Coca-Cola Bina Juara, a new grassroots football programme by Coca-Cola and Universiti Malaysia Sabah (UMS), is bringing sports science, performance technology and coaching expertise to aspiring young footballers across Sabah.
The programme was launched in Kota Kinabalu on 14 October 2026 and officiated by YB Datuk Seri Panglima Haji Masidi Manjun, Deputy Chief Minister II and Sabah Minister of Finance. It reflects a shared commitment between public, academic and private sector partners to strengthen youth development through sport.
Coca-Cola Bina Juara Closes the Sports Science Gap
Football talent is abundant across Sabah. However, access to sports science, performance technology and professional development remains limited for many young players and community coaches.
Coca-Cola Bina Juara was developed with UMS to address this gap. It goes beyond traditional football clinics by introducing participants to data-driven performance development, the same approach used in modern professional football.
“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.”
Three Technology-Enabled Player Assessments
At the heart of the programme are three key assessments. Together, they give insight into a player’s physical preparedness, tactical awareness and technical ability.
- GPS performance tracking vests measure speed, distance covered and workload during training and matches.
- AI-powered match analysis provides insight into positioning, movement and decision-making.
- Smart ball testing assesses technical skills such as kicking power, ball speed and ball control.
The result is a more holistic approach to player development. Coaching expertise is combined with measurable performance feedback, so participants experience firsthand how professional athletes use data to train smarter and perform better.
Developing Both Players and Coaches
A distinctive feature of Coca-Cola Bina Juara is its focus on coaches as well as players. Young athletes receive personalised performance insights, while community and school coaches gain exposure to analytical tools and methods.
Coaches can use the performance data to shape training plans, player development and match preparation. By building capability in both groups, the programme supports longer-term growth 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,” said Dr. Jorrye Bin Jakiwa, Lecturer at the Faculty of Education and Sport Studies, UMS.
“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.”
Learning from Sabah Football Figures
Participants also learn directly from familiar names in Sabah football. Former Sabah Football Club players Harith Naem and Muhammad Rozaimi bin Abdul Rahman, together with former Sabah FC coach Jelius Ating, share their experiences and insights with the young players throughout the programme.
It is a reminder that legends and mentors still play a big role in inspiring the next generation, much like the AllStar Legends Kuala Lumpur football event that brought football icons and fans together.
Eight Youth Teams and a 2027 Follow-Up
Coca-Cola Bina Juara brings together eight youth teams of players aged 16 to 21, drawn from schools, academies and community clubs across Sabah.
A follow-up assessment is planned for 2027. This will let participants and coaches track their progress over time, reinforcing the value of continuous improvement and long-term development.
Through Coca-Cola Bina Juara, Coca-Cola Malaysia and Universiti Malaysia Sabah aim to widen access to sports science, coaching knowledge and development opportunities for young Malaysian footballers, while supporting the continued growth of grassroots football in Sabah.
