FA looks to boost England brand in Asia after Telekom Malaysia deal

The Football Association has agreed a partnership with Telekom Malaysia that allows the communications firm to produce England branded merchandise.

The governing body is looking to boost revenues by tapping into the popularity of English football in the Far East and is also looking to partner with other companies in the region in a bid to “reinforce the England team brand in the international sector”.

The telecoms company plans to launch merchandise using the England crest and or images of England players.

The deal is the second English football partnership Telekom Malaysia has signed in a week following the five-year sponsorship deal signed with Manchester United

The company becomes the latest partner under the FA’s new sponsorship structure following recent deals with Fiat, Mars, McDonalds and Carlsberg.

However, the governing body is still looking to secure a headline sponsor for the FA Cup after energy firm Eon announced last year that it would not be extending its partnership beyond this season.

It is also still locked in negotiations with England team sponsor Nationwide about extending the financial services brand’s current agreement after it expires in June but is also talking to other potential partners after the mutual’s right to exclusive negotiations expired.

The FA is understood to want £30m from the deal but Nationwide has only offered £20m. According to some reports, the FA is also talking to Hyundai and Blackberry.

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