Malaysians are passionate about their sports. Football, badminton, and squash remain firm national favourites, commanding fervent followings across the country. But when it comes to international competitions, be it diving, athletics, cricket, or rugby, the nation rallies behind its athletes with resounding support.
Why? Because Malaysians, like many others, are drawn to winners. Success on the global stage becomes a point of national pride, and everyone wants to be part of that triumphant narrative.
Yet, beneath the cheers and celebrations lies a tougher reality. At the developmental level, many sports in Malaysia struggle to access adequate funding. For athletes who have broken past the average and are eyeing international competitions, financial constraints can become a major barrier.
From flight tickets to accommodation, training expenses to coaching fees, the cost of competing globally often falls on the shoulders of families. It’s a shared story across most sports, unless a federation secures substantial backing or private sponsors step in. Even then, it’s not an easy balancing act between high-performance, development and management costs.
So, what’s the way forward?
While national sporting bodies and associations continue to seek corporate sponsors, the digital age presents a new avenue for athletes themselves: social media.
Many of Malaysia’s young athletes are digital natives, with some already commanding impressive followings. When highlight reels go viral, they do more than just entertain—they attract attention, spark conversation, and create commercial opportunities.
This is where the concept of the sports influencer comes into play.
In today’s digital landscape, athletes are no longer just competitors. They’re content creators, brand ambassadors, and lifestyle icons. Brands looking to connect with Gen Z and millennial audiences must consider aligning with these authentic voices—individuals who live the values of health, perseverance, and excellence.
But it takes more than just a viral video.
Telling the story behind the athlete—their struggles, sacrifices, and journey—is what resonates. When a product becomes part of that narrative, it transforms marketing into something far more powerful: a purpose-driven collaboration.
One such athlete paving the way is Saif Nordin, a national-level fencer and advocate for healthy living and digital responsibility. Fencing, often seen as an elite sport, also carries high visual appeal; something that brands increasingly value in their campaigns.
“Healthy living is a huge part of my personal brand,” says Saif. “I spend so much time training and building my mind, body and soul that I can’t throw it away with junk food and bad habits.”
His ethos extends to digital wellness as well. “I believe we need to limit our screen time. Good content, a proper wind-down, and sleep at a reasonable hour (yes, sounds like something my mum would say), but I’ve seen the difference in performance.”
Saif’s content, which blends health, discipline, and personal growth, is quickly gaining traction across Southeast Asia. With a growing digital presence, he is becoming a sought-after voice in the regional sports influencer space, particularly among brands looking to connect with a younger, health-conscious demographic.
For brand managers, this shift represents an opportunity not just to boost visibility, but to associate their products with real, meaningful impact. Collaborating with athletes like Saif means more than just exposure—it’s about aligning with values such as wellness, community, and positive digital behaviour.
As sports influencers rise in prominence, the next frontier lies in effective storytelling—and that includes public relations. The media is increasingly driven by stories that appeal to algorithms and audiences alike. But that, as they say, is a story for another day. 