Malaysian agency leads Asian push for inclusive football development

KUALA LUMPUR: A Malaysian sports public relations agency, ShekhinahPR, has joined forces with Portugal-based Integrated Dreams to expand inclusive football development throughout Asia. This strategic partnership, finalized at the 2026 World Football Summit in Madrid, will have ShekhinahPR spearhead and carry out Integrated Dreams' initiatives in Asia, with a focus on individuals with disabilities.

The joint effort will encompass football development, leadership training, and education, with the intention of launching programs in Malaysia, Thailand, and Indonesia next year. ShekhinahPR's chief executive, Datuk Christopher Raj, expressed the significance of this partnership, stating that it presents a crucial opportunity to foster a more inclusive sports environment in the region.

He emphasized the honor for a Malaysian company to partner with a respected and mission-driven organization like Integrated Dreams, and reiterated their commitment to making football accessible to all, regardless of ability. Integrated Dreams' founder, Jose Soares, highlighted the collaboration's role in expanding the organization's presence in Asia, alongside local partners.

Soares stressed that inclusion goes beyond merely providing access to football; it's about creating opportunities for people with disabilities to lead, contribute, and build careers within the sports industry. This partnership builds upon the previous implementation of the Football For All Leadership Programme in Kuala Lumpur, which last year brought together 40 disabled participants from across Asia and Oceania for leadership and sports industry training.

The program, supported by the FIFA Foundation, aimed to equip participants with the necessary skills and knowledge to drive change in the sports sector.