Launched on 29 June to celebrate Liverpool's first Premier League title in 30 years, in Malaysia the club’s long-time beer sponsor Carlsberg marked the victory with a ‘Virtual Champions Keg’, redeemable via smartphone.

Running from March 2018 to May 2019, Drive for More leveraged Yokohama’s Chelsea shirt sponsorship to convert consumers at the point of sale.

The stand-out activation in Malaysia Airlines' three-season partnership with Liverpool was a spring 2018 contest that incentivised fans to create and share their unique Liverpool cheers.

Arya Premier, a Malaysia-based events and business development company, has signed up as title sponsor of Le Tour de Femina, a UCI-sanctioned women's cycle race taking place from November 16 to 21 in Malaysia

Chinese sportswear company Li-Ning has broadened its portfolio by agreeing a partnership with Malaysia’s SepakTakraw League (STL).

Malaysian telco Maxis Communications have signed a sponsorship deal with professional esports club Team Secret, currently the top Dota 2 team in the world

German software brand SAP has signed a last-minute partnership with global esports tournament the Kuala Lumpur Major, which is set to take place this month

Malaysian national oil and gas company Petronas is paying between €600,000 ($692,000) and €900,000 per year for a package of branding and hospitality rights at the Thailand and Malaysian legs of the Mot…

Malaysian oil and gas multinational Petronas has extended and expanded its partnership with Dorna Sports, the rights-holder for MotoGP, for three years from 2018 to 2020

Football Malaysia, the organising body of club football competition in the country, has agreed a major sponsorship and media rights deal with Telekom Malaysia, an agreement it claims is the biggest to date in domestic sport.

Malaysian isotonic drinks brand 100Plus has agreed a deal to become the official beverage partner of the Kuala Lumpur Sports City complex.

The Football Association of Malaysia has entered into a partnership with probiotic dairy products manufacturer Yakult.

Football Malaysia LLP has agreed a partnership with Ampersand Sports that will result in the agency brokering sponsorship deals for a range of events.

The organising committee for the 2017 edition of the Southeast Asian Games multi-sport event in Kuala Lumpur, Malaysia, has completed its sponsorship line-up after partnering with Japanese financial services firm Aeon and a host of other local and overseas companies.

Electronics giant Sony and energy provider Tenaga Nasional Berhad (TNB) have agreed deals to sponsor this year’s edition of the Southeast Asian Games multi-sport event, which will take place in Kuala Lumpur, Malaysia.

Malaysian oil and gas company Petronas has signed a multi-year extension to its title sponsorship of Formula One motor-racing team Mercedes.

Chinese sportswear brand 361 Degrees has agreed a deal to sponsor the 2018 edition of the Asian Games multi-sport event, which will be held in the Indonesian capital of Jakarta and Palembang.