Published on July 23, 2005

Manchester United has announced a one-year global advertising and sponsorship deal with AirAsia, marking the first time that a low-cost Asian airline has successfully associated with an English Premier League football club.

The agreement, which includes global advertising and sponsorship activities both above and below the line, will begin in August and cover AirAsia’s associated companies Thai AirAsia and Awair in Indonesia.

The airline did not reveal what budget it intended to invest in the club.

AirAsia has joined a host of other companies that have sponsored EPL football clubs, including Nike, Vodafone, Audi, Budweiser, Century FM, Fuji, Ladbrokes, Pepsi ,Wilkinson Sword and Beer Chang.

AirAsia, which set Bangkok as one of its regional bases last year, is the second company in Thailand to sponsor an EPL club.

Thai Beverage Plc, brewer of Beer Chang, signed a sponsorship deal last year with Everton. This year, the company became the club’s most lucrative sponsor when it renewed its sponsorship following Everton’s success in reaching the European Champions’ League next season.

Manchester United and AirAsia officially signed the pact yesterday at the Grand Hyatt hotel in Hong Kong, where United will kick off their Asian tour today. The signing ceremony featured executives from both companies and 250 media representatives from the region.

David Gill, the club’s chief executive, said United was now expanding its network into Asia and around the world.

The clubs’ commercial director, Andy Anson, said it was very exciting to sign a deal with a “vibrant” company like AirAsia “that serves such a diverse market”.

The deal is expected to add to the growing international popularity of Manchester United, which already has a large fan base in Asia.

AirAsia’s chief executive officer, Tony Fernandes, said the football club provided high-quality products for its fans and AirAsia wanted to be associated with that.

Tassapon Bijleveld, CEO of Thai AirAsia, said the sponsorship deal would allow the carrier to share the enthusiasm of the EPL, one of the most popular football leagues in the world.

He also pointed out that both companies shared the same colour, red, which would be mutually beneficial.

The airline is negotiating with the Hong Kong Airport Authority to operate a Bangkok-Hong Kong route by the end of the year, he said.

AirAsia has carried over 11 million passengers across Asia since it was established in 2001. Its network encompasses Malaysia, Thailand, Indonesia, Macao, China, Singapore and the Philippines.

Suchat Sritama

The Nation

HONG KONG

Post your comment to this story here