Its advertisements and logo were displayed on the digital advertising board in Wigan’s homeground DW Stadium throughout the match. It is the first Malaysian property developer to be featured in the English Premier League advertising space, the move designed to extend the property developer's presence internationally.
This strategy follows SP Setia’s partnership with local budget carrier Firefly last year. This saw its branding featured both internally and externally on all seven aircraft in the Firefly fleet.
The English Premier League advertising strategy is seen as a medium for the developer to reach a greater number of people, as well as to create brand awareness globally.
On the international front, the developer currently has projects in Vietnam, Australia, Singapore and China.
Norhayati Subali, divisional general manager of group marketing at SP Setia, said the English Premier League campaign was an extension of the thought process - to go where its customers want to go. She added that more ads are being lined up for upcoming games featuring Chelsea, Liverpool, Arsenal, Manchester United and Manchester City.
“Malaysians, Singaporeans and increasingly even Australians and Vietnamese are truly 'gila bola' (literally crazy for football). If we can advertise effectively and also bring joy to our customers by supporting their favourite sport why not?”
The English Premier League viewership in Asia accounted for 41 per cent of the sport's global viewership, translating to 928 million viewers.
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