KUALA LUMPUR − The Malaysian Football League (MFL) has inked a partnership with Sime Darby Oil for its major cooking oil brand Alif to be the official cooking oil of the national football league.
The partnership was announced today at a “buka puasa” event at Sime Darby Plantation Berhad in Ara Damansara.
The partnership is the first-ever collaboration between a major cooking oil brand and the national football league.
Speaking at the event, MFL chief executive officer Stuart Ramalingam said the collaboration with Alif is an exciting addition to the local football scene as its presence will send a strong positive message that the fraternity has a distinct attraction.
“This new partnership signals another positive enlistment from a local brand that values and supports the local football industry as a platform that can uplift its branding and awareness.
“Coming out of the pandemic, we thank SDO for their belief in us and we will do our best to ensure we provide Alif cooking oil a great football experience,” he said.
Also speaking at the event was SDO’s managing director Mohd Haris Mohd Arshad, who said it made perfect sense for the country’s premiere sustainably-produced cooking oil to support Malaysia’s favourite sport and to share the goodness of Alif with more Malaysian consumers.
“We believe Alif’s quality as a product will resonate strongly with more local football fans in general beyond our key consumer segment of Malaysian women.
“We are excited to be partnering with MFL and to reach out to the diverse audience of Malaysian football,” he said.
Haris added that SDO has planned several engagement and lifestyle-driven activities at stadium venues and retail outlets in collaboration with trade partners.
“Football season is going to be back with a vengeance, especially after the enforced lull during the pandemic.
“We aim to further add to the thrill of this great sporting event with wide-ranging activities that will bring Alif, Malaysian football stars and their fans closer together,” he added.
SDO also took the event as an opportunity to unveil their latest product − Alif cooking oil fortified with Vitamin D3.
Haris said the introduction comes at an opportune time now that the public is becoming more health-conscious due to the pandemic. − The Vibes, April 20, 2022
