Grassroots programme combines performance technology, coaching expertise and player development tools to support Sabah’s next generation of football talent.
Finance, joins Coca-Cola Malaysia and Universiti Malaysia Sabah (UMS) representatives and
young footballers at the launch of Coca-Cola: Bina Juara, a grassroots programme bringing
sports science, performance technology and coaching expertise to aspiring footballers across
Sabah.
KOTA KINABALU, 14 October 2026 – Football talent is abundant across Sabah, but access to the sports science, performance technology and professional development opportunities remains limited for many young players and community coaches. To help address this gap, Coca-Cola and Universiti Malaysia Sabah (UMS) have launched “Coca-Cola: Bina Juara”, a grassroots football development programme that brings professional-grade technology, coaching expertise and performance insights to aspiring footballers across the state.
Officiated by YB Datuk Seri Panglima Haji Masidi Manjun, Deputy Chief Minister II and Sabah Minister of Finance, the programme reflects a shared commitment and collaboration between public, academic and private sector partners to help strengthen opportunities for youth development through sport.
Finance, officiates the launch of Coca-Cola: Bina Juara, a grassroots football development
programme by Coca-Cola and Universiti Malaysia Sabah (UMS) that brings sports science,
performance technology and coaching expertise to aspiring footballers and community coaches
across Sabah.
Developed in collaboration with UMS, “Coca-Cola: Bina Juara” goes beyond traditional football clinics by introducing participants to the role of sports science and data-driven performance development in modern football. The programme combines sports science expertise and advanced football technologies to help players better understand their strengths, identify areas for improvement and elevate their performance on and off the pitch.
At the heart of the programme are three key technology-enabled assessments: GPS performance tracking vests, AI-powered match analysis and smart ball performance testing. Together, these tools provide insights into a player’s physical preparedness, tactical awareness and technical ability, helping participants gain a clearer understanding of their game and how to improve it. Coaches also benefit from access to performance data and analysis that can support training plans, player development and match preparation.
“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,” said Claudia Chan, Senior Director, Public Policy, Coca-Cola ASEAN & South Pacific. “Through Bina Juara, we are helping make sports science and football development opportunities more accessible to young people who may not otherwise have access to them. By working with UMS and local football stakeholders, we hope to inspire greater confidence, discipline and ambition among Sabah’s next generation of football talent.”
Participants experience firsthand how professional athletes increasingly use data to train smarter and perform better. GPS-enabled performance vests track speed, distance covered and workload during training and matches. AI-powered match analysis provides insights into positioning, movement and decision-making, while smart ball technology assesses technical aspects such as kicking power, speed and ball control. The result is a more holistic approach to player development that combines coaching expertise with measurable performance feedback.
Ating and Ahmad Hilmi, gaining insights into players’ positioning, movement and
decision-making to identify areas for improvement and support player development.
A distinctive feature of the programme is its focus on developing both players and coaches. While young athletes receive personalised performance insights, community and school coaches gain exposure to analytical tools and methodologies that can strengthen coaching effectiveness and contribute to long-term player development within their teams and communities. By building capability among both groups, the programme is designed to support longer-term development within Sabah’s grassroots football community.
“Young footballers in Sabah possess tremendous potential, but many have limited opportunities to access modern sports science resources and professional development environments. Through this programme, participants and coaches are introduced to technology and methodologies that can help them better understand performance, make more informed decisions and continuously improve their game,” said Dr. Jorrye Bin Jakiwa, Lecturer at the Faculty of Education and Sport Studies, UMS.
Participants can also learn directly from former Sabah football figures, including ex-Sabah Football Club players Harith Naem and Muhammad Rozaimi bin Abdul Rahman, as well as former Sabah Football Club coach Jelius Ating, who share their experiences and insights with aspiring young footballers throughout the programme.
The programme brings together eight youth teams comprising players aged 16 to 21 from schools, academies and community clubs across Sabah. A follow-up assessment planned for 2027 will allow participants and coaches to track progress over time, reinforcing the importance of continuous improvement and long-term development.
Through “Coca-Cola: Bina Juara”, Coca-Cola and UMS aim to help expand access to sports science, coaching knowledge and development opportunities for young footballers in Malaysia, while supporting the continued growth of grassroots football in Sabah.
