Red Devils set to reignite country’s sporting image

PETALING JAYA: Manchester United’s upcoming match in Kuala Lumpur – their only stop in South-East Asia – is set to inject millions of ringgit into the Malaysian economy, thanks to its exclusivity and strong regional pull, says organiser ProEvents International Sdn Bhd.

The match against an Asean All-Stars side at the Bukit Jalil National Stadium on May 28 will mark the club’s first appearance in Malaysia in 16 years – and it couldn’t come at a better time, says ProEvents chief executive officer Julian Kam.

“This project is different because it’s post-Covid, and we haven’t had any major football events here since 2016,” Kam told StarBiz in an exclusive interview.

“We’re not just bringing in the biggest football club – we’re reigniting Malaysia’s place as a hub for global sports entertainment.”

ProEvents is investing about US$10mil into organising the fixture, and Kam estimates the overall economic spillover could be in the hundreds of millions, based on visitor spending, hospitality, merchandise, and services.

“For example, when you bring in 30,000 fans from the region and abroad, and you take RM10,000 per visitor as an average spend, that’s RM300mil into the country,” he explained.

“Everyone benefits – hotels, restaurants, Grab drivers, and even vendors outside the stadium.”

Kam said ticket sales have crossed 55,000 so far, out of the 84,000 stadium capacity.

“The trend of ticket sales (for this match) is better compared to previously organised matches,” Kam said, adding that momentum is building as match day approaches.

Global fan base

He said that the match’s exclusivity to the region is what’s driving demand.

Kam expects at least half of the spectators to be locals, with the rest flying in from regional markets.

“We got bulk purchases from India, and really big numbers from Indonesia, Singapore and Vietnam,” he said.

He noted that while neighbouring countries have been actively hosting international sporting events in recent years, Malaysia had long set the pace.

Kam said Malaysia has lost ground in sports tourism over the past decade, in part due to a lack of major international events and investor hesitation.

“Nobody wanted to take the risk – and we’ve been losing out to our neighbours,” he added.

“Back in the 1990s and early 2000s, Malaysia was already hosting clubs like Chelsea, Arsenal, Spurs and Manchester United. We – Malaysia – were the hub for major sporting events,” he said.

“Other countries saw that and started following – and now they’re very aggressive, pumping in money to attract teams. The competition is high. But this match is our chance to get the ball rolling again.”

Asean Summit factor

The match will coincide with the 46th Asean Summit, which takes place from May 26 to May 27, with 19 heads of state and government expected to attend, including representatives from Gulf nations and China.

Kam believes the alignment with the summit presents a unique opportunity for Malaysia.

“We learned about the Asean Summit and thought it was a good alignment to bring in the Asean All-Stars. This game will bring a great climax to the Asean Summit,” he said.

“The (number of) eyeballs on Malaysia will be unbelievable.”

Kam said the idea of having an Asean All-Stars match came from the Sultan of Pahang Al-Sultan Abdullah Ri’ayatuddin Al-Mustafa Billah Shah.

“Initially, the plan was to play another English team and not against an Asean team, but Sultan Abdullah suggested it to align with regional unity and the Asean Summit.”

To amplify the visibility of the match, Kam said a dedicated international broadcast feed will be streamed exclusively on MUTV, Manchester United’s official media channel, which has nearly 300 million subscribers globally.

On May 27, just a day before the match, Manchester United players will engage with fans through meet-and-greets, an open-top bus tour, and visits to key locations in Kuala Lumpur.

There will also be a closed-door training session for around 1,000 partners and selected fans.

Despite challenges in the global economy, Kam noted strong support from corporate sponsors.

“Although the economy is not in the best shape, companies are stepping forward to help and support events like this.

“We’ve shown them the potential economic drive major international sporting events can generate, and hopefully, this will lead to more such events in the future,” Kam said.

Kam acknowledged the challenges of bringing together the Asean All-Stars team, with some players not being released by their clubs due to commitments, like the World Cup qualifiers.

Despite this, he remains optimistic.

“We’re grateful that the Asean Football Federation is committed to sending a strong team,” he said.

While Manchester United’s squad will feature their full team, Kam emphasised that the Asean All-Stars will consist of the “best available players.”

The proceeds from the event will benefit the Yayasan Al-Sultan Abdullah, although not the entire proceeds.

Giving back

Kam stressed that this is a privately funded event, not supported by government grants.

“We’re using this event to give back to the community, particularly in sports development,” he said.

Manchester United will play two post-season matches in Asia – against the Asean All Stars in Kuala Lumpur on May 28, just three days after their final Premier League game against Aston Villa at Old Trafford on May 25, and another in Hong Kong on May 30 – to help ‘drive revenue.’

The tour, which is expected to generate between £7mil and £8mil for the club, is seen as necessary to support ongoing investments, as the club has recorded over £300mil in losses over the past three years.

For Kam, organising this match is more than just a game – it’s an emotional moment.

“It’s been 30 years since I organised my first match here in Malaysia, bringing in Manchester United at that time too. I’m putting everything I have to make this (upcoming match) a success,” he said.

Looking ahead, Kam, the only FIFA-licensed match agent in South-East Asia, said talks have started with European football clubs to fly in for games next year, though he was tight-lipped about the details.