KUALA LUMPUR – Sports associations in Malaysia must undergo a paradigm shift to attract more sponsors and actively participate in the developmental agenda, Sports Commissioner Suhardi Alias told Scoop yesterday.
Suhardi said that the traditional approach to sports administration in the country, which has prevailed for several decades, has been predominantly amateur.
The majority of sports managers and activists have been managing their respective associations voluntarily, driven by their passion for their specific sports.
In response to the evolving landscape and dynamic development of sports, Suhardi urged a transition towards an industry-oriented sports management pattern.
He stressed the need for sports managers and activists to adopt a more creative approach to marketing and branding their sports for commercialisation and added value.
“Sports associations should embrace inclusivity, engaging the interest of the community, fans, and spectators to actively contribute to the successful organisation and development of their sports.
“This involves creating programmes to captivate the interest of young people, encouraging their participation as spectators, fans, and followers of sports, as well as fostering admiration for sports idols,” he said.
However, Suhardi underscored the critical importance of good governance among sports entities, ensuring that funds generated from ticket sales, sponsorships, and community contributions are transparently reinvested in the development of the sport.
To realise this vision, he emphasised that sports associations must enhance the confidence of the community and sponsors to actively participate in supporting their sports.
Suhardi said this following a visit from Youth and Sports Minister Hannah Yeoh to the Sports Commissioner’s Office today.
The visit aimed to discuss governance aspects of sports bodies regulated by the commission, acting as the administrator of the Sports Development Act 1997 [Act 576].
Accompanied by the Sports Commissioner’s Office’s top management officer and all members of the commission’s office, the meeting addressed their role as leaders in the transformation of sports body governance, emphasising integrity, quality, and professionalism.
The discussion also delved into the latest developments in the sports ecosystem in the states of Sabah and Sarawak, particularly in relation to the growing popularity of sports events among enthusiasts in these regions.
Hannah also provided her perspectives on various issues related to policy, the direction of sports development, and legislation under the act regulated by the commission office during the session. – January 9, 2024