Sport sponsorship strategies in Felda United Football Club Mohamad Noor Salehhuddin Bin Sharipudin (S/O 14707)

• Main Author: Sharipudin, Mohamad Noor Salehhuddin
• Format: Monograph
• Language: English
• Published: UUM 2021
• Subjects: HM Sociology
• Online Access: https://repo.uum.edu.my/id/eprint/30186/1/14707_TC_TN.pdf; https://repo.uum.edu.my/id/eprint/30186/
• Institution: Universiti Utara Malaysia

This case study was about Felda United Football Club (Felda United), a professional football club in Malaysia owned by the Federal Land Development Authority (Felda). Felda United was established since 2007. In 2017, Felda United has been qualified to compete in the Asia Football Confederation (AFC Cup). Felda United was promoted to the Malaysian Super League (MSL), the top division for professional football in Malaysia. The protagonist of this case study was Mr. Nik Hasrul bin Mohd Zainudin (Mr. Nik), the President of Felda United. He is responsible to oversee three departments; namely the administrative, team management, and business development department. The main interest of this case study was to understand the sport sponsorship practice in Felda United. Hence, this case study focuses on the business development department, specifically in sponsorship aspects within the Felda United. The case study discussed on the background of Felda United, the importance of sponsorship, the challenges of sponsorship, and the sponsorship strategies for Felda United.