Why Sika Malaysia's tiling competition is more than a trade event, it’s B2B marketing in action

When it comes to B2B marketing, Sika Malaysia is taking a markedly different route from traditional trade advertising. Instead of relying solely on product-led messaging or on-site demonstrations, the specialty chemicals company has turned to an unexpected platform, a national tiling competition, to engage contractors, elevate craftsmanship, and build long-term brand loyalty.

Established in Malaysia in 1989, Sika is a specialty chemicals company with a globally leading position in the development and production of systems and products for bonding, sealing, damping, reinforcing, and protection across the building and industrial manufacturing sectors. Locally, Sika Malaysia works directly with concrete producers, contractors, and distributors, supporting projects through technical expertise, product innovation, and on-ground engagement.

Last December, the brand held its inaugural Sika Malaysia National Tiler Competition at the Sika Technical Centre in Nilai, bringing together skilled tilers from across the country to compete under real-world conditions. The event marked the first Malaysian edition of a programme Sika has successfully run in other markets globally, positioning the local competition as part of a broader international ecosystem that culminates in global finals.

Beyond crowning a national champion, the initiative was designed to elevate trade standards, recognise the professionals behind Malaysia’s built environment, and create a deeper, more meaningful connection between the brand and its contractor community.

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For Francisco Retondo (pictured left), general manager of Sika Malaysia, the competition reflects a broader philosophy about how B2B (business-to-business) brands should show up in the market. “For us, the Sika Malaysia Tiler Competition is about building a long-term relationship with the people who work with our products every day,” he said in conversation with A+M.

Just as a marathon creates a sense of belonging and pride among runners, this competition gives tilers a platform to be recognised, celebrated, and connected with the Sika brand.

While the tiler competition is a first for Malaysia, it is part of a wider global programme that Sika has rolled out in multiple countries, culminating in international finals. The Malaysian champions, Beribu Inspirasi Sdn. Bhd., represented by Lim Chee Boon and Islam Md. Tariquk, will go on to compete in Hong Kong in 2026, putting local craftsmanship on an international stage.

According to Retondo, the skills-based format is particularly powerful in a B2B context. “In B2B, trust is built on competence and reliability. A skills-based competition is powerful because it directly centres on those two things,” he said. “We are not just talking about performance, we are putting best practices, workmanship, and problem-solving on display under real conditions.”

From a marketing standpoint, the competition also offers multiple engagement touchpoints before, during and after the event. Sandy Lim (pictured right), marketing manager at Sika Malaysia, told A+M that the initiative was designed as a platform rather than a one-off activation. “From recruitment and training to the competition itself and post-event engagement, it allows us to listen to contractors’ challenges, showcase real-world solutions, and create authentic stories around their craft,” she said.

Those stories extend beyond the competition floor. Sika has amplified the event through digital and on-ground channels, while also tying it into broader initiatives such as its "Tile grout makeover giveaway" for homeowners, bridging the gap between professional expertise and consumer education. Lim added: 

Over time, this repeated engagement builds familiarity and trust, similar to how major consumer events deepen loyalty for lifestyle brands.

Crucially, the competition reinforces Sika’s positioning as a partner to the trade, rather than just a product supplier. As Malaysia’s construction and renovation market evolves towards larger-format tiles and tighter timelines, correct installation and technical precision have become increasingly critical. “Quality in tiling is never just about the adhesive or grout in isolation,” Retondo said. “It’s about how everything is designed, applied, and maintained. By putting skills and technique at the centre, we signal that our role is to help raise the overall standard of tiling in the country.”

The judging criteria mirrored real job-site expectations, focusing on levelling, alignment, adhesive application, neatness and safety. For Lim, this emphasis on substance is what differentiates the competition from traditional B2C (business-to-consumer) styled events.

Instead of one-way advertising, we have active participation.

"Contractors are using our systems, receiving guidance from our technical team, and sharing their experiences with peers,” she said. "The format feels as vibrant as a consumer community event, but the outcome is different. We walk away with stronger brand preference among decision-makers and influencers in the value chain, not just impressions or clicks," added Lim.

Looking ahead, Sika sees the competition as the foundation of a larger contractor ecosystem. Retondo highlighted opportunities to link future editions to structured training pathways and certifications, aligned with rising technical and sustainability standards. "Over time, we would like participants to see Sika not only as a sponsor of one event, but as a long-term partner in their professional development," he added.

Post-competition, contractors will also gain easy access to Sika Malaysia's systems and training that they need, seeing that the brand already has a wide distribution network for tiling, waterproofing, and renovation solutions. "In that sense, it becomes a platform for trade empowerment – helping tilers build stronger portfolios, command better jobs, and take pride in their craft," Lim explained. 

Building on the momentum from the tiling competition, Sika Malaysia is exploring additional digital touchpoints such as social communities and technical webinars to extend engagement beyond the event itself. Highlighting opportunities to evolve the initiative into a living ecosystem, Lim said the brand is also looking to establish an alumni network of past competitors, run regional clinics with distribution partners, co-create content showcasing their workmanship, and connect tilers to homeowner-facing campaigns to drive more business opportunities for them.

“That continuous loop of training, recognition and opportunity is what will ultimately strengthen the contractor community around the Sika brand,” said Lim.

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