KUALA LUMPUR — Malaysian sport will struggle to become financially sustainable unless fans stop expecting free access and begin paying for tickets, official merchandise and legitimate broadcasts, according to Road to Gold (RTG) programme coordinator Datuk Stuart Ramalingam.
Speaking on Scoop’s Sport Check podcast, hosted by Scoop.my Executive Editor T. Vignesh, the former Football Association of Malaysia (FAM) secretary-general and former Malaysian Football League (MFL) chief executive officer said supporters have a vital role to play in strengthening the country’s sporting ecosystem.
He argued that sustainable success depends on contributions from every stakeholder, not just sports associations, clubs or the government.
“There needs to be shared responsibility for change. It’s not just the association. It’s not just the leadership. It’s not just the clubs. It’s not just the grassroots coaches.
“It’s the parents. It’s the fans. It’s the athletes. It’s the coaches. It’s the sponsors. It’s the government. It’s everyone. Everyone has to begin understanding what it means to be a true supporter.”
Stuart said Malaysian sports fans must move away from habits that deprive sports organisations of valuable revenue if they genuinely want local sport to flourish.
“No more asking for free tickets. No more buying fake jerseys. Pay to enter the stadium. Support the sport properly. Pay for the content. Don’t rely on illegal streams.
“These are responsibilities because, when you pay, your sport benefits. When you try to get everything for free, your sport doesn’t benefit. The entire ecosystem needs to be re-examined, and we all have a role to play.”
He stressed that many supporters fail to recognise the direct relationship between consumer spending and the financial health of sporting organisations.
“Every ticket purchased, every official jersey bought and every legitimate broadcast subscription contributes revenue back into the sport. That revenue helps organisations invest in athletes, competitions, facilities, grassroots programmes and future development.
“If supporters want better leagues, better players and stronger sporting organisations, then everyone has to understand that those things require sustainable revenue.”
According to Stuart, building a successful sporting nation requires a cultural shift, with fans seeing themselves as contributors rather than merely consumers.
“We celebrate victories and champions across Malaysian sport. But when it comes to responsibility and recognising that we can do more, we first need to look at ourselves.”
He added that genuine support extends far beyond discussions on social media.
“It’s easy to be a critic. It’s easy to be the opposition. It’s easy to talk. Doing something is much harder.
“If I’m not the opposition—if I’m a supporter—then what do I actually do? How do I demonstrate my support beyond social media comments?
“I don’t need thumbs-up or thumbs-down reactions. I need people to contribute to their sport. That small individual contribution becomes a much bigger gain when everyone comes together.”
Stuart believes changing consumer behaviour is just as important as improving governance and attracting sponsorship if Malaysia hopes to build a stronger, more sustainable sporting ecosystem.
“The entire ecosystem needs to be relooked at. We all have a role to play in chasing that Olympic gold medal or qualifying for the World Cup.
“Pointing fingers at one individual or one organisation is unfair. If every stakeholder plays their part, whether it’s buying a ticket, purchasing official merchandise, paying for content or supporting sport in other meaningful ways, that’s how we build a sustainable sporting industry for Malaysia.” – July 5, 2026