Media Content - the company which markets the global television
rights of Manchester United, the Paralympics and the New Zealand Rugby
Football Union - has set up shop in Hong Kong with a view to helping
raise Asia's sports profile in the West.
Asia-Pacific vice-president Siabhan Graffius said that there was a
wealth of quality sporting events in the region, but few saw the light
of day in the West.
"In Indonesia, badminton is hugely popular, but where outside of Asia
can you watch this sport in connection with major tournaments just like
you would the English Premier League, the SuperBowl or the Olympics?"
she said.
She said Media Content was looking to export Asian sporting events into
international markets as well as import non-Asian events into the
region.
However, building international recognition of an event or a league is
no easy task.
"In the UK, tickets to soccer matches would cost about pounds 40 each
(about USdollars 25) including a drink and a hotdog. If well attended on
a regular basis, event organisers can invest in training, marketing and
infrastructure which combine to create a brand that people become
excited about.
"But in a place like Vietnam where the ticket price is about USdollars 2
each, it is difficult to generate the kind of cash you need to do a
proper promotion."
Mr Graffius said that one of the solutions lay in Media Content working
with sports federation on ways in which they could exploit the
broadcasting rights they held.
Media Content, she added, was well positioned to give impartial advice
because it was not aligned with any media owner.
