Manchester United’s Marc Armstrong on soaring fan engagement with MAB

Manchester United’s arrival in Malaysia for its 2025 Asia post-season tour turned heads well before the Red Devils stepped onto the pitch, all thanks to a striking co-branded livery with Malaysia Airlines that became the most tracked flight in the world on flight radar during its Sunday night journey to Kuala Lumpur, racking up over 3,000 hits.

The eye-catching aircraft, part of a broader partnership between Manchester United and the national carrier, set the tone for the club’s presence in Southeast Asia, where thousands of fans gathered at Pavilion Kuala Lumpur for a Maybank-backed meet-and-greet, and local authorities prepared for a reported 70,000-strong crowd at Bukit Jalil National Stadium for the Challenge Cup match against the ASEAN All Stars.

Despite a 1-0 loss on the pitch, excitement ran high, propelled in no small part by the powerful branding and marketing muscle driving the collaboration.

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In an exclusive interview with A+M, Manchester United’s chief business officer (CBO) Marc Armstrong explained why Malaysia Airlines was a compelling partner at this stage of the club’s global branding strategy.

“Malaysia Airlines represent more than just a premium airline — they share our ambition to connect people, deliver world-class experiences, and lead on a global stage. This partnership goes beyond co-branded assets; it’s about shared values, regional relevance, and storytelling," said Armstrong.

The CBO added that working with a national carrier that embodies the spirit and pride of the region is "incredibly powerful" and that the airline's reputation for hospitality, excellence, and innovation aligns perfectly with the standards we set at Manchester United, both on and off the pitch.

"Together, we are not just building awareness,  we are creating emotional moments that bring fans closer to the club, both physically and emotionally. That’s what makes this partnership such a compelling one," said Armstrong. 

Armstrong highlighted how the partnership integrates authenticity with local culture, citing benefits for fans through Malaysia Airlines’ Enrich loyalty programme and unique moments such as the airline’s cabin crew welcoming players onto the pitch at Old Trafford.

In fact, the overlap between Manchester United’s fanbase and Malaysia Airlines’ core markets is a major strength, with over 627 million fans and followers across the region. This collaboration offers a 360-degree activation strategy designed to deepen emotional connection. 

_{Marc Armstrong, pictured second from left.}

“At Manchester United, everything we do starts with the fans — they are the heartbeat of the club, and this post-season tour is a celebration of that bond. From a fan perspective, we’re aiming to deepen the emotional connection between the club and our supporters in Asia by showing up in a way that’s bold, respectful of local culture, and unforgettable," said Armstrong. 

To Armstrong, the livery is more than just a design on an aircraft, but rather a symbol of the ongoing partnership. "When fans see that aircraft landing in Kuala Lumpur or Hong Kong, we want them to feel proud, seen, and part of something much bigger," said Armstrong.

For many fans, this might be their first time seeing the club live, said Armstrong. Hence, the goal is to spark pride and belonging. He added: 

"Everything, from the visuals on the aircraft to the interactions at our events, is designed to deliver a sense of connection — reminding them that no matter where they are in the world, they are part of the Manchester United family.”

As such, Manchester United was deeply involved throughout the creative process of designing the co-branded livery. As the club's visual identity is deemed to be one of the most recognisable in global sport, Armstrong said that the club took great care in ensuring that it was used meaningfully and with impact, while celebrating Malaysia Airlines' identity and national pride.

Success for partnerships such as this is measured across multiple dimensions. Armstrong said: "From the outset, we worked closely with Malaysia Airlines to define shared objectives, including brand lift, digital reach, and increased passenger demand in key markets."

"We track metrics such as brand sentiment, engagement levels across campaigns, and how effectively the partnership drives business results for both parties. In a region as passionate as Southeast Asia, emotional connection and cultural relevance also play a key role in how we assess long-term value.”

Moreover, the tour also serves as a platform to deepen relationships with fans in Asia. A tour such as this enables the club to engage with its fanbase in the region, amplify its following and create memorable moments that live far beyond the 90 minutes on the pitch. 

As for ROI, Armstrong said that it comes hand in hand with storytelling. This is especially since a strong narrative deepens emotional connection, and can deliver measure impact. "We align on clear goals with our partners - from fan engagement to commercial results - and track performance throughout," explained Armstrong, adding that: 

When the story resonates with fans and supports business objectives, that’s when a partnership truly works.

Photos courtesy of Malaysia Airlines.

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