The FA partners with Telekom Malaysia as part of international efforts

LONDON - The Football Association has announced a new partnership with Telekom Malaysia (TM) in the run-up to the 2010 FIFA World Cup in South Africa.

World Cup: FA partners with Telekom Malaysia
World Cup: FA partners with Telekom Malaysia

The partnership allows TM to have the exclusive use of the England crest and England player imagery in the telcomms category in Malaysia.

It supports the FA objective of partnering with large companies in Asia, and reinforcing the England team brand internationally.

TM plans to produce selected merchandise bearing the England trademarks, as well as launching brand activity called World Football Heroes, to reinforce its support of football within Malaysia.

The World Football Heroes is supported by a TV series on Media Prima, which will highlight players and teams of the World Cup in South Africa, including an in-depth profile on the England team.

Sean McAuliffe, head of business development at the FA, said: "TM's impressive work and commitment to football in Malaysia will help extend the appeal of the England team, and gives us great belief that we can both truly engage with Malaysia's football fans."

Dato' Zamzamzairani Mohd Isa, group chief executive of TM, said the company intended to tap into the "passion and spirit of football".

The deal comes as England's potential World Cup team has been rocked in recent weeks, with the sacking of John Terry as captain, and injury to talisman player David Beckham.

 

 

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