Why AirAsia MOVE is backing Malaysia’s next squash hope

AirAsia MOVE has signed rising Malaysian squash player Erwin Kros Christopher as its latest brand partner, tying its travel platform to a new generation of sporting talent under a campaign platform dubbed “Rise without limits”.

The partnership marks the first milestone in AirAsia MOVE’s new initiative aimed at supporting aspiring talents who “dare to push beyond expectations”, according to the company. The brand also confirmed with A+M, that this was its first athlete ambassador appointment.

In 2026, AirAsia MOVE has already covered Kros’ travel, accommodation and gear as he competes on international courts in Sri Lanka, Uzbekistan and Singapore.

“Erwin represents the grit and ‘Dare to dream’ spirit that defines us at MOVE. We believe that when aspiring athletes are given the right support, their dreams can go further than they ever imagined. We are incredibly proud to stand behind him as he takes Malaysian squash into its next great chapter,” said Nadia Omer, CEO of AirAsia MOVE.

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As part of the formal sponsorship announcement, AirAsia MOVE and Christopher also unveiled a new brand film under the “Rise without limits” banner, spotlighting how the athlete pushes past his limits through every rep, setback and level up.

Prior to the film’s release, MOVE had already been working with Christopher on social content beyond on-court shots of him in AirAsia MOVE gear, signalling a deeper storytelling partnership rather than a purely logo-led sponsorship.

The timing of the tie-up comes as Malaysia looks to build on the legacy of squash icon Nicol David, with the sport set to make its Olympic debut in 2028.

Kros, aged 17, is currently ranked number one in Selangor and number 20 in Asia in the under-19 category. He recently boosted his reputation on the junior circuit with a win at the Sri Lanka Junior Open.

“I’ve given my life to this sport since I was six years old and my belief in what I can achieve has never been stronger. I grew up knowing that Malaysian athletes can compete with anyone in the world, and I carry that with me every time I step on the court,” said Christopher.

“Having MOVE believe in my dream gives me the confidence to push harder, aim higher, go beyond my limits. Every tournament is a chance to make Malaysia proud, and I will continue to dare to dream,” he added.

As his season continues, AirAsia MOVE will support Kros at the 2nd Touch ’n Go SRAFTL International Junior Open Squash Championship 2026 in Kuala Lumpur from 1 to 5 April, and the Negeri Sembilan Junior Open 2026 from 7 to 11 April.

The move builds on AirAsia MOVE’s positioning as a platform that makes travel more accessible and aims to extend that role into backing the next generation of Malaysian champions. AirAsia MOVE, formerly known as the AirAsia Superapp, is the travel booking platform under Capital A, the same parent company of low cost airline AirAsia. 

In 2025, MOVE announced strategic partnerships with Ethiopian Airlines, Vietjet Air and Garuda Indonesia. This also builds on its earlier tie-up with Singapore Tourism Board (STB) to create better travel experiences for visitors to Singapore with a focus on key Southeast Asian markets such as Malaysia and Thailand.

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