KUALA LUMPUR – The Malaysian Football League (MFL) believes that there is room for corporations and agencies to invest in securing naming rights for local football stadiums.
The league governing body highlighted that this initiative not only serves as a financial boost to the local football ecosystem but also enhances the visibility and commercial appeal of the stadiums.
Speaking to Scoop, MFL chief executive officer Datuk Stuart Ramalingam said that local clubs should take the initiative in promoting the image of the stadium as a recreational and educational spot to attract more agencies and corporations to venture into investing in local football stadiums.
“In the domestic context, stadium naming rights exist, and we have seen it with the Axiata Arena. We are also aware that the Bukit Jalil naming rights are for sale.
“To make corporate and agency investment achievable, local clubs should elevate the image of their stadium by working closely with the local councils to make the stadium more attractive, rather than solely focusing on it as a platform for fans to watch football games.
“By developing museums, cafes, and tours similar to what is being done in foreign football clubs such as Real Madrid’s Santiago Bernabeu Stadium, Chelsea’s Stamford Bridge, and Manchester United’s Old Trafford, our local stadiums will be able to attract more investors in the future for naming rights and buying advertising spaces in the stadium.
“Many of our local stadiums have such a rich history, and I believe that our local clubs can leverage this through this strategy,” said Stuart.
Stuart also said that achieving this goal would be difficult for local clubs due to their stadiums being owned by local councils.
“A lot of local football clubs don’t own their stadiums, except for Sultan Ibrahim Stadium in Johor; a lot of the stadiums are owned by the local municipality and councils.
“Selling the naming rights for stadiums is a matter of bureaucracy in Malaysia to ensure that conversations can happen.
“I believe a few clubs are talking to some brands about selling the naming rights, but again, the club does not own the stadium, hence it’s going to be tough.
“However, things may change in the years to come, and I believe through proper conversations, there will be a rise of corporations and agencies associating their brands with our local football stadiums.
Recently, Malaysia External Trade Development Corporation (Matrade) entered into a partnership with the English football club Queens Park Rangers to secure naming rights for its stadium, Loftus Road.
Located in London and with a seating capacity of 18,000, the stadium will now be officially known as the Matrade Loftus Road Stadium for a duration of three years, until the 2025/2026 season.
Yesterday, Investment, Trade and Industry Minister Datuk Seri Tengku Zafrul Tengku Abdul Aziz said that there was no cost involved in the initiative as it was part of Matrade’s CSR programmes.
“One of the owners of the club is Malaysian, and he wanted to promote our trade since the United Kingdom is now part of the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, and there will not be any cost in this partnership for the next two years.
“We will also be working together with Liverpool FC after 2 years,” he said in Parliament yesterday, responding to Datuk Seri Johari Abdul Ghani (Titiwangsa-BN).
Other stadiums abroad, including the Emirates Stadium owned by Arsenal in London, Etihad Stadium in Manchester, Allianz Arena used by German giants Bayern Munich, and the OCBC Arena, as well as the OCBC Aquatic Centre in Singapore, are some of the sports venues that have been rebranded through strategic partnerships. – November 1, 2023