Throughout his career in pharmaceuticals in London, Australia, New Zealand, South Korea and Singapore, Raman Singh has known that medicines and healthcare products can literally be hard to swallow.
Now, in charge of emerging markets as Asia-Pacific, Latin America, the Middle East and Africa president for Mundipharma, Singh realises that a brand association with sports could enhance the appeal of its products.
Images of a popular team and their star players printed on labels may be part of a winning formula.
On Thursday, Mundipharma, which has its regional headquarters in Singapore, became Manchester City's official healthcare product partner after signing a three-year deal.
Speaking at City's Academy Stadium, an 80-acre facility for 400 young trainees next to the Etihad Stadium in Manchester, Singh said: "Nobody gets up wanting to take medicine. But we can promote the message of staying healthy with a brand recognised the world over and Manchester City is an obvious choice."
City's chief operating officer Omar Berrada said: "Their (Mundipharma) commitment to connecting with their in-market consumers in innovative and meaningful ways reflects that of Manchester City, making them a fitting partner for the club."
Reflecting on City's perfect start to the English Premier League season, with six wins out of six matches, Berrada said: "We are very pleased with the manager (Pep Guardiola) and we want to live unforgettable moments and to deliver on and off the pitch."
"This is just the beginning," he added, referring to the Mundipharma deal.
The agreement was signed for an undisclosed amount.
It will see Mundipharma's logo for its range of Betadine antiseptics and pain management drugs featured on the sleeves of the club's medical staff at friendly matches in the Asia-Pacific, Latin America, the Middle East and Africa.
The two parties will also collaborate to offer young fans from these emerging markets a chance to travel to Manchester for training sessions at the City Football Academy.
Since moving its regional base to Singapore in 2011, Singh has overseen the expansion of US-based Mundipharma's markets from five to 120 currently.
In the last five years, the group's regional business has grown at about 35 to 40 per cent year on year, on average.
Singh said: "Since 2011, we have been following our dream of providing healthcare to the emerging world. Manchester City is a club with 136 years of history but it is constantly disrupting itself to strive for excellence.
"It (the partnership) is a slam dunk. It is important to be associated with this club, people know about them and we can reach a wider audience."
