AirAsia Bhd has extended its sponsorship agreement with 1Malaysia Racing Team Sdn Bhd for a period of one year effective from Jan 1, 2012.
In a filing to Bursa Malaysia today, AirAsia said it had entered into an extension to the sponsorship agreement dated May 26, 2011 with 1Malaysia Racing Team to be an official team partner of Caterham F1, the F1 racing team formerly known as Team Lotus and title sponsor of the Caterham F1 Driver Development Programme.
“Under the extension, AirAsia shall be an Official Team Partner of Caterham F1 and title sponsors of the programme for the duration of the 2012 F1 racing season at the same terms as provided in the agreement, except in relation to the sponsorship amount from the company to Caterham F1,” AirAsia said.
The sponsorship amount from AirAsia to Caterham F1 includes RM5.36 million for company media value/space and RM1 million for further expenditure in relation to advertising, on ground and public relations-related activities with Caterham F1.
AirAsia said through continuous association with F1, the company intended to elevate its brand perception from that of a low-cost carrier to a brand associated with high-end sports and cutting-edge F1 technology.
AirAsia intends to use sports sponsorship and sports branding to drive consumer aspirations and build sports-related themes in relation to sales campaigns for various flight destinations.
In a separate statement, AirAsia said that it had today signed an agreement with QPR Holdings Limited, the parent company of Queens Park Rangers Football Club, for the sponsorship of the QPR away shirt in the Barclays Premier League.
In consideration of the rights to be made available to the company, Airasia will pay QPR GBP350,000 for a term of one year as sponsorship fees.
AirAsia will receive among others the rights to be the official “Away Shirt” sponsor of QPR, the designation of “Official Partner of QPR” for advertising and promotional purposes, and the licence to use QPR Intellectual Property for advertising and promotional purposes.
Others include the rights to advertise at the QPR Loftus Road Stadium on match days and advertising in QPR official match programme and other QPR publications.
On Sept 12 this year, AirAsia signed a term sheet with an intention of signing today’s agreement with QPR for the sponsorship of the QPR away shirt in the Barclays Premier League. -- BERNAMA
In a filing to Bursa Malaysia today, AirAsia said it had entered into an extension to the sponsorship agreement dated May 26, 2011 with 1Malaysia Racing Team to be an official team partner of Caterham F1, the F1 racing team formerly known as Team Lotus and title sponsor of the Caterham F1 Driver Development Programme.
“Under the extension, AirAsia shall be an Official Team Partner of Caterham F1 and title sponsors of the programme for the duration of the 2012 F1 racing season at the same terms as provided in the agreement, except in relation to the sponsorship amount from the company to Caterham F1,” AirAsia said.
The sponsorship amount from AirAsia to Caterham F1 includes RM5.36 million for company media value/space and RM1 million for further expenditure in relation to advertising, on ground and public relations-related activities with Caterham F1.
AirAsia said through continuous association with F1, the company intended to elevate its brand perception from that of a low-cost carrier to a brand associated with high-end sports and cutting-edge F1 technology.
AirAsia intends to use sports sponsorship and sports branding to drive consumer aspirations and build sports-related themes in relation to sales campaigns for various flight destinations.
In a separate statement, AirAsia said that it had today signed an agreement with QPR Holdings Limited, the parent company of Queens Park Rangers Football Club, for the sponsorship of the QPR away shirt in the Barclays Premier League.
In consideration of the rights to be made available to the company, Airasia will pay QPR GBP350,000 for a term of one year as sponsorship fees.
AirAsia will receive among others the rights to be the official “Away Shirt” sponsor of QPR, the designation of “Official Partner of QPR” for advertising and promotional purposes, and the licence to use QPR Intellectual Property for advertising and promotional purposes.
Others include the rights to advertise at the QPR Loftus Road Stadium on match days and advertising in QPR official match programme and other QPR publications.
On Sept 12 this year, AirAsia signed a term sheet with an intention of signing today’s agreement with QPR for the sponsorship of the QPR away shirt in the Barclays Premier League. -- BERNAMA
