Badminton Association of Malaysia (BMA) has signed a lucrative five-year deal with local language pay television channel Astro.
According to national newspaper, the exclusive broadcast deal with the governing body of the sport in the country will be worth RM66million (approximately US$15 million) over a five-year period.
According to the terms of the deal, Astro will have the right to access players contracted by BAM for its content needs for the Nadi Arena, Kafe Sukan and Kem Badminton highlights programmes. There will be some cash investment , which will be used to contribute for incentives for players, production, airtime costs, and regional promotion of the sport.
Last year, BAM signed a three-year sponsorship with telecommunications firm Celcom Axiata, worth RM24 million (approximately US$5.3 million) replacing the five-year deal with country’s lender, Maybank, which decided not to renew its five-year contract. Celcom Axiata will also sponsor the Malaysian Open till 2019, a SuperSeries ranked event for the Badminton World Federation calendar.
BAM had also signed a RM60million (US$15 million) six-year deal with equipment supplier Victor, hoping to take the sport further among the masses.