The largest global sports media property in Asian history, ONE Championship, on Monday announced strategic partnerships with global fashion house Hugo Boss, the world’s most sought after luxury car brand, Bentley Motors, as well as leading international travel, lifestyle and luxury performance brand TUMI.
The three brands and ONE will work together on category-exclusive marketing and branding activations for “The Apprentice: ONE Championship Edition,” which is currently in production and is scheduled to air in early 2021.
Hari Vijayarajan, Chief Commercial Officer of ONE Championship, stated: “We are delighted to announce that category leaders Hugo Boss, Bentley Motors, and TUMI are working with ONE on a series of exclusive marketing and branding activations for ‘The Apprentice: ONE Championship Edition.’ These class-leading brands understand the value of building leadership and affinity with our massive audience of Gen Y and Gen Z, who are the luxury consumers of tomorrow.”
Steven Lam, Managing Director of Hugo Boss South East Asia, stated: “We are excited to partner with ONE Championship for ‘The Apprentice: ONE Championship Edition.’ We believe the will to succeed is fueled by the confidence that enables us to achieve whatever we strive for. Regardless of the stage of life you are in, BOSS inspires people to succeed by fostering the most fundamental element of success: the confidence that you can. We partnered with ONE on The Apprentice to help build the cast and contestants’ confidence through impeccable style, superior quality, and a captivating brand experience.”
Calista Tambajong, Head of Marketing at Bentley Motors Asia Pacific, stated: “Bentley and ONE Championship both believe in unleashing modern real-life superheroes, celebrating values, and igniting dreams. When it comes to celebrating achievements in life, the two brands are not simply speaking about being financially successful, but also being driven in all aspects of life, and changing the world. Some of the brightest and most successful business leaders in Asia who will serve as guest judges on the show have gone through extraordinary journeys in their lives and embody the virtues of Life Achievers, which defines the customer of today and tomorrow for Bentley.”
Adam Hershman, Vice President of TUMI APAC and Middle East, stated: “We are very excited to partner with ONE Championship on ‘The Apprentice: ONE Championship Edition’ to both design and launch our first esports product inside the show. It is an incredible time for esports and this is a truly unique and innovative collaboration that opens up new possibilities for both brands. Esports players are always on the move and need worry-free travel solutions so that they can focus on what matters the most – world-class performance. At TUMI, we provide this peace of mind by designing products that are reliable, adaptable, and suited to your needs.”
“The Apprentice: ONE Championship Edition” invites 16 contestants handpicked from around the world to compete in a high-stakes game involving business and physical challenges. The winner will receive a US$250,000 job offer to work directly under ONE Chairman and CEO Chatri Sityodtong for a year as his protege in Singapore.
CEOs confirmed to join “The Apprentice: ONE Championship Edition” include Zoom CEO Eric Yuan, Grab CEO Anthony Tan, Zilingo CEO Ankiti Bose, Catcha Group CEO Patrick Grove, and Everise CEO Sudhir Agarwal.
Athletes confirmed to make appearances on the show include mixed martial arts legends Georges St-Pierre and Renzo Gracie, former ONE Welterweight World Champion Ben “Funky” Askren, ONE Heavyweight World Champion Brandon “The Truth” Vera, ONE Women’s Atomweight World Champion “Unstoppable” Angela Lee, ONE Flyweight Grand Prix World Champion Demetrious “Mighty Mouse” Johnson, Indian Wrestling Champion Ritu “The Indian Tigress” Phogat, Karate World Champion “Super” Sage Northcutt, and ONE Women’s Strawweight World Champion “The Panda” Xiong Jing Nan. More World Champions joining the show will be announced at a later date.
“The Apprentice” is one of the biggest non-scripted reality television programs in history, judging the business skills of contestants who are competing for a job offer under a high-profile CEO. It has aired in more than 120 countries. The first season of “The Apprentice: ONE Championship Edition” will consist of 13 episodes.