Maybank Extends Co-Brand Partnership With Manchester United

Alex Cheong Pui Yin

16th August 2023 - 3 min read

Maybank has renewed its co-brand partnership with football club Manchester United for the third time, this time expanding the collaboration to cover four territories as compared to the previous three. Specifically, it now covers the original territories – Malaysia, Singapore, and Philippines – in addition to a new region, Indonesia.

In a press release, Maybank noted that this partnership – which has hit its 12-year milestone, making the bank Manchester United’s longest-standing financial services partner globally – will continue to play a pivotal role in helping Maybank to engage with customers in key markets. Additionally, it will elevate Maybank’s global profile, as well as further support its credit and debit card growth.

For context, Maybank currently has a total of three Manchester United credit and debit cards in its Malaysian card portfolio. These include the Maybank Manchester United Visa Infinite and Maybank Manchester United Visa credit cards, as well as the Maybank Manchester United Visa debit card.

Within Malaysia, these cards have recorded a healthy growth of approximately 30% in card base and 62% in card billings last year. This year, the continued partnership is expected to contribute to an increased growth of 43% in card base and 82% in card billings.

Maybank further said that it is looking to repeat this success in the other regions by rolling out brand activation campaigns targeted at Manchester United credit and debit cardholders. Special offers and privileges will also be carefully curated so that they appeal to the club’s nearly 1.1 billion global fanbase.

Some existing privileges that are currently offered to Maybank Manchester United cardholders in Malaysia include discounts on purchases at Manchester United outlets and online megastores, discounted access to Manchester United Stadium and Museum Tours, and the opportunity to meet and golf with celebrated club legends. These are on top of other existing card benefits, such as the ability to earn 5x TreatsPoints when Manchester United wins a Premier League match or 10x TreatsPoints when you shop on the United Direct Online Megastore.

Last year, Maybank had also run several sub-promos under an umbrella campaign to celebrate the 10^th anniversary of its partnership with Manchester United – which included the launch of a special 10^th anniversary edition Maybank Manchester United Visa and Manchester United Visa debit card. Meanwhile, there is currently an ongoing #ForeverUnited campaign that began just this month, which will run until 30 November 2023.

Chief executive officer of alliances and partnerships for Manchester United, Victoria Timpson said that the extended partnership between the club and Maybank is expected to bear plenty of exciting prospects for all.

“Over the past 12 years, our partnership has offered fans throughout Malaysia, Singapore, and the Philippines not only first-class financial products from a trusted banking group but also a host of exclusive privileges and rewards, an added benefit for any dedicated Manchester United fan. We are excited to be extending this offering to our huge fanbase in Indonesia and to continue to bring Manchester United closer to our fans within these key markets in Asia,” said Timpson.

Meanwhile, Maybank highlighted that it currently dominates the cards business in Malaysia, with over 14 million credit cards, charge cards, and debit cards in circulation. It also commands over 20% of the market share for credit and charge cards in the country, as well as over 28% for debit cards.

(Source: Maybank)

Alex Cheong Pui Yin

Previously covered recruitment-related stories and had a short stint as a copywriter for the property industry. She subsequently developed an interest in investment and robo-advisors.

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Alex Cheong Pui Yin

Previously covered recruitment-related stories and had a short stint as a copywriter for the property industry. She subsequently developed an interest in investment and robo-advisors.

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