The deal is evidence of the brand power of the England football team and its stars far beyond England’s shores.

"TM recognizes the football game’s spirit and passion that football fans generate. Also, the vast potential for marketing to its followers is what attracted us to the England brand," said Dato’ Zamzamzairani Mohd Isa, TM Group Chief Executive Officer. "TM plans to tap into the passion and spirit of football and this collaboration with The English Football Association provides us with a unique opportunity to do so."

TM said it will produce merchandise bearing the England trademarks.

The deal will tie in with the company’s World Football Heroes football-focused marketing campaign. The campaign begins with the launch of a television series on Malaysian television profiling players and teams taking part in the 2010 World Cup in South Africa, including an “in-depth profile” on the England team.