 |
| Sir Dave Richards explaining a point in a panel discussion yesterday as (from left) Prince Ali bin al-Hussein, Haroon Lorgat and Bernard Lapasset look on |
That was the view of some participants at a panel discussion ‘New frontiers: rewards, and challenges to growing a sporting brand in new markets’ held as part of the International Sports Security Conference at Qatar National Convention Centre (QNCC) yesterday.
Each panellist put forward arguments to support the games in which they are involved and spoke about promotional activities in new markets without state patronage and only through the efforts being made by their local patrons.
While FIFA vice president Prince Ali bin al-Hussein explained strategies for successful implementation of a game in a new market, Football Association Premier League chairman Sir Dave Richards reiterated football had its beginnings in England and its people are born into this sport than any other sport there all along.
“We are the custodians of the game at the world level and hence we are duty-bound to work for its future development everywhere,” insisted Sir Richards while explaining the efforts made by English FA to telecast its Premier League to 211 countries.
He said the FA is spending close to $200mn annually on education, health, welfare and countering drug abuse as part of its mission to promote the game in poor countries across the world where football is played by a large number of players at different levels.
He elaborated on the steps initiated by FA to rein in the activities of betting syndicates, which he said is mainly dominated by the Chinese and Nigerians.
International Rugby Board chairman Barnard Lapasset spoke about initiatives being made by the forum to promote the sport in new territories such as India, Pakistan, Morocco, Iran and Singapore and the success in sending a message to the sport enthusiasts in those countries.
Though working closely with the Olympic Committees in those countries, promotion of a sport is carried on by its own by newly-affiliated associations.
“Integration of local communities into a sport regardless of their religion, race and colour is foremost for success in any territory,” said Lapasset, recalling the efforts made by his organisation in such countries as Iran and Morocco.
“We explored a range of possibilities before embarking on a major mission to promote rugby in Iran. Once having explained about different forms of competitions within rugby, the local promoters in Iran chose their own options and provided useful support to make it appealing to enthusiasts,” he said.
International Cricket Conference CEO Haroon Lorgat said though cricket used to be an expensive game, it no longer is considered so as its appeal has now gone to over 100 countries.
“Right now, we have the game played in as many as 105 countries all over the world and the number is still growing,” he said while explaining the strides made by the game across the globe.
“It is the successful implementation of the game through a systematic approach in its new territories that won cricket so much of fans all over, “he recalled.
While the introduction of the 20:20 version of the game has contributed to its extensive appeal in new territories, among the traditional followers the older version of one-dayers and Tests continue to be a big draw. “This is enough to prove that it is opportunities arising in a game that is making it popular or not in a new territory,” he said.
While speaking about the activities of the betting syndicate in the game, Lorgat said unless everyone involved in the promotion of the game is actively involved it is extremely difficult at this juncture to check the activities of those scheming manipulations.