An action-packed sporting season awaits APAC

With the events calendar filling up fast this year, the region's sports sector is primed for growth and opportunity.

Major sporting events such as the Singapore Grand Prix and Qatar's FIFA World Cup will kick off in the coming months.
Major sporting events such as the Singapore Grand Prix and Qatar's FIFA World Cup will kick off in the coming months. Photo Credit: Gettyimages/haizon

The Asia-Pacific region has experienced a packed sporting calendar in recent months. Last July, Japan staged the biggest sporting event in the world - the Summer Olympics, while Beijing was the host for the 2022 Winter Olympics, with the Paralympics closing ceremony taking place just a couple of weeks ago.

Looking forward, the Asian Games are taking place in Hangzhou, China in September, while the first women's Rugby World Cup to be held in the southern hemisphere will take place in New Zealand in November, having been postponed from 2021 owing to the Covid-19 pandemic.

There’s also the Singapore Sevens on 9-10 April and the Singapore Grand Prix at the end of September. Meanwhile, Singapore also recently launched a bid to host the World Athletics Championships in 2025. If successful, this would be the first time the event will be hosted in Southeast Asia.

All eyes however are likely to be on the biggest prize in sport, the FIFA World Cup, which kicks off in Qatar in November. Singapore-based cryptocurrency exchange app Crypto.com announced last week that it will be an official sponsor of the tournament, and the event has historically provided brands with a host of corporate hospitality and activation opportunities.

Top sporting events trends

PwC’s 2021 Sports Survey, titled ‘Sports industry: ready for recovery?’, released last September, pointed to how technology is playing a crucial role in sector recovery post-pandemic, and that event organisers will continue to coordinate with public health authorities to stage safe events.

‘Sport CEO Survey - APAC’, a survey released in April 2021 from sport strategy consultancy Portas, highlighted the challenges and opportunities in the sports and activity sector and explores the trends that will define 2021 and beyond. It points to how sport CEOs are optimistic about the recovery of the sports industry in the coming three years and earmarked trends such as higher investment required to acquire and retain fans and the growth of women’s sport.

SportNXT, a global sport thought and leadership summit, is taking place in Melbourne next month, from 6-8 April. It will examine the ongoing impacts and outcomes of the pandemic on sport, the implications of climate change for sport and offer insight on crypto, tokens, collectables and asset-based gaming.



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