U Mobile inks a deal to co-sponsor Malaysian football competitions

Malaysian Telco U Mobile has partnered with Football Malaysia Limited Liability Partnership (FMLLP) to be the official co-sponsor of the Superbest Power Piala FA and Liga Premier Malaysia for three years, starting from the 2016 season.

U Mobile becomes the exclusive telco partner for the two premier Malaysia football competitions.

The partnership with FMLLP will give U Mobile marketing, promotion and engagement opportunities around the two competition, in-stadium branding, corporate hospitality, and use of the club and player image rights for advertising purposes.

"We believe this partnership is a natural fit as many of our customers are football fans. Through this collaboration, we are able to give greater value and user experience to our customers by bringing them closer to the game they love," said Jasmine Lee (pictured), CMO of U Mobile Sdn Bhd.

An exclusive customer campaign called #BangsaBola has been created by U Mobile, which consists of on-ground activities, as well as contests where football fans may win a chance at getting up close and personal with their favourite players. A #BangsaBola microsite will also be developed for fans to keep up with match highlights up to one minute per round and other football related content. The site will go live in April 2016.

"Our customers will be able to get regular updates and watch interviews via their smartphone, another opportunity for them to enjoy our data strength and speeds," Lee added.

Further heightening the excitement around the Superbest Power Piala FA and Liga Premier Malaysia, U Mobile has even created a rallying cry, "Semangat Bola, Jiwa Juara," for fans to show their support for the team they are cheering for.

U Mobile adds to the growing list of sponsors and brands partnering FMLLP to bolster Malaysian football leagues, which also includes the TM Piala Malaysia and Super League.

"We're very excited that U Mobile has come on board to support Malaysian football. The increasing support from homegrown commercial enterprises towards our league and cup competitions highlights that we're on the right track to elevating the status of local football," said Kevin Ramalingam (pictured), CEO of FMLPP.

The deal between U Mobile and FMLPP was brokered by sports media rights agency MP & Silva. The 2016 season of the Superbest Power Piala FA kicked off on 19 February while the first game of Liga Premier Malaysia began on 12 February.