In a move last week that further emphasised the brand power of JOHOR Darul Ta'zim FC (JDT), the football club added another feather in their cap following a partnership with UNICEF.
Among the small number of illustrious clubs that have joined hands with the globally-renowned children's fund are Barcelona and Manchester United.
JDT are the first in Southeast Asia and only the second in Asia to have such a collaboration with the organisation.
Unicef Malaysia Representative, Dr Rashed Mustafa Sarwar, didn't mince his words when describing how the organisation were keen on working with JDT, saying: "Every single partnership goes through a screening process in Geneva. JDT went through a very rigorous process and was chosen as the preferred partnership. JDT came out clean and qualified. It's a process we follow worldwide."
JDT owner and Crown Prince of Johor, HRH Major General Tunku Ismail Ibni Sultan Ibrahim, elaborated that the partnership was reflecting of the Southern Tigers’ humanitarian side, but it’s underlying message spoke volumes of the club’s success since it was established in 2013.
While dominating the Malaysian football scene and setting multiple benchmarks is sure to attract nationwide attention, JDT have progressed beyond our borders through various measures.
As Southeast Asian football took notice of JDT in its meteoric climb up the club rankings, winning the AFC Cup in 2015 and competing in the AFC Champions League made Asia take notice of the club's rise.
Mega world-class infrastructures such as the state-of-the-art Sultan Ibrahim Stadium and a top standard JDT Training Centre only meant that the club's ascension served as a benchmark for accomplished football clubs in the region.
In the process of rubbing shoulders with the who’s who of world football — including super agent Jorge Mendes, Valencia owner Peter Lim, Barcelona chief Joan Laporta, David Beckham, Luis Figo and more — HRH Tunku Ismail effectually brought JDT into the picture one way or another, resulting in the Southern Tigers venturing beyond the continent.
Following collaborations with German club Borussia Dortmund and later Spanish side Valencia with the JDT Academy, the Southern Tigers also built a relationship with Seria A giants Juventus leading to officials visiting Turin to study insights. JDT manager & coach Benjamin Mora even completed an attachment there as part of his Pro License coaching course.
The Crown Prince of Johor's appearance as a speaker at the World Football Summit, the cameo appearances of Figo, Robert Pires, Alessandro Nesta, Rivaldo and Hernan Crespo in JDT player/jersey unveiling and the 2019 JDT All-Stars Friendly featuring 12 household names of yesteryear only helped to expand the JDT brand globally.
In addition to meeting Unicef's standards, it is no surprise that JDT have attracted international sponsors such as Nike, Hublot and SWAG as a result of their brand power, and more are expected to follow in the near future. — The Vibes, 24 December, 2020
Former journalist Vijhay is Head of Content at Johor Darul Ta'zim FC following stints with Malay Mail, Sports247.my, FourFourTwo Malaysia and FOX Malaysia. You may have also heard him on BFM Football or watched him on Media Prima's football programmes. Vijhay can be reached at @vijhayvick on Twitter.
