Make Sports the Billion-Ringgit Engine of Malaysia’s 13th Plan - Nordin Abdullah

KUALA LUMPUR 8 Aug – The 13th Malaysia Plan (13MP) must elevate sports from the sidelines to the centre stage of national development, says Strategic Communications and Nation Branding Expert Nordin Abdullah, stressing that sporting excellence is as much about nation-building as it is about winning medals.

The 13MP, covering the 2026–2030 period, outlines Malaysia’s development agenda with a historic allocation of RM611 billion for national development. Anchored in the Ekonomi MADANI framework, it seeks to drive equitable and sustainable growth across sectors.

While the plan spans infrastructure, technology, and human capital, Nordin argues that sports must be recognised as a strategic pillar that cuts across all three.

“The development of high-performance sports is a sign of national progress. It reflects the health of our institutions, the strength of our communities, and our ability to compete globally,” Nordin told DagangNews.com.

“Producing world-class athletes who can stand shoulder to shoulder with the best is one of the most effective ways to project Malaysia’s economic success on the world stage.”

Sports as Economic Catalysts

Nordin underscored that sports assets are no longer just physical venues but powerful investment classes in their own right.

“When managed properly, sports infrastructure becomes the economic heart of a city or region – a catalyst for jobs, tourism, innovation, and inward investment,” he said.

Beyond stadiums and arenas, Nordin sees sports as a high-technology industry requiring entire ecosystems of expertise – from physiotherapists and sports psychologists to nutritionists and data analysts.

“If we are serious about competing globally, our budgets must match the realities of this industry. Investments must be strategic and long-term while addressing immediate needs,” he said.

Branding the Nation Through Athletes

He also stressed the role of sports in country branding, noting that a single globally broadcast match can deliver hours of exposure no commercial ad campaign can match.

“Malaysian athletes are brand ambassadors. Companies with global ambitions must see the value in supporting them,” he said.

Nordin pointed to sports tourism as the “real cash cow” of the global sports economy – from international tournaments to grassroots youth events – generating income for hotels, restaurants, retail, and transport while keeping sports facilities fully utilised.

State-Level Opportunities

Certain states, Nordin noted, are uniquely placed to lead in sports tourism, citing Selangor, Johor, Penang, and Sarawak.

“Selangor’s hosting of the next SUKMA must be more than a sporting event – it should be a platform to strengthen sports tourism talent, professionalise state sports associations, and position the state for major international events in sports ranging from football to fencing,” he said.

Malaysia, he added, has proven its ability to win bids for global conferences.

“Now is the time to evolve and compete to host world-class sports tournaments. The global sports industry is a multi-billion-dollar opportunity. We are competing with the world – and we must do what it takes to win.”

📌 Nordin’s Key Proposals for Sports in RMK13

• Make sports a core pillar of the 13MP alongside infrastructure, technology, and human capital.

• Recognise sports assets as investment classes, capable of driving jobs, tourism, and innovation.

• Invest in complete sports ecosystems – from physiotherapists and nutritionists to sports psychologists and data analysts.

• Leverage athletes as national brand ambassadors, attracting private sector sponsorship and global exposure.

• Maximise sports tourism potential through both international tournaments and grassroots events.

• Position leading states like Selangor, Johor, Penang, and Sarawak as regional sports hubs.

• Turn SUKMA and similar events into platforms for building sports tourism talent and strengthening state sports associations.

Nordin Abdullah is a Strategic Communications and Nation Branding Expert, EXCO member of the Public Relations Practitioners Society of Malaysia, and former Vice President of the Malaysian International Chamber of Commerce and Industry (MICCI).

Known for his creative approach to strategy and sustainable development, he founded the Crisis Management Centre to assist governments, corporations, and individuals in handling complex challenges in real time.

As founder and managing director of Glenreagh Sdn Bhd, Nordin has spearheaded thought-leadership platforms including the Malaysia Global Business Forum, Tomorrow’s Leaders Summit, and the Kedah International Photography Awards. His career also includes leadership roles in sports administration, notably in Malaysian cricket, where he recently completed his term. - DagangNews.com