SINg For Success?

An interesting poll result and one that left Malaysian football discussion forum Bahas Bola (@MYBahasBola) saying the fans' nod for the re-admission of Singaporean teams into its national game was 'unexpected', but not for me.

Cards on the table time. I might be Mat Salleh (white man) but I'm personally and professionally very close to the game across the country after leading Fox's two attempts to buy into the game in 2014 & 2016.

The potential is huge, Malaysia is a country with an insatiable appetite for football, where its cup finals and national team games can pull-in close to 100,000 fans. With correct investment and structure clubs can compete in confederation competition, just look at Johor Darul T'azim and what TMJ has done just north of the Causeway.

The attraction of the World Game is also massive, many argue that the Premier League is a bigger draw than domestic game, so no surprise ASTRO spend so much cash each media rights cycle to ensure they deliver Salah, Aubameyang & Co. on a weekly basis.

Irrespective of the separate 'which is best' local or international debate, football in Malaysia CAN and WILL work and it's the passion and fervour for the game that, as Vice President with Fox, attracted my interest to invest in and operate it.

The plans were extensive. Investment in the Malaysian domestic game was essential and it was there, well in excess of RM1billion of it, but money alone was, and is still, not the answer. Professional structure, governance, development, stadia, management, welfare, commercialisation, etc, are all so badly needed. We had strategic partners at the Premier League, La Liga and Bundesliga lined up to come in and help build a first class support and development structure for the leagues, clubs and players.

MAS top-flight competitions would be operated by an independent professional and commercial operational designed on best-practice experienced around the globe. The structure had the full support of Malaysia's big media, yes Fox appeared to be driving efforts to a certain extent but ASTRO, TM and Media Prima were there partnering.

Singapore team involvement was a key strategy to success, as was DPMM Brunei. Malaysia carries huge national support and on-the-field clashes with the two invitee nations would simply add to the passion of the internal competition. Unlike what happened with LionsXII in 2012 to 2015, if the invitees proved strong and competitive the proposed plan and system was designed to be the spur of allowing the new professional development structures put in place to kick in and lift all levels of domestic performance for MAS clubs and players.

As such, the whole plan was built around Malaysian football developing and improving in all areas so to become a major player not only in South East Asia, but ultimately at AFC level too - both for club and country. Much needed exposure was there too. With Fox as a global broadcaster, MAS footy would have also been carried across Asia as well as in Europe and the Americas, something much needed to help marketing initiatives to lift its commercial value to key stakeholders.

The efforts of 2014 & 2016 are long gone, Fox has itself been acquired so is now out-of-the-picture but the lessons learned and experiences of the process are still valid to this day. Bring in an independent and professional structure with a pure focus to benefit the competition, clubs and players. Think big and lead a strong and modern day commercial strategy, cherry pick lessons already learned by the biggest competitions around the world to shortcut development, and, embrace every aspect of professionalism across the board.

Only learning from the best will lead you to the path of joining the best, perhaps then the likes of Darul Makmur and Darul Aman will fill to capacity, even if there's a Premier League game 'on the box'.

Dave Roberts was Vice President, Business Development for Fox Sports based in Singapore.