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Malaysia national team CEO Rob Friend (L) shakes hands with Johor Crown Prince and Johor Darul Ta'zim president Tunku Ismail after Malaysia beat Nepal 2-0 in the 2027 Asian Cup qualifiers, at Sultan Ibrahim Stadium on March 25, 2025. Photo by MalaysiaNT |
The emphatic win at Bukit Jalil ended an 11-year winless streak against Vietnam and restored hope within Malaysian football. A week after the match, Friend said the significance extended beyond the pitch.
"It showed that we are serious about elevating the country’s footballing standards," Friend said in an interview with The Star. "For us, this feels like the start of something truly special. It energizes the entire ecosystem and instills 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."
Friend, a former Canadian international, arrived in Malaysia earlier this year alongside head coach Peter Cklamovski. He was chosen for his strategic vision and experience as co-founder of the Canadian Premier League. Friend previously played for European clubs such as SC Heerenveen, Borussia Monchengladbach and Eintracht Frankfurt.
He credited Johor Crown Prince Tunku Ismail, also president of Malaysia’s biggest club Johor Darul Ta'zim (JDT), for driving the transformation of Malaysian football over the past six months. That include high-profile friendlies, such as against African side Cape Verde, and the integration of seven high-quality naturalized players of Malaysian descent.
12 players of Malaysian descent and three naturalized foreign players are currently part of the national squad. Against Vietnam, nine of the starting eleven were naturalized players, with Joao Figueiredo (Brazil), Rodrigo Holgado (Argentina), Lavere Corbin-Ong (Barbados), and Dion Cools (Belgium) all scoring, making it Malaysia’s biggest-ever win over Vietnam.
"It begins with identity and connection. These players didn't need convincing," Friend added. "Their passion for representing Malaysia was evident. 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 colors."
Still, Friend emphasized that naturalized talent is not a long-term fix. The victory over Vietnam, while significant, must serve as the foundation for sustainable football development.
"Success won't come from isolated wins," he said. "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."
Asian Cup qualifiers: Malaysia 4-0 Vietnam
Friend and his colleagues are focused on grassroots development and making the Malaysia Super League (MSL) more competitive. Over the past decade, Malaysia's youth teams have struggled against those from Vietnam, Thailand and Indonesia. JDT's dominance in the MSL, winning the last 11 titles, has highlighted the league's imbalance.
"I've always said Malaysia is a sleeping giant in football. Now is the time to wake up."
