SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

1 Sep 2012

Axiata was looking for ways to further build its brand awareness while pushing its other business initiatives. Total Sports Asia (TSA) worked with Axiata to explore sports sponsorship opportunities to fulfill this requirement. The decision was to move forward with badminton as the property offered the best available opportunity to create an ownership stake in a sport that is of substantial relevance in Axiata’s key markets of Indonesia and Malaysia.

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28 Jun 2012

As a way of achieving its goal of advancing Asia, Axiata worked with Total Sports Asia to exploit the opportunities offered by sponsorship in sport – opting for a partnership with badminton and creating a new competition, the Axiata Cup, to raise awareness of the brand and its affiliation with the sport.

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