Setel scores off the pitch with Selangor FC collaboration

Malaysian mobility and payments app Setel is taking its brand beyond forecourts and screens, stepping into the stadium with Selangor FC to create a matchday experience that’s as interactive as it is memorable. The collaboration, sparked by a playful social media exchange between Setel and the football club, quickly gained traction with fans, prompting the brands to turn the banter into a full-fledged partnership.

For Setel, the decision to partner with Selangor FC was about more than visibility. “Football in Malaysia is more than a sport. It’s culture, community, and identity,” a Setel spokesperson told A+M. “Partnering with Selangor FC allows us to honour that local spirit while exploring new spaces beyond our traditional markets.” The collaboration also marks Setel’s first step in engaging communities it doesn’t usually reach, expanding its presence into lifestyle and culture.

Don't miss: Meet Cetel, Setel’s new cat mascot bringing warmth to the brand

The activation was designed around fan-first experiences. Setel set up an on-ground booth where supporters could explore app features like one-tap fuelling, parking payments, shopping with the open wallet, rewards, and more. Visitors could also meet the brand mascot, Cetel, and enjoy a mini football challenge led by Setel CEO Abdullah Ayman Awaluddin, a highlight that humanised the brand and energised the crowd.

Limited-edition match-day-only Cetel pins and other exclusive merchandise added an element of collectibility, while instant sign-up perks ensured fans left with both memories and tangible rewards. Meanwhile on social media, Cetel can be seen hanging out with Selangor FC's own mascot, the mighty red giant Wak Sasa. 

Unlike traditional sponsorships that rely on logos on jerseys or stadium boards, Setel focused on engagement and adding real value. “We don’t just put our logo everywhere,” the spokesperson said. “We show up, interact, and give fans a meaningful experience. From cashback and exclusive merchandise to app demos and on-field challenges, we’re there in the moment with them.” This approach allows Setel to integrate naturally into the matchday culture rather than acting as a passive presence.

The response was overwhelmingly positive, the brand shared. Fans were curious, excited, and actively participated in the activities. The limited-edition Cetel pins proved particularly popular, creating a buzz and driving traffic to the booth.

Looking ahead, Setel plans to deepen its collaboration with Selangor FC, with more presence at key matches, additional fan engagement touchpoints, and an expansion into the club’s eSports ecosystem to reach younger, digitally native audiences. The brand also intends to continue experimenting in lifestyle, culture, and community spaces beyond its core mobility and payments offerings.

At its heart, the partnership is about connection. “Be part of the experience. Whether you’re heading to the stadium, filling up before the match, or managing your daily spend, Setel je!”

This comes as Setel unveiled its first brand mascot, Cetel, inspired by the viral cat from the PETRONAS Kota Sarang Semut station in Kedah. The launch is part of the brand’s wider effort to humanise its identity and connect with Malaysians on a more emotional level through its ongoing "Setel je!" campaign.

The nationwide brand campaign, “Setel je! Sekali tekan, semua jalan,” turns a familiar Malaysian phrase into a rallying call for digital convenience. The campaign title is a clever play on the Malay phrase “setel je,” which can mean either “this can be easily sorted or settled” or “just use Setel,” the name of the e-payment app. Meanwhile, the second half of the tagline, “sekali tekan, semua jalan” translates to “one tap, and everything works.” The campaign aims to strengthen Setel’s brand visibility and drive deeper digital adoption by highlighting how the app simplifies everyday tasks for Malaysians.

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