Details of QPR’s ‘multi-million pound shirt sponsorship deal’

12 September 2011 | Posted in Sponsorship, Soccer, Europe | By Tom Love

According to Queens Park Rangers Football Club's (QPR) official website, the Premier League team has signed a 'multi-million pound shirt sponsorship deal with Malaysia Airlines (MAS) and AirAsia' that will begin with immediate effect.

Under terms of the agreement the MAS logo will feature on the front of Queens Park Rangers' playing shirts for the next two soccer seasons, debuting tonight with QPR's Premier League matchup against Newcastle at home. As part of AirAsia’s commitment to the club, the budget airline, owned by QPR owner Tony Fernandes, will receive brand exposure on the front of QPR's away kit and third team jerseys until the end of the 2012/13 season.

The co-sponsorship has been announced owing to the two airlines' agreement last month to buy shares in one another. In August 2011, AirAsia acquired 20.5 per cent of MAS, meanwhile the Malaysian government-owned investment arm Khazanah Nasional, which in turn owns 70 per cents of MAS, took a ten per cent stake in AirAsia's parent company, Tune Air.

Specific financial details of what is being described as a multi-million pound deal were not released.

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"This is a unique and exciting venture for the football club," said QPR chief executive, Philip Beard. "Attracting two major Asian companies to come on board shows the global appeal QPR has as a brand. We are extremely positive about building a thriving relationship with both businesses in a bid to broaden our exposure in Southeast Asia and further afield. This is a remarkable deal for the club and brings further positive news following a highly successful few weeks since the takeover was finalised."

Malaysia Airlines executive director, Mohammed Rashdan Yusof, said, "Malaysia Airlines is elated to be associated with QPR's ascendancy to the Premier League. Our sponsorship of the home jersey of QPR, together with AirAsia's sponsorship of the away jersey, is a first for the Premier League. It also celebrates MAS's recent collaboration framework with AirAsia.

"This sponsorship enables MAS to reinforce its global full-service presence and premium franchise via football fans and lovers from all over Europe, the Americas, Asia Pacific, Australia and all the four corners of the world. This sponsorship is the first major initiative of our new brand and marketing strategy, that would see important advertising money spent on boosting our top line. This is a key component in our drive to regain global market share, profitability and pride for the people of MAS."

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Kathleen Tan, AirAsia's regional head of commercial, added, "We are absolutely thrilled with this partnership with QPR. This is a timely and significant relationship between two brands which are keen in taking on any challenges for the taste of success. Our logo on QPR's away shirt does not only symbolise our energetic partnership, but also a joint-representation of the hard work and challenges that we went through - for AirAsia to be the world's best low cost airline for three consecutive years and QPR to make a comeback into top-flight football for the first time in 15 years.

"This is a very meaningful moment for all of us, and we are very excited to jointly associate ourselves with a club like QPR, as they have a remarkable history in English football and their unrelenting spirit reflects our own Asian endeavour for success. Collaboratively, AirAsia and Malaysia Airlines can certainly build a very strong following for the QPR brand in a very passionate football audience in Asia."

Picture shows QPR owner Tony Fernandes.