PETALING JAYA: The Football Association of Malaysia (FAM) could undergo a branding refresh as part of wider reforms aimed at strengthening the national football body ahead of its 100th anniversary on Sept 11.
Datuk Seri Windsor Paul John, general secretary of the Asian Football Confederation (AFC), said marketing and branding have been identified as key areas under review during the ongoing quality audit assessment programme conducted by AFC and Fifa.
The branding review forms part of a broader governance audit commissioned after FAM invited AFC to help rebuild the organisation following a turbulent period marked by sanctions from Fifa, Court of Arbitration for Sport, AFC, as well as leadership upheaval.
The Asian body began its review on Feb 1 and gave an update to the media at Wisma FAM in Kelana Jaya yesterday, where it said a “culture of conformity” was the biggest problem affecting FAM.
However, John said AFC was also looking to help FAM reinvent itself.
“Marketing and branding are areas our experts are looking at closely. We want to see how we can refresh FAM and ensure that it is ready for the future,” said John.
He explained that strengthening FAM’s identity is important because the national team brand, Harimau Malaya, ultimately reflects the strength of the governing body behind it.
“Harimau Malaya is a product of FAM, so FAM needs to be strong first before all the teams, the coaches, the referees, and the operations can function in a truly professional way,” he said.
John said modern football organisations must constantly evolve, including in how they present themselves to broadcasters, digital platforms, and supporters.
He cited a recent example involving AFC, which updated its logo following feedback from media organisations and social media platforms.
“Television broadcasters and social media asked us to update the logo because it did not fit well into their templates. So things must change. Things must evolve,” he said.
“Football is a huge industry, the No. 1 sport in Malaysia, supported by the government, the fans, sponsors, and media. The potential is huge.
“We want to make sure that FAM has enough finances to grow the game. This is very important – growing the game from grassroots right up to the professional level, including coaching, refereeing, the empowerment of officials, the growth of women’s football, and so on. We need to make sure that FAM has enough resources to spend, and this is something that we are seriously looking into.”
About 20 specialists have been involved in the assessment, examining nearly 100 documents and interviewing staff across departments, including human resources, finance, procurement, legal oversight, and decision-making structures.
John said the objective of the audit is not to interfere in leadership decisions but to help build stronger institutional foundations.
“We are not here to decide who becomes the president of FAM. That is the responsibility of the membership,” he said.
“Our role is to ensure that the right foundations are in place – the right operational manuals, regulations, and structures – so that the organisation can withstand future challenges.”
He added that football organisations must always be prepared for difficult periods, and reforms introduced now could help FAM rebuild and move forward.
“FAM has gone through a very difficult period and is still facing challenges. But as the saying goes, in every crisis, there is an opportunity. We want to use this opportunity to strengthen FAM,” he said.
The audit, which forms part of a joint initiative between AFC and Fifa, aims to benchmark FAM’s internal systems against international standards and identify areas for improvement.
John said the findings will be compiled into a comprehensive report that will recommend reforms, including possible amendments to the federation’s statutes and governance framework.
“We want to help FAM stand on its feet again, become stronger, and start running towards the next 100 years,” said John.
Meanwhile, a group of disgruntled fans staged a peaceful protest in front of the Wisma FAM in Kelana Jaya on March 17, hours before AFC’s Disciplinary and Ethics Committee voided two of Malaysia’s Asian Cup qualifying matches after ruling FAM fielded ineligible players.
The affected matches were Malaysia vs Nepal at the Sultan Ibrahim Stadium in Iskandar Puteri, Johor, on March 25, 2025, which Malaysia won 2-0, and Malaysia vs Vietnam at the National Stadium in Bukit Jalil on June 10, 2025, which Harimau Malaya won 4-0.
FAM will submit a written request for the grounds of the decision before considering its next course of action.
