of the country's most popular games." <BR></P>