Yili's Brand Joyday as the Global Ice Cream Partner for the FIBA Basketball World Cup 2023

Monday 11 September 2023 11:39
The FIBA Basketball World Cup 2023 officially kicked off on Friday, August 25. The tournament took place in Manila (the Philippines), Jakarta (Indonesia), and Okinawa (Japan) from August 25 to September 10. Yili's ice cream brand Joyday is the official global ice cream partner of the event, marking the first partnership between Yili and FIBA for the FIBA Basketball World Cup 2023 to provide support for the health of global consumers.
Yili's Brand Joyday as the Global Ice Cream Partner for the FIBA Basketball World Cup 2023

During the tournament, Joyday held a variety of activities for basketball fans, including the halftime show, basketball shooting games, and ice digging challenges, at the Indonesia Arena and the Senayan Park Mall (Spark) in Jakarta. Joyday also offered ice cream in various flavors at the event venue of the FIBA Basketball World Cup 2023, providing the audience with a unique and enjoyable spectator experience.

Joyday also offered its products to audiences in Manila at Mall of Asia Arena, Philippines. Eric, a local basketball fan, said this was the first time he had Joyday in the Philippines. Eric enjoyed eating Joyday ice creams when visiting Indonesia, and hopes that more Filipinos can also try Joyday ice creams.

Joyday is Yili's first ice cream brand launched in Southeast Asia in 2018. In 2021, the first phase of Yili's Indonesian dairy production base was officially put into operation, which boosted the production capacity for Joyday. Upon completion of its second phase, the production base will become the country's largest ice cream factory with a daily production capacity of 4 million ice cream products.

Over the years, Joyday has gained popularity among Indonesian consumers. It has won the Indonesia Best Brand Choice Award in 2021 and 2022, and has now become the fourth largest ice cream brand in the local market. Joyday's sales network now covers Indonesia and surrounding markets such as Singapore, Malaysia, Vietnam, the Philippines, Myanmar, Cambodia, and New Zealand.

Yili and Joyday are committed to giving back to local communities in Southeast Asia. They have launched more than 20 CSR projects, including those relating to natural disaster relief, support for young people, COVID-19 support and assistance, biodiversity conservation, and support for SMEs. Such projects have benefited more than one million local people.

The collaboration between Yili and FIBA is expected to contribute to the advancement of basketball, as well as the promotion of sports and encouragement to healthy lifestyles. Looking ahead, Yili will continue to support sports events at all levels.

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Source:  PRNewswire/InfoQuest