Kota Kinabalu: Coca-Cola has partnered with Universiti Malaysia Sabah (UMS) to launch the “Coca-Cola: Bina Juara” grassroots football development programme at the UMS stadium on Wednesday.
This initiative is to address the lack of access to sports science and performance technology for many aspiring young players and community coaches in the State.
The programme transcends traditional football clinics by emphasising the significance of sports science and data-driven performance enhancement in contemporary football.
The participants were benefited from cutting-edge technology, featuring three main assessments: GPS performance tracking vests, AI-powered match analysis and smart ball performance testing.
These tools equipped them with detailed insights regarding their physical preparedness, strategic understanding, and technical skills, all of which are crucial components for their growth as athletes.
Coca-Cola’s Senior Director of Public Policy for Asean and South Pacific, Claudia Chan said: “Coca-Cola has been part of moments that bring Malaysians together for decades and football continues to be one of the country’s greatest shared passions.
Through Bina Juara, we are making sports science more accessible for young people who might not have these opportunities. We hope to instil confidence, discipline and ambition in Sabah’s upcoming football stars.”She added that the programme also focuses on enhancing coaching skills. Participants will experience firsthand how professional athletes employ data to train more effectively and perform better.
Dr. Jorrye Jakiwa, Lecturer at the Faculty of Education and Sport Studies, UMS, pointed out that many of these young footballers lack the tools to fully understand their performance, and the programme aims to fill that gap by introducing them and their coaches to the latest technologies and methodologies.
Former Rhinos’ head coach Jelius Ating and ex-players Harith Naem and Muhammad Rozaimi Abdul Rahman were also present to share their experiences, inspiring and motivating the footballers.
The launch was officially officiated by Sabah Deputy Chief Minister II and Finance Minister Datuk Seri Masidi Manjun, who commended the partnership between Coca-Cola and UMS.
“I welcome Bina Juara’s dual emphasis on developing both coaches and players. Equipping a coach with modern knowledge and practical experience creates a ripple effect that benefits every young player they go on to train. I hope this collaboration gives more Sabahans access to high-level training and guidance that might otherwise be beyond their reach,” he stated.
The inaugural event brought together eight youth teams, featuring players aged 16 to 21 from schools, academies, and community clubs across Sabah.
To ensure long-term impact, a follow-up assessment is planned for 2027, which will allow participants and coaches to track their progress over time and reinforce the philosophy of continuous improvement.
