Coca-Cola and UMS Launch “Bina Juara” to Develop Sabah’s Young Football Talent

Coca-Cola Malaysia and Universiti Malaysia Sabah (UMS) have introduced “Coca-Cola: Bina Juara”, a grassroots football development programme aimed at helping young players and community coaches in Sabah access sports science, performance technology and professional coaching expertise.

Officiated by Sabah Deputy Chief Minister II and Finance Minister YB Datuk Seri Panglima Haji Masidi Manjun, the initiative combines modern football assessment tools with coaching knowledge to help aspiring players understand their strengths and identify areas for improvement.

The programme uses three key technologies: GPS performance tracking vests, AI-powered match analysis and smart ball testing. These tools provide insights into players’ physical performance, tactical awareness and technical skills.

GPS-enabled vests monitor speed, distance covered and workload, while AI-powered analysis examines player positioning, movement and decision-making. Smart ball technology evaluates technical aspects such as kicking power, speed and ball control.

By combining these insights with coaching expertise, the programme aims to help players improve their performance while enabling coaches to develop more informed training plans and player development strategies.

Beyond technology, participants will also have the opportunity to learn from former Sabah football figures, including ex-Sabah FC players Harith Naem and Muhammad Rozaimi bin Abdul Rahman, as well as former Sabah FC coach Jelius Ating.

The programme involves eight youth teams comprising players aged 16 to 21, representing schools, football academies and community clubs across Sabah. Both players and coaches will benefit from exposure to sports science tools and modern training methods, supporting continued development within their local football communities.

According to Coca-Cola ASEAN & South Pacific Senior Director of Public Policy Claudia Chan, the initiative aims to make football development resources more accessible to young people who may not otherwise have access to professional-grade tools and expertise.

UMS lecturer Dr. Jorrye Bin Jakiwa added that the programme provides players and coaches with practical ways to assess performance, make better-informed decisions and improve their training approaches.

A follow-up assessment planned for 2027 will allow participants to monitor their progress over time.

Through “Coca-Cola: Bina Juara”, Coca-Cola Malaysia and UMS hope to strengthen grassroots football in Sabah by expanding access to sports science, coaching knowledge and long-term player development opportunities.