Projected value £101 billion
The outlook for Scottish companies and sports marketing/consulting firms sourcing work around major events in Asia is positive in China, Japan and South Korea (although those markets are traditionally hard to break into by Western
companies) with opportunities also available in Malaysia, Singapore and India.
China, Japan and South Korea all offer major opportunities for Scottish companies. In addition Malaysia and Singapore are also developing major events strategies that may require outside help.
The Singapore government announced in 2013 that it would boost its spending on sports programmes and infrastructure by more than £133 million through to 2018 to build a strong sporting culture.
Following a lull in hosting major sporting events after the 2008 Beijing Olympics, China has been busy securing a raft of events over the coming years including the 2022 Winter Olympic Games.
Similarly, Japan is set to host the 2017 Asian Winter Games, the 2019 Rugby World Cup, the 2020 Olympic Games and the 2021 World Masters Games. Japan made history by being the first Asian country to be awarded hosting rights for a Rugby World Cup.
Hosting the tournament in 2019 is expected to increase the popularity of the sport in the country. The event will reportedly cost approximately £145 million to stage.
With rugby being a developing sport in Japan and Asia as a whole, there may be opportunities for Scottish companies with expertise in that particular sport to explore the market further.
Tokyo is 2020 Summer Olympic Games. Fuelled by the city’s dynamic atmosphere and youth-driven culture, the event has an important role to play in Japan’s spiritual and physical recovery efforts following its 2011 national earthquake tragedy.
Turning to South Korea, UK firms who worked on the construction of 2012 Olympic Park in London, have already been invited to the country on government trade missions in attempt to win lucrative contracts ahead of the 2018 Winter Olympics.
The budget for the infrastructure development of PyeongChang 2018 amounts to £4.1 billion with another £330.7 million being invested in the ‘Drive the Dream’ legacy programme.
Elsewhere in Asia, there is a growing recognition that India, a country of 1.2 billion people, will one day stage the Olympics. It is one of the few market places the Olympics has not broken into; as demonstrated at the 2010 Delhi Commonwealth Games in which India finished second in the medals table, its population has discovered and taken up sports other than cricket.
India also continues to attract cricket events and will host the 2016 ICC World Twenty20.