YOGYAKARTA, Dec 14 (Bernama) -- Calling on Asean to realise the potential of
sports in a region of 600 million, slightly less than 10 per cent of the world
population, Malaysia has proposed that 2013 be the Asean Sports Industry Year.
The proposal, presented at the first Asean Ministerial Meeting on Sports
(AMMS) here, was accepted and will be followed up at the second AMMS Senior
Official Meeting (SOM) in Kuala Lumpur next year.
In presenting the proposal, Youth and Sports Minister Datuk Seri Ahmad
Shabery Cheek cited the immense demand by the Asean population for the sports
industry to grow as a big business.
"PriceWaterhouseCoopers estimates the global sports industry will be worth
US$133 billion in 2013. We can and should exploit this opportunity in what is
relatively an untapped market for Asean,” he said, addressing at the meeting at
this old capital of Indonesia Wednesday.
Ahmad Shabery said the proposal would be further discussed at the second SOM
of AMMS in Malaysia next year, when a plan will be devised for the Sports
Industry in Asean to contribute to and maximise the benefits of formation of the
Asean Community in 2015.
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SHABERY-INDUSTRY 2 YOGYAKARTA
The minister was optimistic that the sports industry will benefit Asean, as
Europe has benefited since the formation of the European Community in 1993, when
the free movement of trade within the area accelerated the growth of their
sports industry.
"In football today, UEFA made US$1.83 billion in 2010 while FIFA registered
a lower revenue of US$1.28 billion. In short, UEFA made 42 percent more income
than even the world''s governing body," he said.
The formation of the European Community, he said, has unlocked valuable
commercial opportunities within sports through an open market, allowing larger
cross-border transactions in sponsorships, player transfers, licensing and
merchandising; an increase in gate receipts; sports tourism; and broader
distribution of television content.
It has also allowed for the growth of support services such as sports
medicine, sports marketing, sports-related courses, legal advice on intellectual
property, venue management, event management, sports administration, playing
turf experts, and many more.
The key to a successful and sustainable eco-system in sport is the tandem
effect of an exciting league with compelling broadcasting content, which forms
the business model of successful professional sports systems, from the National
Football League or NFL in the United States to the Barclays Premier League in
the United Kingdom.
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SHABERY-INDUSTRY 3 (LAST) YOGYAKARTA
"Sky Television in the United Kingdom has been heavily dependent on the
English Premier League since its inception in 1992. In the first five years, 304
million pounds was paid by Sky to the Barclays Premier League.
"The latest television-rights package for three years was bought for 1.78
billion pounds. Generally, television rights represent about 40 percent of a
professional clubs total income," he said.
In Asean, Ahmad Shabery said, a similar successful model can be seen in the
AFF Suzuki Cup, which has generated the highest television viewership in the
Asean region.
"This demonstrates how the strong, friendly rivalry between Asean nations
can be converted into financial gains in sport. Do or die, we will get behind
our respective nations when it comes to sport," he said.
Another proposal by Malaysia accepted at the meeting was the development of
human capital and volunteerism in sports within Asean, a move toward providing
the necessary support to solidify the base that makes up the sports industry.
"Human-capital development is not only limited to sports studies, but also
to provide highly competent expertise in the areas of law, finance,
broadcasting, marketing, public relations and journalism tailoring to sports
needs," he said.
Malaysia, he said, will accommodate volunteers from all Asean countries when
it plays host to the AFF Suzuki Cup next year and he hopes Myanmar will do the
same for the SEA Games.
-- BERNAMA
AFY JS