SEA Games sponsorship passes RM100 million mark with Sony and TNB onboard

In the lead up to the 29th Kuala Lumpur SEA Games and 9th ASEAN Para Games (KL2017), another milestone has been marked. 

The event has now passed its RM100 million mark for sponsorship. This is 25% more than the game’s initial target of RM80 million. In May this year Youth and Sports Minister Khairy Jamaluddin told local press that they managed to hit RM82.7 million in sponsorship upon the announcement of local pewter manufacturer, Royal Selangor coming onboard. 

Commenting on the latest sponsorship by Sony, Deputy Minister of Youth and Sports, Datuk M Saravanan shared, “Sony’s sponsorship complements our needs perfectly especially for the Media, Electronics and ICT Committee. I am glad that Sony has decided to come on board and tap on the wide-ranging marketing opportunities via KL2017 that I am sure will further enhance the brand in the market. ” 

“This is indeed a milestone for Sony as every moment of the Games – the victory, the joy, defeat and dejection experienced during KL2017 will be officially captured by a Sony camera. Malaysia Organising Committee (MASOC) is confident in the capability of the Sony α9 to deliver only the best in photography during the Games,” added Datuk M Saravanan. 

Through this partnership with MASOC, Sony’s entry as a sponsor in the local sports scene will see them loaning 30 to 50 units of the Sony a9 cameras to KL2017 photographers for official use along with cash and marketing efforts to support the Games. The Sony a9 cameras will now carry the title of “Official Camera of the KL2017”.

Meanwhile, Tenaga National Berhad (TNB) also signed on as the “Official Energy Partner” for KL2017 and will be contributing between RM3-7.5 million. 

Earlier in April, we reported McDonald’s Malaysia RM1 million contribution as the silver sponsor for both the 29th SEA Games (19 to 30 August) and the 9th ASEAN Para Games (17 to 23 September).

Brands have also begun to form partnerships as a result of their tie up with the games. Most recently F&N which has 100PLUS as the SEA Game’s ‘official isotonic drink’ and ‘official restaurant’ McDonald’s Malaysia has begun introducing ‘special’ offering for the Games.



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