Proud Supporters of Supporters
9. Entertainment Kancils [9.5 Brand Partnerships, Sponsorship and Collaboration]
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Links:
https://www.youtube.com/watch?v=mE50jIR7QOk
Product/Service:
Malaysia Airlines & Manchester United Partnership
Client:
Malaysia Airlines
Brief:
Football sponsorship usually looks the same: logos on shirts, boards around the pitch, a player juggling a ball... Malaysia Airlines is a Manchester United partner, but United’s fans in Asia aren’t at Old Trafford. They’re in living rooms at 3am, in mamaks with friends, and at work the next morning, running on little sleep and a lot of hope.
So we stopped asking how the airline could be seen at the match. We asked how it could show up for the people watching it. Our job was to build real affinity with fans across markets, in a sponsorship landscape where every brand shouts the same thing.
Solution:
Instead of third-wheeling the relationship fans have with their club, we stuck to what we do best: helping people get closer to their dreams. It’s what Malaysian Hospitality has always been about.
Because the truth is, United fans don't need another brand telling them how much they love their club. They'll stay up till 3am, argue over team selections and make the pilgrimage to Old Trafford with or without us.
But if we can make that journey a little easier, a little more comfortable, and a lot more memorable, then we've played our part. Fans support United. Malaysia Airlines is here to support the fans. We summed it up as: Malaysia Airlines. Proud Supporters of Supporters.
31.9M views across all platforms and reaching 1.78 million people across key markets. On TikTok, 503,000+ engagements. And for Malaysia Airlines, its highest-performing campaign across two seasons with the club. Both sides won. Malaysia Airlines reached one of the world’s most engaged fan communities. Manchester United got its best-performing partner content in February.
