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Taiwan should Host more World-class Sporting Events in the Post-pandemic World

Taiwan should Host more World-class Sporting Events in the Post-pandemic World

Source:Sir Keith Mills

Taiwan impressed the world in May with the first large sports event since the pandemic. Sir Keith Mills, Deputy Chairman of the 2012 London Olympic Games organizing committee, believes that Taiwan should grasp the opportunity and host more world-class sporting events in the post-pandemic world.

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Taiwan should Host more World-class Sporting Events in the Post-pandemic World

By Sir Keith Mills
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Earlier this year, I was interested to read that Taiwan’s Chinese Professional Baseball League became the first major league in the world to be able to welcome fans back into stadiums in May, following the outbreak of COVID-19. The pandemic has impacted all of our lives significantly, with personal loss and economic uncertainty making 2020 a year that we all wish to forget. However, for many people the return of sport to our screens, and for some the opportunity to re-enter stadiums, was a hugely welcome relief.

(Source: CommonWealth Magazine) 

The quick return to some sense of normality in the CPBL was possible due to Taiwan’s response to COVID-19, which has been held in high esteem by leading health experts and governments around the world. And whilst this positive story was being covered by the news media, I was struck by the volume of coverage I saw concerning the return of live baseball.

Now I’m an Englishman who better understands cricket, and I must admit that I don’t traditionally watch much baseball. But I was amazed by the international media interest in these games. It was clear that fans around the world craved their fix of live sport, and that threw a rather unexpected spotlight on Taiwan.

Baseball in Taiwan grabbed the world’s attention and will likely have created more positive publicity for the nation than a multi-million-dollar advertising campaign.  Not only will this publicity have had a positive impact on Taiwan’s international image but makes a very good case for why the country should be looking to host more world-class sport.

(Source: Sir Keith Mills)

Having spent the last two decades involved in international sport, most notably as the Deputy Chairman of the London 2012 Olympic Games, I have seen first-hand the positive impact of sport on host cities and countries. Major sports events do so much to raise international awareness of a country but can also make significant contributions to the national economy and the happiness of local communities.

With international travel still impacted and government attention still focused on managing the pandemic, now might not appear to be the best time to talk about hosting major events. But we all know that this pandemic will pass and normality will resume. Now is the time to begin looking beyond the gloomy Covid-19 horizon and think about the future. Those host cities and countries that can do this in the short-term will be on the front foot as life returns to normality and create significant value in the medium to long-term.

One of the major challenges for sports rights holders in the coming years will be ensuring their hosting partners are able to deliver on their commitments.

With a healthy local economy that has weathered the Covid-19 storm and a traditionally strong business culture, international sports can have confidence in awarding Taiwan hosting rights. Being able to establish itself as a safe, stable and open place to run major events will fuel growth in the sporting economy. And that has the potential to impact the whole economy from large corporations to small local businesses; and that is the power of sport that excites me.

With a successful track record of delivering world class events, Taiwan is already well positioned to be an Asian hub for international sport. The country has established itself as an important destination in professional golf, with The Swinging Skirts LPGA Taiwan Championships attracting the world’s best female players. With the game of golf continuing to grow globally and a wealth of excellent golf courses, it would seem logical to try to attract further significant golf events in the coming years.

Sailing is a sport close to my heart and one that would also suit Taiwan. The country’s extensive coastline and infrastructure in places like Kaohsiung make it a perfect place for international sailing.  Hosting an event such as the America’s Cup could generate significant economic impact. For context, Valencia benefited from an economic impact of 2.8 billion euros (NT$96.4 billion) and the creation of 75,000 jobs when it hosted the 32nd America’s Cup in 2007. Similarly, over the last two decades, Barcelona has supported a number of major international sailing events, such as the Barcelona World Race, and is now the largest Superyacht Hub in Europe.

The Port City of Valencia, Spain, was the host of the 32nd America's Cup in 2007. The event generated Euro 2.8 Billion of financial benefit for the city and created 75,000 jobs. (Source: Sir Keith Mills)

Cycling is another sport that has seen significant international growth in recent years, and I believe it is one that Taiwan could target. Taiwan has been synonymous with cycling since the 1970s when the world’s largest bicycle manufacturer Giant was founded in Taichung. With the resurgence of formats such as “Six-Day Racing”, there is huge opportunity to build on the historic successes of the Tour de Taiwan and the popular Taiwan KOM Challenge.

Sport has the power to repair some of the damage that COVID-19 has created, both economically and socially. International Federations and rights holders are always looking for dependable hosts, who are passionate about sport and executing world-leading events. In a post-pandemic world, there will be significant rewards for those hosts that are ready and willing to grasp the opportunity.

We have only begun to scratch the surface of the opportunities that sport can offer a place like Taiwan. Creative people who are passionate about sport and promoting Taiwan will be able to think of many more. I would be most happy to play a role in the process. 


About the author:

Sir Keith Mills GBE DL, chairman of the ORIGIN Sports Group, is a leading figure in business and sport. He was the Deputy Chairman of the organizing committee for the London 2012 Olympic Games, and for 10 years served as a non-executive director of the Tottenham Hotspur Football Club in the English Premier League.


Have you read?
♦ The global pandemic has brought the unique chance for Taiwan… to truly go global!
♦ 2020 An Emotional Roller Coaster
♦ Taipei's Survival Story: Our Battle Against COVID-19

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