TSA is the sports marketing agency engaged by Perbadanan Stadium Malaysia (PSM) offering exclusive Naming Right opportunity for Kuala Lumpur Sports City. Axiata Arena, Malaysia’s first corporate named stadium was announced in January 2017. Currently undergoing extensive upgrading works, the multi-purpose indoor arena will become a world class venue for sports and entertainment.
ABOUT AXIATA ARENA
Through the partnership, Axiata has secured the naming rights to the former Putra Indoor Stadium for a 10-year term. The aim is to make Axiata Arena as Malaysia’s first digitalised arena. The enhanced indoor and outdoor connectivity build-up will allow all digital features to work seamlessly with its own interactive app, facial recognition technology, digital LED scoreboards, signages and advertising boards, as well as interactive games and entertainment.
With a new capacity of 15,328 seats and a maximum field size of 69 X 25 meters, Axiata Arena will have the highest seating capacity of any indoor venue in Malaysia. Seating arrangement and ground surface can be modified for a variety of events including indoor sports such as badminton, gymnastics, martial arts; concerts, conferences and exhibitions. Axiata Arena will attract global talent, connecting communities and creating employment opportunities while showcasing the nation’s strong digital assets and infrastructure.
AXIATA ARENA UPCOMING
Axiata Arena will be a key venue for the 29th South East Asian Games and the 9th ASEAN Para Games that will be held in Kuala Lumpur in August 2017. International music artists are already in the pipeline to hold concerts from fourth quarter this year, along with family friendly events such as Disney On Ice.
TSA is the licensee for the Spartan Race in Malaysia. Spartan Race is the global leader in obstacle races. Over 400 Spartan Races have been hosted across the world and the Spartan Race concept is franchised to 33 countries including Canada, UK, Germany, South Korea, Australia and now Malaysia. It's one of the fastest growing sports in the United States and growing worldwide, corporate sponsors are getting behind it, and there is a push to one day make it an Olympic sport: It's OBSTACLE COURSE RACING.
ABOUT SPARTAN RACE
Born in the scenic hills of Vermont, Spartan Race was created to bring the excitement of obstacle racing to spectators and athletes alike. While featuring competitive elite heats, Reebok Spartan Races are also for athletes of all levels, passions and abilities and are geared towards ripping people off their couches and creating heroes during the word’s most competitive and entertaining races.
SPARTAN RACE STATISTICS
Unlike other obstacle-focused events, Spartan Races are always timed, and competitors are encouraged to complete each of the primary race distances to achieve “Trifecta” status, earning medals for each finish. Spartan had over 600,000 participants in 70 races around the world in 2015 with targeting over 150 races and 1 million participants globally this year. They were voted Outside Magazine's "BEST OBSTACLE RACE".
Official Spartan Race Malaysia Promo Video
After Movie Spartan 2015
Image from Hari Belia 2015, Putrajaya. From the left: Marcus Luer (TSA Founder and CEO), Y.B Khairy Jamaluddin (Minister of Youth and Sports Malaysia), Michael Goodwin (M.D of Spartan Race Asia) and Manish Sapra (G.M of Reebok Malaysia)
Image from Hari Belia 2015, Putrajaya. Marcus Luer (TSA Founder and CEO), Y.B Khairy Jamaluddin (Minister of Youth and Sports Malaysia)
Image from Hari Belia 2015, Putrajaya. The group photo for crews of Spartan Race Malaysia
Axiata Group is one of the leading telecommunication companies in Asia. With its core market being Southeast Asia – Axiata has controlling interests in mobile operators in Malaysia, Indonesia and Cambodia, with significant strategic stakes in Singapore and non-mobile telecommunication operations in Thailand – the group wanted to leverage on its regional strength by building their brand to a sport which connect all these markets. Badminton – as a hugely popular, yet cost-effective, sport throughout Southeast Asia – was chosen and the Axiata Cup – the biggest team event in Badminton with US$1 million prize money – created.
The Axiata Cup resulted in a series of “firsts” in the sport of Badminton
In 2012, FAW-VW Audi, one of the most loyal sponsors in sports has finally marked a major step forward in sports marketing in the territory of China by creating the Audi Football Summit (AFS). The Audi Football Summit is the first sports event hosted by commercial brand in China.
On July 27, 2012 FC Bayern Munich, Germany's top Bundesliga club played VfL Wolfsburg in the Guangzhou Olympic Sport Center, China. The look of the Stadium was breathtaking with more than 46,000 football fans on the site cheering for FC Bayern Munich and VfL Wolfsburg.
With a tight lead-time schedule due to the European Championships, TSA made the impossible possible -licensing, preparing, organizing, producing and executing. TV channels broadcasted the match all over the world. With 32 hours of broadcasting, the single match of the AFS in China achieved a total event media value of USD 228 million. Although there were three other international football events held during the same period of time in China, research and statistics on organization, promotion, attendance and sponsorship showed that 2012 Audi Football Summit has achieved unparalleled success!
The KL City Grand Prix is designed to adhere to rules and regulations of the world governing body for motorsports, the Fédération Internationale de l'Automobile (FIA).
The track has 16 corners, 10 left and 6 right and aims to provide a challenging drive for the competitors over 3.25 km.
Spectators can expect to see drivers battle it out on the streets of Kuala Lumpur at estimated speeds of over 200 kph to be crowned champion of the city.
Along with the thrill of high speed racing at KL City Grand Prix, there will be plenty of excitement from from 1 to 9 August, including:
* Subject to change
For more information, please visit www.gtcitygrandprix.com
As Manchester United representatives, TSA secured Malaysia’s leading telecommunications service provider Telekom Malaysia (TM) as its “Official Integrated Telecommunications Partner” in Malaysia in a five year multi-million dollar deal. This partnership is an extension of TM’s successful Tour partnership of Man U’s Asia Tour 2009.
Telekom Malaysia (TM) was the only local sponsor in Malaysia for Manchester United’s Asia Tour in 2009. This was the first time for TM to be involved with an international sports brand / event. The decision to sponsor was based on revenue projections from all activation exercises.
From the successful partnership, TM successfully sold three times their monthly average sales of iTalk cards – within 48 hours only! TM’s press conference was covered in 5 major dailies, including on the front page of nationwide newspaper The Star. Actual ROI tremendously overachieved projected ROI by 250%!. As a follow up, TM decided to enter a five year agreement with Man U in early 2010.
Leading motorcycle manufacturer Honda Thailand signed on as a promotional licensee of the English National Football team for the 2010 FIFA World Cup. Honda’s special branded England FA scooters proved to be a huge hit and the linked prize draw led to two million participants throughout the country.
Through the activation, Thai motorcycle market leader Honda Thailand produced 10 special England designed scooters to be used in dealer promotions revolving around the FIFA World Cup 2010. They also produced a special composite Honda / The FA logo and obtained the right to use The FA’s IP rights in all their advertising & promotion including branding in Honda showrooms. The activations were including special public viewing parties, co-branded merchandise and a TV commercial.
Honda’s Scoopy I England campaign had over 2 million entries – the target was 200,000 only – creating a buzz in Honda showrooms throughout the country and increasing additional press coverage, exposure and goodwill in the local media. Besides, it also increased brand equity amongst existing or potential customers and engaged them through their passion for the English National Football team.
Peruvian Big Cola, the aspiring carbonated drinks brand with an annual turnover of US$1.3 billion, signed a partnership agreement with Spanish football giants FC Barcelona. The deal saw Big Cola becoming a promotional licensing partner of FC Barcelona in 11 territories in Latin America.
Building upon its successful campaign with The FA, Big Cola agreed to a new relationship with one of the world’s premier football clubs, FC Barcelona, in September 2010, brokered by TSA.
The deal sees Big Cola becoming a promotional licensing partner of FC Barcelona in 11 territories in Latin America including: Mexico, Costa Rica, Nicaragua, Honduras, El Salvador, Guatemala, Peru, Venezuela, Columbia, Brazil and Ecuador.
The partnership enables Big Cola to have exclusive use of the FC Barcelona crest on their products and the rights to produce and sell co-branded and premium items for their marketing and sales promotional activities.
Dua Kelinci, a leading Indonesian peanut brand, concluded a local sponsorship deal through TSA in Indonesia with Real Madrid to be the basis of their re-branding and advertising campaign for 2011/2012.
Dua Kelinci will have the right to create joint promotions and use the Real Madrid IP in all brand ad campaigns and BTL activations. Timing for the deal is excellent with La Liga matches broadcast on terrestrial TV in Indonesia for the first time ever. For the term of the agreement, Dua Kelinci will have the right to create joint promotions and use the Real Madrid IP in all its brand ad campaigns and BTL activations.
Real Madrid also sees this as a beneficial relationship for the club with Dua Kelinci’s commitment to promote the relationship – the club’s popularity will grow tremendously in the world’s fourth most populous nation.
In order to activate its partnership with Real Madrid, Dua Kelinci invited Luis Figo for the launch of its “Indonesia Menggiring Bola” (Indonesia dribbles the ball) campaign in January 2011. The kick off took place at The National Monument (Monas) with Luis Figo and 50,000 participants dribbling from Monas to Hotel Indonesia roundabout and back to Monas. Moreover, Indonesian top bands were performing and there were games as well as special prizes to be won such as motorcycles, mountain bikes and cell phones.
Total Sports Asia closed a one year endorsement deal between Filipino boxing legend Manny “Pac-Man” Pacquiao and Indonesian sports drink brand YOU.C1000.
After successfully using Manny Pacquiao , YouC.1000 then continued its sports branding with another high profile athlete endorsement. This time it was no other than Manchester United Dutch Superstar Robin Van Persie.
The resulting TV commercial “What Makes a Champion?” can be watched below:
TSA (Total Sports Asia), brokered an arrangement between Manchester United legend Ryan Giggs and Swiss luxury watch brand CYMA. In this arrangement initiated by Bates 141 (Hong Kong) and the CYMA brand, Mr. Giggs endorsed CYMA watches through a campaign created and executed by Bates across its key Asian markets into 2010. The deal covers the territories of Greater China, Malaysia, Singapore and Thailand.
The deal came at a time where, after 17 seasons, Giggs was in the best shape of his life. The Manchester United left winger had scored seven goals in the current Barclays Premier League season as well as a goal against German Champions Wolfsburg in the UEFA Champions League and was short-listed for the European Player of the Year Award.
James Law, General Manager of City Chain Company Ltd., commented: “Ryan Giggs provides a perfect match for CYMA Watches. With his role model attitude towards loyalty, fair play and discipline as well as excellent match play he showcases CYMA’s brand values built upon a passion for impeccable craftsmanship and dedication to Swiss watchmaking tradition. It is amazing to see that at the age of 35 Giggs is amongst the best BPL players.”
Ryan Giggs stated: “I would like to thank CYMA for their trust in me. I will pay back their confidence in me on the pitch.”
James White, TSA Vice President Sales & Business Development, added: “We are proud to work with the best in the market – with CYMA, one of the leading manufacturers of luxury watches as well as Ryan Giggs, one of the best midfielders English league football has seen to date. This deal shows that TSA’s relationships and knowledge of the market can be integral to brands across Asia.”
In 2012, TSA arranged another deal for CYMA. This time the Swiss luxury watch manufacturer CYMA signed British racing driver Damon Hill. TSA brokered an arrangement between retired British racing driver Damon Hill and Swiss luxury watch brand CYMA. CYMA welcomed former Formula One champion Damon Hill as its new brand ambassador.
Son of double Formula One champion Graham Hill, Damon started racing motorbikes in 1981 before his mother convinced him to try racing cars. Damon is one of the few people to have been twice voted BBC Sports Personality of the Year. Although retired from the track, he still showed his enthusiasm and dedication to the British car racing industry, from serving as president of the British Racing Drivers’ Club from 2006 until 2011, to acting as a Sky Sports commentator for the 2012 Formula One season and providing expert analysis on the TV channel.
TSA’s Branded Real Estate Team has practically created a new form of licensing deals which didn’t exist in that form and fashion before. Over the past 5 years TSA has created over ten branded real estate projects more than any other agency in the world and many more are in the pipeline. The ideas are at times far reaching that it takes a special type of client who is bold in his thinking to truly realize the full potential of this powerful form of branding.
From the very first US OPEN Apartments in Mumbai to the Michael Schumacher World Tower in Delhi the world had never seen this type of collaboration before. TSA also took the ideas beyond sports and has now concluded deals with luxury brands from Armani to Swarovski.
Our services include:
In 2014 Total Sports Asia endorsed the deal between world’s best midfielder Xavi Hernandez and Swiss watch brand Cyma. A partnership between an architect on the football pitch and an extraordinary architect of incredible watches. Xavi became a Cyma ambassador and contributes to the further global expansion of the brand with his worldwide reputation. The shoot was taken in Barcelona where Xavi just played an international game for his country which he helped building an unbeatable team, Spain. On the day of the photo shoot, Xavi demonstrated his unsurpassed ball control with whatever object he was given… from a regular football to a shuttlecock. He showed his unbelievable precision, the same precision which Cyma uses to create watched.
TSA worked with the Malaysian Prime Minister’s Office (PMO) to develop an image of Malaysia, the Home of Badminton! In order to promote Malaysia globally as a sports powerhouse, the sport of badminton was chosen due to Malaysia’s success in the game. TSA created an all-around strategy to achieve the desired outcome and then rolled it out for the PMO’s special purpose vehicle company, Brandworth.
The first part of this campaign was production of a segment within the BWF’s global monthly magazine show called “Badminton World”. TSA brokered a deal with the BWF for Brandworth to purchase 10 segments in the program. Then, TSA produced 10 months’ worth of episodes showcasing the various past, present and future contributions to the sport from Malaysia. The broadcast was shown in more than 80 countries around the world.
The second part of the campaign was to draw major BWF events to the country. TSA successfully lobbied with the BWF to bring the BWF Super Series Finals to Malaysia and then operated the event on behalf of Brandworth. During the LIVE broadcasts of the event, TSA inserted various messages, interviews, etc. to underline the “Malaysia, Home of Badminton” message globally.
Telekom Malaysia (TM), Malaysia’s fixed line telephone company, appointed TSA as its sports marketing agency. At the time, TM was the number one commercial supporter of football in Malaysia. TSA supported TM’s sports sponsorship strategy and activities including TM’s title sponsorship of the Malaysian Football League (Liga Malaysia) and various other involvements in sports, including the hugely successful College Caged Futsal tournament.
TSA completely designed & conceptualized TM’s football sponsorship strategy including the development of Malaysian League logo design between 2006 - 2009.
TSA’s local team was subsequently responsible for the delivery of all the on-the-ground activities associated with TM’s involvement with the sport of football i.e. branding at league events, amateur Futsal competitions, local university events, managing educational & school related activities etc. TSA has exceeded in all return on investment (ROI) targets on behalf of our client and deliver an average return of 7 times.
COURTS Singapore formed a significant marketing tie-up with English Premier League side Liverpool Football Club. The partnership, brokered by Total Sports Asia, is exclusive to Singapore and Malaysia. The deal encompasses a wide range of benefits and assets including the use of IP, online presence, access to hospitality and tickets and the opportunity for the retailer to produce a range of Liverpool FC-licensed merchandise.
The Courts relationship will enhance the profile of Liverpool FC in Singapore and Malaysia — two Asian markets where Liverpool FC is extremely popular.
Liverpool FC chief executive Rick Parry said they were delighted to have the opportunity to work with one of Asia’s foremost retailers. “The relationship is significant for Liverpool FC as it demonstrates we can offer localised marketing solutions to companies around the world,” he said.
Courts Singapore regional chief executive officer Terry O’Connor said the deal brought together two successful brands that were pervasive in their fields.
Courts launched its official LFC furniture collection in Malaysia and Singapore in November 2008. The furniture retailer also offered discounts to local supporter club members and undertook promotions with LFC giveaways such as merchandise items and tickets. In addition, the company offered special screenings of LFC matches combined with lucky draw prizes.
The partnership turned out to be highly successful. Courts managed to enhance brand image and positively affect consumer perception. Brand awareness in the target market rose 77%, while brand equity increased significantly amongst existing and potential customers.
Furthermore, the partnership generated additional press coverage, exposure and goodwill among the local media and engaged potential consumers through their passion for Liverpool FC.
In early 2013, TSA run a unique Youth Badminton campaign with Japanese retailer AEON throughout peninsular Malaysia. The youth programme was linked to the Axiata Cup and gave youths aged 10-15 the experience of a lifetime by providing them with the priceless opportunity to meet their idols.
As part of their sponsorship TSA helped AEON to create a youth challenge, a road show which was held over five weekends in different AEON outlets.
TSA worked closely with the Ministry of Education – School Sports Division in order to gather enough participants for each Regional Qualifier. The youth Badminton tournament was announced at press conference on March 11, 2013 and consisted of Road shows, Regional Qualifiers. During the Finals, 25 finalist from the Roadshows and Regional Winners competed against each other just before the Axiata Cup finals in KL.
TM signed a One year sponsorship contract with the FA as Official England Telco Licensee partner. This was part and parcel of their marketing and branding strategy during the World Cup 2010. In leveraging the sponsorship and creating further awareness, a popular television programme was created – World Football Heros as a lead up to the World Cup and a ground breaking event – RM 10m Ringgit Kick Challenge was held for the masses. TSA was on hand from Sponsorship to managing the event.
The English national team is one of the highest-profile Football brands in the world. The England team has the power to unite fans, transcending club rivalries, gender and ethnicity. England matches continue to deliver huge TV audiences. The FA’s strength is clearly evident through the huge range of Official England Products that are on sale throughout the year with the highest interest peaks if England qualify for the major international tournaments – the FIFA World Cups and the UEFA European Championships.
TSA is now offering cost effective solutions to associate with the English National Football team and THE FA Cup. To find out more about the FA Promotional Licensee Programme contact us now!
Client Objective: Boost sales and generate highest possible ROI
End Result: TSA achieved an increase of share of voice from 10% to 24% year on year for Big Cola in Thailand through its campaign with The FA.
Client Objective: World Cup promotion to increase showroom trafficTSA Solution:
End Result: TSA generated over 2 million new registrations within only 2 ½ months for Honda Motorcycles in Thailand. The target had been only 200,000 new registrations!