The Maybank Championship has lifted the profile of Malaysia, and Maybank, in the world of golf as it attracts the best women golfers to play in the LPGA- sanctioned tournament. Maybank CEO Dato’ Khairussaleh Ramli offers some insights to its success.

WHAT DOES THE MAYBANK CHAMPIONSHIPMEAN TO MAYBANK, AND MALAYSIA?The Maybank Championship brings our corporate mission to life. Humanising financial services is a mission that is embedded in everything we do and this tournament reflects how we strive to empower individuals and communities towards realising their full potential. We’ve created a dynamic platform that drives limitless potential, connecting athletes, fans, and businesses in a way that ignites inspiration and drives meaningful change.

This year, the inaugural ASEAN Qualifier for female players aged 14 and up showcased remarkable golfing talent from the region. The top five winners secured spots to play in the Maybank Championship.

Maybank CEO, Dato’ Khairussaleh Ramli

WHAT PROMPTED THE DECISION TO GO FROM A MEN’S TOURNAMENT TO A WOMEN’S?

After a successful foray into professional men’s golf over the last 14 years (2006-2019), it was time to expand our efforts and take the next step that brings impactful changes and allow us to drive home our goal of empowering communities across ASEAN. The women’s game has grown remarkably, bringing incredible talent, resilience, and an inspiring spirit that truly sets it apart from the men’s. While both games share a foundation of skill and competition, the women’s game places a stronger emphasis on inclusivity and community.

It highlights collaboration and the empowerment of female athletes, which aligns perfectly with what we stand for at Maybank. Partnering with the LPGA felt like the perfect fit for us. Through this partnership, we aim to elevate the voices and achievements of women in the sport, creating a space where everyone—no matter their gender— can succeed.

HOW DOES MAYBANK OPTIMISE THE POTENTIAL OF THE TOURNAMENT IN ITS ENGAGEMENT WITH THE PEOPLE IT DEALS WITH?
The Maybank Championship is a platform that brings together and empowers a wide range of people, from fans and customers to business partners and the sports community. For our fans, we aim to create experiences that go far beyond the greens, offering them the chance to feel connected to the excitement and camaraderie of the game. More than half of the attendance last year were those who have attended the tournament before, and 12 per cent have attended all editions of the Championship since 2016.

For our business partners and stakeholders, it’s an opportunity to align with a shared vision of growth, excellence, while forging strong connections for meaningful engagement. For our customers, the championship provides a chance to explore tailored financial solutions that support their ambitions, whether they’re aiming to grow a business or achieve personal goals.

Accessibility to top players like 2023 Maybank Championship winner Celine Boutier fits into Maybank’s goals of community engagement.

WHAT ECONOMIC IMPACT DOES THE MAYBANK CHAMPIONSHIP HAVE?

With over 36,000 attendees across the four days, we’ve delivered an estimated economic impact of about US$20.13 million to the country. The Championship draws golf enthusiasts from across the region, generating substantial economic activity. Hotels fill up, restaurants see increased traffic, and local businesses thrive during this vibrant event. Beyond the immediate economic benefits, the Maybank Championship’s broadcast last year reached over 170 countries and 560 million households, thus elevating Malaysia and the ASEAN region to a global stage. It also enhances Malaysia’s reputation as a premier golfing destination, attracting international players and fans alike. Through this tournament, we are fostering partnerships and creating opportunities that ripple throughout the community.

More than that, over the course of the event in its entirety, more than 700 jobs were created locally to ensure the success of this event. Not to forget the 200+ volunteers who played various roles throughout the event week.

WHAT DOES THE MAYBANK CHAMPIONSHIP SAY ABOUT INCLUSIVENESS IN GOLF?

Inclusiveness is the driving force behind everything we do. Golf has often been seen as a sport for the elite, but we’re flipping that narrative on its head. Our partnership with the LPGA is not just about showcasing incredible female athletes; it’s about redefining what it means to be part of this vibrant community. We want to make golf a sport that feels inviting, relatable, and full of possibilities for the next generation. By engaging with diverse communities and inviting them to experience golf first hand,  we’re cultivating a richer golfing culture that mirrors the diversity of our society.

LPGA Player in action

WHAT OTHER AREAS DOES MAYBANK SUPPORT?

Maybank’s commitment to community support extends far beyond the realm of sports. One of the key areas Maybank focuses on is sustainability and environmental conservation and has outlined significant commitments as part of its M25 Sustainability agenda. These commitments include mobilising RM80 billion in sustainable finance by 2025 as well as improving the lives of 1 million households across ASEAN. Maybank is also deeply invested in education and community development. Through various initiatives, Maybank aims to provide access to quality education and fostering inclusive growth. For example, the Maybank Foundation has been instrumental in supporting educational programs and scholarships, ensuring that underprivileged students have the opportunity to pursue their academic dreams.

Moreover, Maybank is actively involved in promoting arts and culture. By supporting local artists and cultural events, Maybank helps preserve and celebrate the rich cultural heritage of the regions it operates in. Aside from golf, we are avid supporters of cycling with our Maybank Cycling Series in Johor and Yogyakarta, and running enthusiasts with our Maybank Marathon in Bali. Overall, Maybank’s support for various areas beyond sports reflects its holistic approach to community engagement and its commitment to creating a positive and lasting impact on society.

The 2024 Maybank Championship attracted 36,000 spectators over the four days, generating over US$20million in economic impact.