Editing Proton Holdings (section)

== Football ==

Proton and [[Norwich City F.C.]] signed a 3-year sponsorship deal in 2003, becoming the ''Canaries'' main sponsor for their home kit, whilst Proton-owned Lotus Cars would feature on the away kit. The deal, reportedly valued at a "seven-figure sum",<ref>{{cite web|url=https://www.pistonheads.com/gassing/topic.asp?h=0&f=14&t=38290|title=Lotus sponsor NCFC|access-date=2021-01-18|website=PistonHeads|archive-date=4 July 2004|archive-url=https://web.archive.org/web/20040704124509/https://www.pistonheads.com/gassing/topic.asp?f=14&h=0&t=38290|url-status=live}}</ref> was the largest sponsorship deal in the club's history. Proton's chief executive officer Tengku Mahaleel Ariff said the sponsorship deal would bring more awareness and recognition to the Proton brand, which it currently lacked.<ref>{{cite web|url=https://www.thestar.com.my/news/nation/2003/05/07/proton-signs-sponsorship-deal-with-first-division-norwich-city|title=Proton signs sponsorship deal with First Division Norwich City|access-date=2021-01-18|website=The Star|date=7 May 2003 |archive-date=31 March 2021|archive-url=https://web.archive.org/web/20210331001450/https://www.thestar.com.my/news/nation/2003/05/07/proton-signs-sponsorship-deal-with-first-division-norwich-city|url-status=live}}</ref>

In 2005, Proton opened a showroom at Norwich City's [[Carrow Road|Carrow Road stadium]], featuring products from Proton and Proton-owned brands. It was incorporated into the stadium's Jarrold Stand.<ref>{{cite web|url=https://www.am-online.com/news/2005/3/17/proton-to-sell-cars-and-bikes-at-premiership-football-club/8362/|title=Proton to sell cars and bikes at Premiership football club|access-date=2021-01-18|website=AM Online|archive-date=3 March 2021|archive-url=https://web.archive.org/web/20210303092813/https://www.am-online.com/news/2005/3/17/proton-to-sell-cars-and-bikes-at-premiership-football-club/8362/|url-status=live}}</ref>