THE national football team have delivered results and instilled belief through their 4-0 victory against Vietnam at the 2027 Asian Cup qualifier in Bukit Jalil just after six months under head coach Peter Cklamovski.

There is another key figure, though, who has also been quietly shaping the future and it’s Rob Friend of Canada, the Harimau Malaya’s chief executive officer (CEO). Friend opens up about the progress made, the vision driving the project, and what lies ahead.

Q: Can you share your experience after six months as CEO here?

A: It’s been incredibly fulfilling. The passion for football in Malaysia is undeniable – from the fans to the players, and the people working tirelessly behind the scenes. Over the past six months, our focus has been on bringing structure, clarity, and a long-term vision to the national set-up. We’re not just managing a team; we’re laying the foundations for a system that reflects the aspirations of the nation.

Q: What are your thoughts on the win over Vietnam?

A: Beating a strong side like Vietnam wasn’t just about securing three points but making a statement on and off the field. It showed that we are serious about elevating the country’s footballing standards. For us, this feels like the start of something truly special. It energises the entire ecosystem and instils belief in the players, validates the coaches’ work, excites the fans, and attracts the attention of partners and investors. It helps build credibility and trust as we pursue more ambitious goals.

Q: Does this win validate the recent investments in players, coaches, and infrastructure?

A: Absolutely. This result reflects our vision. But it’s only the beginning. We must continue challenging the status quo and invest in grassroots, infrastructure, coaching development, and ensuring Super League clubs are aligned with the national vision.

Both Peter and I recognise that while this win was a key milestone, it’s only the beginning. There’s still a long journey ahead. The leadership of The Regent of Johor, Tunku Mahkota Ismail, is the catalyst for this transformation. To raise our standards, we must consistently challenge ourselves against top-tier teams. Our game against Cape Verde (friendlies) highlighted the value of that. We’re currently working on exciting opportunities for the September window.

Opening the floodgates: Malaysia’s Joao Figueiredo scoring the first goal in their 4-0 win over Vietnam in the Asian Cup qualifier on June 10. — AFP

Q: How does a result like this help us commercially?

A: Football thrives on emotion and momentum. When the national team perform, they drive visibility, fan engagement, brand value, and uplift the entire ecosystem. Sponsors want to be part of a journey. These results give us commercial leverage and help us work toward a more sustainable football economy.

Q: Peter mentioned internal politics, betrayal, and obstacles. These issues exist everywhere, but how are you managing?

A: Politics in football are inevitable, but they cannot be allowed to derail progress. Our responsibility is to build trust, ensure transparency, and create a high-performance environment where decisions are based on merit and long-term benefits and not personal agendas.

Football has the power to unite people like few other things. This win can be a turning point. Constructive criticism is welcome as it drives improvement. But we also need to move towards solution-oriented dialogue, accountability, and collaboration. The fans deserve a football culture they can be proud of – and that starts with everyone pulling in the same direction.

Q: How did the process of bringing in mixed-heritage players come about and will there be more?

A: It begins with identity and connection. These players didn’t need convincing. Their passion for representing Malaysia was evident – Rodrigo Holgado bleeding for the jersey was symbolic of that commitment (during the Vietnam game). We have a robust scouting system using global data and networks, and we’ll continue identifying talent abroad with Malaysian roots who want to proudly wear the national colours.

Q: Where does it put the local development and what’s done to strengthen it?

A: We’ve been clear from day one that heritage players can raise the bar, but they’re not the long-term solution. The real work lies in the grassroots: improving coaching standards, expanding access, and investing in infrastructure. We’re actively engaging stakeholders across the country to align efforts and create a sustainable development pipeline.

Q: What are the areas Malaysia still needs to improve on to consistently compete with South-East Asia’s best?

A: Success won’t come from isolated wins. It demands consistent, long-term work across every layer of the ecosystem.

It starts with grassroots and in investing in youth development, coaching education, and providing clear pathways from academy to professional levels. Infrastructure is equally important.

We need high-performance centres across the country, better facilities, and access to modern sports science. Collaboration with the Malaysian Football League (MFL) and clubs is crucial to raise performance standards and also fan engagement and building a culture that fosters pride, passion, and growth.

Q: How can stakeholders – clubs, FAM, fans – come together to ensure this is not a one-off moment?

A: I’ve always said Malaysia is a sleeping giant in football. Now is the time to wake up. This moment should rally all stakeholders to come together, commit to higher standards, and collectively push Malaysian football to where it truly belongs.