The new deal with the communications firm is worth MYR10 million (£1.8 million/$2.4 million/€2 million) with the new agreement extending the current arrangement from June 4, 2019 to August 31, 2020.

In March 2016, Celcom Axiata became the main sponsors for BAM when they penned a three-year deal.

Celcom chairman Tan Sri Jamaluddin Ibrahim said the extension is an effort from his company to help the Malaysian squad do well at the Tokyo 2020 Games.

"In our commitment to develop and nurture future talents, it is indeed our pleasure to be the main sponsors for BAM," he said.

"Together with BAM, it gives us great joy to witness our heroes doing well under our banner."

A signing ceremony was held at the Sime Darby Convention Centre in Bukit Kiara, a suburb of capital city Kuala Lumpur.

Malaysia has never won a gold medal in any sport in its Olympic history.

One of the country's biggest sporting stars is Lee Chong Wei, who has won three Olympic silvers in badminton after defeats in a trio of finals. 

BAM President Datuk Seri Norza Zakaria expressed his gratitude towards Celcom Axiata for trusting the national body with the sponsorship extension.

"Celcom Axiata is now part of our badminton family, and we hope to strengthen this relationship by improving not just our elite squad, but at grassroots-level as well," he said.

"We also hope that through this sponsorship, Malaysia will realise its dream to win the elusive gold medal at the 2020 Games."