Football

Luno brings valuable support into Malaysian football

THE Malaysian Football League (MFL) today unveiled their first of many sponsors for the 2022 M-League season, with digital asset exchange brand Luno coming on board as the official Crypto Investment Partner and co-sponsor of the Super League and Malaysia Cup.

This partnership marks the first entry for Luno into Malaysian sports.

It is a deal seen by MFL as means to foolproof income with lessons learned from the experiences operating within the Covid-19 pandemic impacted environment since 2020.

MFL chief executive officer Stuart Ramalingam said the Malaysia Cup was given precedence for the partnership ahead of the FA Cup given the scheduling of the competition, which will allow Luno to have a presence throughout the season.

"We wanted a new partner for Malaysian football post-pandemic," he said yesterday.

"In the repositioning of MFL as a relevant content, we filtered out brands that could be partners with us for the upcoming season and also for the future.

"We found that Luno had a shared objective with us, mainly awareness and education programmes.

"We feel that the digital and crypto space is inevitable, and in this way, we can help guide Malaysians on the right onboarding practices and details needed to ensure that we are prepared for the future.

"While there may be an Asian competition element to the FA Cup, from a local perspective and prestige, the Malaysia Cup offers a different dynamic.

"The FA Cup is during the Super League season. So, when the Super League ends, the Malaysia Cup begins, and this will allow Luno to carry the brand throughout the year."

The partnership is for one year, but both parties can opt to extend it should they find the deal fruitful.

Luno Malaysia country manager Aaron Tang explained that the appealing factor of the football community in Malaysia is the reason behind the partnership.

One of the initiatives that Luno will undertake with this partnership is to drive awareness of what crypto is to the masses with workshops planned with players and fans alike throughout the new season.

"With over 13 million football fans in Malaysia, we think this is the perfect partnership for our first foray into sports.

"The sponsorship package is worth more than RM1 million this year. We, of course, have options to extend for 2023 and further," said Tang.

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