Bank Mandiri deepens sports marketing play with Livin' in women's volleyball

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As the 2026 Proliga women’s season approaches, Bank Mandiri has formally launched the full squad of Jakarta Livin’ by Mandiri (JLM), signalling a renewed push not only in elite competition but also in long-term sports development and brand-led ecosystem building.

Unveiled in Jakarta on 5 January, the launch positions JLM as more than a professional volleyball team. For Bank Mandiri, the initiative represents a strategic investment in women’s sports, human capital development and community engagement, aligning athletic performance with broader brand values and digital innovation.

The event was attended by senior stakeholders across sport, finance and sponsorship, including Bank Mandiri vice president director Henry Panjaitan, PP PBSVI deputy secretary general Gilang Iskandar, Mastercard Indonesia country manager Wibawa Prasetyawan, JLM co-founder Zainudin Amali, and Danantara Asset Management managing director of human capital Agus Dwi Handya, alongside Bank Mandiri’s management team and partners.

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In his address, Panjaitan framed sport as a strategic lever for national development and talent formation, rather than a short-term branding exercise. He emphasised that sport plays a role in shaping globally competitive, resilient individuals, in line with Indonesia’s long-term development goals.

That philosophy, he said, is reflected in how JLM has been built - from player selection and coaching systems to sustained athlete development. Alongside the squad announcement, Bank Mandiri also introduced JLM’s official jersey for the 2026 Proliga season, positioning it as both a competitive uniform and a brand asset that reflects professionalism and fighting spirit on the national stage.

The bank further extended the launch into the digital and payments space with the introduction of a special-edition JLM eMoney card. The move aims to integrate sport, fandom and financial services, strengthening engagement while reinforcing Bank Mandiri’s broader digital ecosystem.

“All of this aligns with the spirit of Livin’ The Dream Winning The Game,” Panjaitan said. “We are building JLM not merely to chase immediate results, but as a development ecosystem. We want our athletes to grow with strong character, professionalism, and long-term competitiveness. This is about the process, not just the final score.”

As part of Danantara Indonesia, Bank Mandiri has positioned the JLM initiative as a continuation of its commitment to national sports development, particularly in creating professional, sustainable pathways for female athletes. The bank views women’s volleyball as a space where performance values intersect closely with leadership, discipline and collaboration - traits it considers transferable beyond the court.

Operationally, JLM is undergoing structured and continuous training programmes in preparation for Proliga 2026, with an emphasis on performance consistency and professional standards. “We want JLM to produce high-performing women’s volleyball athletes who are professional and ready to carry Indonesia’s name onto a bigger stage,” Panjaitan said.

From a marketing and engagement perspective, Bank Mandiri is also leveraging its digital platform Livin’ Sukha, where fans can access exclusive content and limited-edition JLM merchandise. The feature is designed to bring supporters closer to the team while reinforcing the bank’s digital-first approach to customer experience.

The 2026 Proliga season will run from 8 January to 26 April. In the women’s competition, JLM will face established teams including Electric PLN, Jakarta Popsivo Polwan, Jakarta Pertamina Enduro, Medan Falcons, Gresik Petrokimia Pupuk Indonesia, and Bandung BJB Tandamata.

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