Chinese telecom Huawei "is making an obvious change in its Asian Sponsorship investment strategy, telegraphed by a fresh transmedia entertainment deal in Malaysia," according to ASIA SPONSORSHIP NEWS. Danny Chin, marketing director of Huawei's consumer business group in Malaysia, "has jumped from Omnicom Media Group and has taken the brand in a different direction from his international counterparts." While Huawei has opted for major sports platforms in markets ex-Asia (Atletico Madrid, Club America in Mexico, Australian Football League etc.), Chin "has placed his bets in content and general entertainment in Malaysia through a partnership with Media Prima (the nation’s largest integrated media company)."
This jells with Huawei's "spend patterns" in neighboring Asian markets "where it has been actively pulling out of sports: the pan-Asian Axiata Cup (badminton), FISE China (Extreme Sports) & AC Milan (China) have all suffered from Huawei's shift towards 'non-sport' in 2015." Chin said, "Huawei is a brand not just for one market segment but for individuals from each and every segment."
Huawei's only significant remaining sports property in the region is Indian Premier League cricket side Royal Challengers Bangalore ($1.77M est. in '15) (ASIA SPONSORSHIP NEWS, 11/27).
