The research found that 98% of Malaysians take part in physical activity, but only 42% say they do so frequently. At the same time, sports consumption is shifting toward mobile and short-form formats, with 63% of Malaysians primarily watching highlights, clips, and recaps rather than full live matches.

Moreover, the study indicates that motivations for playing sports have also evolved. Around 90% of respondents said they participate in sports to stay healthy, while 74% cited mental well-being and stress relief. By comparison, only 25% said competition is a key motivator, suggesting a shift away from performance-driven narratives toward lifestyle and wellness-focused participation.

“This study moves sport marketing in Malaysia away from assumptions and towards evidence,” said Sandeep Joseph, Founder and CEO of Ampersand Advisory. “For the first time, we can see how sport actually fits into Malaysian lives: when people play, why they stop, how they watch, and what they emotionally connect with. It’s an indispensable playbook for any brand or rights holder serious about relevance in 2026.”

In terms of viewership, 84% of Malaysians consume sports content in some form, but only 31% regularly watch full matches live. Instead, many fans engage with sports content through highlights and short-form clips, typically on smartphones, indicating a shift toward on-demand and socially shared viewing experiences.

“Rights alone no longer guarantee attention,” said Mohd Ridzuan, Business Director of Ampersand Sports. “This research clearly shows that content adaptability – across live, highlights, and short-form social – is now the real asset. Brands that don’t plan for this layered consumption model will simply be skipped.”

The research also points to the rise of athlete-led fandom in Malaysia. About 61% of respondents said they identify as fans of individual athletes, nearly matching the 65% who say they follow teams. According to the report, athlete-driven storytelling often generates stronger emotional recall, authenticity, and shareability compared with traditional team-based marketing.

Despite widespread participation in sports, the study suggests that engagement remains sporadic for many Malaysians. The most commonly cited barriers to playing sports include work or study commitments, difficulty coordinating with others, and fatigue.

Discovery of new sports and athletes is also increasingly driven by digital channels. The study found that 71% of respondents discover sports through social media, while 48% rely on friends and word-of-mouth. Short-form video and highlight clips also play a key role in introducing audiences to new sports personalities and trends.

“This is not a trend report, it’s a decision-making tool,” Joseph added. “Any brand looking to leverage sport in Malaysia now has clarity on what works, what doesn’t, and where real growth lies.”

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Announced ahead of a major summer of international football, the initiative introduces the “Pepsi Football Nation,” a multi-year global platform designed to connect football culture with fans’ everyday lives. The campaign is supported by a new brand film featuring football icons including David Beckham, Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas and Mohamed Salah.

The film begins with Beckham handing the “playbook” to fans, symbolically inviting them to define the rules of the Pepsi Football Nation. It then follows a series of stylised scenes that highlight football culture beyond the match itself. 

Among them are Wirtz performing a precision parking manoeuvre that is humorously checked by a referee using VAR, James delivering a university lecture about breaking the offside trap, and fictional movie moments starring Vinícius Júnior, Putellas and Salah.

Throughout the film, fans reveal a set of informal “rules” that represent common rituals and debates within football fandom. These include Rule #7: Superstitions are Sacred, Rule #33: Who is the “King of Skill?”, Rule #84: You Must Wear Your Winning Jersey to Work, and Rule #100: Everything Gets Settled on the Pitch.

As part of the campaign, Pepsi will also introduce a digital activation tied to what it calls Rule #1 of the Pepsi Football Nation: “It’s called Football, Not Soccer.” Fans will be able to download a free web browser extension that automatically replaces the word “soccer” with “football” when browsing online content, including news articles and search results.

The brand is also bringing fan conversations to the online community platform Reddit, where supporters will be invited to debate and define their own rules and rituals around the game.

According to Pepsi, the initiative aims to spotlight the discussions, rivalries and traditions that shape football culture around the world.

Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said: “Football has always gone beyond what happens on the pitch during the 90 minutes. It lives in conversations, rivalries, and traditions that bring fans together every day, across communities, markets and generations. Pepsi Football Nation celebrates that culture and the many ways fans experience the game beyond the match itself. For decades, Pepsi has been at the heart of the game; now, we’re honoring the shared experiences and ‘rules’ that unite fans worldwide.”

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Announced by Tennis Australia, the collaboration will see BOSS design and supply apparel for up to 4,000 tournament staff, officials, umpires and ballkids. The initiative is intended to create a unified look across the precinct at Melbourne Park, where the Grand Slam tournament is held annually.

As part of the agreement, BOSS branding will also appear across the venue, including inside Rod Laver Arena.

The Australian Open said the partnership aims to enhance the overall presentation of the tournament, combining fashion and sport to reflect the event’s global profile.

“The Australian Open has always been about more than just great tennis – it’s about atmosphere, innovation, and setting the benchmark for major sporting events worldwide,” Tennis Australia CEO Craig Tiley said.

“BOSS is a global brand with impeccable credentials in sport and style, and together we will enhance how our tournament looks, feels, and connects with fans from around the world.”

Beyond outfitting tournament personnel, the partnership will include exclusive merchandise, off-court collections, pop-up retail and fan activations throughout the tournament precinct. Plans also include hospitality experiences designed to integrate the BOSS brand into the broader event environment.

“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” CEO of Hugo Boss Daniel Grieder said.

“This collaboration is a natural fit for us, as it brings together two brands that share the same commitment to excellence, innovation, and creating extraordinary experiences. Tennis is part of BOSS’s DNA. The partnership therefore marks an important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement.”

The collaboration builds on BOSS’s existing involvement in tennis through partnerships with professional players and major tournaments. Organisers said the agreement reflects a broader effort to combine sport, fashion and entertainment as the Australian Open continues to expand its global audience.

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The deal folds 160over90 into Publicis Sports, plugging it into the group’s Epsilon data spine and media buying heft. The aim is clear: turn sport into a measurable, end-to-end channel, not just a branding exercise.

160over90, currently part of WME Group, brings more than 670 staff across the US, UK, EMEA, and APAC. 

Its portfolio spans blue-chip campaigns at the Super Bowl, the Olympic Games, and the FIFA World Cup—properties that still command mass audiences in an era of fractured media.

Publicis is positioning the combined unit as a single system. Media, sponsorship, content, creators, and commerce—stitched together, measured, and sold as one. 

Data sits at the centre, with Epsilon’s identity tools expected to track audiences across channels and markets.

Arthur Sadoun, CEO of Publicis Groupe, said,  “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients, delivering unparalleled cultural relevance, live engagement, and measurable impact.”

He added, “By combining 160over90’s scale and expertise in sports experiences, culture, and talent with the industry’s most powerful connected influencer platform, experiential capabilities, and data-driven insights, we are disrupting a highly fragmented landscape by creating a unified, end-to-end platform that connects brands to fans in ways that are both meaningful and measurable.”

Beyond the deal, Publicis is also tightening ties with WME Group. 

A strategic partnership will give it earlier access to talent, intellectual property, and content opportunities—an area where agencies increasingly compete with studios and platforms.

Dave Penski, CEO of Publicis Connected Media, said, “Sport has become the most powerful intersection of culture, commerce and community. As brands invest more in the space, Publicis Groupe and 160over90 are uniquely positioned to advance and integrate sports marketing as an addressable and measurable channel, not just across media, but sponsorships, talent, and live activations.”

Mark Shapiro, President and Managing Partner of WME Group, said, “160over90 has earned its reputation as a trusted partner to many of the world’s most influential brands, consistently delivering unique experiences and valuable partnerships on the biggest stages in sports. Combining forces with Publicis Sports will create an unmatched offering for brands looking to move faster and create deeper connections with sports fans, properties, and content.”

He added, “Additionally, WME Group’s new collaboration with Publicis Groupe will deliver more opportunities for our talent and partners to realize their business ambitions at scale.”

Within the new structure, Publicis Sports will sit under PMX, with Suzy Deering continuing as CEO. Robbie Henchman will remain at WME Group, overseeing brand representation and the partnership with Publicis.

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The move comes as sports entertainment continues its digital-first pivot, with filmmakers aiming to capture the global tournament beyond conventional broadcast formats. 

By focusing on “heart-first” storytelling, the documentary translates the collective passion of fans and players into cinematic language, highlighting the human spirit behind the game.

The project combines Monks Film’s digital, data-driven production model with the creative expertise of New Element Media’s Fernando Sulichin, a veteran of globally scaled cultural narratives. 

Renowned Argentine producer Pablo E. Bossi, known for the country’s most-watched documentary Muchachos, adds experience in capturing cultural grit and football fervor.

“Monks Film is a natural evolution of our model to capitalize on the growth of sports franchises and global branding,” said Sir Martin Sorrell, S4 Capital founder and executive chairman.

He added, “By joining forces with the industry’s leading documentary producers, we are creating a new blueprint for high-impact storytelling on a global stage.”

The collaboration is backed by FIFA, granting the production unprecedented access to players, venues, and the backstage heartbeat of the tournament. 

Disney+ will serve as the global streaming home, connecting the documentary to fans across continents.

“The FIFA World Cup is that rare moment when the world pauses and beats as one,” said film and documentary maker Fernando Sulichin. “In collaboration with FIFA, we are capturing a global cultural moment that will resonate long after the final whistle.”

Beyond the tournament, the documentary represents S4 Capital’s strategic expansion into premium cinema. 

Monks Film, the production arm of the group’s Monks brand, has been building a digital-first, data-led approach to global storytelling, leveraging AI ecosystems and marketing orchestration tools to bridge creativity, culture, and technology.

Chasing the Dream is scheduled to release in the lead-up to FIFA 2026, with further announcements expected regarding its creative team and featured participants.

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Titled ‘From Tee to Key — Where Precision Meets Performance’, the campaign is described as the first in Malaysia to feature in-pond floater OOH placements at golf courses. The installations are currently on display at Kelab Golf Perkhidmatan Awam (KGPA), Kelab Golf Negara Subang (KGNS) and Palm Gardens Golf Club Putrajaya, and will run for four months.

The initiative targets a premium golf audience by positioning Audi-branded floaters in prominent pond locations across the courses. The campaign combines physical OOH placements with digital elements, including QR codes displayed on the floaters. 

Golfers and visitors can scan the codes to access a dedicated Audi Golf digital platform, where they can explore the brand’s latest models, learn about upcoming releases, and book test drives at Audi dealerships. Participants are also offered a chance to win a four-person golf getaway.

David Soo, managing director of PHD Malaysia, said, “We are in a space now where digital fatigue is fuelling the resurgence of OOH. The team was excited to deliver a truly groundbreaking OOH solution that is not only visually striking but also deeply integrated with a multi-channel digital experience.”

He added, “The golf course affords us high dwell time and brand recall amongst this premium segment, transforming passive viewing into active engagement and measurable results. We’re proud to partner with Audi in creating such a distinctive campaign that redefines golf course advertising.”

The campaign also marks Audi Malaysia’s entry into the sports marketing category, aimed at strengthening brand presence within the luxury golf segment.

Yani Fadzil, director of marketing and PR of PHS Automotive Malaysia, commented on the pioneering campaign, “Entering the sports category with Audi is a significant step for us, and we wanted to do it in a way that truly reflects the brand’s innovative spirit and luxury appeal. The takeover on the green allows us to connect with our discerning audience in an unexpected and memorable setting, turning a traditional golf course feature into a dynamic brand experience. We’re excited to see how this campaign resonates with the audience.”

The campaign was officially unveiled during the Audi Quattro Cup golf event at Kelab Golf Negara Subang on 9 February.

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Under the renewed agreement, the airline will continue to fly all 19 AFL and AFLW clubs nationwide, transporting players, coaches, league officials and support staff. The arrangement positions the partnership as one of the largest airline agreements in Australian sport.

The extension comes as interstate travel by AFL fans continues to rise. AFL and club memberships increased by 15 per cent to more than 1.3 million in 2025, while attendance has grown by more than 22 per cent since 2022. More than 500,000 fans travelled interstate in the past year to support their teams, with further growth expected.

During the 2025 Toyota AFL and NAB AFLW seasons, Virgin Australia operated more domestic flights than any other Australian airline, supporting major events such as Gather Round and the 2025 Toyota Finals Series.

Survey data cited by the airline indicates that AFL fans who are aware of the partnership are almost 70 per cent more likely to consider flying with Virgin Australia when travelling to games. The airline said this underscores the commercial value of the agreement.

As part of the partnership, AFL players will receive prioritised access to Virgin Australia’s Economy X seating for game-day travel, which includes additional legroom and preferred overhead locker space.

To mark the partnership extension, Virgin Australia has launched a limited airfare sale, offering one-way fares from $49 to select away-game cities. The sale is available from 10:00am AEST on 5 February until 11:00pm AEST on Saturday, 7 February 2026, for travel dates between 23 February and 30 June 2026.

Virgin Australia Chief Executive Officer Dave Emerson said the airline was proud to continue its association with the league.

“Footy is stitched into the fabric of Australian culture, and we’re proud to play our part in connecting fans to the moments that matter. As the official airline of the AFL and AFLW, we’ve seen firsthand the growing appetite in Australians travelling for events and experiences, and our extended partnership allows us to deliver even greater value and choice for fans heading to the game they love,” he said.

He added, “There is a huge opportunity for Virgin Australia to leverage the AFL travel market, and we’ll continue raising the bar with more value, and fan-first experiences when our guests fly to see their teams.”

Meanwhile, AFL Chief Executive Officer Andrew Dillon said the league welcomed the extension as it marked a long-standing relationship between the two organisations.

“As we celebrate 15 years flying together in 2026, the AFL is pleased to extend our partnership with Virgin Australia. Fans are the heartbeat of our game, and together with Virgin Australia we will continue to connect more people with key moments and events throughout the season,” he said.

Dillon added, “It is shaping up to be another big year for the game, with a sold-out AAMI AFL Origin, the AAMI Community Series starting and then the opening of the home and away season all in the next month to get 2026 off to a massive start. The partnership with Virgin Australia will help deliver more value and choice for fans to travel and support their club across Australia.”

Virgin Australia Chief Marketing & Customer Operations Officer Libby Minogue said the partnership aligns with the airline’s focus on community connection.

“Partnering with Australia’s most-loved sport gives Virgin Australia the opportunity to bring fans and communities together, something that sits at the heart of what we do. Our continued partnership with the AFL and AFLW delivers value to our brand, with AFL fans almost 70 per cent more likely to consider flying with Virgin Australia when flying to a game,” she said.

AFL Executive General Manager Customer, Commercial & Technology Bec Haagsma said the partnership would continue to play a role in supporting major events across the calendar.

“Virgin Australia have been a long-valued partner of the AFL and we are thrilled to extend this partnership and take it to new heights in 2026. With iconic marquee events all over the country throughout the year including AAMI AFL Origin, Opening Round, Gather Round, an expanded Toyota AFL Finals Series, and a growing NAB AFLW competition, this extended partnership with Virgin Australia will connect fans with their teams like never before,” Bec said.

Geelong Cats captain Patrick Dangerfield also welcomed the continuation of the partnership.

“The whole team loves travelling with Virgin Australia. They’re reliable, friendly, and the airline’s Economy X seating is ideal for our team, especially with nearly half of our players being over six foot two!” he said.

Virgin Australia has served as the official airline partner of the AFL since 2011, operating more than 5,000 flights for the league and transporting over 183,000 passengers and 3,600 tonnes of club cargo. The renewed agreement extends the partnership to nearly two decades.

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Under the agreement, Standard Chartered’s branding will appear on trackside signage at Formula 1 events, while the bank’s clients will gain access to a range of exclusive experiences linked to the championship.

The partnership brings together two organisations with global reach. Formula 1 currently operates across 21 race markets worldwide, while Standard Chartered has a presence in 19 of those markets through its cross-border banking network. Formula 1 has also been expanding its audience base, with 43% of fans aged under 35 and 42% identifying as female.

As part of the collaboration, Standard Chartered and Formula 1 will also work together on shared initiatives, including efforts focused on inclusion. This includes support for F1 Academy, a series designed to develop and promote female participation in motorsport.

Roberto Hoornweg, CEO, corporate & investment banking, Standard Chartered, said, “We’re proud to become an Official Partner to F1, which shares our relentless commitment to high performance, innovation, a world-class client experience, and distinctive global connectivity. F1’s footprint reflects our own cross-border network, with our presence in 19 out of 21 F1 race markets and many other countries where clients enjoy watching one of the most exciting, fastest-growing sports in the world.”

Meanwhile, Judy Hsu, CEO, wealth & retail banking at Standard Chartered, said the partnership would enable closer engagement with clients across markets. “As a leading international wealth manager, we will draw on our international network and expertise to bring clients closer to the excitement of F1,” she said.

She added, “Our clients value premium service, innovation and seamless global connectivity, and this partnership will unlock exclusive experiences for them. Our support for F1 Academy reinforces our commitment to championing female talent and developing the next generation of motorsport talent across our unique footprint.”

Lastly, Formula 1 President and CEO Stefano Domenicali welcomed the new partnership, highlighting the shared global outlook of both organisations. “I am thrilled to welcome Standard Chartered, an incredible financial powerhouse, as a new partner to Formula 1. We are both truly global in nature, sharing fantastic locations around the world with the desire to drive performance and create experiences that excite people and bring them together. With Standard Chartered’s support for F1 Academy, I can’t wait to have them join us in the paddock and see what we can achieve together.”

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Nohra will be based in Singapore, while Mooney will operate from Melbourne. Both appointments add to IMG’s Asia-Pacific workforce, which spans 15 markets across the region.

In his new role, Nohra will oversee IMG’s football strategy and operations across Asia-Pacific. His responsibilities include managing key client relationships and working with leagues, clubs, federations, and other stakeholders on governance, commercial growth, media strategy, and long-term development initiatives.

Nohra joins IMG with experience in football administration and commercial operations across Asia and the Middle East. Most recently, he served as chief operating officer of the Saudi Pro League, where he was involved in the league’s expansion and international positioning. Prior to that, he held senior roles including assistant general secretary of the Asian Football Confederation (AFC), as well as vice president and general manager of WWE across the MENA and APAC regions.

Mooney becomes IMG’s first dedicated strategy appointment in Asia-Pacific. In this role, he will lead strategic advisory work for IMG’s regional partners, collaborating with the agency’s global consulting team and Asia-Pacific leadership. His remit includes providing strategic guidance across areas such as rights, content, partnerships, and commercial planning.

He joins IMG from Paramount / Network 10, where he worked on international strategy initiatives across the Asia-Pacific region. His previous experience includes roles at ColganBauer, PwC, and EY. Across more than 15 years, his work has covered strategy development, commercial transactions, media rights, mergers and acquisitions, and business transformation.

IMG works with a range of sports organisations in Asia-Pacific and internationally, including Football Australia, Australian Professional Leagues, World Table Tennis, the Asian Tour, LPGA, National Rugby League, Australian Football League, DP World Tour, LIV Golf, ATP Media, International Rugby League, Dorna, Supercars Championship, and the Saudi Pro League.

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As the Official Performance Apparel and Footwear provider of the Australian Open, the Boston-based brand said it is using the 2026 tournament to connect key markets through retail, digital, and live experiences. New Balance began its AO sponsorship in 2024 and has since increased its on-site presence in Australia, with plans this year to broaden the reach internationally.

The brand is leveraging a wide roster of athletes and ambassadors across multiple sports and cultural fields. American tennis players Coco Gauff and Tommy Paul will feature in off-court storytelling content focused on their Australian Open journeys, while gamer Sydeon will share her experience at the tournament through social platforms. Performer Amine is also scheduled to appear at the AO Precinct. Other figures involved in New Balance-led content and events include Australian men’s cricket captain Pat Cummins, New York Mets shortstop Francisco Lindor, former Canadian tennis player Genie Bouchard, actress Storm Reid, and professional Numeric skateboarders.

“The Australian Open is more than a tournament, it’s a cultural moment,” said Jessica Vassall, head of global partnerships at New Balance. “By integrating our athletes, ambassadors, and retailers across continents, we’re giving the world unforgettable access to AO energy in ways only New Balance can deliver.”

Alongside the activations, New Balance is rolling out its 2026 Australian Open collection, featuring apparel, accessories, and tournament looks inspired by Australia’s tennis culture. To support the launch, the brand will host pop-ups and retail installations in several global cities, including New York, London, Tokyo, and Boston.

In Melbourne, New Balance is increasing its physical presence with a focus on premium consumer experiences. Federation Square will host a New Balance Brand House designed for immersive storytelling, while an AO Precinct pop-up will offer interactive engagement. The brand will also deploy extensive out-of-home advertising across the city, including tram wraps, rail signage, digital screens, and a large LED display. Additional activity in Sydney is planned to extend national reach.

“Together with New Balance, we’re expanding the reach of the AO beyond Melbourne,” said Cedric Cornelis, chief commercial officer at Tennis Australia. “New Balance is showcasing the tournament’s global appeal and highlighting how sport unites communities across cultures.”

Beyond Australia, New Balance said it will mark the tournament through curated collections and product launches with partners such as Paperboy and Numeric, as well as collaborations with key retailers. These initiatives are intended to position the Australian Open as a broader cultural and lifestyle touchpoint within the brand’s global narrative.

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