They say all good things come to an end, and the Malaysian Grand Prix’s absence has left a void only its return can fill.
Whispers of a Formula 1 comeback are growing louder. News Hub Asia’s international sports correspondent, Rhys Ryan, sat down with Nordin Abdullah, founding chairman of the Malaysia Global Business Forum, for an in-depth discussion on the possibility of a Formula 1 comeback that could reignite Malaysia’s economy and boost the nation’s global image.
The Sepang International Circuit is more than just a racetrack, it is a powerful symbol of Malaysia’s potential. It is a force waiting to be unleashed as a potential catalyst for Malaysia’s economic growth, as a stage to showcase the nation’s ambition, and as a track that promises a Grand Prix experience unlike any other.
Formula 1’s evolution towards greater fan engagement aligns perfectly with Malaysia’s vibrant energy. While concerts with stars like Ed Sheeran and Coldplay draw impressive crowds to Bukit Jalil, a Grand Prix weekend would amplify Malaysia’s excitement to a global audience on live television, highlighting it as a must-visit destination.
The Malaysian Grand Prix needs a fresh start. The old model of relying heavily on government-linked sponsorships is not sustainable. As Liberty Group is reshaping Formula 1 with a focus on fan engagement, Malaysia can capitalise on this. Petronas, a Malaysian success story, demonstrates the power of embracing this new direction.
Petronas’ partnership with Mercedes AMG Petronas F1 Team and its sponsorship of the Sepang International Circuit highlights the potential to create thrilling, immersive experiences that fans crave. It is proof that Malaysia can successfully attract both sponsors and a global audience by adopting this approach.
“Hosting a Formula 1 race is a huge undertaking, especially for developing countries,” Nordin Abdullah admits. “But the potential rewards are massive. By businesses, tourism bodies, and the government working together, Malaysia can secure its place again on the Formula 1 calendar.”
A Malaysian Grand Prix could transform Malaysia’s tourism landscape. While the value of the Ringgit may be a challenge for organisers to host the Malaysian Grand Prix, it is an opportunity to position the Malaysian Grand Prix as a cost-effective fan-friendly event for locals and tourists alike. Nordin proposes creative solutions like partial sponsorships in Ringgit or adjusted cost structures to leverage this opportunity.
The key is attracting high-end tourists with unique experiences. “Success means every state, resort, and hotel is full the week before and after the Grand Prix,” emphasises Nordin.
The Malaysian Grand Prix may also look to establish its own distinct identity and need not look further than its close neighbour, Singapore, to learn from its success. “Done right, both races could promote each other,” believes Nordin.
With the right strategy coupled with a slick marketing approach to generate social media buzz, Malaysia could write an exciting new chapter in its storied history with Formula 1. The Formula 1 world is missing Malaysia, and as Nordin observes, the nation is poised for a spectacular comeback. Bringing back the Malaysian Grand Prix is a chance to revitalise the branding of Malaysia and reclaim its place at the forefront of global motorsport.
*This article was written by Rhys Ryan, News Hub Asia’s international sports correspondent, who has a deep interest in sports and sports diplomacy. Rhys is also a communication professional, content strategist and social media enthusiast.
