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Industry News

Renovated Kuala Lumpur Sports City lands new partner

The Kuala Lumpur Sports City has agreed a sponsorship deal with Malaysian isotonic drinks brand 100Plus.

100Plus will serve as the official beverage partner of the complex, which recently underwent major renovation work as part of Kuala Lumpur’s staging of the Southeast Asian Games multi-sport event.

Malaysian news agency Bernama reported that the deal would be worth RM6m (€1.3m/$1.5m) over a five-year period. RM5.5m of this will be in cash, with RM500,000 in products.

Branded drinks booths will be set up at the complex, with a 1,400-metre, 100Plus-themed cycling track to be introduced.

Lim Yew Hoe, chief executive of Fraser & Neave Holdings, 100Plus’ parent company, said, according to Bernama: “From schools and grassroots programmes to national level events, 100Plus has enjoyed a long and proud tradition of being involved in local sports. We have also backed international events held in Malaysia.

“Through this partnership, 100Plus will be able to ensure consumers are properly hydrated as they enjoy the multitude of events staged at the KLSC.”

Image: Phalin Ooi