Snoop Dogg Headlines New Sponsorship Deal Between Universal Music Group and Malaysian Football Club Johor Darul Ta’zim F.C.

Rapper Joe Flizzow and Snoop Dogg collaborate on the single ‘Pioneers’ to commemorate the 2022 season for JDTFC

In a move to expand its presence in Asia, Universal Music Group has announced a new sponsorship deal with Johor Darul Ta’zim F.C., Malaysia’s top football club. This partnership is part of a new strategic collaboration for Universal Music Group that launched Def Jam South East Asia in September of 2019.  To kick off this deal current president of Def Jam South East Asia Joe Flizzow and Def Jam’s executive creative consultant Snoop Dogg have collaborated on a single that will serve as the teams official 2022 theme song, ‘Pioneers’.

According to the International Federation of the Phonographic Industry (IFPI) Global Music Report, recorded music industry revenues for the Asia region as a whole grew 9.5% in 2020, up to US$63.4 million, driven primarily by growth in music streaming. This growth in the region has sparked many international collaborations with artist within Asia.

Kim Lim Universal Music Malaysia managing director says “The beauty of this unique partnership with JDTFC is that we can provide breakthrough opportunities for local artist and upsurging homegrown brand with international superstar like Snoop Dogg” . “I believe this collaboration can open up a whole new world of sounds, styles and opportunities between Universal Music Malaysia and JDTFC in future seasons.”

The undoubted on-field kings of modern Malaysian football, JDTFC have won the last seven Super League titles in a decade which has also featured two Malaysia Cups, one FA Cup and most notably the 2015 AFC Cup – becoming the first Malaysian side to win a continental title and is currently ranked first in the Malaysia Super League.

His Royal Highness Tunku Ismail Ibni Sultan Ibrahim, Owner, Johor Darul Ta’zim Football Club, said on the partnership:

“Universal Music Group is the largest music company in the world with a very rich history of award-winning artists and great music that have shaped the entertainment industry for almost 100 years.”

“Having a phenomenal hip hop legend like Snoop Dogg to perform JDT’s 2022 official theme song with our Johorean artiste, Joe Flizzow is truly an amazing collaboration.”

This collaboration between Snoop Dogg and Joe Flizzow on ‘Pioneers’ can be found on the Johor Darul Ta’zim youtube account as well as spotify.

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