Badminton Association of Malaysia nets new main sponsor

Telecommunications firm Celcom Axiata Berhad has agreed a deal to become the new main sponsor of the Badminton Association of Malaysia.

The two parties have agreed a three-year deal, which will be effective until 2019. According to Malaysian newspaper The Star, the partnership will be worth RM24m (€5.4m/$6.1m).

“Celcom Axiata will now sponsor the Malaysian Open, from this year until 2019,” BAM acting president Tan Sri Mohd Al-Amin Abdul Majid said. “Besides that, we will use the funds for our development programmes, players’ incentive scheme and preparations for major events such as the Thomas/Uber Cups, the SEA Games and Asian Games.”

The Star’s report added that Celcom Axiata would provide a further RM10m a year to promote badminton throughout Malaysia. A Celcom Axiata official told the newspaper that the money would be used to promote the sport through digital and social media campaigns.

Celcom Axiata replaces banking group Maybank as the BAM’s main sponsor.