New sponsor joins the English Premier League

09 August 2010 | Posted in Sponsorship, Soccer, Europe | By Tom Love

The Asian lifestyle brand founded by Air Asia co-founder Tony Fernandes, Tune Group, has agreed to a new multi-year sponsorship deal with the Professional Games Match Officials (PGMO), the organisation responsible for improving the standards of refereeing in professional soccer.

As part of the new three-year sponsorship, estimated to be worth a seven-figure sum, Tune Group has been appointed as the official shirt sponsor for referees and match officials in the English Premier League, Football League and FA.

As part of the agreement Tune Group will also enjoy logo placements in key positions across various forms of media. In total the company will have a brand presence in 2,000 professional soccer games.

Mike Riley, PGMO general manager, said, "I’m very positive that our new relationship with Tune Group will further help the development of refereeing in this country and throughout the world."

Mark Lankester, Tune Hotels Group chief executive, said, "We have seen how Air Asia and Air Asia X benefited from this sponsorship before, by establishing its brand in such a mature, competitive market as the UK. With Tune Hotels opening its first London property later this month, this sponsorship by Tune Group could not be more timely.

"Communicating to English football’s three billion viewers globally presents the Tune Group of Companies with a powerful global branding tool for us in enhancing our brand awareness, not only facilitating our regional expansions but, most importantly, connecting with our customers," Lankester added.