MUMBAI: Telekom Malaysia Berhad (TM) has signed a license agreement with the England Football Association (The FA) to become the official England telco licensee in Malaysia. 
 
The partnership with The FA has been brokered by sports marketing agency, Total Sports Asia (TSA). The deal enables TM to have the exclusive use of the England crest and England player imagery in the telco category in Malaysia until the end of 2010. 
 
The FA head of business development Sean McAuliffe said, “The FA is very excited to be working in partnership with Telekom Malaysia in 2010 and looking forward to what we believe will be a successful relationship. TM’s work and commitment to football in Malaysia will help extend the appeal of the England team and gives us great belief that we can both truly engage with Malaysia’s football fans.” 
 
TSA group CEO Marcus Luer added, “We are proud to have brought together these two great entities in partnership. TSA’s commitment both to the rights holders and brands we represent is to find the right fit. This relationship exemplifies our ability to seek a great match-up that can be of mutual benefit.”

TSA is also looking for similar tie ups in India.