Sports is hands down one of the best stress-busters after a long, hard day of hustling at work. This is a sentiment often brought up during my conversations with friends both within and outside of the industry, and — according to a sports culture index study — one echoed by more than two-thirds of the Malaysian population.

The challenges and joys of organising sports activities

Understandably so, considering sports offer far more than just the physical benefits of better bodily health; it also has a proven correlation with stress relief and improved psychological well-being. This is especially important for younger Malaysians like university students or working adults, many of whom do try to squeeze in time for a sports session with friends to unwind amidst a busy schedule.

Therein lies the problem: while group sports sessions are always fun, coordinating them usually isn’t.

Finding a date and time that works for everyone can already be a hurdle, but the real problem sometimes begins after. Slots in sporting facilities can fill up quickly, particularly in popular neighbourhoods and student hotspots, which can leave many groups scrambling to find a suitable alternative that is equally accessible and can accommodate the group’s needs. This in itself is a very time-consuming process, looking up courts’ availability on social media or even calling them directly. And this doesn’t even factor in last-minute cancellations!

I have personally encountered each layer of this problem — but let’s face it, who in the sporting community hasn’t at some point?

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This was a topic of heated discussion over a round of mamak with friends, which, as it turns out, ultimately led to us developing AFA Sports. AFA became a mobile app that specifically collates sporting facility information (such as opening hours, availability, and court options) from multiple sites, which will help fellow Malaysians easily find and book courts from just one platform.

But more than just being the brainchild of a few sporting aficionados, the AFA app was a real awakening for all of us who share backgrounds in data processing and information technology (IT). Sport is never solely about the on-court, in-game experience. It is also about how that experience can be altered and amplified within a community of like-minded sports enthusiasts.

In this sense, digitisation can be a game-changer — literally.

Digitisation: Transforming the sports landscape

Digitising and automating processes the way the AFA app does is only the tip of the iceberg. In fact, digital tools have the potential to completely transform the way Malaysians approach, enjoy, and engage with the sports they love.

There are already app features and platforms that bring sporting fans together for a friendly game or a community event. But more than helping consumers find each other, digital tools can also help connect the wider Malaysian sporting community to businesses that matter — sports facilities, equipment makers, even trainers and part-time coaches.

I am happy to share that AFA has recently introduced the highly anticipated “Activities” feature, which empowers hosts to organise both public and private events, providing users with exciting opportunities to participate in a variety of sports activities. With a seamless payment tracking system and user-friendly interface, AFA ensures a smooth and convenient experience for all.

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But that’s not all — AFA has even more in store! In the coming month, we are thrilled to unveil our upcoming Academies and Tournament features, further expanding our platform’s capabilities and offering users an even more comprehensive sports experience.

With a wider network at their fingertips, businesses can also look to expand their presence and infrastructure to keep pace. For instance, project management systems will ensure even large volumes of appointments (or any related data) can be made and tracked more seamlessly with minimal manual upkeep. Cloud-based booking infrastructure can also help sync data across multiple platforms or servers in live time, which is essential for time-sensitive or constantly shifting items like bookings.

In the larger picture, stronger integration of digital tools in the sporting industry will put it in a prime position to benefit from Malaysia’s rapidly expanding digital economy — which is projected to contribute a whopping 25 per cent of the nation’s overall economic growth.

The power of community

As with many other industries, digitising the multiple touchpoints in sports will open up a myriad of opportunities, starting with a more connected sports ecosystem that brings all the different stakeholders together, from casual sporting fans and small establishments to professional athletes and larger sporting organisations. The landscape will also be ripe for new markets and businesses to flourish, which can, in turn, attract more investors to grow sports locally.

The ‘big picture’ benefits may sound like very top-level business jargon, but ultimately the growth of the industry as a whole will trickle down to us: the everyday Malaysians who love sports and who love playing sports with the people we love (or people we will come to love)!

Nothing unites us quite like a Harimau Malaya or badminton match, a testament to how vibrant and dynamic the sports community already is in Malaysia. So just imagine how much more we can do when they’re supercharged with digital tools — and highly connected opportunities to do more together!

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Image credit: AFA

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