Maybank Championship Malaysia: How Maybank scored with golf

This case study describes how Maybank, Malaysia's largest bank, used a golf tournament and social media to boost its brand, strengthen perceptions about its regional capabilities and spread its reach throughout ASEAN.

Maybank Championship Malaysia: How Maybank scored with golf

Agha Zohaib and Sandeep Mark Joseph

Executive Summary

Southeast Asia has one of the largest and fastest growing economies in the world with an annual GDP of over USD$2.6 trillion. With a rising affluent class, ASEAN presents a lot of opportunities for Maybank, Malaysia's largest bank. With growth in Malaysia plateauing, Maybank wanted to spread its reach throughout ASEAN.

One clear answer emerged – golf.

This led to the inception of Maybank Championship Malaysia (MCM), an international standard golf tournament, aimed to create a championship that elevated the entire field of play,...

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