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2012 BMW Malaysian Open

27 February 2012
Spire – Official Research Partner at Southeast Asia’s top tennis event

Spire was selected to be the official Research Partner for the renowned 2012 BMW Malaysian Open – the region’s leading tennis event. The tournament typically enjoys global attention and sees the participation of some of the tennis world’s best players.

The 2012 BMW Malaysian Open attracted over 10,000 spectators and was viewed by a TV audience of over 300 million. Held from 27 February to 4 March at the Kuala Lumpur Bukit Kiara Equestrian and Country Resort, spectators experienced the action up-close at the uniquely designed court.

Together with the Women’s Tennis Association (WTA) Tour and the Lawn Tennis Association of Malaysia, Spire was proud to contribute to this world-class event that reached over 300 million viewers. Spire’s selection to play this prestigious role illustrates the firm’s growing reputation in the field of global emerging market research.

As Research Partner, Spire staff interviewed spectators at the event, so as to generate fact-based insights to aid the organizers in improving next year’s event.

Aside from the tennis tournament itself, the BMW Malaysian Open also saw a range of on-site activities that allowed the public to immerse themselves in a carnival-like atmosphere prior to the opening. These included a lavish welcome function and players’ autograph sessions.

The event was graced by Tun Dr. Mahathir bin Mohamad, Malaysia’s fourth Prime Minister. He was also announced as the Patron of the BMW Malaysian Open, marking his support towards augmenting Malaysia as a sports tourism hub. Dr Mahatir gave out a plaque of appreciation to Country Manager of Spire Malaysia, John Yam, at the close of the event.

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