Sportswork - Sports Advisory

    Sportswork conceived and advised on Tourism Malaysia’s first overseas sports marketing strategy and activities.

    Highly successful projects have included sponsorship of Chelsea FC and a comprehensive partnership with Carlton FC in Australia.

    Sportswork conceived, negotiated, strategised and delivered all aspects of these projects achieving results well above and beyond expectations.


    Sportswork is exclusively retained to advise on all aspects of revenue generation, organisational PR and marketing.

    A governing body and registered charity, SDS recognised the need to properly present itself across all media to improve messaging, positive profile, commercial sponsorship and charitable fundraising.

    Sportswork developed a full asset map and commercial strategy, and built a bespoke presentation to take SDS to market in a professional manner with strong impact.

    Sportswork put in place a comprehensive communications plan to stakeholders, partners, members, authorities and media.




    Malaysian sports saw significant progress over the years with more sporting programmes are introduced from grassroots level to elite athlete programmes while also not forgetting involvement from the community and corporate, which made sports more inclusive to all Malaysians.
    Among the sports programmes include National Football Development Plan (NFDP), Junior Cycling Malaysia (JCM), FitMalaysia, Hari Sukan Negara (HSN) and others.
    The programmes are highly acknowledged as the Ministry’s sports properties that are strategically grouped under the umbrella of Marketing Malaysian Sports (MMS).
    With these programmes under MMS, it opens up new platform of opportunities for corporate investments for continuous support of the programmes and athletes’ development. The birth of the Perfect 10 (P10) Programme was also witnessed through MMS, which is a signature sports sponsorship package programme developed and customised for corporate community accordingly. Anugerah Sukan Negara (ASN) is included under MMS.
    Sportswork is honoured to work with the Ministry to reach out to the corporate community on this project and make it a success in the medium to long term years.




    2017 was the year that marked Malaysia’s credibility as a host to an International multi-sporting event, namely 29th Kuala Lumpur SEA Games and 9th ASEAN Para Games.
    Sportswork was engaged by the Ministry of Youth and Sports to plan and execute marketing strategies, which saw the Games were branded as Kuala Lumpur 2017 or better known as KL 2017 that turned out as a successful branded Games in the history of SEA Games and ASEAN Para Games organised.
    Sportswork also collaborated with the Ministry as the project management team for the Games. The Company coordinated, monitored and tracked the Secretariat team and Subcommittees’ deliverables for timely
    deliveries, managing tasks, structuring operational duties, produced and submitted bi-weekly and monthly reports, and other duties as well.
    The Ministry also engaged Sportswork in terms of securing sponsorship with local and international brands and commencing commercialisation strategies and programmes for the Malaysian Organising Committee (MASOC).
    A legacy programme, which focused on the Green Initiative was developed and embarked by Sportswork for the Games with the Ministry’s mandate to ensure that the Games was organised with the element of sustainability that becomes a legacy for the sports community and Malaysians overall to continue beyond 2017.



    Creation and direction of Sports Industry Year (SIY). The SIY project was conceived to examine and drive all the sectors in sport towards national objectives of increasing the profile of Malaysia as a sporting nation, strategizing the future of sport in the country and developing projects that will push national objectives to deliver value and revenues nationally and to operators in the sectors.

    SIY involved numerous initiatives including, conferences, closed workshops, televised debates, in depth sector benchmarking, research and recommendations, major events and strategic infrastructure analysis and development.


    Exclusively retained since 2006 as the sports advisory company to TM, across all sports advisory disciplines and media.

    We strategise and implement all sports marketing and sponsorship initiatives and their activation.
    We lead strategy across all TMs divisions including consumer services, broadband, social media, ATL and BTL applications.

    To establish TM as a corporate champion of sports in the country we created Team Malaysia as an umbrella platform for TM to position themselves both to government, investors, stakeholders and to the nation. This initiative is activated across all media and incorporates strategic sponsorship of national teams, the nation jersey (baju), target sports and major events.


    Exclusively retained as sports advisory company for all Maybank’s sports marketing and sponsorship activities.

    We manage all major sponsorship and activations, including title sponsorship of the Badminton Association of Malaysia. We also contribute to the expansion strategy for overseas territories and how to utilise sports to help establish and the brand, and drive consumer interaction and revenues.