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Sponsorship/Football: AirAsia carries Singapore FA to new heights

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AirAsia has announced a three-year sponsorship worth S$1.8 million (about US$1.4 million) with the Football Association of Singapore (FAS).


The sponsorship includes flights for the Under-21, Under-23 and the senior national teams, National Football Academy (NFA) age-group teams and women’s team.


AirAsia will also offer travel packages for travelling fans supporting the team on away matches. The Singapore national team won last year’s AFF (Asean Football Federation) Suzuki Cup.


Tony Fernandes, AirAsia Group CEO, said: “Sports sponsorship is a part of our ongoing commitment to nurture young talents and provide a platform for them to excel globally.


“This sponsorship programme with the FAS is a perfect opportunity for us to demonstrate that dedication. With proper support and hard work, we could create our own football heroes and stars.”


FAS President Zainudin Nordin said: “This announcement represents a key landmark for the FAS and we are absolutely thrilled to have concluded an agreement with an organisation of AirAsia’s calibre and reputation.”


“Support from corporations is vital and will facilitate our ongoing efforts to raise our footballing standards and further enable us to expand our community and outreach initiatives. Going forward, we hope that more corporations will view sports, including football, as a key platform to drive brand awareness and equity.”

Meanwhile, BeIN Sport Asia has acquired the media rights to the Bundesliga in Indonesia and the Philippines. The deal, which covers the 2013/14 and 2014/15 seasons, grants the Asian arm of the Qatari-owned channel rights to all Bundesliga matches across all media platforms and devices.


Coverage will be available across three newly launched HD channels, including BeIN Sport 1 HD, a soccer-dedicated channel, and BeIN Sport 2 HD, which will show a mixture of sports. BeIN Sport launched the new sports channels in partnership with sports rights agency MP & Silva.


Nasser Al Khelaifi, Chairman of BeIN Sport Asia, said: “We are extremely excited by the addition of Bundesliga to our new channels in Asia for the next two seasons. Together with the Barclays Premier League, Italian Serie A and French Ligue 1 it will certainly increase the value of our customer proposition and extend further our portfolio of top European football being broadcasted in Asia.”


Jörg Daubitzer, Managing Director of DFL Sports Enterprises, the commercial arm of the Bundesliga’s parent company, added: “We are extremely pleased to welcome BeIN Sport as our new media partner in Indonesia and the Philippines, two markets where European football is extremely popular.”

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