Malaysia Airlines Announced To Sponsor QPR

[Waiping 12]

Shouldn't number 1 jersey comes in long sleeves with padded elbow and shoulder?

[flee 5]

Haven't seen any prices being reported yet, have you ?

Unless we know and are able to make comparisons with similar deals ......

QPR are not Man Utd lah - so it definitely costs less! But they get similar live match TV coverage like all BPL teams.

 

getting exposure is good and all, but isnt it better to better the ailing airline first?

 

no news about jobs cutback, nor fleet renewal, not plane rewfurbishment or any of that sorts.

 

what do we get?

 

a logo deal. in a club that is not really performing.

 

own by the guy who "share-swapped"

 

 

even the fishes are smelling something fishy.

The media is full of reports that mention TF's ownership of QPR - full disclosure is made. It is not like past deals where the CEO's personal interests in the cargo facility in Germany are kept hush hush. So what is fishy about this QPR-AirAsia/MAS deal, its all out in the open?

 

A business has to fire on all cylinders and right now MAS needs to work in all departments, each department must pull its own weight. I am sure that the new management will make announcements on staffing, aircraft fleet, product, routes, catering, Sapphire regional, etc. in due course.

 

Anyway, it is interesting to see the TF/AirAsia influence coming into MAS. Changing the marketing of MAS is the easier part. The operational and corporate culture change parts will be a lot more difficult to achieve!

[Ikman Ikreza 0]

First match using new jersey "Malaysia Airlines" versus Newcastle United last night, unlucky for QPR just draw 0-0.

[Mohd Suhaimi Fariz 2]

The media is full of reports that mention TF's ownership of QPR - full disclosure is made. It is not like past deals where the CEO's personal interests in the cargo facility in Germany are kept hush hush. So what is fishy about this QPR-AirAsia/MAS deal, its all out in the open?

 

I don't think the deal was done with the knowledge of the Corp. Communications/Branding department (or any other departments for that matter). In fact, I don't think anyone other than the "EXCO" knows about this deal. That's the smelly fish right there.

[flee 5]

Well if that is the case, then MAS is changing its management style (and maybe corporate culture). No more slow, and bureaucratic decision making.

 

Anyway, I think that their next important announcement is that of the new CEO. Once the company has a head, it should be able to move along even faster...

[BC Tam 2]

QPR are not Man Utd lah - so it definitely costs less! But they get similar live match TV coverage like all BPL teams.

Unless and until financial details of the deal are disclosed, we do not know

Can we discount at this point in time MU prices being paid ?!

As for live match coverage on telly, QPR certainly will not get equal air time as MU this season - they're not playing in europe

Furthermore, value of shirt sponsorship goes way beyond telly air time - merchandising is more crucial I believe. Seen the number of "AON" emblazoned MU jerseys around ? Ever seen a QPR jersey in real life ?

[Ashraf 0]

Emirates paid GBP100 million pounds in 2004 for the Arsenal sponsorship.

That included stadium naming rights for 15 years and jersey sponsorship for 10 years, etc.

 

Etihad or Abu Dhabi government paid Manchester City GBP400 million pounds this year for naming of stadium and jersey sponsorship.

 

So, not to sure what the deal here is...probably it would be too shocking for some that it was not mentioned anywhere.

[Mohd Suhaimi Fariz 2]

Well if that is the case, then MAS is changing its management style (and maybe corporate culture). No more slow, and bureaucratic decision making.

 

What a spin.

 

Yes, MAS need a shakeup, but this is NOT a good example.

[flee 5]

Unless and until financial details of the deal are disclosed, we do not know

Can we discount at this point in time MU prices being paid ?!

As for live match coverage on telly, QPR certainly will not get equal air time as MU this season - they're not playing in europe

Furthermore, value of shirt sponsorship goes way beyond telly air time - merchandising is more crucial I believe. Seen the number of "AON" emblazoned MU jerseys around ? Ever seen a QPR jersey in real life ?

Note that I mentioned only live match coverage, not total TV airtime.

 

You just proved that QPR is not entitled to charge the same rates as Man Utd. and that was why I mentioned that they will get BPL sponsorship at a discount. Questions will be asked if the amount paid is not in accordance with market rates. We will need to wait the financial reports from MAS, AirAsia and QPR before we get some idea of the amounts involved.

[Cheng Long 0]

The MAS t shirt looks ugly to me.. like not much effort been put into it. just stick a logo there among the strips. In contrast Air Asia shirts definitely look better.

 

I still don't see MAS getting anything out of the share swap thingy, apart from firefly jet being axed and now sponsoring ex-rival football club.. Nothing in the direction of premium airline and competing with the best in the class...

[KK Lee 5]

TF was brought into MH for MH to share AK secret of success. As AK is also sponsoring QPR, TF is not treating MH unfairly. Khazanah is likely to reimburse MH sponsorship.

 

On the other hand, MH F class to LHR will be popular during English football season.

Edited September 13, 2011 by KK Lee

[flee 5]

AirAsia marketing machine at work:

 

 

MAS Media Statement

 

Sep 12, 2011

 

Subang/Malaysia, 12 September 2011: Malaysia Airlines today announced its deal with Queens Park Rangers Football Club (QPR) of United Kingdom to sponsor the jerseys of the club’s players during its home matches in the Barclays Premier League (BPL) for the seasons 2011/2012 and 2012/2013.

 

The announcement was made this morning at the Loftus Road Stadium in London, QPR’s home ground by Malaysia Airlines’ Executive Director, Encik Mohammed Rashdan Mohd Yusof and QPR CEO Mr Philip Beard.

 

Also present at the announcement was Ms Kathleen Tan, AirAsia’s Regional Head of Commercial, who announced the low cost carrier’s sponsorship of QPR’s away match and ‘third’ jerseys for the similar two seasons of the BPL.

 

This sponsorship is considered the first in the history of professional football globally where two airlines from the same country have teamed up to sponsor a football team. This deal also showcases the commitment of the two airlines towards the success of the recently Collaborative Co-operation Framework (CCF) concluded by both parties.

 

Malaysia Airlines’ Executive Director, Mohammed Rashdan Yusof, said: “Malaysia Airlines, or more commonly known by our acronym MAS, is elated to be associated with QPR's ascendancy to the Premier League.

 

“Our sponsorship of the home jersey of QPR, together with Air Asia's sponsorship of the away jersey, is a first for the Premier League. It also celebrates MAS's recent collaboration framework with Air Asia.

 

“This sponsorship enables MAS to reinforce its global full-service presence and premium franchise via football fans and lovers from all over Europe, the Americas, Asia Pacific, Australia and all the four corners of the world. This sponsorship is the first major initiative of our new brand and marketing strategy that would see important advertising money spent on boosting our top line. This is a key component in our drive to regain global market share, profitability and pride for the people of MAS"

 

Mr Beard expressed his delight at the new deal, commenting: “This is a unique and exciting venture for the Football Club.

 

“Attracting two major Asian companies to come on board shows the global appeal QPR has as a brand.

 

“We are extremely positive about building a thriving relationship with both businesses in a bid to broaden our exposure in Southeast Asia and further afield.

 

“This is a remarkable deal for the Club and brings further positive news following a highly successful few weeks since the takeover”.

 

The new home game jersey, adorned with the Malaysia Airlines logo, will be worn for the first time in tonight’s showdown against Newcastle United at Loftus Road Stadium.

 

This is not the first time Malaysia Airlines is delighting the fans of BPL in Asia.

 

It was the official air charterer of Manchester United’s Asian Tour in 2005 and 2007. Likewise it was the official air charterer for Chelsea’s Asian Tour in 2008 and this year. Another BPL team, Arsenal, also travelled on Malaysia Airlines charter flights for its Asian tour this year.

 

Malaysia Airlines also entered a two-year broadcast sponsorship agreement with ESPN STAR Sports, Asia's number one sports broadcaster, for the live telecast of the 2005/2006 and 2006/2007 BPL matches across almost 190 million households in Asia. It was also an extension of the airline's involvement in community development programmes through sports not only in Malaysia but also in countries that it operates into.

 

For the 2006/2007 & 2007/2008 BPL seasons Malaysia Airlines’ launched its premier football package, enabling BPL fans across Asia to travel to the UK to watch the home matches of favourite BPL clubs like Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, Newcastle United and Tottenham Hotspur.

 

I still don't see MAS getting anything out of the share swap thingy, apart from firefly jet being axed and now sponsoring ex-rival football club.. Nothing in the direction of premium airline and competing with the best in the class...

Maybe MAS thinks it should not let Etihad, Emirates and other middle eastern airlines dominate the BPL? Isn't this competing with them?

 

What a spin.

 

Yes, MAS need a shakeup, but this is NOT a good example.

I don't do spins - it is just my point of view, one of many here!

 

If I did any spins, I would ensure that I am well paid for it!

Edited September 13, 2011 by flee

[Mohd Suhaimi Fariz 2]

Maybe MAS thinks it should not let Etihad, Emirates and other middle eastern airlines dominate the BPL? Isn't this competing with them?

 

If it's true then they'd done it much sooner and with a better team. And from the picture of the girls and the logo on the jersey, it looked like a rush job.

[flee 5]

TF was brought into MH for MH to share AK secret of success. As AK is also sponsoring QPR, TF is not treating MH unfairly. Khazanah is likely to reimburse MH sponsorship.

 

On the other hand, MH F class to LHR will be popular during English football season.

It is a unique sponsorship - two brands on one club's shirts. I think that MAS will get more out of this because the away/alternate shirt is only used if both teams have a colour clash. If QPR plays Liverpool at Anfield, it should still be wearing the blue and white hoops....

 

If it's true then they'd done it much sooner and with a better team. And from the picture of the girls and the logo on the jersey, it looked like a rush job.

Yes, but better teams cost more.

 

Maybe this is a first step? Start humble and work your way up?

 

Rush jobs are part of AirAsia culture - e.g. 25 mins turnaround of aircraft.... So is MAS learning a thing or two from them?

 

Pakatan says alarmed MAS being dragged into ‘football fantasy’

 

KUALA LUMPUR, Sept 13 — The federal opposition has criticised the use of state assets to fund an English football club owned by Tan Sri Tony Fernandes following yesterday’s announcement that both the ailing Malaysia Airlines (MAS) and AirAsia were the new kit sponsors of Queens Park Rangers (QPR).

 

Pakatan Rakyat (PR) lawmakers said the AirAsia tycoon, who is now also a director at flag carrier MAS after a share swap last month, had acted with “impunity” in a deal that they said continued a “penchant for wasteful mega-branding exercises.”

 

“This is once again public assets being used to fulfil the fantasy of one of their directors while MAS is in an ailing position,” said DAP strategist Liew Chin Tong (picture).

 

“What an atrocious proposition — a loss-making GLC now being arm-twisted with impunity as we had anticipated by their new flamboyant 20 per cent owner,” added PAS research chief Dzulkefly Ahmad, referring to last month’s share swap which saw Fernandes’ Tune Group take a one-fifth stake in the national carrier.

 

MAS had together with AirAsia announced the “multi-million pound” shirt deal with QPR where the national carrier will sponsor QPR’s home jersey for the next two seasons, while AirAsia’s logo will be emblazoned on the team’s away and third kits.

 

Fernandes had taken a 66 per cent holding last month in the club that just returned to top-flight football this season. This came just a week after state asset manager Khazanah Nasional Berhad swapped 20.5 per cent of MAS stock for a 10 per cent stake in Asia’s biggest budget carrier on August 9.

 

The swap enabled AirAsia bosses Fernandes and his partner Datuk Seri Kamaruddin Meranun to sit on the MAS board and ostensibly help turn it around although Khazanah has denied that AirAsia was bailing out MAS.

 

MAS announced in August a net loss of RM527 million for the second quarter of 2011 due to higher fuel costs despite recording a better yield and a nine per cent growth in passenger revenue from the same period last year.

 

This brings total losses in the first half of the year to RM769 million even as the airline said that profit outlook for the second half of the year appears bleak.

 

The flag carrier said its group total revenues increased to RM3.485 billion for the second quarter of 2011, or eight per cent more than the RM3.213 billion for the same quarter last year, while passenger revenue was RM2.086 billion for the same period this year compared to RM1.912 billion for the corresponding period in 2010.

 

Three unions in MAS representing about 15,000 employees recently threatened picket action over the national carrier’s share swap exercise with AirAsia.

 

Union representatives said they felt the deal would not benefit MAS, and that they suspected the carrier’s new management team was planning the creation of a new brand within the airline as part of a union-busting move.

 

PKR vice-president Nurul Izzah Anwar said today she hoped that “this is not a short-sighted move that will leave our already-beleaguered national airline in a sorrier state, lest we are forever known as a Third World regime with global pretensions and a penchant for wasteful mega-branding exercises that do not present the best return on taxpayers’ and shareholders’ funds.”

 

The Lembah Pantai MP noted that Proton had sponsored another English football club Norwich City from 2003 to 2006 which “did little to change the national car maker’s financial fortunes.”

 

Liew, who is Bukit Bendera MP, also noted that this was not the first time Malaysian brands had gone in for an “overkill” in sports marketing as Fernandes’ Lotus Formula One team is now going up against the Mercedes GP Petronas team.

 

Source

[BC Tam 2]

It is a unique sponsorship - two brands on one club's shirts

Heck, can get even more innovative and go for a 'pay per match' system

[Mohd Suhaimi Fariz 2]

Yes, but better teams cost more.

 

Maybe this is a first step? Start humble and work your way up?

 

Rush jobs are part of AirAsia culture - e.g. 25 mins turnaround of aircraft.... So is MAS learning a thing or two from them?

 

If it's any other teams I might agree, but the situation we have now makes it very, very hard for me to agree with you

 

As for rush jobs, not every rush jobs ends up good you know.

[BC Tam 2]

Maybe this is a first step? Start humble and work your way up?

Yup, I recall that was how T/S TF and AK started off

If MAS is to emulate that now, they will have at least 10 years of catching up to do

[T Azahan 1]

Finally! How nice to see our airlines on a jersey of Premier League team. MH could have done it earlier but still not too late. Branding is paramount!!

[BC Tam 2]

BPL shirt sponsorship costs at least one million pounds according to this article.

Have you misquoted USD as GBP ?

The cheapest quoted in the article has Norwich at GBP 0.35M per annum, and fellow newly promoted Swansea at GBP 1.1M per annum

Fact that the MH/AK deal with QPR has been described as being in the “multi-million pound” league probably hints at what to expect

 

A not so subtle hint here of MH's intention

"This sponsorship is the first major initiative of our new brand and marketing strategy that would see important advertising money spent on boosting our top line. This is a key component in our drive to regain global market share, profitability and pride for the people of MAS"

(quoting from Flee's post #37) Edited September 13, 2011 by BC Tam

[KK Lee 5]

Understand Cardiff FC owners need to fork out about GBP 2 million per month to cover expenses. Wonder how much QPR will cost its owners?

[BC Tam 2]

Wonder how much QPR will cost its owners?

Joey Barton alone is GBP 80k per week

[michgyver 0]

cut and paste logo

[Cheng Long 0]

Maybe MAS thinks it should not let Etihad, Emirates and other middle eastern airlines dominate the BPL? Isn't this competing with them?

 

Competing in products and service offered la... Most people won't care about this football club sponsoring business.. I don't.. Especially a club that is not so popular and hardly anyone knows.. It doesn't add anything to overall flight experience..

[Ikman Ikreza 0]

More pictures of deal on AirAsia FB..AirAsia Scores with QPR! Gulf Air logo on QPR jersey replaced with Malaysia Airlines logo..

http://www.facebook.com/?ref=home#!/media/set/?set=a.10150374176427387.406958.18801397386&type=1

Edited September 13, 2011 by Ikman Ikreza

[flee 5]

QPR jersey sponsorship an ‘arm’s length’ deal, says AirAsia

 

KUALA LUMPUR, Sept 13 — AirAsia said today that both Tan Sri Tony Fernandes and Datuk Kamarudin Meranun abstained from all board and management deliberations in respect of the sponsorship deal with English Premier League outfit QPR as they were related parties.

 

The budget airline said in announcement to Bursa yesterday that the audit committee found the transaction was entered into on an “arm’s length” basis on fair, reasonable and commercial terms not detrimental to the interest of the minority shareholders.

 

It added that the board, apart from Fernandes and Kamarudin who abstained, considered all relevant factors and was of the opinion that entering into the agreement was in the best interest of AirAsia.

 

Malaysia Airlines (MAS) and AirAsia both announced yesterday that they will sponsor QPR’s home and away jerseys respectively.

 

There was no Bursa announcement from MAS on the sponsorship. MAS failed to respond to questions sent to it as at the time of publication.

 

According to the AirAsia announcement on Bursa, the airline will pay £500,000 (RM2.4 million) as sponsorship fees to be, among other things, the official “away shirt” sponsor of QPR for two years.

 

“AirAsia has addressed a segment of customers via the Team Lotus (Formula 1) sponsorship and the company feels that it is time to drive mass market appeal to all walks of life via football,” said the announcement.

 

“The association with QPR and the BPL will greatly elevate the brand to a higher level of prestige.”

 

According to AirAsia, Fernandes and Kamarudin were deemed interested parties by virtue of section 6A of the Companies Act 1965 through a shareholding of more than 15 per cent in Tune Air Sdn Bhd. which in turn holds stakes in AirAsia.

 

It added that as at September 12, Fernandes had a 0.1 per cent and 13.07 per cent direct and non-direct shareholding respectively in AirAsia while Kamarudin had a 0.06 and 13.07 per cent direct and non-direct stake.

 

Fernandes and Kamarudin collectively own a 75 per cent shareholding in Tune QPR Sdn Bhd, which in turn owns a 66.02 per cent shareholding in QPR Holdings Limited. The remaining 25 per cent in Tune QPR is held by Westports CEO Ruben Gnanalingam.

 

Under a share swap announced last month, Tune Air, which is controlled by Fernandes and Kamarudin, will receive MAS shares representing 20.5 per cent in exchange for Khazanah receiving shares representing 10 per cent of AirAsia.

 

Fernandes is also linked to a sponsorship deal for the EPL as the Tune group entered into a three-year contract last year to have its brand emblazoned on the uniforms of match officials.

 

Fernandes told Bloomberg however that he spoke to EPL officials about the agreement and doesn’t think it will represent a conflict of interest with his new status as owner of QPR.

 

“I actually conveniently forgot about it,” Fernandes was quoted as saying by Bloomberg. “I don’t think any referee is going to say ‘Tune is sponsoring me so I am going to make sure QPR win’.”

 

Source

 

Analysts raise eyebrows at MAS-QPR jersey deal

 

KUALA LUMPUR, Sept 13 — Analysts have questioned the decision by loss-making Malaysia Airlines to sponsor the jersey of English Premier League outfit Queen Park Rangers (QPR) as the national carrier has yet to complete its restructuring.

 

Analysts say the timing of the deal could have been better as MAS racked up huge losses in the last two quarters and has not yet formally appointed a new CEO following a management shake-up.

 

One airline analyst said that the timing was “non-ideal”.

 

“Malaysia Airlines has not yet named a new CEO and they are already going into football sponsorship,” he said.

 

He added however sponsoring a football club could be beneficial and noted that other airlines such as Etihad, which sponsors Manchester City, and Emirates, which has tied up with Arsenal, have used football to successfully boost their profile.

 

Another airline analyst said European airlines were known for doing branding through sports and it was one way for MAS to get publicity.

 

When contacted, AirAsia co-founder and newly-appointed MAS director Datuk Kamarudin Meranun said however that MAS needed to do something to raise its profile before it “shrinks to something really small.”

 

He added that sports was a good way for the airline to build up its image.

 

“You cannot be a global brand without doing things like sponsoring of sports,” he said.

 

“Does MAS just shrink and do nothing? It is a revenue issue for MAS. Look at AirAsia. Look at what we’ve built. The publicity here is huge. If we don’t stand up and build a brand, MAS will shrink to something very small,” he said.

 

MAS and AirAsia both announced yesterday that they will sponsor QPR’s home and away jerseys respectively.

 

Source