Axiata dials up naming rights to Kuala Lumpur arena

Asian telecommunications company Axiata Group Berhad has agreed a deal to take on naming rights to the Putra Indoor Stadium in Kuala Lumpur, Malaysia.

Axiata has agreed a 10-year deal with operator Perbadanan Stadium Malaysia for the rights. Financial terms of the agreement were not disclosed, but Malaysian newspaper The Star said that the deal would be worth RM55m (€11.6m/$12.4m) over 10 years.

The multi-purpose facility, which will serve as a key venue during Kuala Lumpur’s staging of this year’s Southeast Asian Games multi-sport event, will now be known as the Axiata Arena.

The arena is currently undergoing renovation work ahead of the Games, which take place from August 19-31, and Axiata will sponsor the modernisation of the venue. The sponsorship will facilitate the implementation of new services and innovative technology capabilities to elevate Axiata Arena into Malaysia’s first digitalised venue.

Tan Sri Jamaludin Ibrahim, president and group chief executive of Axiata, said: “For Axiata, this partnership meets three objectives for the group. Firstly, this is yet another step in our commitment to national contribution which follows our other sponsorships such as the Celcom Axiata Malaysian Open and, in the past, the Axiata Cup. In this case, we are able to support the development of a world-class venue in Malaysia, working hand-in-hand with the Ministry of Youth and Sports to drive the Government's initiatives in this area.

“Secondly, as a leading regional brand, the naming of Axiata Arena will augment our international branding to a worldwide audience especially given the upcoming SEA Games and many more international events to be held there. Lastly, the venue will be the test bed and launchpad for Axiata and Celcom’s latest technologies and digital services with the use of apps and online applications for services, sales and real-time information. Making the arena one of the most digitally advanced sporting and entertainment venues, equal to the very best globally.”

Axiata Arena will serve as the main hub of the redeveloped KL Sports City complex when it reopens in July.