The COVID-19 pandemic has greatly affected the football world with massive ramifications, including financial complications and scheduling adjustment.

In a positive tone, many clubs have embarked into off-pitch agreements and partnerships to further boost their brand and image, commercialising their clubs and enjoy revenues aside from team sponsorship, gate receipts, TV rights and others.

As reported by, Malaysian champion Johor Darul Ta’zim FC (JDT) has since penned partnerships and commercial agreements with local and international brands, further elevating the club beyond football.

This started with their collaboration with American sportswear Nike and renowned watchmaker Hublot.

For 2021, JDT will welcome new corporate sponsorships from electric carmaker SWAG, fast food franchisor Subway and more recently, obstacles sports organiser Spartan.

These partnerships greatly benefiting JDT, and its ground the Sultan Ibrahim Stadium will be the hub for these executions. With SWAG, the stadium will be equipped with electric vehicles that would make the arena as green as possible with less CO2 emission.

Image courtesy of JDT
Image courtesy of JDT
Image courtesy of JDT

The stadium’s trade areas will be utilised to place franchises and vendors. Subway will open their outlet, and so as other vendors. This would generate further value and income for the club.

With Spartan’s partnership, the stadium will be transformed into Spartan Stadion when Johor Bahru hosts the annual Spartan Race in June, from 2021 onwards.

The Spartan Race is a popular obstacled sports with international participations, and by extension, as part of the race’s venues this will ifurther highlight the club’s presence, and more activations can be done at the stadium during the race.

These partnerships by JDT not only benefit the club with other sources of income and revenue but also enriching the economy of Johor state. With many opportunities and jobs availability, the club and the state will be further known internationally.

This article was first published on December 12, 2020 in our Weekly E-Paper issue 119

The Bruneian | KUALA LUMPUR


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