KUALA LUMPUR: Malaysian badminton is in the pink of financial health, thanks to Celcom Axiata Berhad.
The Badminton Association of Malaysia (BAM) have signed a three-year deal worth RM24mil with network provider Celcom Axiata Berhad.
This is the second major sponsorship secured by the BAM in a year. Last March, they signed a RM60mil six-year deal with equipment supplier Victor.
Previously, Maybank was the BAM’s main sponsor. But the Malaysian banking giant decided not to renew their five-year deal last season.
“We are grateful to Maybank for sponsoring us for the last few years (2011-2016). The contract with Celcom Axiata Berhad is the start of a new age for Malaysian badminton,” said BAM acting president Tan Sri Mohd Al-Amin Abdul Majid.
“Celcom Axiata will now sponsor the Malaysian Open, from this year until 2019.
“Besides that, we will use the funds for our development programmes, players’ incentive scheme and preparations for the major events such as the Thomas/Uber Cups, the SEA Games and Asian Games,” added Al-Amin.
On top of giving RM8mil a year to the BAM, Celcom Aviata Berhad has also pledged to invest RM10mil over three years to promote the sport in the country.
“Previously, we were involved in staging the Axiata Cup (2012-214). For us this is a step forward as badminton is also a sport that unites all Malaysians,” said Celcom Axiata chief executive officer Datuk Seri Shazalli Ramly.
“We want to share and support the BAM. The RM10mil will be used to promote the sport in the digital and social media throughout Malaysia.”