U Mobile in football co-sponsorship deal in Malaysia
By Digital News Asia March 14, 2016
- 3yr deal makes U Mobile the exclusive telco partner for two footie competitions
- #BangsaBola customer campaign kicks off, microsite and app being developed
U MOBILE said it has partnered with Football Malaysia Limited Liability Partnership (FMLLP) to be the official co-sponsor of the ‘Superbest Power Piala FA’ and ‘Liga Premier Malaysia’ for three years, starting from the 2016 season.
In a statement, U Mobile said it will be the exclusive telecommunications partner for the two football competitions.
The partnership with FMLLP will give U Mobile marketing, promotion and engagement opportunities around the two competitions, in-stadium branding, corporate hospitality, and the use of club and player image rights for advertising purposes.
To mark the partnership, U Mobile has created a customer campaign called #BangsaBola which consists of on-ground activities, as well as contests where football fans may win a chance at getting up close and personal with their favourite players.
A #BangsaBola microsite featuring match highlights and other football related content will go live next month.
“We believe this partnership is a natural fit as many of our customers are football fans,” said U Mobile chief marketing officer Jasmine Lee.
She said U Mobile will also be developing an app for Malaysia’s top tier tournaments.
“Our customers will be able to get regular updates and watch interviews via their smartphone,” she added.
FMLLP chief executive officer Kevin Ramalingam said, “The increasing support from homegrown commercial enterprises towards our league and cup competitions highlights that we’re on the right track to elevating the status of local football.”
The 2016 season of the Superbest Power Piala FA kicked off on Feb 19 while the Liga Premier kicked off on Feb 12.
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