La New Bears become the Lamigo Monkeys

By Paul Huang  /  Contributing Reporter

Fri, Jan 07, 2011 - Page 20

La New Corp announced the renaming of its professional baseball team in a press conference in Taipei yesterday afternoon, opting to change their identity from the La New Bears to the Lamigo Monkeys in the upcoming CPBL season.

Company president Liu Pao-yu introduced his new coach, Hong Yi-fong, and three of the players — Chen Chin-feng, Chung Cheng-yu and Tsan Chih-yao — in their new Monkeys uniforms to the local press, stressing the importance of team values despite the change in name.

“Our commitment to placing a winning team on the field will never change, even though we’ve decided to move from Kaohsiung to our new home in Taoyuan,” Liu said at the press conference.

The brand Lamigo is well represented in the local sports and recreation industry, with a members-only health and fitness club, a health clinic, a wedding plaza and a fully operational travel agency under its wings.

One of the immediate benefits that the baseball team will enjoy under the new name will be a detailed physical assessment of their players by the health clinic to help improve the team’s overall physical condition.

The new team will also have the full support of Taoyuan County officials, which in its recently completed baseball stadium held the highest attendance figures in the 17 regular-season games played there last season.