Tuesday, September 13, 2011

AirAsia active after inking QPR away kit sponsorship

KUALA LUMPUR: AIRASIA BHD [] shares were active in early trade on Tuesday, Sept 13, a day after it inked a term sheet to formalise an agreement to be the official sponsor of Queens Park Rangers Football Club's (QPR) away kit in the Barclays Premier League.

At 9.30am, AirAsia was up six sen to RM3.41 with 1.69 million shares done.

AirAsia said on Monday, Sept 12 that the formal agreement for the two-year, ''500,000 deal was intended to be signed by Sept 30 between AirAsia and QPR Holdings Ltd, the parent company of QPR.

The low cost carrier said that under the sponsorship deal, among the terms are that it would carry the designation 'Official Partner of QPR' for advertising and promotional purposes; the rights to advertise at the QPR Loftus Road Stadium on match days; home and away game tickets and hospitality benefits; and access rights, including to QPR Loftus Road stadium and training ground for promotional purposes, squad photo shoot sessions and signed QPR merchandise.

On the rational for the sponsorship agreement, AirAsia said it included brand elevation; consumer engagement and brand loyalty; branding rights and merchandising; and added public relations exposure.

Tan Sri Tony Fernandes and Datuk Kamarudin Meranun collectively own a 75% shareholding in Tune QPR Sdn Bhd, which in turn owns a 66.02% shareholding in QPR Holdings Ltd.

Fernandes is also currently the chairman of QPR.

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