When Football Meets Philanthropy: A Viral Moment of Global Solidarity
In a powerful display of corporate empathy, Manchester United has demonstrated why it’s not just a football club, but a global brand with heart.
The team’s recent Facebook post, now deleted but not forgotten, sent a poignant message of support to Malaysians battling devastating floods that have impacted over 40,000 families.
Beyond the Pitch: A Strategic Brand Connection
The club’s message, written both in English and Bahasa Malaysia, read: “We are always behind you, people of Malaysia. To the flood victims affected, may you overcome this challenge well and safely.”
This wasn’t just a casual statement—it was a calculated move that reinforces Manchester United’s growing strategic relationship with Malaysia.
Timing is Everything: A Marketing Match Made in Heaven
Just months after announcing a multi-year partnership with Malaysia Airlines, the club’s message of solidarity seems perfectly timed.
The partnership, celebrated with football legends Patrice Evra and Wes Brown flying to Kuala Lumpur, has now been amplified by this compassionate outreach.
With an estimated 112,455 flood evacuees and seven tragic deaths, Manchester United’s message provides more than just moral support—it offers a beacon of hope.
The club’s global platform transforms a local disaster into an international conversation of care and connection.
A Sunset of Solidarity
Accompanying the message was a sunset image of their iconic stadium—a metaphorical ray of hope for those struggling with the floods.
This isn’t just communication; it’s storytelling at its finest.
It’s about how brands can leverage their global reach for meaningful engagement, turning a moment of crisis into an opportunity for genuine connection.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
