SINGAPORE : Sports
is increasingly becoming a big part of economies around the globe and
Singapore is in a unique position to take advantage of opportunities to
transform itself into a hub of sorts, says world-renowned sports
marketing guru Patrick Nally.
Top of that list is the opportunity
to ride on the city-state's reputation as a top international financial
centre, and to extend that into a global business centre for sports.
Formula
1's impending public listing here is being closely watched by other
leading sports brands and, when it happens, could set things in motion.
While
he is full of praise for Singapore's capabilities, Nally said the
dearth of local sports business talent could stop the country from
gaining in a big way from the "monster" business opportunities in
sports.
Revered as the man who redefined sports marketing and
transformed the Olympics and FIFA World Cup into multi-billion-dollar
events, Nally said hosting big events such as the SingTel Singapore
Grand Prix from 2008 and the Youth Olympics two years ago only showed
off the country's organisational prowess.
The London native, who
was in town last week, told MediaCorp Singapore needs sports marketing
experts in the long term to drive all areas of sports if it is to become
a global hub.
"There are two things happening here," said the
64-year-old. "You have the big events where people come and go, and then
you have people struggling to try and make things work at the local
level.
"What you need are people who understand the business of
sports but I doubt there is a university here dedicated to providing a
masters degree course in it to equip them with the knowledge of how
sponsorship, television programming, licensing and legal structures
work.
"You have some agencies but they tend to be international
ones, who benefit in being here from a tax point of view but run their
own sports marketing for other parts of the world.
"Young talent
who see it as a career path must be developed because nobody I am aware
of is recruiting people out of Singapore as none are being trained in
that area here. And I'm talking about sports as a business, not sports
management. I think this is an opportunity missed."
Nally said
Singapore's key advantages are its reputation as a business hub and its
location at the centre of "a very strong Asian market".
The
country's uncanny ability for achieving things disproportionate to its
size has also given it the tools to use sports to take its success to
another level.
And if Singapore succeeds in attracting other
major sporting brand properties aside from Formula 1 to float here
eventually, it will be in pole position to take on the mantle as the
financial centre for sports.
"If Singapore was suddenly home to
the 10 or 20 biggest sporting brands, it would be in a strong position
to be a global Forbes 100 list," Nally said.
"Internationally,
sport is a monster, a massive industry. It is not about what can happen
here within the limitations of your five million people, but the impact
you can have on the billions of people on a global scale. Your
limitation is only down to creativity."
Nally insisted if
Singapore is investing so much in bringing big events like Formula 1
here and building a sports hub, its longer-term objective must first
start with education.
"If you look at the amount of money that
the country is investing in sport, my goodness just put a small
proportion into education so that people understand the sports industry.
It will actually reap substantial dividends," he said.
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