KUALA LUMPUR: Celcom is set to be the new title sponsor for the Badminton Association of Malaysia (BAM).
It is learnt that the mobile telecommunications provider, a listed company under the Government-Linked Companies (GLC), is set to be the new title sponsor for the Malaysian Open at the Malawati Stadium in Shah Alam from April 5-10.
Celcom's presence in the world of sport is nothing new. They were the sponsors of the Axiata Cup in 2013.
The country’s premier badminton tournament, a Superseries Premier event offering US$550,000 (RM2.29mil) in prize money, was left without a title sponsor after Maybank part ways with the BAM last November.
The BAM announced that their new sponsor will be a company under GLC recently but did not reveal the name. They are expected to ink the deal with the company on March 21.
Meanwhile, most of the top badminton stars are expected to make their appearance at the country’s premier badminton tournament, including China’s Lin Dan and Chen Long.
Malaysia’s world No. 2 Lee Chong Wei will also be making a comeback. He did not take part in the home tournament last year because of a doping ban.