21 February 2020, Johor Bahru : The Johor State Government, through Sports Johor Sdn. Bhd. (a subsidiary of Kumpulan Prasarana Rakyat Johor Sdn. Bhd.) announces the development of a Sports Masterplan 2030 for the State, covering sports development over the next 10 years. Key beneficiaries will be the people of Johor, athletes in the State, those wishing to develop careers in sports, businesses and Johor state government bodies.
TSA (Total Sports Asia), a leading sports marketing agency founded in Malaysia 23 years ago was awarded the project after a rigorous tender process to create the Masterplan, working closely with State bodies and centers of sports excellence.
Yang Berhormat Dato’ Haji Mohd Noorazam Bin Dato’ Hj Osman, Chief Executive Officer (CEO) of Kumpulan Prasarana Rakyat Johor Sdn. Bhd. (“KPRJ”), spoke of his excitement in announcing the start of the project, “We are hugely excited to develop the Johor Sports Masterplan 2030 for the State, in conjunction with Total Sports Asia. We believe TSA has the right balance of international expertise and networks, and knowledge of the local market, they also demonstrated a strong passion and determination in the tender process. We believe we have made the right choice”.
En.Mohd Gadaffie Bin Abd Aziz, Pengarah MSNJ & Ketua Pegawai Operasi Sports Johor, (Director, MSNJ & COO, Sports Johor) which is a subsidiary of KPRJ, and the delivery partner for the project spoke of his hopes for the project; “When I joined Sports Johor I could see there was a great opportunity to use sports to create better lives for people, to create healthier communities, better job prospects, better business opportunities and an even greater sense of togetherness for all the people of Johor. To achieve this, I knew we needed a comprehensive plan, and so here we are today. We want to create a sports powerhouse. I feel excited about the future.“
The key goals of the Johor Sports Masterplan are;
- Positioning Johor as a ‘Sports Powerhouse’
- Producing world class athletes
- Development of sports as a high growth industry
- Instilling Sports as part of the lifestyle for all Johoreans
- To see sports as a change agent for people, business and the State
- To unify the people (Muafakat Johor) and create a ‘Resilient Society’
To ultimately bring unity and togetherness and holistically expanding economic prosperity to the people and to the State of Johor as a whole by the year 2030.
The project is now in the research phase and planning will be completed by the end of June and the details of the plan will be announced to the public at the closing ceremony of SUKMA Johor on Sunday 19 July 2020.
Paul Sykes, Chief Commercial Officer at TSA, who led the tender process for the project spoke on behalf of his team; “We are enormously proud to have been given this big opportunity, to put in place a clear Sports Strategy for the State of Johor. Our goal is to gather insights from sports bodies, the public and key stakeholders right across the State, whilst also gaining insights from world sports practice providers from around the globe, and distil all these findings and ideas into a clear actionable plan that brings long term sustainable benefits to the people, sports organizations, businesses and the state bodies”.
He went on to say, “Right now, we have our team meeting with key people in Johor including senior representatives at MSN, we have also gained the support of international best practice sports organizations such as Loughborough University in the UK, the world’s number 1 sports university and Elite Sports development organization.” Our aim is to use SUKMA Johor 2020, in July this year as the initial spark, and drive sports forwards for the next 10 years and beyond to enhance lives and generate prosperity for the people of Johor.”
The UK is a great example, the value of Sport in England, according to the UK body Sport England, is $20.3 Billion GVA, and sport as an industry ranks at number 14, which is above the insurance, telecoms, management consultancy and accounting sectors. Sport London is driving the city forward to be one of the leading sports cities in the world, to benefit the people of London. We want to create and bring these type of benefits to the State of Johor.
Key Contact Details
Chief Commercial Officer
Total Sports Asia
Sports Johor Sdn Bhd
Wholly owned by Kumpulan Prasarana Rakyat Johor Sdn. Bhd.
Level 1, Seri Medini Office Complex, Persiaran Ledang Heights,
79250 Iskander Puteri, Johor Darul Ta’zim
TSA (formerly known as Total Sports Asia) is Asia’s global leader in sports content and branding solutions. TSA is an independent sports marketing agency and content distributor with a dedicated team of 50 sports marketing experts and offices in Kuala Lumpur, Singapore, Beijing and Mumbai. Media rights distribution, TV production, sponsorship/licensing, events management, consulting, stadium consulting and branded real estates are its core business activities. TSA works with the leading corporate brands in Asia and has developed unique branding solutions for many including ground breaking concepts like the “Branded Real Estate” space. For more info please browse to www.totalsportsasia.com