Celcom Axiata Bhd, the telecommunication service provider is collaborating forces with Broadway Media Sdn Bhd to bring Indonesian football to Malaysia via The Cube mobile services, says its Chief Executive Officer Datuk Shazalli Ramly.

"We hope 25% of our current subscribers will use The Cube. We currently have 11 million subscribers and some 1.5 million are actively using The Cube," Shazalli said at a media conference.

The endorsed sponsor for the television show of the Indonesian Premier League (IPL) would be Celcom as well.

Shazalli described under the partnership that effectively Celcom would be promoting and advertising all of Broadway Media’s content on its accessible platform.

Broadway Media chairman Datuk Syed Ahmad Khalid Syed Mohamed said the investment involved was "substantial" and mainly be used for development of content only.

Both Celcom and Broadway Media will share the profits from their promotional activities of the IPL which indicates to a 50:50 partnership.