'I had no intention of contesting, but change is needed' - Sayf on FAM Presidency
When someone suggested he run for office, he half-jokingly entertained the idea.
SHAH ALAM - Transforming Malaysia's football scene requires fresh perspectives from outside the system, where innovation and freedom from internal constraints can drive the change Malaysians are eager to see, said former FAM head of marketing, Sayf Ismail.
With Tan Sri Hamidin Amin stepping down, the Football Association of Malaysia (FAM) is set to elect a new president for the 2025-2029 term at the 61st FAM Congress on Feb 15.
Sayf, who initially had no plans to run, has now decided to vie for the role.
“Football has always been a passion of mine. During my younger years, I worked with FAM, gaining insight into its operations and inner workings. Even after leaving, I have followed Malaysian football closely, always hoping for progress.
“However, over the past eight years since my departure, I have observed little improvement in key areas such as management capacity, professionalism, governance and strategic planning within FAM. This stagnation remains a significant obstacle to our growth as a footballing nation.
“Initially, I had no intention of contesting the FAM presidency. However, about two weeks ago, it became evident that there might be no contest for the presidency.
“This suggested a continuity of the same leadership, albeit under new figureheads, with likely unchanged approaches,” Sayf said to Sinar Daily in an interview.
Sayf, an Adjunct Professor at Universiti Malaya, is also the founder of Amrace Academy, a consultancy focused on sustainability and environmental, social and governance (ESG) practices.
As a vocal critic, Sayf frequently shares his thoughts on social media platforms like X and when someone suggested he run for office, he half-jokingly entertained the idea.
However, after some reflection, he developed a manifesto; not necessarily to win, but to set a standard for other candidates to aspire to.
His goal was to challenge them to match his level of vision and commitment, addressing a common issue where candidates declare their readiness to lead without presenting concrete plans for the sport’s future.
Sayf’s tenure with FAM has given him a profound grasp of its systems, governance and management; while his eight years in the private sector have broadened his perspective. Specialising in sponsorship acquisition and management, he has cultivated a strong corporate network in Malaysia.
Through this experience, Sayf has observed a readiness among corporate entities to support football, hindered only by a lack of trust in FAM stemming from inadequate transparency.
“Transparency is essential for attracting corporate support, as sponsors need clarity on how their funds are utilised. Currently, FAM’s governance and reporting mechanisms fall short, with annual reports lacking dedicated sections on governance.
“FAM must evolve to operate like a publicly listed company, given its vast stakeholder base, which includes taxpayers, players and fans,” said.
The primary focus for football fans often centres on the national team, Harimau Malaya. While this is understandable, it has become the sole measure of progress, largely because FAM has failed to educate fans on broader metrics of development, he added.
“While national team performance remains vital, it is ultimately unpredictable. Historical giants like England, Italy or France have occasionally missed World Cup qualifications, which does not diminish the effectiveness of their Football Associations (FA). It is just that these teams were underperforming that year.
“True success lies in strengthening fundamentals, ensuring funds are directed toward development, expanding opportunities and building a larger, more skilled player pool.
“Transparency is equally critical, as fans, who are also stakeholders, often feel alienated when they do not see where resources are being invested, particularly when millions have been spent with little tangible progress,” he said.
Sayf also shared that his passion for grassroots football development inspired him to co-found ‘Socaloca,’ a football app designed to revolutionise grassroots football by organising leagues and serving as a LinkedIn for players.
Together with his partners, they successfully launched the application (app) in countries like Uganda, Tanzania, Cameroon and across South America. Today, Socaloca boasts a major partnership with Ghana’s FA and a growing community of over 20,000 registered players.
“While I may be an outsider to the current FAM fraternity, I bring corporate expertise and valuable grassroots development experience; albeit primarily in Africa, where the challenges are often even more demanding than in Malaysia.
“Stepping into this candidacy is a new experience for me and I did not anticipate the attention it would garner. However, with a clear goal and steadfast intentions, I believe I can navigate this journey.
“Change is never easy, but with the right mindset, I am confident we can reimagine Malaysian football and move it toward a brighter future,” he added.
