REDtone Kuala Lumpur International Junior Open Squash Championship
REDtone International Berhad
INTRODUCTIONREDtone has always strived to cultivate a culture of giving back to the community and creating a sustainable positive impact on society. Recognising that today’s young people are tomorrow’s leaders, REDtone is committed to sparking change and youth empowerment through sport. Successful sport-based CSR initiatives have repeatedly proven to be a great catalyst for youth leadership development and gender equality. A testament to the spirit of innovation that drives the entire company, REDtone’s CSR programme is paving the way forward for a new generation of sporting champions via its long-term sponsorship of the REDtone Kuala Lumpur International Junior Open Squash Championships. The project began in 2012 and is a collaborative endeavour with the Squash Racquets Association of Federal Territory (SRAFT). It aims to identify and groom local junior squash talents in addition to providing a platform for them to test their mettle against top juniors from around the world.
FRAMEWORK AND STRATEGYSquash was chosen as REDtone’s key CSR thrust area as it is an increasingly popular sport, especially in Asia. However, the cornerstone of the project’s success lies in REDtone’s core competencies. By harnessing its expertise in broadband Internet connectivity and Wi-Fi, the Company ensures that the tournament is easily accessible by a global audience via live streaming. On site, media members are provided with uninterrupted high-speed broadband which enables them to promptly send match updates and live reports back to their respective newsrooms. Players, parents and supporters around the courts also get to stay connected throughout the tournament with reliable and free Wi-Fi. REDtone engineers, technical support staff and supervisory personnel are deployed during the tournament to ensure the smooth running of the event. As the leading provider of managed security services in Malaysia, REDtone is well positioned to offer DDoS protection for the network and tournament live streaming website.
ACHIEVEMENT AND IMPACTREDtone recently celebrated its seventh consecutive year as title sponsor of the Kuala Lumpur Junior Open Squash Championships, making it the event’s longest-serving title sponsor to date. The programme has helped raise the overall profile and awareness of the tournament, having elevated it to Platinum status which is the highest level accorded to an Asian Squash Federation (ASF) sanctioned tournament. A key quantitative measure of the event’s success is the remarkable growth in the number of participants. Malaysia became the first host country in Asia to attract more than 700 players in 2017, a feat that was repeated in 2018, reinforcing the event’s standing as the largest junior tournament in Asia. Additionally, the programme’s success can also be measured by the exceptional performance of Kuala Lumpur players, most notably former World Junior Champion Ng Eain Yow and other prolific champions such as Andrea Lee and Chan Yi Wen.
FUTURE DIRECTIONMoving forward, REDtone’s CSR focus will hone in on the sustainable growth and success of the tournament and its related activities. This includes ensuring closer engagement with stakeholders, such as state and national squash associations, in the planning and implementation of every aspect of the project. Improving the tournament experience and increasing the number of participants are among REDtone’s future goals for the event.
The Company will continue to support talent development by encouraging former top juniors to get involved in mentoring and inspiring promising youngsters, as well as facilitating activities such as exhibition matches and coaching clinics. Through this ongoing sport sponsorship programme, REDtone also hopes to positively impact its employees and their families by advocating the benefits of an active lifestyle.
Founded in 1996, REDtone is a leading multiple award-winning provider of integrated telecommunications and digital infrastructure services for organisations. Its comprehensive offerings fall under three main categories, namely telecommunication services, managed telecommunications network services and industry digital services.