PHAR to Evaluate Commercial Opportunities for National & Putra Indoor Stadiums

September 4, 2013

The Malaysia Stadium Corporation has appointed PHAR Partnerships to evaluate commercial opportunities at the National Stadium and Putra Indoor Stadium including the potential naming rights.

The Malaysia Stadium Corporation manages the largest collection of sports and entertainment arenas in South East Asia including the National Stadium, bronchi Putra Indoor Stadium, National Hockey Stadium, National Aquatics Centre and the National Squash Centre.

The research work by PHAR Partnerships is part of the Malaysia Stadium Corporation’s vision to become the leading sports city for the region. The Malaysia Stadium Corporation are looking to develop ancillary revenues through commercial partnerships which will improve the experience of the consumer, attract major international events and introduce an increasing variety of events and experiences for sports and entertainment fans in the region.

Dr Helmie, CEO of Malaysia Stadium Corporation, said: “PHAR Partnerships are world leaders in stadia research and evaluation. Working with PHAR Partnerships will provide us with a unique insight and understanding into the value of our stadia to commercial partners and how best to package commercial opportunities.”

Alastair Macdonald, Head of Research and Insight at PHAR, said: “We are thrilled to be working for Malaysia Stadium Corporation. Our research will provide comprehensive and transparent analysis on the true value of Malaysia Stadium Corporation’s commercial opportunities, which will be invaluable for both the rights holder in helping inform its decision-making and support its negotiations with brands in justifying the value of the commercial partnership.”