SEA Games sponsorship crosses RM100m mark, exceeds expectations by 25%

With less than 15 days to go, sponsorship for the 29th Kuala Lumpur SEA Games and 9th Asean Para Games (KL2017) has crossed another milestone with Sony Malaysia jumping on the bandwagon as its gold sponsor. Sony is the fifth gold sponsor signed by Malaysia Organising Committee (MASOC) for the games.

The announcement was made in a ceremony held in Putrajaya on 4 August 2017. This comes just a day after Youth and Sports Minister Khairy Jamaluddin told reporters at a MASOC event the total sponsorship has crossed over the RM100 million mark, exceeding 25% of the initial target of sponsorship at RM80 million. The same event also announced the gold sponsorship partner which was  from country’s main energy provider Tenaga Nasional Berhad (TNB).  This sponsorship category is for contribution between RM3 million to RM7.5million.

TNB's sponsorship entails cash and in-kind, which include providing generator sets to be used during the Games. With this sponsorship, TNB will be known as the “Official Energy Partner” for KL2017.

As a gold sponsor, Sony, which makes its debut as a sponsor in the local sports scene through this partnership - will contribute 30 to 50 units of the Sony α9 cameras on loan basis for KL2017 official professional photographers. The Sony α9 cameras will also be known as the “Official Camera of the KL2017”. Apart from that, Sony’s sponsorship also entails cash and marketing support to promote the KL2017 brand.

This sponsorship is also one of Sony’s strategies to capture potential customers among the KL2017 fans especially for the Sony α9 camera. Sony said with the the new Sony α9 cameras of a processing speed of 20 times faster , KL2017 official photographers stand to benefit from its advanced features in order to produce the best images while capturing the historic moments throughout the Games.

The deal was sealed by the chief executive office of MASOC secretariat, Dato’ Seri Zolkples Embong together with the managing director of Sony Malaysia, Satoru Arai.

“Sony’s sponsorship complements our needs perfectly especially for the Media, Electronics and ICT Committee. I am glad that Sony has decided to come on board and tap on the wide-ranging marketing opportunities via KL2017 that I am sure will further enhance the brand in the market," Saravanan said.

“This is indeed a milestone for Sony as every moment of the Games – the victory, the joy, defeat and dejection experienced during KL2017 will be officially captured by a Sony camera. MASOC is confident in the capability of the Sony α9 to deliver only the best in photography during the Games,” he added.

KL2017 will take place from 19 to 30 August 2017 for the 29th SEA Games and 17 to 23 September 2017 for the 9th ASEAN Para Games.