MAG TAKES FLIGHT WITH MANCHESTER UNITED IN SHARED QUEST FOR COMEBACK GLORY

KUALA LUMPUR, April 18 (Bernama) -- The Malaysia Aviation Group (MAG) is committed to continuing its transformation journey to reclaim its former glory through its recent collaboration with Manchester United which is seen as both a strategic and symbolic alignment of purpose.

MAG Group Managing Director Datuk Captain Izham Ismail said that the group had endured a turbulent journey in recent years, describing it as “painful” but one that has begun to bear fruit.

He said MAG’s latest tie-up with United, the 13-time English Premier League champions, reflected a mutual alignment of values, ambition, and transformation aspirations.

“MAG has a chequered journey and a desire to transform, to bring back its old glory and there will be challenges. It's going to be painful and the journey that MAG took over the last five, eight years has been painful. Alhamdulillah, today we see the sweetness of our hard work.

“So United also has the same passion and purpose. It aligns with the aspiration and the transformation journey that MAG is talking about. Maybe United is also looking at MAG, how and where they can adopt the transformation journey that they put in place,” he said during MAG Network Announcement and Manchester United Collaboration press conference here, today.

He said this when asked how the Malaysia Airlines and United co-branded livery aligns with MAG’s long-term brand vision and the global exposure does, the group expect to gain from partnering with such an iconic and widely recognised football club.

Meanwhile, on the quantitative front, Izham admitted that the Malaysia Airlines brand which was part of MAG had suffered significant erosion in the past, particularly before 2015.

“The brand disappeared, collapsed so we need a brand that’s strong enough with huge families to help carry us together so that the recognition of the MAG brand, specifically Malaysia Airlines, could be re-elevated,” he added.

In the meantime, he said recent data from Brand Finance showed a resurgence of Malaysia Airlines’ brand value.

Earlier, Malaysia Airlines today announced a series of exciting developments aimed at elevating its global presence and connectivity including the unveiling of its latest co-branded aircraft livery in partnership with United.

Also present at the event were three former United players namely Nemanja Vidic, Dimitar Berbatov and Luis Nani.

For the record, Malaysia Airlines signed a multi-year strategic partnership with United as its Official Commercial Airline in March last year.

-- BERNAMA