Few people understand the passion of fandom like Roshan Bose, Chief Executive Officer of Living Minds. From introducing LaLiga to Malaysia to championing women’s football, Roshan has helped turn sports into a cultural ecosystem that extends far beyond the stadium — from the roar of the crowd to streetwear, sponsorships, and everyday identity. He proves that sports is more than entertainment; it is community, culture, and currency.
At the 21st Malaysian Media Conference on November 4, Roshan will explore The Rise of the Game — how fan culture is reshaping media, lifestyle, and loyalty in new and unexpected ways. We sat down with him to chat about fandom, sports, and what’s in store for his session.
You’ve said sports is a “social glue.” What’s the strongest example of that you’ve seen in Malaysia?
The best example to explain that is whenever Malaysia plays in any sport, you see all races getting together and supporting the team whether at home or at a mamak or even at a bar! Being in a multi racial country, our opinions are divided but sports is one thing that brings us all together as a nation.
Women’s football is rising, but how do we avoid tokenism in its marketing?
We need to lead with purpose and conviction. The storytelling element is really powerful in women’s football given their challenges over the years to be on par with the men’s game. We’ll be launching the first women’s football documentary in December. We sent a production crew to New York to film a Malaysian girl playing in a club there and we hope that this documentary will elevate the women’s game in our country and motivate more girls to play football. It will be aired on Astro and on TikTok as a series.
Fans are loyal, but also fickle. How do brands survive the backlash when a team or player stumbles?
To build affinity with a fan base, the brand will need to stick through the athlete or team through thick and thin. Sports fans are passionate and to tap on that emotion, the brand needs to be present regardless of the ups or downs. The brand’s purpose must be aligned with the athletes or the teams not just for clicks or likes, it goes a long way if you get this right.
In your view, what’s more powerful for brands: star athletes or grassroots fan culture?
I believe there needs to be a mix of both. Star athletes bring great awareness and good brand association but grassroots fans are where you get much closer to the fans. The opportunity to engage with 80,000 people in a stadium on a matchday is a very powerful tool and if done right, will last a lifetime because an experience in a high level sports match is something money can’t buy.
Beyond stadiums, what unexpected spaces are becoming arenas of fandom?
Our phones! Mobile gaming is booming, especially with the younger generation. Some of the games have 1 million active users per day in Malaysia, imagine that as a platform for a brand.
If LaLiga was your proudest moment, what would you want to export from Malaysia to the sports world?
My proudest moment would be working with our national team and being Malaysian, nothing beats that feeling. If I had a chance, I would export our athletes to the global stage. Our athletes are very talented and are able to compete but there’s always this sense of fear in them coming from a small country like ours. This boils down to fundamentals like education, upbringing.. It’s a long road, hopefully one day we’ll get there.
What are the notable behaviour trends for this category we need to look out for when deciding on media channels?
The imminent switch from long form to short form content. A 90-minute football match may not be as valuable as the highlights the day after moving forward. TikTok became a partner for UEFA competitions and this move has shifted the content landscape. 2026 is the year of the World Cup, content distribution will be a challenge in this part of the world as the matches are played in the US, Canada & Mexico. Best to plan ahead!
On November 4th, the 21st Malaysian Marketing Conference brings together media strategists, brand leaders, storytellers, and cultural observers to share case studies, fresh data, and lived experiences from the frontlines of tribe-driven marketing. Learn more: https://marketingmagazine.com.my/mmc/2025/
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