Premier League newcomers Cardiff City, looking to grow their brand awareness ahead of a possible IPO, have cancelled their six-day promotional tour of Malaysia this week because of the air pollution crisis in Southeast Asia.
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Cardiff manager Malky Mackay and forward Craig Bellamy were among a party of club representatives who were due to conduct promotional activities in Kuala Lumpur from Thursday.
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Last month Reuters exclusively reported that Malaysian billionaire owner Vincent Tan was exploring an IPO of the team after they sealed promotion to the lucrative English Premier League.
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Tan, who owns 36.1 percent of the club and is the former chairman of conglomerate Berjaya Group, said the cancellation of the tour was a missed opportunity.
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"A schedule of events had been put in place ahead of the opening Premier League fixtures, further raising awareness of Cardiff City Football Club in Malaysia," Tan said in a statement on the Welsh club's website on Tuesday.
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"However due to the current poor air quality in Kuala Lumpur, it has been decided for the welfare of all concerned to delay the trip, re-establishing plans in the future when the manager and players can better interact with Malaysian based supporters in a suitable environment."
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Kuala Lumpur remained shrouded in haze on Wednesday as the environmental crisis continued after a week of thick 'hazardous' smog covered Malaysia and neighbours Singapore.
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Air quality in Singapore has improved significantly in recent days but the crisis - caused mostly from fires set on palm oil plantations on Indonesia's Sumatra island - could cost the two countries an estimated $9 billion..
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While Cardiff opted against breathing in the poor air, local matches have continued to be played in Malaysia despite hazardous pollution readings and warnings.