Controversy Around Malta Premier League's New Armenian Sponsor

The Malta Premier League’s recent title sponsorship deal with an Armenian-focused app has intrigued and worried many. YoHealth, a cryptocurrency and voucher app primarily serving Armenian customers, has taken over the sponsorship role, causing whispers of both excitement and concern among football stakeholders.

Who is YoHealth and Why Are They Here?

YoHealth, an innovative app that turns physical activities like walking into cryptocurrency and vouchers, is primarily aimed at users in Armenia. Its connection to Malta comes through a partnership secured for a “record” €250,000, as disclosed by insiders. Despite the monetary allure, the app’s audience and business practices raise a few eyebrows.

The Man Behind the App

Vigen Badalyan, the businessman linked to YoHealth, holds Maltese citizenship obtained through a controversial ‘cash-for-passports’ scheme. His past ventures are not without blemish; a previous company faced serious anti-money laundering accusations. Even though this fine was overturned under legal technicalities, concerns linger about the ethical implications of his ventures.

A Return of Former Prime Minister Muscat’s Sponsorship Strategy

This sponsorship marks Joseph Muscat’s second major deal for the Malta Premier League, following the disruptive early termination of 360 Sports’ sponsorship. The switch to YoHealth is a move that some see as prudent, while others question the league’s vetting procedures and the long-term consequences of such partnerships.

Engaging Spin or Reputational Pitfall?

YoHealth’s appeal is in its unique ability to ‘monetize’ physical activity—a novelty in Malta’s sponsorship landscape. However, the heavy focus on an Armenian user base and cryptocurrency raises fears about a disconnect with local fans and potential reputational damage to Malta’s premiere football league.

See Also: An Untapped Potential or Just Another Marketing Gimmick?

The collaboration draws on Badalyan’s ties to Vbet, showcasing the global reach Malta’s football could potentially harness. Muscat emphasizes the importance of international endorsements, encouraging local beverage companies and beyond to emulate such sponsorship endeavors. However, as the previous chapter with 360 Sports hints, not all flashy partnerships fulfill the promises made.

As the Malta Premier League embarks on this new journey with YoHealth, the future holds questions of integrity, alignment with fan interests, and potential growth—elements that will unfold in time.

According to Times of Malta, the dynamics of international sponsorship deals remain contentious, often oscillating between opportunity and skepticism.