Malaysia Airlines to invest RM40m in national sports programme

Malaysia Airlines (MAB) is investing RM40 million over a period of four years for Team MAS, a flgaship partnership programme in collaboration with the Ministry of Youth and Sports Malaysia (MYOS), The National Sports Council of Malaysia (NSC) and The National Sports Institute of Malaysia (NSI). Team MAS covers all sports assets under MOYS, NSC and NSI and is equivalent to the International Olympic Committee’s Olympic Partner Programme.

As the first brand on board, MAB will carry the title “Team MAS Official Airline Partner”, flying national athletes to and from competitions worldwide. Key milestones of MAB’s partnership with Team MAS include SEA Games Manila 2019 in Philippines, Tokyo 2020 Olympics in Japan, Asian Games 2022 in Hangzhou, and Commonwealth Games 2022 in the UK. According to the press statement, Team MAS “highly aligns” with MAB’s Malaysian Hospitality branding as both carry the same values, principles and the drive to achieve success and goals.

Team MAS aims to present the Nation’s sports assets from a commercial angle, unlocking the high value of sports and the emotional connection it has with fans and followers. This is in line with the government’s efforts to raise funds for sports and to cultivate a commercial-friendly sports industry in Malaysia.

MAB’s group CEO Izham Ismail said: “By using Team MAS as the uniting factor, we acknowledge that sports and the support for Team MAS transcend race, religion, age, and cultural differences. We look forward to a mutually beneficial relationship that not only empowers the athletes, officials, and organizers but also reiterates our commitment towards building the nation.”

The airline recently called off its global pitch covering creative, social and media and told 4As Malaysia that it is looking at the redevelopment of its overall business plan and strategy for the next three years, and is rethinking its marketing strategy.

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