The Malta FA have added another prestigious brand to their family of partners after signing a two-year sponsorship deal with Simonds Farsons Cisk.

The agreement, whereby Cisk will be the national teams’ gold sponsor for the next two seasons, came about after the MFA embarked on a drive to lure new backers to its fold.

Their efforts are reaping the desired rewards as, earlier this year, FXDD (Europe) signed a deal to become the national teams’ platinum sponsors.

“This agreement is in line with what we’ve been trying to do in the past year,” Norman Darmanin Demajo, the MFA president, told a news conference yesterday.

“We’ve been working to find partners for the national team.

“FXDD agreed to become our platinum sponsors and now we have Cisk as gold sponsors of the national teams.”

Darmanin Demajo was keen to stress that the agreement with Simonds Farsons Cisk is not the run-of-the-mill ‘advertising deal’ but a partnership in brand communication.

“Times are changing in the marketing world,” Darmanin Demajo said.

“We are using sport to seek commercial partners and create brand communication with a difference.

“Fan engagement is a key aspect of our partnership with Simonds Farsons. They can guide us how to use our facilities to engage the fans, especially on matchdays.

“Simonds Farsons Cisk is one of the companies that has all the attributes to enhance the image of our national teams. It’s a company that enjoys an excellent reputation both locally and abroad.”

The announcement of the deal comes less than two weeks after the launch of the Goal Card, a block ticket for Malta’s five home 2014 World Cup Group B qualifiers against Italy, Denmark, Czech Republic, Bulgaria and Armenia.

“Farsons have been making a significant contribution to local sport for several years,” Norman Aquilina, chief executive officer at Simonds Farsons, said yesterday.

“Football is a sport we’ve been supporting for a long time through the Youth FA.

“We have now finalised this agreement with the MFA. It was a natural choice to pair Malta’s favourite beer with the most popular game in the country.”

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