Shopee and the Malaysia Football League (MFL) have partnered to launch the official MFL merchandise online store featuring the original kits, apparel, bags and accessories of Malaysian football teams. This includes Felda United and UKM FC merchandise, with more products by all Malaysian teams being introduced in the near future.
This comes after Shopee came on board as a title sponsor of Piala FA Malaysia 2018 in March this year, allowing the MFL to gain access to Shopee's 10 million users and sell Piala FA and unifi Liga Super Malaysia tickets. The partnership led to the MFL witnessing an exponential increase in the sale of e-tickets by 306.5% to 20,423, from its initial target of 5,000.
In a statement to A+M, Shopee said the main objective of the partnership was to assist the Malaysian football teams to increase their revenue streams. Shopee successfully raised RM800,000 for the local football clubs through ticket sales alone. Additionally, it invested another RM700,000 for various on-ground, in-app campaigns and activities, as well as worked with the local football stars by engaging them for paid partnerships in order to support their careers.
Meanwhile, Shopee is also organising football clinics for top local football stars and coaches to impart tips to passionate youths. This is in line with MFL's vision to promote the love for football among Malaysian youths and drive engagement between players and fans.
“On top of the sponsorship, we assisted MFL and local teams to chalk up an extra RM1.5 million from ticket sales and activities held together with MFL and local players. On our own, we launched many initiatives such as the Demam Bola campaign, mini stadium, trivias and games to get Malaysians to support and promote the local football teams and scene. To do this, Shopee funded gifts and prizes worth more than RM500,000,” Ian Ho (pictured right), regional managing director of Shopee, said.
“The rapid growth in internet penetration and smartphone use in Malaysia was evidence for us to tap into e-commerce. But more than selling tickets, our goal was to communicate with our fans, give them a smooth purchasing experience, and make it easier for them to support their beloved local teams. With Shopee, achieving these goals have allowed us to make strides towards transforming the local league and Malaysian football in general," Kevin Ramalingam (pictured left), CEO of MFL added.