Gencor just became sponsor of renowned England International cricket player Danni Wyatt, leveraging its expertise in sports nutrition to support athletes like Wyatt to perform at the highest levels. The move highlights Gencor’s commitment to gender equality while staying true to its sports nutrition core.
“Gencor is a big advocate for gender equality and empowering women in both the workplace and in sport. From an ingredient perspective, Gencor supplies various branded ingredients, such as HydroCurc and Levagen+, to female athletes who place importance on performance and recovery, and LibiFem for female athletes to help with sports performance and muscle improvement,” stated Mariko Hill, Global Innovation Manager, Gencor. “From a financial perspective, Gencor sponsors a number of elite athletes, such as Danni Wyatt, in order for them to support their pursuit in professional sport.”
Hill added that in addition to sponsoring individual players, Gencor also sponsors a number of sports teams, such as the Hong Kong National Women's Cricket team and FairBreak Global, so that the organizations can continue to support women's sport and enable equal pay, governance, and opportunity.
Trends among athletes
“Female athletes are becoming more tech- and science-savvy when it comes to optimizing their bodies for better performance and recovery. Particularly with social media and the wealth of information online, women are becoming better educated on how various factors, such as their menstrual cycle, can impact their mood, performance, recovery and, ultimately, their sport,” observed Hill.
When it comes to trends, botanicals/nutraceuticals that have been clinically studied and positioned for the female athlete are gaining popularity as brands that resonate with the consumer (i.e., women) are most likely to survive and thrive amongst the growing movement.”
Sports to the core
Many of Gencor’s employees have a vested interest in sports, for example, Gencor’s cofounder R.V. Venkatesh was invited to umpire the 2023 T20 World Cup Asia Qualifier. His daughter, Ruchita Venkatesh, along with Mariko Hill, are both members of the National Hong Kong Women’s Cricket Team, competing on the professional world stage and at T20. The company’s marketing director, Maggie McNamara, has a 17-year-old daughter, Chloe McNamara, who is a Water Polo Junior Olympian.
"We are thrilled to sponsor various cricket players and organizations to enable women to be fully professional in their sport. In an industry where there is still a huge disparity between equal pay, opportunity, and governance, I am incredibly humbled to be working for a company that advocates and supports women in sport. Particularly as an athlete myself who competes at an international level, I am very fortunate that Gencor supports me in my pursuit to perform at the highest level,” said Hill.