Proton steps up as official car partner and 10km category sponsor for PBIM 2025

KUALA LUMPUR: While reinforcing its commitment to community engagement, Proton has announced its latest partnership with the Aspen–Klippa Penang Bridge International Marathon 2025 (PBIM 2025) during a media session at Komtar Tower in George Town, Penang.

The Penang Bridge International Marathon is one of the country’s biggest running events, which takes place in Penang every year. This iconic marathon will take place on December 14 this year, and Proton is one of the sponsors alongside Penang-based developer Aspen and Klippa Shopping Centre. 

Official car partner and title sponsor

Proton will serve as the official car partner and title sponsor of the 10KM category. The automaker has also contributed RM 100,000 and will give away a brand-new Proton S70 as a lucky draw prize. Additionally, the Proton e.MAS EVs will also serve as the official pace cars during the marathon, which marks another milestone in the brand’s electrification journey.

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The official announcement ceremony was witnessed by YAB Chow Kon Yeow, Chief Minister of Penang, YB Wong Hon Wai, Chairman of PBIM 2025 and Penang  EXCO for Tourism and Creative Economy, Ir. Anilarasu Amaranaza, Aspen Group Managing Director, and Ong Chee  Wooi, Deputy Director and Head of Sales, PROTON.  

“PROTON is honoured to partner with the Aspen–Klippa PBIM 2025 as the Official Car Partner and Title Sponsor of the  10KM run. Our contribution of RM100,000 and the sponsorship of the Proton S70 as the grand prize reflects our confidence in the event’s reach and impact. We believe PBIM offers a valuable platform for community engagement and brand collaboration in a growing and vibrant region like Batu Kawan,” said Mr Ong Chee Wooi, Deputy Director and Head of Sales, PROTON. 

Penang Bridge International Marathon 2025

Event details

As mentioned, the marathon will be held on December 14, 2025 and the registrations will be closed on October 15, 2025. Over 20,000 participants have already registered across all categories.

Economic and tourism impact

Building on the strong success of previous editions, the upcoming event is expected to see a record-breaking 25,000 participants, up from 23,000 last year. 

Organised by the Penang State Government, PBIM has played a key role in bringing iconic large-scale events to Seberang Perai. The 2024 edition generated major benefits for Batu Kawan, including near-full hotel occupancy, increased business for F&B, retail, and transport sectors. The State Government sees this continued momentum as a model for strengthening tourism-driven economic activity beyond George Town. 

Key to PBIM’s expanding impact are stronger corporate partnerships and state collaboration. The addition of new corporate partners further elevates the standing of Batu Kawan as a regional sports and tourism hub this year. 

“PBIM has become an iconic event that not only showcases Penang’s capability in hosting world-class sports tourism activities but also drives economic impact in Seberang Perai, particularly Batu Kawan. Aspen–Klippa has been instrumental in past successes, and with PROTON now joining, we see a strong example of how the Penang State  Government and the private sector can work together to rebrand and expand iconic events to reach even greater heights,” said YAB Chow Kon Yeow, Chief Minister of Penang.  

“Aspen–Klippa’s continued support and the arrival of PROTON this year will further uplift the region’s profile and enhance the experience for runners. With more than 20,000 participants already registered and registration closing on 15 October,  PBIM 2025 is set to further strengthen Penang’s sports tourism industry,” said YB Wong Hon Wai, Chairman of PBIM  2025 and Penang EXCO for Tourism and Creative Economy.

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