Malaysians are truly passionate sports fans. Football, badminton, motor racing, and even sepak takraw can draw a crowd with loud cheers, and the most exciting way to watch sports is together with other passionate fans.

The excitement of watching sports is best when accompanied by food and friends, and it is no surprise that food and beverage (F&B) outlets use live sports to attract patrons for a longer period and to keep them coming back for more.

The Olive Tree Group, which includes Rockafellers (Changkat Bukit Bintang, Bukit Damansara, Genting Highlands, Straits Quay & Langkawi), Rock Bottom (Changkat Bukit Bintang, Bangsar, Desa Parkcity, Johor & Malacca), Olive Kitchen+Bar (Penang, Johor), Sutraa, La Chica, Temptations, Why Not, Luca, The Beach Bar, and WoW Genting have one thing in common - big screen TVs at every corner showing the best of live sports, including multiple sporting events in a night.

Saravanan, Senior Operations Manager of The Olive Tree Group, who is an avid sports fan, believes that dinners think about sports first before food and drinks.

"Our customers keep coming back because they trust us to show the biggest sports week in and week out. Live sports have helped us keep them longer at all our premises and have turned casual diners into loyal customers. As we serve a wide variety of customers, we have learned to identify what they want to watch and accommodate multi-screen sports coverage in a single premise to attract more customers."

The FIFA World Cup Qatar 2022 kicks off on 21 November and is an added treat that Mamak chains are looking forward to. With matches kicking off various times from 6PM till 3AM, eateries are hoping for a steady stream of patrons leading up to the grand finals on 18 December.

Dato Hj. Jawahar Ali, Founder and Executive Chairman of Restoran Ali Maju and President of Persatuan Pengusaha Restoran Muslim Malaysia (PRESMA) realises that big international sports such as the FIFA World Cup Qatar 2022 will be the busiest period for his outlets.

“Rain or shine, sports fans will occupy seats at our outlets to support their favourite team. We cannot afford to miss a single second of the action, which is why we have entrusted Astro in streaming uninterrupted live sports at all our outlets.”

Meanwhile, Adrian Ee, Director, Hotels (Banyan Tree KL, Pavilion Hotel KL by Banyan Tree, Le Meridien Petaling Jaya & Premiere Hotel Klang) said, “We’re glad that tourism in Malaysia picking back up again, and while our country offers great nightlife, travellers often wind down after a busy day by watching sports in the comfort of their rooms. Our bars may offer a different atmosphere and attract a different crowd compared to other eateries, but live sports is still a must so our customers don’t miss out on their favourite team. Afterall, sports is universal, and we attract a global customer base.”

Astro offers business establishments the best of sports from all around the world to help F&B outlets generate more footfall and in return increase their earnings. Kevin Ng, Head of Enterprise Business of Astro, says that the FIFA World Cup Qatar 2022 is a huge opportunity for all eateries regardless, of type and size.

“Malaysians are aware of Astro’s excellent sports coverage, and there’s no better way to support our customers with our latest VIP packs for business establishments. Astro is the only licensee broadcaster in Malaysia with commercial rights for full coverage of all 64 matches of the FIFA World Cup Qatar 2022. Our VIP Packs come with eight screens where customers can enjoy eight different sports content. We also support our customers with official World Cup branding so that their customers know they will get the best experience watching uninterruptedly.”

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Image Credit: MARCA World Cup 2022