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,...