AusLeisure

Having been named the best sports city in Asia at the biennial World's Ultimate Sport Cities Awards in May, sports entertainment consultancy and research agency, the gemba group believes that Singapore could become one of the world's top sports cities.

In an interview with Singapore newspaper Today, Australian-based gemba Director Rob Mills explained his belief that Singapore could become the sports hub of Asia.

Mills (pictured below) stated "Singapore is quite unique in that you have a relatively small population but a huge corporate sector and a government investing heavily in sport.

"If (a) sports hub is defined as having a (location with a) strong sector and regional footprint, then Singapore is probably in the best place to do that.

"Japan doesn't necessarily have that regional element (while) China's not anywhere near it and just doesn't have that sports culture at the moment.

Citing Singapore's ability to host major events such as the SingTel Formula 1 Singapore Grand Prix night race in recent years and the inaugural Youth Olympic Games in 2010, and the opening of the S$1.33 billion Sports Hub in April 2014 - with big brand franchises and events like the NBA, Twenty20 cricket, English Premier League and IAAF World Championships possibly in the pipeline Mills expects Singapore's reputation as a sports city to be further enhanced.

However, Mills sees China as a potential major competitor, particularly if the Chinese government decides to start investing in bringing major sporting events to the country.

Mill adds "China's got a lot of infrastructure, has the financial capability and capacity and is a very attractive market to a lot of sports like the NBA.

"If the Government decided to make a significant push, it probably would be (a strong competitor)."

gemba - which counts Toyota, adidas, Quiksilver, the Australian Football League, Tennis Australia and Cricket Australia among its clients - wants to expand its presence in Asia and Singapore, and work with sports organisations and companies on commercialisation opportunities and strategies.

Mills has identified a committed government, infrastructure, co-operative corporate sector and a local audience with a strong connection with sport as key areas for Singapore's long-term sporting development.

However, he sees Singapore's domestic sports scene as facing many issues such as low levels of sponsorship, concluding "there could be two factors driving that.

"It could be those sports haven't been good at selling themselves and that's a common global challenge. It's either that or that the corporate sector hasn't fully recognised the opportunity in sponsorship.

"That's where our subsequent research will be."

For more information go to www.thegembagroup.com

Main image shows the Singapore Formula 1 night grand prix.

24th May 2012 - SINGAPORE NAMED ASIA’S ULTIMATE SPORTS CITY

18th April 2012 - GEMBA EXPANDS WITH KEY APPOINTMENTS

5th April 2012 - RESEARCH SHOWS THE EFFECT OF THE RUGBY WORLD CUP ON KIWIS’ PASSION FOR RUGBY 

5th January 2012 - GEMBA ANNOUNCES NEW VENUES AND FACILITIES DIVISION

23rd September 2011 - SINGAPORE GRAND PRIX SELLS OUT 

Share your news. If you have industry news that you’d like us to include in Australasian Leisure Management, or if you have any ideas of new industry topics that you’d like us to focus on, then please just contact us at leisure@ausleisure.com.au with details. We rely on industry contributions, and remember, our content is not paid for advertorial.

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.