Tag: Football

Kuala Lumpur, Malaysia – Malaysia Airlines has recently announced the launch of its special co-branded livery alongside Manchester United. The launch follows the airlines’ announcement to return its Brisbane routes, as well as increase flight frequencies across the APAC region.

The bespoke livery, now featured on the airline’s flagship A330-300, blends the national pride of Malaysia with Manchester United’s global sporting prestige. With dynamic red lines flowing from the Malaysia flag into the club’s iconic red, the design symbolises harmony, strength, and unity between aviation and sports—two forces that inspire and connect people worldwide.

The unveiling was made even more memorable with the presence of Manchester United legends Dimitar Berbatov, Nemanja Vidić, and Luís Nani who joined the celebrations in Malaysia. 

Datuk Captain Izham Ismail, group managing director of Malaysia Aviation Group (MAG), said, “This marks a bold and exciting new chapter for Malaysia Airlines, as we unite the passion of sport, the spirit of innovation, and the pride of our nation. Our partnership with Manchester United embodies shared values of excellence and global ambition, while the resumption of Brisbane flights and expanded regional connectivity reinforce our strategic focus on growth.”

He added, “With the introduction of lie-flat Business Class seats on our new Boeing 737-10 aircraft, we are redefining the travel experience for our guests. As we continue to elevate our offerings, we remain steadfast in our commitment to reimagining travel through the lens of Malaysian Hospitality, guided by our vision to be among the world’s leading airlines.”

Hong Kong – Football icon Cristiano Ronaldo has officially launched the first-ever CR7 LIFE official flagship store at Times Square in Hong Kong, marking a significant milestone in celebrating his legacy and the upcoming CR7 LIFE Museum.

The CR7 LIFE official flagship store is designed to offer an engaging, tech-enhanced environment where digital features highlight key moments from Cristiano Ronaldo’s career and personal journey.

Located on the 7th floor of Times Square and set to open in June, the store will feature a curated range of products selected and signed by Ronaldo, including apparel, homeware, and fragrances—each reflecting elements of his lifestyle and identity.

The store will also feature a Portuguese coffee shop that highlights the flavours and traditions of Ronaldo’s home country. Designed to reflect the ambiance of cafés in Portugal, the space will serve items such as freshly baked pastéis de nata, premium coffee, and other traditional pastries and delicacies.

Situated in one of Asia’s busiest shopping districts, the CR7 LIFE official store aims to attract fans, lifestyle enthusiasts, and tourists alike. From its curated merchandise to its immersive setup and café, the store is positioned as a distinctive addition to Hong Kong’s retail scene.

The flagship store opening marks a notable step in Cristiano Ronaldo’s efforts to engage more closely with his global fanbase, particularly in Asia. Launching in Hong Kong, the store will open alongside the upcoming CR7 LIFE Museum, a space dedicated to documenting Ronaldo’s career and impact on sports culture.

Manila, Philippines – GoTyme Bank has entered a three-year partnership with the Philippine Football Federation (PFF), becoming the official bank partner of the country’s football governing body. The agreement is aimed at supporting the development of football across various levels in the Philippines, from grassroots initiatives to elite competitions.

Under the partnership, GoTyme Bank and the PFF plan to launch several joint initiatives. One of the key highlights is the GoTyme Bank Cup 2025, a regional tournament that will feature men’s and women’s national teams from the Philippines, South Africa, Vietnam, and Singapore. The event is positioned to promote high-level competition and enhance the visibility of Philippine football on the regional stage.

The agreement also includes support for national teams, with players and coaches serving as brand ambassadors for GoTyme Bank. The bank’s financial products will be integrated into the teams’ operations, including services for international travel and overseas allowances.

Efforts to engage fans are also part of the collaboration, with planned activities such as merchandise campaigns, ticket promotions, player meet-and-greet events, and community watch parties during major matches.

At the grassroots level, GoTyme Bank will work with the PFF on youth programs that combine football training with financial literacy education. These initiatives aim to promote holistic development for young athletes while encouraging financial inclusion.

The bank will maintain a visible presence through branding on team jerseys, stadium signage, and interactive fan zones. On-site services will allow fans to open accounts and use GoTyme Bank offerings during events.

According to both parties, the partnership reflects shared goals of promoting sports development and providing greater access to services for Filipino communities.

Nate Clarke, CEO at GoTyme Bank, said, “There is an undeniable love for football in the country, and it’s only continuing to grow. Our partnership with the PFF allows us to be there for athletes and fans alike. We want to be part of the story of bringing Philippine football onto the global stage.”We understand that success isn’t a straight path—it’s full of hurdles. That’s something we see in sports every day. 

Meanwhile, Freddy Gonzalez, director of senior National Football Teams, commented, “This is the first time we are partnering with a bank, and we couldn’t have found a better ally than GoTyme Bank. We both share the goal of bringing Philippine football further, not only by supporting our national teams but also by developing training camps for young kids. This is a shared vision that shows GoTyme Bank is the right partner to help us build the future of Filipino football.”

Singapore – Tiger Beer has been announced as the international beer partner of Tottenham Hotspur Football Club. This marks Tiger’s second partnership with a prominent English Premier League club, following its recent sponsorship announcement of Manchester United. 

Through these multi-year partnerships, Tiger Beer reinforces its enduring commitment to sparking connections that bring fans in Asia and beyond closer to the clubs they love.

Tiger Beer’s expanding football partnerships underscores its commitment to fuelling football passion in Asia and beyond. With over 195 million fans in Asia, Spurs are a natural ally in Tiger Beer’s commitment to ignite football passion throughout the region.

Harnessing the insights from its recent survey of 2,000 football fans, where almost 3 in 4 view fan activities as crucial to unite supporters of their chosen club, Tiger Beer is dedicated to delivering thrilling fan experiences for Spurs fans. These will include activations, opportunities to watch the team train and exclusive training and coaching experiences. 

Moreover, together with Tiger Beer, football fans around the globe can uncage their tigers and unite as one to celebrate their football passion. Fans are invited to join the journey as Tiger Beer and its partners come together to create unforgettable, legendary experiences.

Sean O’Donnell, global brand director of Tiger Beer, said, “At Tiger Beer, we believe that individual courage is rooted in collective support. Our partnerships with iconic clubs like Tottenham Hotspur, embody our belief that progress isn’t a solo act. Together, we celebrate teams and the collective spirit that fuels progress, reminding everyone that we can achieve incredible individual feats when we support one another.” 

Meanwhile, Ryan Norys, chief revenue officer at Tottenham Hotspur, commented, “It is fantastic to be partnering with another industry-leading brand in Tiger, with the aim of engaging our fans in Asia through unique experiences aimed at bringing people together through the power of football.” 

Singapore – FIFA has revealed that Lenovo has been named as an Official FIFA Technology Partner – FIFA’s top tier sponsorship category – in a deal that includes the FIFA World Cup 2026 in Canada, Mexico, and the United States, and the FIFA Women’s World Cup 2027 in Brazil. 

The two tournaments will provide the platform for Lenovo to further grow its global brand amongst fans of the world’s most popular sport and, more importantly, deliver integrated and innovative technologies that will make football more accessible and more engaging for all, growing the game worldwide.

With this, Lenovo’s products, services and solutions, including its emerging suite of innovations that both leverage and power AI (Artificial Intelligence), ThinkPad laptops, tablets, Motorola mobile phones, and servers, will be integrated into the 2026 and 2027 tournaments. 

The company’s technology will power improved fan experiences in stadiums and global broadcasts, power enhanced analytics, and democratise data across all global football-playing nations.

Yuanqing Yang, chairman and CEO at Lenovo, said, “As one of the world’s leading technology companies, we’re delighted to partner with the world’s most global and popular sport. Lenovo will be powering the largest sporting and entertainment events in human history – events with more viewers, more nations participating, and an unprecedented global demand for data processing and technology.”

He added, “Lenovo is proud to support FIFA’s vision of leveraging technology to elevate the game, enhance the fan experience worldwide, and foster innovation that levels the playing field. We’re excited that our cutting-edge technology and AI innovation will take centre stage in the upcoming tournaments, demonstrating to the world the transformative power of smarter technology.”

Meanwhile, FIFA President Gianni Infantino, commented, “At FIFA, we are committed to growing the game globally and making football accessible for all – and we are excited to welcome Lenovo to our journey, and to work with them to implement technologies, innovations and programmes that spread our sport. Data and technology combined helps us to know fans better, and we will use it to create unparalleled and unforgettable fan experiences at the FIFA World Cup 2026 and FIFA Women’s World Cup 2027. In Lenovo, we have a partner who will support us as we evolve and innovate, investing in digital technology and artificial intelligence for future generations.” 

Singapore – Singaporean beer Tiger Beer has been tapped as the official beer partner of football club Manchester United. This partnership brings together the iconic Asian brewer and one of the most popular sports teams in the world, to enhance experiences and deepen engagement with United fans globally.

The partnership launches at a significant moment in Tiger Beer’s bold brand evolution, heralding a new era for the company and its football-loving consumers. 

In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, where Tiger is the number one premium beer among consumers, providing an unparalleled platform to activate the partnership.

Ahead of the launch, Tiger Beer conducted a survey with 2,000 football fans in Asia and results revealed that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club and 95% expressed that football has the capability to unite and build long-lasting community bonds.

Harnessing the insight from the survey, Tiger Beer and Manchester United, have committed to delivering experiences to deepen the connection between the fans and the club. 

These events include co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region – providing local talent with training and mentorship advice from Manchester United coaches and club legends.

Sean O’Donnell, global brand director of Tiger Beer, stated, “Football has always been a natural association for Tiger® – it’s a sport that ignites passion, brings people together, and celebrates the same energy that drives our brand. We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things.”

He added, “This partnership reflects our shared belief that progress is driven by collective strength and courage. As we prepare to reveal an exciting new chapter for Tiger in the upcoming weeks, we look forward to bringing the electrifying energy of matchday at Old Trafford to fans across the globe.”

Meanwhile, Florence Lafaye, commercial director at Manchester United, commented, “Tiger Beer’s dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before. Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community.”

The partnership is announced ahead of United’s Premier League match against Brentford, where Tiger Beer’s brand will be showcased for the first time in Old Trafford on LED boards within the famous stadium.

Jakarta, Indonesia – Popular English football club Liverpool FC has announced the opening of its first standalone retail store in Indonesia, located at the second floor of the Pondok Indah Mall 2 in Jakarta. The opening was marked with a special fan event attended by former Reds star Patrik Berger.

The new concept, which is being rolled out globally, has new elements based on supporter insight and what they wanted to improve in-store, such as stronger signposting of product.

Moreover, The inside of the store mirrors the club’s Liverpool ONE location in Liverpool city centre with the same rebranded look and feel. Interior design elements are inspired by the architectural history of the home city, featuring metal and brick elements.

Launched as part of the new retail partnership, which was announced in May this year, the standalone store working alongside PT Kanmo Weston Retailindo is another milestone for the retail team expanding its international footprint in Asia. This follows news of LFC’s first retail partnership in South Korea with Over the Pitch and official retail partnership with All Star Partners (ASP) in China last year.

Mike Cox, senior vice-president for merchandising at LFC, said, “It’s fantastic to see the new store in Jakarta open so soon after announcing our new partnership in Indonesia with the PT Kanmo Weston Retailindo group. The reception from the local fans has been incredible. 

He added, “Having a retail presence here brings them closer to the club and an important part of our global football family. The new store in Asia continues to support our ambitious plans to grow our international retail presence in key markets across the continent.”

Meanwhile, Manoj Bharwani, managing director and co-founder of Kanmo Group, commented, “After the announcement in May and much anticipation among fans, we are thrilled to open the first official Liverpool FC store in Indonesia, located in Pondok Indah Mall 2. We hope this store, which provides official and authentic merchandise from the football club, will bring the Liverpool FC fan community in Indonesia even closer.”

Lastly, Rajbir Chopra, sales director at Sports Fashion, stated, “Weston Corp has been around for decades and our strength in football is second to none in this region. Our partnership with Kanmo is synergy of two companies that have a rich history of both retail experience and knowledge in the sports industry. This partnership with Liverpool Football Club is an exciting beginning for both Weston Corp and Kanmo, and most importantly the fans in Indonesia.”

The shop will house official LFC merchandise including the recently launched LFC Nike home kit, training and lifestyle range plus hundreds of exclusive LFC label products. Jerseys can be printed in-store with players from the current LFC men’s and women’s teams or bespoke to your own name.

Singapore – With the hype for the 2024 UEFA European Football Championship–which will happen in a month away–continues across Asia-Pacific, new data from YouGov has revealed that football followers in Australia are most likely to have noticed event sponsors (57%), while half of football followers in Hong Kong (51%) and Indonesia (50%) say the same. In contrast, under two-fifths in Singapore and Thailand (38%) say the same.

In terms of recognising TV programme sponsors–meaning those shown during broadcast of football matches–about half of football followers in Thailand (51%) and Hong Kong (49%) have noticed such sponsorships, ahead of more than two-fifths in Australia (45%) and Indonesia (44%). However, only a quarter in Singapore (26%) say the same.

Meanwhile, in terms of recognising sponsors at the venue, about a third of football followers in Australia (35%) have noticed such sponsorships, ahead of a quarter in Hong Kong and Indonesia (both 24%), and closer to a fifth in Thailand (22%) and Singapore (18%).

Moreover, about a third of football followers in Australia (36%), Thailand (34%) and Indonesia (32%) have noticed sponsorships related to the team’s season sponsor, compared to around a quarter in Singapore (27%) and Hong Kong (25%).

Lastly, the data also shows that most football followers in Indonesia (57%) and Thailand (52%) would support their teams by buying products from their sponsors, with about an eighth (12-13%) expressing strong agreement.

Singapore – Carlsberg Asia has recently signed a Memorandum of Understanding (MoU) with Grab for a strategic partnership that will transform how consumers enjoy their beer. This partnership will cover awareness and promotional campaigns on GrabAds across four key countries in Southeast Asia (SEA) which includes Cambodia, Malaysia, Myanmar and Singapore.

The partnership will kick off with the launch of an exciting football season campaign featuring Liverpool Football Club and a collaborative Responsible Drinking campaign. The partnership also includes the setting up of a virtual store for Carlsberg on the Grab app in Singapore, to make it easier for consumers to order and have their favourite Carlsberg beers delivered.

Carlsberg has been a principal partner of Liverpool Football Club (LFC) for over three decades and became the club’s official beer in 2010. This football season, Carlsberg will bring football excitement to LFC fans across the SEA region by leveraging Grab’s multiple touchpoints, online to offline. 

Carlsberg will also collaborate with GrabAds, Grab’s advertising arm, on a Responsible Drinking campaign later in the year to promote responsible alcohol consumption and prioritise safety by encouraging GrabCar rides. By tapping into Grab’s extensive ecosystem and hyperlocal insights in the region, Carlsberg aims to expand its digital footprint in the region and make its portfolio of products available to a larger audience.

Arindam Varanasi, vice president of commercial for Asia at Carlsberg, said, “As part of Carlsberg Group’s Accelerate SAIL strategy, this exciting partnership will help us drive digital transformation and growth in the region by going beyond traditional retail channels.”

He added, “With our joint forces, we will be able to introduce more drinking moments to consumers and make it easier and safer for them to access Carlsberg’s portfolio of local and international beers and Beyond Beer brands at their doorstep. This will also be a strong initiative to Carlsberg’s continuous efforts in driving responsibility drinking.”

Meanwhile, Ken Mandel, regional head of GrabAds and brand insights, commented, “It’s truly an honour that Carlsberg, one of the world’s leading brewery brands, chose Grab’s advertising arm, GrabAds, to strengthen their brand equity through purposeful consumer campaigns – the LFC partnership and the Responsible Drinking Campaign.”

He added, “This partnership not only showcases the extensive and impactful reach of GrabAds’ online to offline touchpoints but also attests to GrabAds’ effective engagement with high-value consumers who use Grab to engage or transact with brands and merchants every day.”

Seoul, Korea – Global brewing company Heineken has launched their latest ‘LaundroMatch’ campaign, turning 24-hour laundromats into all-night sports bars so that Korea’s most avid football fans now have a place to watch the UEFA Champions League.

To achieve this, Heineken teamed up with LePub APAC and established a partnership with WashEnjoy, one of South Korea’s laundromat franchises, setting up a place for the real hardcore fans to get together and enjoy the games. 

The idea was inspired by the realisation that Asia is home to some of the world’s most hardcore football fans who choose to wake up very early in the morning to watch games live. Specifically, it’s also difficult to watch UEFA Champions League matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.

The campaign, called ‘LaundroMatch’, launched on 10-11 April with two consecutive events, when fans flocked to WashEnjoy in Seoul to watch teams compete. Additionally, four all-expense paid trips to the final UEFA Champions League 2024 match in June were also up for grabs, promising fans with a dream-come-true experience.

Until June, South Korean fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semifinals at a nearby Heineken LaundroMatch.

Talking about the campaign, Giwoun Park, marketing director at Heineken Korea, said, “Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?”

Meanwhile, Cyril Louis, executive creative director at LePub APAC, added, “You may think the world’s most passionate football fans are based in Europe or Brazil, but they can actually be found in all corners of the world – cities like Seoul, where fans are crazy enough to stay up all night to cheer on their team. We had the crazy idea of using laundromats to recognize the efforts of these fans and celebrate them with Heineken. When bars are closed, now there is a place for Korea’s real hardcore fans: 24/7 laundromats, transformed by Heineken into go-to venues for enjoying match day with friends.”