The Football Association of Malaysia (FAM) has officially announced a new partnership with telecommunications provider Yes and digital banking platform Ryt Bank. From 2026 to 2028, FAM, Yes and Ryt Bank will roll out initiatives targeting youth football, community participation and digital match-day coverage.
The campaign also aims to spotlight emerging talent and grassroots contributors across diverse demographics.
An initiative to strengthen Malaysian football ecosystem
FAM president Datuk Ab Ghani Hassan says this initiative aims to strengthen the domestic football ecosystem and generate opportunities for emerging talent. YTL Communications CEO Wing K. Lee saw the initiative as a broader investment in grassroots communities and future players, rather than a traditional corporate sponsorship.
He noted that the ‘Demi Bola Sepak Malaysia’ campaign reflects the everyday football experiences of Malaysians, from village fields to urban futsal courts.
Lee also mentioned that Yes plans to use its 5G Advanced network to keep fans connected to matches on the go. Through its AI Postpaid Plan, users can get access to ILMUchat, a homegrown AI tool designed for learning both on and off the pitch.
Alongside the tech rollout, the telco is backing grassroots initiatives to support the next generation of local players.
A modernised experience for the Malaysian fans
Yes, operated by YTL Communications, will use its 5G network infrastructure to support digital content and fan engagement channels. That includes access to partnership-related offers and experiences, with planned benefits including match tickets and limited-edition merchandise.
However, Yes have yet to disclose details on the availability, eligibility and offers for this initiative. But, the telco company confirms it will make a separate announcement about it soon.
Meanwhile, Ryt Bank will support the everyday social experiences surrounding football, from shared futsal sessions to gatherings with friends on match days, through simple digital payments and transfers. You can also look forward to benefits like match tickets and limited-edition merchandise throughout the partnership.
According to Ryt Bank interim CEO Wilson Soon, the bank uses Ryt AI to streamline payments for everyday fan activities, from casual futsal games to mamak watch parties, letting you focus on the match rather than settling the bill.
For more information on the FAM and Yes partnership, you can visit the official Yes x FAM website.
