beIN APAC picks digital media agency for sports streaming in SEA

Media company beIN Asia Pacific has appointed M&C Saatchi Performance for digital media duties. The appointment sees the agency tasked with digital media planning, buying and strategy for beIN’s sports streaming service, beIN SPORTS CONNECT. M&C Saatchi Performance will handle both branding and performance duties across Singapore, Malaysia, Indonesia, and Thailand. The appointment is for one year.

According to a press release, M&C Saatchi Performance and beIN have been working closely from June 2020 to promote the resumption of beIN's football streaming services. This follows the suspension of live sports caused by the COVID-19 restrictions. Since then, the agency has been responsible for elevating the brand’s presence in the various markets, reaching both lapsed and new customers. 

Magdalene Ng, head, marketing and communication, Asia at beIN Asia Pacific, said: "Over the first quarter of 2020, the impact of the pandemic has caused the suspension of most live sports including football, our core offering. Once football resumed, we were looking forward to loudly announce the comeback of the season in Southeast Asia. The team at M&C Saatchi Performance created and executed a tailored digital marketing strategy which truly helped us scale our users." Ng added that the media company is "confident" that working with the agency will further grow the presence of beIN SPORTS CONNECT in the region.

Melissa Yik, account director at M&C Saatchi Performance, said the agency worked with beIN SPORTS CONNECT to formulate market-specific strategies to promote its season pass to subscribers over the past few months. The pass gives access to live and on-demand matches from competitions such as UEFA Champions League, UEFA Europa League, LaLiga, Serie A, The Football Association Challenge Cup, Major League Soccer and more. "We’re very proud of the results achieved and look forward to being part of beIN’s further expansion in Southeast Asia as they shape the landscape of sports streaming," Yik added.

The appointment comes weeks after esports platform Mobile Premier League Indonesia extended its partnership with M&C Saatchi Performance for another year until August 2021. The agency was first appointed in May 2019 after a pitch with four other agencies, and was tasked with strategy and media buying for branding and performance across all digital channels. According to a press release, the agency has helped Mobile Premier League launch its gaming platform in Indonesia while raising awareness and attracting a user base in the market in the past year. It is added that Mobile Premier League has since crossed over three million registered users, and established itself as one of the main players in the Indonesian market.

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