MAS sponsors English football on ESPN Star

Malaysia Airlines (MAS) expects to further strengthen its brand and international presence via a two-year broadcast sponsorship pact with ESPN Star Sports. The agreement will give the national carrier increased visibility during the 2005/2006 and 2006/2007 seasons of the English Premier League (EPL).

Among the benefits is reaching out to 190 million households through ESPN Star Sports, MAS chairman Datuk Munir Majid told reporters after the signing ceremony with ESPN Star Sports here Thursday.

"MAS will also get exposure via various advertisement slots. The MAS logo will also be displayed as a backdrop of ESPN Star Sports," he added.

The integrated campaign will include on-air and online entitlements around all "live" matches and repeats on ESPN Star Sports.It will also cover other must-see football events such as the FA Cup, FA Community Shields and all senior and Under-21 England team home matches.

One of the ESPN Star Sports popular magazine programmes dedicated to the EPL called "Malaysia Airlines Football Extra", will feature highlights from the previous day's

EPL action as well as phone-ins and e-mail reactions from Asian supporters. The programme will be aired on Sunday mornings.

MAS will also launch the Malaysia Airlines EPL Campaign, themed "Taking You There", which aimed to bring the world-class English Premier League and football closer to society.

This year, MAS was chosen for the second time as the official airline for the Manchester United FC Asia Tour.