Maxim Events

What Maxim Events does

Maxim Events Sdn Bhd is a Kuala Lumpur–based youth football event operator founded in 2016 that organizes leagues, tournaments, tours, and camps for players aged 5–18. Its core products are anchored by Liga Suparimau, marketed as Malaysia's national youth football league, alongside the Maxim Cup Series and the Maxim Elite Series (including Maxim Elite Johor). The company serves grassroots and academy-level football demand across Malaysia, Thailand, and Brunei, drawing more than 20,000 annual participants and over 1,000 teams from 15 countries. Supporting infrastructure includes dedicated iOS and Android mobile applications for event discovery and registration, and the ROAR Ranking System for player and team performance tracking.

The business model is primarily participation-fee driven, with teams, academies, and parents paying registration and licensing fees to enter recurring leagues and tournament series. Commercial revenue is supplemented by title and category sponsorships — Subway serves as title sponsor of the Maxim Cup Series — and by venue partnerships such as the hosting of Maxim Elite Johor at Marlborough College Malaysia. Forward growth is concentrated in cross-border tournament launches: the 2026 introduction of Maxim Cup Phuket in Thailand and the Maxim AREA International Cup in Brunei extends the company's footprint into two additional markets.

In 2024 Maxim Events was awarded the Asian Football Confederation's Best Grassroots Competition, providing external validation of its standing in regional youth football. The company operates with a small team (1–10 employees) and remains bootstrapped, with no disclosed funding rounds. Its strategic posture is incremental geographic and product expansion rather than technology disruption, leveraging brand legitimacy and community scale as the principal competitive assets.

Name

Maxim Events

Legal name

Maxim Events Sdn Bhd

Website

https://maximevents.asia

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Maxim Events Sdn Bhd is a Kuala Lumpur–based youth football event operator founded in 2016 that organizes leagues, tournaments, tours, and camps for players aged 5–18 across Malaysia, Thailand, and Brunei, serving more than 20,000 annual participants from 15 countries through the Liga Suparimau, Maxim Cup Series, and Maxim Elite Series brands.

Ownership category

akta.pro rank

Product category

Youth Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYMPAGAMAF

Youth & Amateur Sports Tournaments

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Live Sports Events

SECONDARYMPAKAAAA

Association Football (Soccer) Leagues

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Professional Sports Leagues (Domestic & International)

SECONDARYMPAKACAE

Local Amateur Clubs & Community Sports Organizations

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

Keywords

• Youth football tournaments
• Grassroots football leagues
• Youth sports events
• Football tournament organization
• Youth football development

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tournament Registration Fees: Teams pay registration fees to participate in youth football tournaments and leagues across Malaysia and Southeast Asia

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Maxim Events organizes and operates youth football leagues, tournaments, tours, and camps for players aged 5 to 18 across Malaysia and Southeast Asia. The company runs Malaysia's official nationwide grassroots football league (Liga Suparimau) along with a portfolio of 7-a-side, 9-a-side, and 11-a-side international tournaments (Maxim Cup Series, Maxim Elite Series, Maxim AREA International Cup) in Malaysia, Thailand, and Brunei, with registration handled through its website and companion mobile applications.

Product overview

Maxim Events operates a portfolio of youth sports products centered around grassroots football leagues and tournaments across Malaysia and Southeast Asia. The core offering includes Liga Suparimau (Malaysia's national youth football league) and the Maxim Cup Series (Subway Maxim Cup tournaments in KL, Penang, Langkawi, Melaka, and Phuket) for 5-a-side and 7-a-side competitions, plus the Maxim Elite Series (higher-level tournaments in Johor, Penang, and KL featuring full-format matches). Mobile apps for the Maxim Cup and Liga Suparimau provide event management features including fixtures, scores, stats, schedules, and photo galleries. A ROAR Ranking System classifies tournaments by competitive level (Lions/Tigers/Panthers), and a photo gallery platform documents tournament moments.

Differentiator

Problem solved

Functional benefit

Brands

• Liga Suparimau: Malaysia's national youth football league - the backbone of youth football development in the country
• Maxim Cup Series
• Maxim Elite Series
• Subway Maxim Cup Series
• Maxim Cup KL
• Maxim Cup Penang
• Maxim Cup Langkawi
• Maxim Cup Melaka
• Maxim Cup Phuket
• Maxim AREA International Cup
• Maxim Elite Johor
• Maxim Elite Penang
• Maxim Elite KL
• KL Cup

Products and services

• Liga Suparimau Malaysia's nationwide grassroots youth football league serving as the backbone of youth football development in the country, covering players aged 5 to 18 across multiple states and districts.
• Maxim Cup KL (KL Cup) Malaysia's biggest youth football tournament since 2016, featuring 7-a-side boys and girls competitions from Under 6 to Under 18, held in Kuala Lumpur.
• Maxim Cup Penang

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• SubwaycoreGTM or Marketing PartnerSubway serves as the title sponsor for the Maxim Cup Series, branding tournaments as 'Subway Maxim Cup'. This includes the Subway Maxim Cup KL, Subway Maxim Cup Penang, and Subway Maxim Cup Langkawi events. The partnership provides naming rights and marketing association with Maxim Events' largest youth football tournament series.
• Marlborough College MalaysiacoreStrategic or Co-development PartnerMarlborough College Malaysia hosts the Maxim Elite Johor tournament at their Iskandar Puteri campus, providing 12 grass tournament pitches in one venue. The partnership enables the elite youth tournament with full-format matches in a premium sporting facility.
• AREA (Brunei Football Entity)coreStrategic or Co-development PartnerPartnership with Brunei-based AREA for the Maxim AREA International Cup tournament held in Bandar Seri Begawan, Brunei. The event combines Maxim Events' tournament organization with local football development in Brunei.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tiger Cup Singapore: Singapore youth football tournament organizer hosting international competitions for traveling teams. Directly comparable to Maxim Cup Series in tournament format, international team participation and youth demographic.
• Milan Junior Camp: AC Milan's global youth football camp and tournament program running international clinics and competitions for children. Comparable to Maxim Events in operating structured international youth football experiences, although globally distributed rather than SEA-concentrated.
• JSSL Singapore (Juventus Soccer School Singapore): Singapore-based youth football tournament and academy operator running competitive leagues and tournaments across Southeast Asia. Highly comparable to Maxim Events in operating model (tournament + league), target market (youth football) and regional footprint.

Broad incumbents

• Arsenal Soccer Schools: Arsenal FC's global youth football development program operating camps, clinics and tournaments worldwide. Comparable to Maxim Elite Series in premium academy brand positioning, though Arsenal Soccer Schools operates as part of a much larger professional football club portfolio.
• Manchester City Football Schools: Manchester City's international youth football schools running football development programs globally. Comparable to Maxim Events in providing structured international football experiences for youth, with broader brand reach and deeper resources.
• IMG Academy: Large US-based sports training and events operator running youth sports camps, tournaments and academies across multiple sports. Comparable in event operations and tournament hosting business, though broader in sport mix and geography.
• AYSO (American Youth Soccer Organization): Large US-based membership youth soccer organization running recreational and competitive leagues nationwide. Comparable to Liga Suparimau in operating a national grassroots youth football league structure, although on a much larger and more mature scale.

Regional players

• Bangkok International Football Academy: Thailand-based youth football academy and tournament operator serving the Bangkok/Southeast Asia market. Comparable to Maxim Events in regional youth football training and competitions, with overlap in serving elite Southeast Asian academies.
• Lion City Sailors FC Academy: Singapore Premier League club running a youth academy that competes in Maxim Elite Series. Comparable as a regional youth football participant/competitor; like other academy peers (JDT Youth, Makati FC), it represents both a customer and a potential organizing rival in SEA.

Emerging players

• Real Madrid Foundation Clinics: Real Madrid Foundation's international youth football clinics and social-sport programs across Asia. Comparable to Maxim Events in bringing global football brand experiences to emerging markets, with growing presence in Southeast Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/maxim-events

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maxim Events