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- The Football Association of Malaysia (FAM) has signed a two-year sponsorship agreement with Yes and Ryt Bank, bringing together 5G Advanced connectivity, artificial intelligence (AI) and digital banking to support Malaysian football and offer new experiences for supporters.
Announced on 29 October 2026, the partnership appoints YTL Communications’ Yes and digital bank Ryt Bank as FAM’s title partners under the “Demi Bola Sepak Malaysia” initiative.
The agreement covers youth football development, community participation, match-day experiences and digital content. Both companies also plan to introduce football-related benefits, including opportunities for supporters to obtain match tickets and limited-edition merchandise.
The sponsorship agreement was signed at Menara YTL in Kuala Lumpur.
Yes 5G Advanced to Support FAM Football Activities
Yes will use its 5G Advanced connectivity and AI services to support digital content and fan engagement initiatives associated with Malaysian football.
The telecommunications operator plans to provide football-related offers and experiences for supporters throughout the partnership.
These include access to match tickets and limited-edition merchandise, although the company has not announced specific redemption procedures, eligibility requirements or availability dates.
Wing K. Lee, Chief Executive Officer of YTL Communications, said the company aims to contribute beyond financial sponsorship by supporting football communities and emerging talent.
“Through Yes, we bring 5g advanced connectivity and AI closer to fans, helping them stay connected to the action wherever they are,” he said.
The company has also highlighted ILMUchat, a Malaysian-developed AI service available through its mobile plans.
Yes introduced its AI 30 postpaid plan in September 2026, offering uncapped 5G Advanced data and complimentary ILMUchat Pro for RM20 per month during the first six months. The price increases to RM30 per month thereafter.
The plan includes 12GB of monthly hotspot data, unlimited calls and no contract.
ILMUchat Pro provides AI features including file uploads, image processing, voice interactions and research assistance.
The AI 30 plan is an existing Yes offering and was not introduced specifically for the FAM sponsorship.
Ryt Bank to Offer Football Benefits and Digital Payments
Ryt Bank will provide digital banking services to support football-related social activities, including futsal sessions and gatherings to watch matches.
The bank plans to offer customers opportunities to access match tickets, limited-edition merchandise and other experiences during the partnership.
Ryt Bank’s role will also include digital payments and money transfers, allowing supporters to manage shared expenses associated with football activities.
Wilson Soon, Interim Chief Executive Officer of Ryt Bank, said its AI-powered banking assistant could simplify these transactions.
“With Ryt AI, we make settling and sharing payments effortless, allowing football fans to focus on the experience rather than the transaction,” he said.
Ryt Bank is operated by YTL Digital Bank Berhad, a joint venture between YTL Digital Capital and Sea Limited.
The bank officially launched on 26 August 2025 after receiving its digital banking licence, which took effect in December 2024.
The FAM sponsorship brings together two YTL-linked consumer businesses, with Yes providing mobile connectivity and Ryt Bank offering digital banking services.
FAM Partnership to Cover Youth Football and Community Programmes
Beyond customer offers, FAM, Yes and Ryt Bank intend to develop programmes supporting Malaysian football over the two-year partnership.
The planned initiatives include youth football development, community activities, match-day experiences and digital storytelling.
The organisations also aim to highlight emerging football talent and individuals contributing to the sport across different communities, ages and genders.
FAM President Dato’ Ab Ghani Hassan said the association welcomed the two companies as title partners.
“We welcome Yes and Ryt Bank as our Title Partners and look forward to working together to strengthen the football ecosystem, bring supporters closer to the national game and create more opportunities for emerging talent across our communities,” he said.
According to Bernama, FAM and YTL also plan to establish a secretariat to coordinate activities under the sponsorship agreement.
The organisations have not disclosed the financial value of the partnership or detailed funding allocations for individual football development programmes.
When Can Yes and Ryt Bank Customers Get FAM Match Tickets?
Yes and Ryt Bank have confirmed plans to offer supporters access to match tickets and limited-edition merchandise, but the full terms of these benefits have yet to be announced.
The official Yes FAM campaign website, available at https://www.yes.my/fam/, already features football-related experiences and promotes the Yes AI postpaid plan.
The campaign material refers to merchandise, tickets, opportunities to meet coaches and players, and behind-the-scenes stadium experiences. However, the website does not provide complete booking or redemption instructions for these activities.
It remains unclear whether individual benefits will require a specific Yes mobile plan, a Ryt Bank account or participation in separate promotional campaigns.
Further announcements are expected as the three organisations begin implementing their initiatives under the two-year agreement.
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