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BY OUR AVIATION CORRESPONDENT
5 August, 2005, Malaysia: Malaysia Airlines and ESPN STAR Sports, Asia's number one sports broadcaster, today entered into a two-year broadcast sponsorship agreement. This will give Malaysia's national carrier increased visibility during the 2005/2006 and 2006/2007 seasons of the English Premier League (EPL).
The EPL Asia broadcast sponsorship further strengthens Malaysia Airlines' brand and international presence in key markets in Asia. It is 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.
This integrated campaign that includes on-air and online entitlements around all 'live' matches and repeats on ESPN STAR Sports. It will also include other must-see football properties -- the FA Cup, FA Community Shield and all Senior and Under-21 England Team home matches.
One of the ESPN STAR Sports popular magazine programmes dedicated to the EPL called the Malaysia Airlines Football Extra, will be aired on Sunday mornings, featuring highlights from the previous day's EPL action as well as phone-ins and email reactions from Asian supporters.
Speaking at the announcement of the deal, Dato' Dr. Munir Abdul Majid, Chairman Malaysia Airlines said, "Today marks an unprecedented move for Malaysia Airlines. It signals our inaugural involvement with Asia's most watched TV sport through ESPN STAR Sports. We are able to deliver the Malaysia Airlines brand experience in fresh and exciting ways through Asia's most favourite sport.
"Reaching out to 190 million households through ESPN STAR Sports, it is in true Malaysia Airlines spirit that we bring the 'best of the world' to the 'rest of the world'. With this association we bring not one, but 20 world- class football clubs in action in 760 matches over two sizzling seasons right up till 2007."
Mr Shawn Galey, Senior Vice President, ESPN STAR Sports said, "We are delighted to welcome Malaysia Airlines on board as a broadcast sponsor of the English Premier League. We have invested a great deal to enhance and strengthen our EPL coverage and programming and this, along with our proven delivery of creative advertising solutions and extensive reach across Asia provides an excellent platform for Malaysia Airlines to take its business strategies to new heights. Not only will this broadcast sponsorship signal Malaysia Airlines's confidence in our ability to add value to their brand, it marks another chapter in an already strong partnership we've enjoyed with Malaysia Airlines over the years."
Apart from on-air 'football fever', the Malaysia Airlines EPL Campaign, themed 'Taking You There', will be launched to bring the English Premier League and football closer to society. To kick-off the start of the EPL season this Sunday, a viewing party of the much-anticipated 'Arsenal vs. Chelsea' match will be held at the Hartamas Square, Kuala Lumpur, where football fans stand to win flight tickets and tickets to a live football match in England.
ESPN STAR Sports' coverage of the EPL has scored its own goals by becoming Asia's most watched sports programming, with viewers being served more football than in England itself. As with the last season, football fans will be able to look forward to ten matches each competition week, most of them live. The rest will be on a quick turnaround and will be accompanied by a line-up of programming which covers predictions, highlights, news and information as well as pre and post-game analysis. Fans can expect up to 380 matches this season, complemented by programmes that will engage and involve viewer participation.
During the 2004/05 season, at least 80% of cable viewers in Asia tuned in each week to experience the drama and excitement of the League with another 60% more enjoying the action out of home. (Source: TNS Infosys Singapore, TAM India, Nielsen Taiwan Telescope, CSM China).
This year Malaysia Airlines was accorded 5 Star Airline Status and was voted World's Best Cabin Staff from 2001 to 2004.
BY OUR AVIATION CORRESPONDENT
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