Malaysia Airlines and Air Asia make their mark at QPR

Fellow Malaysia-based airline AirAsia - part-owned by Fernandes - has also come on board, and will feature on the club's away game and third shirts.

QPR claims the new sponsorship deals are worth a combined 'multi-million' pound sum, and will help introduce the club - newly promoted to the English Premier League - to Asia. Chief executive Philip Beard is now talking of "building a thriving relationship with both businesses (Malaysia Airlines and AirAsia) in a bid to broaden (the club's) exposure in Southeast Asia and further afield".

Fernandes, who bought a majority share in the club last month is a part-owner of Air Asia and its long-haul arm Air Asia X. He also joined the board of national full-service carrier Malaysia Airlines last month when the two airlines struck an agreement to find ways of working together.

At the same time Fernandes' company Tune Air agreed to take a 20.5 per cent stake in Malaysian Airlines and the latter's government-owned majority shareholder Khazanah Nasional to take a 10 per cent stake in AirAsia.

Malaysia Airlines executive director Mohammed Rashdan Yusof said the sponsorship was the first major step in his company's "new brand and marketing strategy" to boost its top line.

Kathleen Tan, AirAsia's regional head of commercial, said: "Collaboratively, AirAsia and Malaysia  Airlines can certainly build a very strong following for the QPR brand in a very passionate football audience in Asia."

Soon after he bought into QPR in mid-August, Fernandes suggested he could solve the club's lack of shirt sponsor by calling on the two airlines.

In an interview on the QPR website, he said: "Sponsorship isn't a top priority to be honest. Obviously there's maybe a little bit of pride involved that we're the only club without a sponsor, but we could get a sponsor tomorrow, but at what price?"

"If worse comes to worse, I'm sure I can persuade Air Asia or Malaysian Airlines to come on board and sponsor us."

There are no rules preventing club owners providing shirt sponsorship to their football teams.

QPR's last shirt sponsor was Gulf Air, which started a US$11 million three-year deal in 2008.

While the sponsorship deal is aimed at a global audience, it has also succeeded in raising the club's awareness in Asia - particularly in Fernandes' home-base, Malaysia.

"We weren't talking about them before, but we certainly are now. Both Fernandes' stake in the club and it's re-entry into the top division have made them a hot topic among football fans," said lead anchor for 'Life's a pitch' - Malaysian radio station BFM's football show, Ross Yusof.

Yusof added that QPR followers would be well-disposed towards the brands sponsoring it now as Fernandes has already used his role to do away with a 40% ticket price hike as well as putting funds towards acquiring good players. "It's made him very popular and that good feeling goes towards his companies," said Yusof. "It's a great deal all around."

Some financial analysts watching Malaysia Airlines however, are not so sure. Kuala Lumpur traders have noted that the airline still has other significant problems, including the vacant CEO seat. One Malaysian newspaper believes the sponsorship is worth US$5.8 million.