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Terengganu FC, for example, could strike deals with West African Islamic financial banks. Negeri Sembilan FC could partner with Turkish food and beverage giants as they enter Southeast Asia.
Selangor FC could perhaps sell naming rights to halal logistics brands seeking visibility across the Muslim world. Meanwhile, Tourism Malaysia should promote a halal-branded diversity in football tourism— offering packages that combine halal culinary trails, prayer-friendly stadium access and matchday experiences.
Malaysia could become a model for halal lifestyle tourism through football. Emerging halal industries in Taiwan, Japan, China, and South Korea also present an untapped avenue.
These East Asian economies are investing heavily in halal certification and exports. By aligning Liga Malaysia with these new halal entrants— offering partnerships, media exposure and cross-market promotions— clubs can benefit from a diversified investment base.
Even emerging food and beverage brands from China, keen to gain halal credibility through Malaysia’ s gold standard, could become anchor investors in Malaysian clubs.
We will never know until we
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connect the dots. FAM, MFL, Mihas and government agencies can emulate the“ Campioni del Made in Italy” initiative— a collaboration between Italy’ s Ministry of Foreign Affairs, its trade agency and Serie A— to promote national industry through football.
A similar model could see Liga Malaysia acting as the promotional engine for halal-certified Malaysian products across global platforms.
BROADCASTING THE GAME
If football is to become a tool of economic diplomacy, then it must be broadcast as one. Just as the Premier League turned Asian fans into die-hard supporters of Liverpool and Manchester United, Liga Malaysia must flip the lens outward and turn halal-economy countries into fans of Malaysian football.
The key is storytelling. Terengganu FC, with its rich history of recruiting Nigerian players, could become a fan favourite in Lagos. Muamer Salibasic’ s legacy in Sarawak could ignite Bosnian interest in Kuching City FC.
Clubs on the East Coast and in Borneo— often overlooked in urban Malaysian narratives— could find new cultural kinships in the Balkans, West Africa, and Central Asia.
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Even Latin America, long a source of iconic Malaysian footballers, can be brought into this ecosystem. Liga Malaysia’ s links to Argentina, Brazil and Chile are deep. A broadcast model that targets fans of Latin players— framed within the halal hospitality narrative— can further globalise the league.
Sabah FC’ s strategy of recruiting Brazilian and Australian players adds further global appeal, tapping into markets with strong football cultures and vibrant diasporas. Meanwhile, Selangor FC’ s historical connection with Indonesia, shaped by icons like Bambang Pamungkas and Elie Aiboy, offers a direct cultural bridge to Southeast Asia’ s largest Muslim-majority market.
Johor Darul Ta’ zim’ s squad is a showcase of Spanish and Argentinian imports, while Kelantan FC has also drawn talent from Thailand— reinforcing the league’ s growing regional diversity and appeal.
Malaysia won’ t match the salaries of Saudi Arabia or the legacy of Europe. But it can offer something unique: a halal-respected, ethical and warm ecosystem for Muslim and non-Muslim players alike.
Liga Malaysia can become the halal hub for football and a gateway to the halal sports zone economy— a spiritual home for footballers seeking meaning, identity, and career continuity.
THE 20-YEAR PLAN
None of this will work if Malaysia continues its short-termism in football planning. What FAM, MFL, HDC, and the relevant government agencies must now create is a 20-year football-halal playbook.
Just like the Malaysia Plan, it should have five-year cycles, with mid-term reviews every two and a half years, evaluating performance indicators, sponsorship value, international fan growth, broadcast reach, and halal ecosystem integration.
A club hitting 30 per cent halal-linked commercial revenue by 2030 is a benchmark. A halal-certified club stadium in Johor, Kuala Terengganu, or Ipoh is another target by 2035.
By 2040, Liga Malaysia should be present on OIC sports networks and halal digital platforms. By 2045, its clubs should be regional brand ambassadors for halal lifestyle companies. And by 2046, Malaysia will have built not just a football league— but an economic institution.
To achieve this vision, strategic governance and alignment must be forged among key national stakeholders. FAM and MFL must serve as the footballing backbone,
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while HDC provides certification and narrative direction. The government, via its ministries, agencies, and platforms, can mobilise trade networks, while the Foreign Affairs Ministry embeds football within Malaysia’ s broader diplomatic missions.
The Youth and Sports Ministry can help ensure developmental integrity, and the halal industry— encompassing food and beverages, finance, logistics, and media— must be an integral part of this framework. This coordinated alliance must operate not as a patchwork of events, but as a seamless engine of sport-driven national branding.
LIGA MALAYSIA
Looking ahead, Malaysia has the credibility and convening power to propose something even bolder: positioning Liga Malaysia as the global brand for the halal sports industry.
In doing so, Malaysia would redefine not just the league but the future of football diplomacy. In Malaysia, halal is more than just a religion— it is a symbol of multiracial inclusivity, ethical governance, and universal values.
Malaysia does not need to look to Europe, the Gulf, or even Japan for a model. It already has two: Johor Darul Ta’ zim( JDT) and Selangor FC. These clubs have quietly laid the groundwork for what a modern, commercially viable, and culturally resonant football institution in Southeast Asia could look like.
If Malaysia fails to connect its football with its halal economy, it risks squandering both. But if it dares to dream— and plans with the same discipline it uses for economic development— Liga Malaysia can become more than a league.
It can become a global platform for Malaysia’ s values, industries, and influence. Deliberately, strategically and with long-term vision— Malaysia can transform its domestic league into a global industry benchmark.
A league that is not the richest, nor the flashiest, but the most trusted. A league that speaks the language of ethics, community, and commerce. A league that resonates from Casablanca to Jakarta, Sarajevo to Seoul.
Malaysia has the regulatory capital, cultural standing, institutional maturity, and market access to make this vision a reality. And for once, the ball is in our court— before someone tackles us and dribbles away with it.-
This article first appeared on Twentytwo13.
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