Sportswork - Sports Advisory


    Graduated with Bachelor (Hons) in Sports Management from Universiti Teknologi MARA (UiTM). Husaif started his career with HR consulting services and his main role was to organise corporate team building and given the responsibility to lead paintball sports for clients across Peninsular Malaysia.

    Moving forward, he was attached with Sepang International Circuit Sdn Bhd (SIC) and seconded with Motorsports Association of Malaysia (MAM) as the Operations Manager. He was part of the Organising Committee for Motorcycle Grand Prix (MotoGP) and Formula One Malaysia Grand Prix (F1). Besides that, his involvement includes national development of Malaysian motorsports and managing affiliates across Malaysia for several years. He believed the expertise in the event management and operations could highly contribute to the telecommunication industry, which he then joined Celcom Axiata specialising in Channel Management.

    He still followed his passion in motorsports by joining Motorcycle Grand Prix (MotoGP) volunteers’ program as officials. The exposures in motorsport and sales industry led him to joined Sportswork Group attached with Project Management Office managing the Kuala Lumpur 2017 (KL2017) under the purview of the Ministry of Youth & Sports and Malaysian Organising Committee (MASOC).




    Emir Faiq graduated with a Finance degree from London, but went into the sports industry because of his love for Malaysian sports. He studied at Regent’s University London and graduated in 2015 holding a BA (Hons) Global Business Management in Finance with knowledge in Islamic finance. He worked at MRK Sports & Media and is responsible for all partnerships in the South East Asian markets (with the main focus on Malaysia, Singapore and Indonesia).

    Following his passion, Emir found his calling in the sports industry and started working at Sportswork Group to be part of the Project Management Office for the 29th South East Asia Games and 9th ASEAN Para 2017 also known as Kuala Lumpur 2017. Part of the sponsorship and commercialisation team, he dealt with many corporations to deliver their benefits and entitlements as partners of the games.

    He then worked on the very first cycling event on Maju Expressway, MEX Ride 2018 dealing with authorities such as the police, municipal councils and Lembaga Lebuhraya Malaysia as part of the processes and technical aspects of a sports events. His sole focus in 2019 is on Marketing Malaysian Sports under the Team MAS banner is to secure 10 partners for the programme. Emir is largely involved in discussions to explore potential partnership with local and international entities. This includes various different sporting bodies, associations and international federations.

    At the end of 2019, Sportswork were diversifying their services and one of them was venue management. Emir was involved in the proposal to Educity to manage their Educity Sports Complex. Due to COVID-19, talks on managing Educity Sports Complex has slowed down.

    Fortunately, Emir had the opportunity to be involve and is currently managing Sportswork’s new account, Commercialising Kuala Lumpur Sports City by bringing in activities and securing partnerships focused at Bukit Jalil National Stadium and Axiata Arena.




    Dominic Freeland went to the University of Nottingham Malaysia where he studied Finance, Accounting and Management BSc (Hons).

    During his time there, he was active in all forms of extra-circular activities. Most notably he served as tennis President for 2 years at University of Nottingham Malaysia. He coached all levels of players across the university personally and led the club when the pandemic hit in 2020. He is a certified International Tennis Federation (ITF) Play and Stay instructor and still tries to coach in his free time.

    During his degree, he interned auditing at a top 5 auditing firm, Baker Tilly. While at Baker Tilly, he assisted in planning, conducting and reporting engagements. Besides that, he has coding experience from Sri Komputer Sdn Bhd where he worked on the development of internal apps, coding in C, C++, Python and JavaScript (JS).

    Furthermore, Dominic studied at a Chinese independent school and has a decent grasp and communication skills in Mandarin. Dominic is able to come up with out-of-the-box solution, is a team-player and is also good at approaching tasks independently.




    After graduating with a B.Sc. (Hons) in Accounting and Finance from the University of Warwick in the UK and tenure in investment banking, Jasni followed his passion for everything sport and joined IMG to work across a broad cross section of their activities in SE Asia. He then continued his path with Grey Worldwide handling Dunhill’s multi-million dollar involvement in football in the region.

    His experience extends across numerous sports ventures advising on managing major events, sponsorship, brand consulting, broadcast and media, government sports policy, and athlete management.

    Seeing an opportunity for a homegrown Regional sports advisory company, Jasni founded Sportswork Group in 2001.

    He has overseen its growth to a successful company with a client list comprising some of the largest blue chip companies in the ASEAN region.

    Recognition of his government advisory on policy and strategy led to appointment as Chief Executive Officer of the Malaysian Sports Industry Year 2011.

    He sits on the Board off Suria FM, a top radio station owned by one of Malaysia’s largest media companies. 

    If you can get him to sit still long enough he will tell you about his love for sport and Malaysian food.



    Graduating with an Honours Degree from UiTM, majored in Advertising Badri brings over 26 years experience in marketing and advertising.

    Badri has held key positions with leading advertising agencies including McCann Erickson, Asatsu Fortecomm, and Grey Advertising Worldwide where he worked with brands such as, Coca-Cola, Nissan, Maybank, Kao, Levi’s, Gillette, Honda (PT Honda Indonesia), Jaya Jusco, PERODUA, Tourism Malaysia, Petronas, Maybank and TIMEdotCom.

    Winner of several Kancil Awards recognising exceptional account management, campaign creation and multi channel activation Badri brings a wealth of creativity, experience and market leadership.

    As Co-Founder and Director of Sportswork Group Badri drives client relationships at executive level and advises brands on their direction in sports as well as finding time to supervise the account servicing teams.

    Believed to be one of the nicest and considerate people in the industry, Badri is also a consummate negotiator. He has driven successful multi-million dollar negotiations between clients and rights holders including Chelsea FC, Carlton FC (Australia), Football Association of Malaysia, Badminton Association of Malaysia, Tourism Malaysia, Maybank, Ministry of Youth & Sport, Olympic Committee of Malaysia and Telekom Malaysia.

    Badri is ‘the gentleman’ of sports advisory.



    Rob carrys over 20 years experience across the sports sector.

    Joining the international sports management company ProServ Inc in 1987 Rob produced major tennis events for players such as Ivan Lendl, John McEnroe and Jimmy Connors, and has since held key positions including Manager of the WTA Women’s World Doubles Cup, Manager of Sportsmatch and sponsorship at Sportscotland and Director of Sales & Marketing with NFL Europe/Scottish Claymores.

    A creative big thinker and strategist, Rob was appointed Director of Sports Marketing & Sponsorship at Sportswork Group in 2002, and has worked across all aspects of strategic sports marketing, sponsorship, commercial leveraging and delivering comprehensive activation campaigns for blue chip brands in SE Asia, Australia and Europe.

    Rob was seconded to the Malaysian Ministry of Youth and Sport in 2010 as Lead Director of Sports Industry Development, part of the Malaysian Sports Industry Year 2011.

    After nine years working across Asia Pacific region, Rob took up the position of Senior Manager of Sponsorship Operations at Glasgow 2014 Commonwealth Games being responsible for managing all sales operations across the various operational, legal, and procurement functions, and was subsequently appointed Commercial Advisor to the CEO at Glasgow 2014.

    Strategy, activation, sponsorship, major events, commercial development, governance. Meet Rob.



    Zulkarnain, or better known as Zul, is man of few words with a deep understanding of the sports industry in Malaysia.

    Zul graduated from the California State University, Fresno with a Bachelor of Science in Business Administration.

    Zulkarnain first foray into the sports industry was in managing the sponsorship deliverables throughout Malaysia on behalf of Telekom Malaysia in the 2005 season of Liga Malaysia.

    Since then he has managed sports marketing campaigns and provided advisory work on negotiated sponsorship benefits and means to leverage them over varied sporting platforms both in Malaysia and overseas for the Malaysia Tourism Board sponsorships.

    With over twelve years in the sports industry on behalf of sponsors as well as
sports property owner,
Zulkarnain brings a wealth of experience on designing and delivering sponsorships.



    Rashidi is a Chartered Certified Accountant with over 30 years of working experience in Finance & Accounting, Corporate Finance, Risk Management, Supply Chain Management and Procurement.

    He first started working in a Chartered Accounting Firm in England for 3 years and after obtaining his full membership with ACCA, returned to Malaysia and continued his audit career with Price Waterhouse, Kuala Lumpur. Subsequently he worked in various listed and private companies in a variety of industries including Plantations, Manufacturing, Property, Oil & Gas, Malaysian Sovereign Fund, Power, Print & Media etc. Over the years he diversified his professional experience to include Risk Management, Supply Chain Management and Strategic Procurement. He was an Audit lecturer in the Off-Campus Advanced Diploma in Accounting programme in ITM, and was a certified Covey’s Seven Habits Trainer while serving Petronas.

    Prior to his engagement with Sportswork, he ventured into projects and advisory, providing
his expertise in project feasibility studies, KPI and dashboard development, discounted cash flows, financial statement projections, etc.



    Moerni brings with her an extensive marketing experience of over 20 years under her belt covering telecommunications, finance, education, broadcasting and FMCG. You would have come across her during her stints at corporate giants such as Telekom Malaysia, Astro Go Shop and Maxis.

    During her time at Maxis, Moerni expanded her repertoire of marketing knowledge. She specialized in tailor made campaign initiatives that inspired heightened customer retention, a rare feat in the world of telco users.

    Moerni’s first sports marketing encounter took place with the likes of Manchester United during Mencari Ramli and she has never looked back ever since. Working with aspiring sporting youths triggered a newfound love for marketing, specifically for sports.

    This eventually led her to one of her biggest projects yet, the Kuala Lumpur 2017. Bringing the best of corporate and sporting worlds together, Moerni championed the marketing initiatives of the first branded SEA Games and ASEAN Games in Malaysia.