Dashing Malaysia kicks off partnership with Tottenham Hotspur to target modern men

Dashing, a prominent male perfume and deodorant brand in Malaysia has inked a new deal with English football club Tottenham Hotspur, to boost brand awareness throughout Malaysia via consumer campaigns and live match events tied to Tottenham's fixtures.

"Dashing is honoured to become an official partner of Tottenham Hotspur, a distinguished English Premier League club. This collaboration aligns seamlessly with our mission to empower young, modern men to exude confidence and embrace their individuality. By presenting an exclusive range that aims to inspire our consumers to pursue excellence both on and off the football field," said Saki Goh, senior general manager of marketing at Wipro-Unza Malaysia.

Don't miss: Why are so many football athletes becoming the face of eCommerce lately? 

Dashing offers a variety of grooming products, including Eau de Toilette perfumes, deodorants, and hair styling products, which cater to a wide range of men's grooming needs. Through this partnership with Tottenham Hotspur, both brands aim to enhance engagement with Malaysian audiences and bolster their presence in the region.

"The Club is proud of its passionate and growing supporter base across Asia, with a well-established official supporters’ club in Malaysia, and we are looking forward to Dashing engaging with our fans across the region through this partnership," said Ryan Norys, chief revenue officer, Tottenham Hotspur. 

This isn't the first time professional football club is partnering with a Malaysian brand. Earlier in March this year, Malaysia Airlines and Manchester United inked a multi-year partnership which will see the airline become the club’s official commercial airline. The partnership was announced by Malaysia Airlines’ group managing director of Malaysia Aviation Group, Izham Ismail, at an industry trade fair in Kuala Lumpur.

To celebrate the announcement, former Manchester United defenders Patrice Evra and Wes Brown flew to Kuala Lumpur to attend the event, to share their experiences of travelling the world as both players and ambassadors for the club.

Related articles:  
AFF soars with AirAsia as official travel partner 
Singapore's Tiger Beer partners Manchester United as official beer partner  
Study: Significant majority of football fans in APAC notice brand sponsors