BFM 89.9
The Business Station
Beyond the Bib: The Business of Sports Marketing
36 mins·11:00, 21 Oct 2025
Beyond the Bib: The Business of Sports Marketing
36 mins
·
11:00, 21 Oct 2025
·
Recommended
37 mins
39 mins
Guest: Datuk Stuart Ramalingam (Founder), Sportsintel
There was a time when marathons were for the serious enthusiasts, and fun runs were community events — a way to get people moving, raise funds, or build brand goodwill.
Today, you can find several runs happening on the same Sunday morning, sometimes at the same location with different starting points. What was once about fitness or CSR has become a crowded race for branding, sponsorship, and social media impressions… Or, is it?
So, what’s really driving this wave — purpose or publicity? And what can Malaysian brands learn from football and Formula 1, where sponsors don’t just fund the show, but shape it?
Datuk Stuart Ramalingam, Founder of Sportsintel, joins us to explore how Malaysian sports marketing can move beyond logo-plastered events toward authentic fan engagement, sustainable partnerships, and smarter storytelling.
Presenter: Richard Bradbury
Producer: Carol Wong
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