First AMMS Accept Malaysia's Proposal For Asean Sports Industry Year In 2013

By Ahmad Fuad Yahya YOGYAKARTA, Indonesia, 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, Malaysian Youth and Sports Minister 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. 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. "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 Malaysia