About KKBX Sports

KKB X Sports Management is one of the nation’s leading sports management companies, representing clients across Malaysia. Headquartered in Kuala Lumpur, the firm engages top level sports management professional and executives who have worked locally and internationally in the sports industry for last 30 years. Our mission is to deliver top level sports management services to our clients. Based on special request, we offer customization and co-create sports events and private functions, and have successfully secured and delivered our clients sports events in the past 5 years.

Executive Summary

KKB X Sports known as Kuala Kubu Bharu X Sports, is a business division of the Trendline (Malaysia) Sdn Bhd (866112-K) has diversified its business nature as ‘the Sports Management & Sustainability Company’ is positioning itself towards more meaningful cause by advocating and championing Climate Change through sports as its agents and its core business nature. Based on recent gathering in Glasgow, UK 2021 at the United Nation Climate Change Conference (COP26), KKB X Sports realizes it’s true passion and purpose of delivering its business towards more meaningful ways especially collaborating sports elements to support and champion climate change that has gone from being a fringe issue to a global priority with most experts believing that it has a unique urgency.

Therefore, we at KKB X Sports totally aware that Climate change is one of the most pressing issues of our times. Sport plays a key role as part of the solution as sport is a key social platform that can reach and influence millions of peoples worldwide and raise awareness on climate change, promote a culture in favour of climate action, and champion sustainable behaviours.

We believe sport has its’ unique position to be part of the solution for several reasons. Its broad social platform makes it a strategic tool in influencing people’s attitudes; its reach extends to almost all geographical areas and social backgrounds. Billions of individuals are involved in sport either as spectators, practitioners, or facilitators. Sport can play an important role in educating and raising awareness towards global warming and more broadly environmental issues, including promoting a healthy, sustainable lifestyle.

KKB X Sports finds the urgency to address climate change as it is growing every day. As we rebuild back better and stronger from the social, political, and economic aspects as a result of coronavirus disease (COVID-19) pandemic, there is an opportunity to rethink and restructure the relationship between sport and climate change, and support and expand the efforts already underway.

While sport diplomacy is already exemplifying the positive impact that the pursuit of sport can have, it is time to expand on that mission, to build upon the foundation already laid and tackle climate change through sport.

Therefore, KKB X Sports will be the driving force to tackle climate change by reducing climate footprint, while governments and international organizations facilitate this goal by setting right policies and guidelines.

What We Do

We at KKB X Sports covers all aspects of sports business and we are one stop solution centre positioning ourselves as a leader in Sports Management and Sustainable model in Malaysia. We offer a boutique approach applying our 100 plus years of combined experiences to ensure that each client and stakeholders receive comprehensive and highly specialized services to succeed their set goals.

Our business module supports on current issues across 3 key areas of sustainability on environmental, social and economic which is a global priority that needed urgent solutions. Sport has the power to deliver messages across every individual to live a purposeful life that leads a better future for our next generations.


Our Vision is to develop and promote Sports activities, events, tournaments and education in Malaysia, South East Asia and Asian region in more meaningful and sustainable way that delivers tangible benefits across 3 main areas of sustainability on environmental, social and economic.


  • To use sports as an educational tool to create awareness and educate our current and future generations on its impact towards environmental, social and economic.
  • To promote participation, inclusion, human values, acceptance of rules, discipline, health promotion, non-violence, tolerance, gender equality, teamwork, safe sports, among others.
  • To use sports as a vehicle that demonstrate and deliver values that can reshape the foundation of human society. 
  • In sports, one learns that there are no barriers in terms of social, political and ethnic aspects.
  • To use sports as a powerful universal framework to unite people from all walks of life towards a common goal. It creates opportunities for individual growth, improves physical, mental, and emotional health, as well as developing confidence and a sense of empowerment.
  • More meaningful benefits for sponsors, brands, donors, private organizations and government agencies to align their vision, mission and corporate social responsibility (CSR) with us to deliver their campaigns on our 3 key areas of sustainability on environmental, social and economic within safe sports environment.
  • To work with International, Asian, National Sports Associations/Federations to establish proper procedures, policies and obtain their sanctioned/endorsement prior to any of our sporting events, activities, etc.
  • To create job opportunities for those in sporting fraternity especially retired athletes, Olympians, sports management personnel and those interested in sports business to continuously improve and refine existing knowledge among the pool of talents in sports management industry.
  • To develop Kuala Kubu Bharu (KKB) as a ‘Talent Development Sports Hub’ in Selangor, Malaysia to produce and groom future world class athletes in short, middle- and long-distance runners and other sports to represent state and national team.

Our Promise

Our promise is a commitment to doing whatever it takes to help our clients reach their highest level of personal and professional success in their investment in Sports. We have developed a comprehensive management structure that support every aspect of good governance, accountability and transparency that forms a harmony synchronization into our 3 key principles areas that delivers tangible benefits of sustainability on environmental, social and economic in Sports industry.