Malaysia NOC pays tribute to Olympic sports marketing pioneer ‘Uncle George’

Malaysia NOC pays tribute to Olympic sports marketing pioneer ‘Uncle George’

Kuala Lumpur, Malaysia, June 25, 2021: The Olympic Council of Malaysia has paid tribute to a pioneer in the sports marketing world who had strong connections with the national team at various multi-sport games over a number of years.

In a Facebook post on June 24, the OCM sent their heartfelt condolences to the family of George Heng Kiah Choong, who passed away peacefully on Wednesday, June 23 at the age of 72.

George Heng, known affectionately as Uncle George, and his wife Tan Yuet Ching co-founded the MESUMA Sports Sdn. Bhd. on September 2, 1983 to provide customised sports apparel, medals and trophies and sports equipment. MESUMA is named after their three daughters - Melissa, Susan and Maya.

“Uncle George was one of the early pioneers of sports marketing and sponsorship in Malaysia and with the OCM. He was a member of the Marketing and Sponsorship Committee of the Organising Committee of the 15th SEA Games Kuala Lumpur 1989,” the OCM said in a statement.

“Uncle George was one of those who introduced the installation of Light Boxes on to street lamp posts for sponsors to advertise their products prominently and to make the 15th SEA Games Kuala Lumpur 1989 a great success both financially and commercially.”

Under his leadership, MESUMA became the Official Attire Sponsor of the OCM from 2006 to 2012. The company provided sports attire and gear for the Malaysian contingents to two Olympic Games, one Asian Games, three Asian Beach Games, two Asian Indoor Games, one Asian Indoor and Martial Arts Games, two Asian Winter Games, one Asian Youth Games, one Commonwealth Games, two Commonwealth Youth Games and three SEA Games.

He was also heavily involved in the development of tenpin bowling, including the role of team manager at international events, and sepaktakraw, and was a tireless fund-raiser for the disabled community.

“The sudden and unexpected demise of Uncle George is indeed a sad loss to Malaysian sport. May his soul rest in peace,” the OCM said.