sooka taps local partners to expand LIVE sports, entertainment access

Malaysian streaming platform sooka, is enhancing its accessibility and value for users through strategic collaborations with top local brands. The Malaysian platform, currently ranked as the #1 sports app and among the top five highest-grossing apps on the Google Play Store, has partnered with Maxis, Etiqa, U Mobile, Grab, MAE by Maybank2u, Sports Direct, ZUS Coffee, and VIU to expand its reach and offer exclusive perks.

Chu Young Lee, Director of sooka, highlighted the objective of these collaborations, said: “At sooka, our mission has always been to make LIVE sports, Asian and local entertainment more accessible for all. These new collaborations with local market leaders are a natural extension of that vision."

"By partnering with brands that share our customer-first mindset, we’re unlocking greater value, reaching new audiences and building stronger touchpoints across the user journey. With the ongoing Premier League season, it’s a timely opportunity for more Malaysians to experience 4K UHD LIVE sports on sooka via Android TVs, the sooka app, and the sooka TV stick," Lee added. 

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The partnerships aim to connect Malaysians through sports and entertainment while creating additional value and easier access to the platform. From finance and insurance to mobile technology and lifestyle brands, sooka is using a multi-sector approach to provide integrated offers, exclusive perks, and smarter access points for users.

Among the key offers: Maxis subscribers can enjoy up to six months of complimentary sooka Premium access depending on their plan, while Etiqa customers receive a 10-day complimentary Sports & Entertainment plan alongside a personal accident coverage worth RM10,000.

U Mobile offers a bundled U Home 5G x sooka Premium package, and Grab users can redeem a 14-day complimentary plan through GrabRewards. MAE by Maybank2u, Sports Direct, and ZUS Coffee customers are also eligible for complimentary access to sooka’s Sports & Entertainment plan through various redemption methods. In addition, sooka and VIU fans can access a bundled subscription from RM21.90/month.

Chu added that these strategic alliances strengthen sooka’s position as a homegrown entertainment platform that caters to Malaysians’ viewing habits and preferences. The platform continues to provide selected live sports and entertainment content for free, allowing registered users to stream instantly via sooka.my or the sooka app on Google Play, Apple App Store, and smart TVs.

Within the region, the streaming space has had a number of key updates, among which is the Indonesian government's plans to tighten oversight of online streaming platforms, including Netflix, YouTube, Amazon Prime Video, Disney+ Hotstar, and HBO Max, in a move aimed at aligning digital content with cinema standards.

Last month, Amazon Ads struck a partnership with Netflix to give advertisers programmatic access to the streamer’s premium ad inventory through Amazon’s demand-side platform (DSP). The move, set to roll out in Q4 2025, will allow advertisers using Amazon DSP to buy Netflix inventory directly across 11 markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.

Back in Malaysia, Tune Talk has launched a new in-app feature, "Games and drama in Tune Talk app", positioning itself as the first telco in Malaysia to offer both streaming and gaming directly within its mobile application. The new feature allows users to stream dramas, play casual games and earn rewards. The rollout is part of the telco’s effort to expand its digital services and keep users engaged within its ecosystem.

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