Proton has officially joined the Aspen–Klippa Penang Bridge International Marathon 2025 (PBIM 2025) as a key sponsor, further strengthening the connection between Malaysian industry and sports tourism. The national automaker will serve as the Official Car Partner and Title Sponsor of the 10KM category, marking its debut collaboration with Penang’s most anticipated annual running event. 

At a media session held at Komtar Tower in George Town, Penang, the organising committee announced Proton’s sponsorship valued at RM100,000, alongside a brand-new Proton S70 that will be awarded to one lucky participant through a special lucky draw. The company’s all-electric e.MAS fleet will also be deployed as official pace cars during the marathon, symbolising Proton’s growing commitment to sustainable mobility. 

The event, scheduled for 14 December 2025, has already attracted more than 20,000 registered participants across the full marathon, half marathon, and 10KM categories. Registration will close at midnight on 15 October 2025, giving runners one final opportunity to secure their spot before the race.

Organised by the Penang State Government in collaboration with Aspen Group and Klippa Shopping Centre, PBIM has evolved into one of Malaysia’s most significant mass sporting events. The State Government anticipates another record-breaking year, targeting over 25,000 participants — surpassing last year’s total of 23,000 runners. The 2024 edition not only drew thousands of visitors to Seberang Perai but also generated strong economic benefits for the local tourism, hospitality, F&B, and retail sectors, particularly in Batu Kawan, where the event will again be staged. 

YAB Chow Kon Yeow, Chief Minister of Penang, highlighted the growing importance of PBIM in positioning Penang as a leader in sports tourism. “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 expand and elevate iconic events,” he said.

Echoing this sentiment, YB Wong Hon Wai, Chairman of PBIM 2025 and Penang EXCO for Tourism and Creative Economy, added: “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.” 

Representing Proton, Mr. Ong Chee Wooi, Deputy Director and Head of Sales, expressed the brand’s enthusiasm for its partnership with PBIM. “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. PBIM offers a valuable platform for community engagement and brand collaboration in a vibrant and growing region like Batu Kawan.”

As preparations continue, organisers promise to reveal more details regarding logistics, prizes, and race-day arrangements in the coming weeks. With strong state and corporate backing, the 2025 edition is set to further cement PBIM’s reputation as one of Southeast Asia’s leading marathons — driving not just athletic excellence, but also economic growth and community spirit across Penang.