ISLAMABAD: Serena Hotels announced that renowned squash legend Jahangir Khan would be the brand ambassador of Serena Hotels Sports Diplomacy Initiative.
The signing ceremony formalised a relationship that began with Jahangir Khan’s involvement in various squash tournaments supported by Serena Hotels.
Serena Hotels’ sports diplomacy calendar includes a range of tournaments and competitions in golf, polo, cricket, football, skiing, tennis and squash. With squash, Serena made a commitment to help reclaim the legacy of the sport for Pakistan but the sports diplomacy initiative has been used to promote healthier lifestyles, bring foreign athletes to Pakistan, and provide safe gender-neutral spaces for the youth to discover and polish their abilities.
Serena Hotels CEO Aziz Boolani said, “Sports diplomacy is an integral part of Serena’s efforts to build stronger relations with communities and to encourage the participation of young people in competitive and international standard sporting activities. He added, “Pakistan has a tradition of excellence in many sports but at Serena, we believe that competitive sports require the support of organisations through sponsorships and promotion.”
Speaking on the occasion Jahangir Khan said, “I have been engaged with the Serena Hotels since its inception of the Serena Hotels’ Chief of Air Staff International Squash Championship. Over these years there has been an increase in local and international tournaments and championships supported by Serena and I am honoured to have the opportunity to work with it to promote and facilitate other sports as well.”