The Malaysia Super League football competition has signed up Malaysian bank CIMB as title sponsor of its Super League competition.
The top division of Malaysian domestic football will now be known as CIMB Liga Super Malaysia for the upcoming 2020 season, with an option to extend the contract for a further year.
The brand also becomes the official bank of other Malaysian domestic competitions, namely the second-tier Premier League, the FA Cup, the Malaysian Cup and the Malaysian Super Cup.
Activation will extend to fan engagement initiatives such as meet and greets with prominent Malaysian Soccer League players and special discounts on tickets for CIMB customers.
Datuk Haji Hamidin, MFL president, explained how the CIMB deal aligned with the organisation’s strategy. He said: “We at MFL, have our very own strategic blueprint called Next50, and the key vision both CIMB and MFL share in our blueprints are growth and sustainability.
“We are also very encouraged to see more corporate sectors joining the Liga Malaysia family, which is proof that brands and businesses believe that MFL has increased the value of Malaysian football, as we are putting in every effort to reach our visions and missions in Next50.”
CIMB has already had sponsorship involvement in Malaysian sport, previously supporting women’s number one squash player Nicol David and men’s track cyclist Azizulhasni Awang. It has also supported the development of aspiring footballers at grassroots level across the last decade.
Tengku Dato’ Sri Zafrul Aziz, group chief executive, CIMB Group, said: “With a 20 million fanbase, football is not only the most popular national sport, but also strategic in terms of the opportunities to engage with Malaysians who love football. There is also nothing quite like football to unite Malaysians across all races and social backgrounds.’’
The deal follows the news that Telekom Malaysia’s association with the MFL has been revived in an agreement which includes broadcast rights and title sponsorship of the Malaysia Cup.
In March 2019, TM exited its eight-year sponsorship and media rights contract with the MFL. That deal had been worth RM60m (€12.8m/$14.5m) per year.
Its termination left the MFL unable to fulfil payments on media-rights revenue it owed to its clubs for the 2019 season.
The 2020 Malaysian football season will begin with the Super Cup on February 28.