Local digital asset exchange Luno has teamed up with the Malaysian Football League (MFL) as the official crypto investment partner and co-sponsor of the Liga Super Malaysia and Piala Malaysia for the 2022 season.

Seemingly taking a cue from the leading global cryptocurrency exchanges, Luno is leveraging on the popularity of football among Malaysians to raise awareness on cryptocurrency. The one-year partnership, said to be around the RM1 million mark, covers multiple branding rights including pitchside branding, club crest and player image rights, and on-ground activation at stadiums.

In addition, Luno will also be holding activities with the local footballing community to learn more about financial literacy, digital assets, and cryptocurrency.

“Luno’s exciting partnership with MFL is a big moment for us. It is our first partnership with a local sports organisation and makes us the first digital asset exchange to support the biggest and most prestigious football competition in Malaysia. The Malaysian League has a fan base of over 13 million, so the partnership gives us a great opportunity to engage with new audiences and raise our brand profile among everyday Malaysians who might be considering exploring the world of cryptocurrency. Our mission is to put the power of crypto in everyone’s hands in an accessible, convenient and safe way and this partnership is a step towards achieving this in Malaysia. We believe this partnership will bring huge benefits for both parties — nurturing support for local football while creating an opportunity to explore and invest in cryptocurrency,” said Aaron Tang, Country Manager of Luno Malaysia.

Stuart Ramalingam, Chief Executive Officer of the Malaysian Football League shared, “Today marks a historic day for Malaysian football as we welcome new-age partners that will bring a new exciting image to our League and the reach Liga Malaysia will offer to commercial brands. I would like to welcome the newest MFL partner – Luno, Malaysia’s first regulated and leading digital assets exchange, offering Malaysians a safe and secured platform to start investing in cryptocurrencies. As the world opens its door in its acceptance of cryptocurrency, this collaboration opens up a whole new horizon for the MFL family of partners with such an extraordinary partnership. Thank you Luno for believing in Malaysian Football and trusting us to help you uplift your brand and the awareness of Luno’s products and services.”

The partnership is also part of Luno’s localisation efforts to better engage with Malaysians and enhance its financial literacy initiatives to a wider audience. The company is also looking to work with more local partners as it aims to solidify its position as the leading regulated digital asset exchange in Malaysia.

• TAGS:
• Aaron Tang
• Luno
• Luno Malaysia
• Malaysia Football League