Pickleball's rising tide: Media Prima plays the long game
When Media Prima Berhad Group managing director Datuk Mohd Rafiq Mat Razali first picked up a pickleball paddle, he was hardly what one would call a sporting enthusiast.
Media Prima Berhad Group managing director Datuk Mohd Rafiq Mat Razali took up pickleball for the first time and found himself playing several times a week. He credits the sport's accessibility and social appeal for its growing popularity in Malaysia. The PPA Asia 1000 Leapmotor Kuala Lumpur Cup 2026, held from September 9 to 13 at The Hood in Kuala Lumpur, was organized with Media Prima as the official media partner, highlighting the sport's growth potential.
Rafiq emphasizes the sport's inclusivity, stating that anyone can start playing quickly and it brings people together across various social circles. Media Prima sees an opportunity to introduce pickleball to Malaysians and build a stronger connection beyond broadcasts. United Pickleball Association Asia (UPA Asia) managing director Kimberly Koh believes that turning initial curiosity into lasting participation is key to pickleball's sustainability.
She advocates for developing high-performance coaches, clear pathways for professional players, and introducing the sport to children early. Rafiq hopes that through wider exposure, more young Malaysians will start playing and potentially compete internationally. The Kuala Lumpur tournament serves as a platform for competition and visibility, while Media Prima's role is to help bring the sport closer to the public through various platforms, fostering both watching and playing experiences.
Written by urgent.news from New Straits Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
