Maxis has secured the rights to stream live online coverage of all 64 matches from this summer's Fifa World Cup to its users in Malaysia.
In addition, the Malaysian mobile telecommunications company will be able to provide a range of other exclusive content, including games, news applications, ringtones, themes and MMS and SMS updates. A range of smartphone applications has also been developed for iPhone, BlackBerry, and Android devices. The deal follows Maxis' involvement with the 2006 Fifa World Cup in Germany, when it paid US$18 million for a diverse rights package.
Maxis chief operating officer Jean-Pascal Van Overbeke said: "Maxis is pleased to be able to deliver another thrilling series of coverage of the most illustrious football title, the 2010 Fifa World Cup, to their homes on television and on their mobile and broadband devices. We are investing significantly in terms of sponsorship and technology to deliver an unprecedented 2010 Fifa World Cup experience to Malaysians. In addition, the investment of US$0.37 billion in 2009 to upgrade and modernise our network will enable, and facilitate, the quality and seamless delivery of content to our customers."
The 2010 Fifa World Cup kicks off on 11th June with a game between South Africa and Mexico at Soccer City in Johannesburg.