Malaysia Airlines and Air Asia sponsor QPR

Premier League football club Queens Park Rangers has agreed two-year sponsorship deals with Malaysia Airlines for its home shirt and Air Asia, the airline owned by the club's majority shareholder, for its away and third shirts.

The club claims the deals are worth a 'multi-million' pound sum, with chief executive Philip Beard talking of 'building a thriving relationship with both businesses in a bid to broaden our exposure in Southeast Asia and further afield'.

Air Asia and its long-haul arm Asia Asia X are partly owned by QPR's majority shareholder, Tony Fernandes, who bought into the newly-promoted club last month.

Fernandes also joined the board of Malaysian Airlines last month, when Air Asia and Malaysian Airlines struck an agreement to find ways of working together.

At the same time Fernandes' company Tune Air agreed to take a 20.5% stake in Malaysian Airlines and the latter's government-owned majority shareholder Khazanah Nasional to take a 10% stake in AirAsia.

Malaysia Airlines executive director Mohammed Rashdan Yusof said the sponsorship was the first major step in his company's "new brand and marketing strategy" to boost its top line.

Kathleen Tan, AirAsia's regional head of commercial, said: "Collaboratively, AirAsia and Malaysia  Airlines can certainly build a very strong following for the QPR brand in a very passionate football audience in Asia."

Soon after he bought into QPR in mid-August, Fernandes suggested he could solve the club's lack of shirt sponsor by calling on the two airlines.

In an interview on the QPR website, he said: "Sponsorship isn't a top priority to be honest. Obviously there's maybe a little bit of pride involved that we're the only club without a sponsor, but we could get a sponsor tomorrow, but at what price?"

"If worse comes to worse, I'm sure I can persuade Air Asia or Malaysian Airlines to come on board and sponsor us."

There are no rules preventing club owners providing shirt sponsorship to their football teams.

QPR's last shirt sponsor was Gulf Air, which started a £7m three-year deal in 2008.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands