Kuala Lumpur, Malaysia — The Malaysian Football League (MFL) announced their partnership with Luno, the country’s leading regulated digital asset exchange, as a crypto investment partner and official co-sponsor of Liga Super Malaysia, the nation’s most popular football league, and Piala Malaysia, the annual prestigious football tournament. The one-year partnership agreement covers a series of branding rights including billboards on the sidelines, use of club logos as well as player images, and brand activation at tournament venues.

The collaboration was announced at a ceremony officiated by Stuart Ramalingam, chief executive officer of the Malaysian Football League, and Aaron Tang, country manager of Luno Malaysia.

Ramalingam, shared his enthusiasm with the collaboration, saying, “Today marks a historic day for Malaysian football as we welcome new-age partners that will bring a new exciting image to our League and the reach Liga Malaysia will offer to commercial brands. I would like to welcome the newest MFL partner – Luno, Malaysia’s first regulated and leading digital assets exchange. As the world opens its door in its acceptance of cryptocurrency, this collaboration opens up a whole new horizon for the MFL family of partners with such an extraordinary partnership.”

This collaboration with MFL marks Luno’s first entry into the local sports industry. In addition, the digital asset exchange plans on more collaborations to further boost their presence in Malaysia.

Tang commented that the MFL has a fan base of over 13 million, so the partnership gives Luno a great opportunity to engage with new audiences and raise the brand’s profile among Malaysians who might be considering exploring the world of cryptocurrency.

“Our mission is to put the power of crypto in everyone’s hands in an accessible, convenient and safe way, and this partnership is a step towards achieving this in Malaysia. We believe this partnership will bring huge benefits for both parties — nurturing support for local football while creating an opportunity to explore and invest in cryptocurrency,” Tang said.

As one of the deals in this collaboration, Luno will host an exclusive educational session featuring industry experts where fans can learn more about financial literacy alongside their favourite football players in the MFL.