Asco Motors has named Fiji rugby sevens great Waisale Serevi as its official brand ambassador, the company announced at its Nabua showroom last week. The move was unveiled by Asco Motors chief executive officer Ronald Kumar, who said the partnership will see Serevi represent the business and strengthen its ties with local communities through sport, leadership and cultural pride.
Kumar told guests at the Nabua event that Serevi’s role goes beyond typical brand promotion, framing the appointment as a way to deepen the company’s connection with Fijian communities. “Through this partnership, Mr Serevi will carry out the duties of representing our business and strengthening its connection with the community through sports, leadership and cultural pride,” Kumar said.
Serevi, widely recognised across Fiji and the Pacific for his achievements in rugby sevens, said the collaboration is rooted in relationship-building and community benefit. “This partnership is about building relationships and enhancing the quality of life in the community through sports,” he said, signalling an intent to use his profile and experience to support grassroots engagement rather than solely commercial activity.
Asco Motors did not specify at the announcement a detailed calendar of appearances or exact community programmes Serevi will be involved in. However, the company framed the ambassadorship as part of a broader effort to unite sporting influence with business-led community initiatives. The choice of Serevi — a figure synonymous with sporting leadership in Fiji — underlines Asco’s emphasis on cultural pride and local engagement as components of its corporate identity.
The appointment follows a growing trend in Fiji of businesses partnering with sports entities and personalities to bolster community outreach and brand profiles. Recent examples include corporate sponsorships of local clubs and national associations, plus commercial tie-ups that aim to nurture young talent and fan engagement across the country. For companies, aligning with prominent athletes offers visibility and a platform for community-focused programmes; for athletes, it provides a channel to extend their influence off the field into social development.
Asco Motors’ announcement marks the latest instance of private sector involvement in Fiji’s sporting and community landscape. While specific initiatives under the Serevi ambassadorship have not yet been disclosed, both Asco and Serevi emphasised the goal of strengthening relationships and improving community well‑being through sport — a mission that could see future collaborations spanning local events, leadership engagements and culturally driven campaigns.
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