This article was originally published in the Brand Finance Malaysia 100 Report 2026.
Head of Sports Services,
Brand Finance
What are the objectives of sponsorship?
The underlying objective of sponsorship is to create positive perceptions and behaviours among stakeholders in a more effective and efficient way than would be possible with normal marketing tools. Generally, this is achieved by accessing a targeted audience and aligning with the existing attributes of the rights-holder. Exactly how this functions varies considerably depending on the brand, industry, sport/category, rights-holder, and activations. Ultimately, any partnership should deliver a return on investment, which is usually considered in terms of short-term sales boost and long-term brand building benefits.
In a market where product offerings are commoditised, brands turn to strategic partnerships, like sponsorships, to stand out. These types of partnerships serve not only to boost brand visibility but also to elevate brand perception, offer premium experiences to audiences, and remain front-of-mind.
The airline industry showcases the difficulties of differentiation in highly competitive environments, as core service offerings can appear interchangeable to the regular consumer. Leading brands in such sectors use partnerships to retain market share, create emotional relevance and validate a premium positioning through sponsorships, often aligning with globally recognised events, destinations, and experiences, including major football properties, that reflect their international reach and service proposition.
The effect of Malaysia Airlines’ partnership activations
When measuring partnerships, it's important to remember that the focus leans towards brand building and delivering long-term benefits.
Malaysia Airlines, the 17th most valuable brand in Malaysia and ranked 41st among the world’s most valuable airline brands, has a brand value of USD771 million in 2026, and through sponsorship has become deeply rooted in Malaysian football culture. Malaysia Airlines has been tapping into the world’s most followed sport market through its football sponsorships, with Brand Finance’s Global Brand Equity Monitor (GBEM) study showing that 46% of Malaysian nationals follow the sport.
Malaysia Airlines combines domestic and international football sponsorship as part of its broader strategy to strengthen both national and global visibility. Since 2019, the airline has served as the main sponsor and official airline partner of the Football Association of Malaysia (FAM) and the Malaysian national football team, Harimau Malaya. The partnership supports the development of Malaysian football at both elite and grassroots levels while reinforcing Malaysia Airlines’ role as a national brand champion.
On the international stage, Malaysia Airlines signed on as Manchester United's Official Commercial Airline Partner in 2024, adding one of the Premier League's biggest clubs to a growing sports sponsorship portfolio. As the world’s third strongest football club brand in 2025, the partnership with Manchester United is designed to enhance the airline’s global brand recognition and deliver fan engagement opportunities across key markets, particularly in Europe and Southeast Asia.
Brand Finance’s 2026 GBEM study reveals a marked difference in strong domestic familiarity with Malaysia Airlines’ brand between football-following and non football following consumers. Malaysian football fans exhibit the highest level of strong familiarity, with 72% of football fan respondents stating ‘I know a lot about this brand’ versus 55% of non-fans. This represents an uplift of 17% (Figure 1).
This market research does not exclusively target respondents who have reported being exposed to or engaged with specific partnerships. Instead, it assumes exposure among followers of the sport in general. While this approach provides a conservative view of the impact, it is evident that the partnerships are delivering benefits to the brand. The Brand Finance research covers 42 markets, over 175,000 respondents and 5,000 brands, and so is unique in its breadth of coverage, allowing a unique view into brand strength, and by extension sponsorships, around the world.
In line with strengthening Malaysia Airlines’ brand funnel and perceptions, Malaysian football fans are also more likely to prefer the brand, suggesting that awareness and affinity with the brand is being translated into stronger consumer consideration among fans. Preference for Malaysia Airlines stands at 47% among football fans versus 34% among non-fans (Figure 2), indicating that the airline’s association with both Harimau Malaya and Manchester United is helping build a more favourable brand position among football-engaged audiences. Moreover, this preference also translates into claimed usage, with usage levels among football fans outpacing that of non-fans, at 52% versus 46% (Figure 2).
Brand Finance data also indicates that football fans are more quickly increasing positive brand attributes compared to non-fans, but they also represent a strategic audience segment. Their heightened responsiveness to the partnership makes them a valuable group to retain and nurture. Maintaining this momentum is key to deepening long-term brand equity and ensuring sustained impact from the association.
Malaysia Airlines has established strong brand equity among Malaysian football fans, leading to improved perceptions. As a result, Malaysia Airlines is regarded as a leading and preferred airline brand among football engaged consumers in its domestic market.
To make the most effective use of a partnership, it is crucial to understand engagement by analysing the channels they use to connect with their sport. Combining this with the analysis of the channels which sports fans have used to engage with the sport can also allow tactical recommendations into how to optimise effectiveness. For example, Brand Finance’s research shows how Malaysian fans are engaging with their domestic league and how targeting these interactions can lead to a broader and more segmented audience.
