[Source: EventScotland] The Sprint World Orienteering Championships 2022 are coming to Scotland after Edinburgh was awarded the event by the International Orienteering Federation (IOF), beating Paris for the honour.

The Scottish capital was successful after an innovative joint bid was submitted by The Scottish Orienteering 6-Day Event Company, Scottish Orienteering Association, EventScotland, the City of Edinburgh Council, British Orienteering and the University of Edinburgh to host the event in the middle of July 2022.

The IOF Sprint World Orienteering Championships brings together the best teams from around the world to compete across three main disciplines – individual sprint, sprint relay and knock-out sprint.  An anticipated 250 athletes from 50 countries are expected to attend the Championships, bringing with them additional coaching staff and supporters. In addition to the main Championship races, there will also be a full programme of spectator races suitable for all levels of orienteering ability and competitive classes for all ages.

Scotland has a strong history of hosting the World Orienteering Championships having previously hosted the event three times over the last 40 years. However, unlike the previous occasions when the event took place in countryside of the Scottish Highlands, the 2022 event will use the fabric of Edinburgh’s city centre to create an exciting and unique sports arena.

Taking advantage of the medieval tenements, the narrow and intricate alleys and the sweeping landscapes surrounding the city, innovation will be at the core of the Championships to challenge the athletes as well as bring the best possible experience of this thrilling and fast-paced sport to spectators by creating an amazing spectacle for them in the heart of the city. Use of innovative broadcasting techniques, including drone footage, will also allow organisers to showcase Edinburgh to an international TV audience alongside the exciting sporting action.

Tom Hollowell, International Orienteering Federation CEO, said: “The IOF vision for the Sprint World Orienteering Championships, of bringing it to exciting international venues, is coming true.

“Scotland has extensive experience in organising high-level events. The World Orienteering Championships in Inverness in 2015 was the latest major IOF event held in the country. The bid was partly initiated by EventScotland, which is involved in delivering major sporting and cultural events in Scotland. 

“The support being provided by the City of Edinburgh Council and EventScotland was a key factor in awarding Sprint WOC 2022. We look forward to showing orienteering and Edinburgh to the world.”

He added: “Through their bid, we expect that Edinburgh will first and foremost provide exciting competitions where the world’s best sprint orienteers will be awarded their medals. But we also expect to increase the visibility of orienteering both locally and globally against the palette of the iconic landmarks of Edinburgh.”

Peter Hart, British Orienteering Chief Executive, said: “Being awarded the Sprint World Orienteering Championships 2022 is incredibly important to us. We have been working alongside our partners preparing our bid for a long time and I’d like to thank them all for their dedication to it, in particular, the Scottish Orienteering Association, for driving this exciting project forward.

“This win gives us the opportunity to further develop the sport throughout the United Kingdom by building on the success of 2015 when we last hosted a World Championships.

“We look forward to welcoming the world’s best orienteers with a warm Scottish welcome to Edinburgh in 2022 where they will battle it out in what is guaranteed to be a thrilling competition in a spectacular city.”

Paul Bush OBE, VisitScotland’s Director of Events, said: “We are delighted Scotland has been awarded the right to host the Sprint World Orienteering Championships 2022. This is an excellent result following the hard work by the bid partners to secure this important international event for the Scottish capital.

“Over the years, Scotland has developed the capacity and capability to deliver a wide range of sporting and cultural events, and it is our globally recognised reputation along with our experience in event delivery that makes Scotland the perfect stage for events.”

Councillor Donald Wilson, Culture and Communities Convener for City of Edinburgh Council, said: “With its narrow closes, steep stairways and winding streets, Edinburgh’s city centre will provide the ideal challenging location for the world’s top orienteers.

“Images of the competitors making their way down the Royal Mile will present an excellent opportunity for us to showcase Edinburgh’s beautiful and historic cityscape to a global audience.

“We’re looking forward to hosting this Sprint World Championship sporting event, and I’m sure the people of Edinburgh will warmly welcome the many competitors and supporters from all over the world.”

Anne Hickling, Chair of Scottish Orienteering Association, said: “The Scottish Orienteering Association is delighted by this exciting news. Hosting a World Championship event in the heart of Edinburgh will give us the opportunity to present orienteering to a wide audience and allow people to see at close quarters what an exciting sport it is.

“Building on the experience of our successful hosting of the 2015 World Championships, we are confident that this event will promote growth in our sport locally and across the country.

“We look forward to working with our partners in the event and to welcoming the world's best orienteers to Scotland again.”

The decision to award Edinburgh the Sprint World Orienteering Championships 2022 follows the city being shortlisted by the IOF earlier this year and a visit by officials in May to see the city’s world-class venues and facilities that will make it the perfect host.

The IOF will now appoint a Senior Event Advisor to work closely with the Steering Group and Organisation Committee to oversee the delivery of the event including reviewing and agreeing race venues, TV rights and appointment of officials.

FISU is the IOC-recognised partner of the Olympic Movement responsible for delivering international sport to millions of students from more than 26,000 campuses around the world, with the help of member federations in 174 countries.

Our vision is to help shape the leaders of tomorrow through their experiences of international university sport: either as spectators, as volunteers or as spectators. And the nature of University life is that every four years or so, our audience is completely new.

In fact, the sports world often thinks of new audiences as only being those in new places, perhaps where a rights holder has not yet hosted competitions. But I would challenge this approach.

New audiences must also be thought of as those young people who, each year, are arriving at the age where they will make decisions for themselves, where they will develop affinities and loyalties independently. These people are not just the future of one sport, or two sports, but the future of every sport. And every year, the universities of the world have an intake of potential players and potential fans that is measured in the millions.

FISU’s showcase events, the ones where we reach the biggest number of students each year, are the Winter and Summer Universiades. And the most recent editions of these were here in Asia: last year we were in Almaty for winter and Taipei for summer.

In the last ten years, there has been a lot of talk about opening up new audiences in Asia and especially here in China.

I am proud to say that FISU has been at the front of successful hosting in Asia for twenty years. Many of our friends here are already old friends. Years before even Beijing’s Olympic bid was successful, FISU was here preparing for the Beijing 2001 Universiade: the first major global multisport Games in China.

Even if China and Asia are not new audiences for us, they are very successful audiences and we are always happy to come back and even to discover new cities!

Our lessons in developing new audiences here have been very valuable to us. For FISU, our work here in China and in Asia has been about long-term investment. And our biggest investment is the one we make in people.

I cannot understate how important it is to invest time in building relationships and developing people. That’s why things like volunteer training are so important to us at FISU. Ten, twenty or even thirty years from now, there will be a student whose experience of volunteering at one of our events led to a career as a leader in business or in politics. And that student will remember just how much hosting one of our events can do for people and communities.

Leaders who have happy memories of the Universiade go all the way up to the IOC President, Thomas Bach. And while it is great for us to have leaders with a positive experience of the Universiade, it is also a great asset for our hosts. Here in China alone, there have been more than 50,000 volunteers with experience of the Universiades and World University Championships. That’s more than 50,000 young people with massively multicultural experience, with experience of successfully delivering huge projects and from learning from the best in the world as they do so.

Of course, it is no longer possible just to use a single tool to reach audiences, whether new or old. Today’s audiences are more fragmented than ever. Advertisers know this very well. They used to be able to count on TV to reach the big majority of their audiences. But now they have to combine efforts across many different channels. They have to follow closely the interests of their audiences and we do the same with our World University Championships. These FISU events, and we will have organised more than 350 of them by the end of this year, can be a perfect vehicle for new sports to develop and find new audiences of their own.

A perfect example is the World University American Football Championship that will bring something new to the nearly 20,000 students who attend Harbin University of Commerce next month. Taking those 20,000 students to experience a new sport and new cultures would not be affordable. But taking a new sport and new cultures to the students in Harbin who are expecting international careers can be a huge part of their education.

I would like to say that hosting events here in China has been a vital part of the way FISU is working on new ways to deliver international University sport, and to bring it to new audiences.

The World University League for 3x3 basketball that has been hosted annually by Huaqiao University is a great example of this.

3x3 basketball has been a great success, especially in Asia. It was first trialled in Macao, it first came to global attention at the Singapore Youth Olympic Games and the first Olympic champions will be crowned in Tokyo.

For us, 3x3 has been an opportunity to bring in not just a new sport but to adapt the model of international university competition.

Traditionally, teams have competed on behalf of their national university sports federations.

Now, however, we are providing opportunities for teams to compete on behalf of their individual universities.

Today’s young people seem to identify less and less with nationalism. Instead they appear to engage more with brands.

So at a time when universities have been looking to establish themselves as global brands, it has made a lot of sense to allow athletes to compete with the names of their universities on their shirts whether they are playing new sports or traditional sports.

We can already see this with eSports too. In 2014, Robert Morris university, not far from Chicago, became the first university to offer scholarships to players of League of Legends.

Tencent held the first International College Cup for League of Legends here just last year and students competed for their universities.

It is here in Asia that we have discovered new audiences for more traditional sports too, and I would encourage all rights holders to show some flexibility out of respect for their hosts. This approach certainly worked for us last year, when we added rollersports to the programme for the Universiade.

While bringing new sports and events to new athletes and new hosts, we’ve also been looking of course at new ways to bring our events to new audiences.

Everyone in this room will be aware of the changes in the way young people consume sport.

While live TV continues to be very important, there are so many new ways to reach audiences. It is critical to take advantage of them.

Digital streaming is something I know the panellists in the next discussion will want to talk about.

But to give you some examples, FISU has found huge success in streaming competitions online via social media. For us, to have more than 100,000 watching a single game of basketball online is a great step forward.

This year’s 3x3 World University League finals is one where we will be developing this approach further, with our own production teams and online broadcasting.

And as of next year, FISU will be looking to apply all that it has learned about engaging students as players, as volunteers and as fans at the first FISU University World Cup Football, which will take place in September in Jinjiang.

The FISU University World Cup Football hosting arrangement is potentially for seven annual editions, which shows this kind of long-term investment FISU is prepared to make in places and people. And I should add that we are always looking for new hosts in which to invest, new places where we can engage students around both traditional and new sports.

It is clear there is a great opportunity for the old and the new to learn from each other. And what better place to do this than in a place that combines tradition and innovation as well as China!

This speech was delivered at Host City Asia in Beijing on 31 May

Host City Asia 2018 successfully concluded on May 31 at the Four Seasons Hotel in Beijing under the theme of “Attracting new audiences through sports and entertainment events”.

More than 120 representatives of cities and destinations, the Olympic Games, the Chinese government, international sports federations, organising committees and experts shared their strategies and explored the opportunities around hosting major events in Asia.

In his welcome address, Host City’s Editorial and Conference Director Ben Avison said “Although this is the first Host City Asia, it does feel very much like a homecoming.

“We launched Host City in Beijing in 2003, as a magazine bringing foreign expertise to the organisers of the 2008 Olympic Games – for which our CEO, Matthew Astill, received the Great Wall Friendship award from the Deputy Mayor of Beijing.

“And now, with Beijing being the first city to host not only the Summer but also the Winter Olympic Games, Host City returns to China with this valuable conference for Asia.

“As the IOC President Thomas Bach pointed out in his opening speech at the PyeongChang 2018 Olympic Games, we are now in an ‘Asian Olympic Era’.

“I would like to add that this is also an ‘Asian Era of Event Hosting’, more generally. Mega events are clearly the biggest way to attract new visitors or fans – but cities are interested in hosting a whole range of sports, business and cultural events, both large and small. Many Asian cities are developing extremely rapidly and using sports and culture to support their economic and social development.”

Chang Yu, Director General of Media and Communication Department of the Beijing Organising Committee for the 2022 Olympic and Paralympic Games, delivered an opening keynote address on the theme of “past, present and future”.

“I am very excited to be invited to participate in Host City Asia and have the opportunity to share the development of sports in China and Asia with fellow experts and industry peers,” he said.

“The Beijing Organising Committee for the 2022 Olympic and Paralympic Games looks forward to working together with everyone to create a wonderful and extraordinary Winter Olympics for the world in 2022. I wish Host City Asia a complete success.”

In his presentation on “Stimulating the Vitality of Olympic Legacy; Building a Model for Summer and Winter Olympics Legacy,” Fu Xiaohui, Secretary General of Beijing Olympic City Development Association (BODA) outlined China’s goal of encouraging 300 million people to participate in winter sports.

He also explained how BODA is building links with the cultural sector through the Beijing International Sports Film Week and Beijing Olympic Music Festival, while strengthening cooperation with the Belt and Road cities, Olympic cities, and international sports organizations to share China’s story with the world.

Stephen Ellison, Minister-Counsellor, British Embassy Beijing said: “Having this event here greatly reflects China and Asia`s rapid growth in the sports economy. Asian cities are currently dominating the global sports events calendar.

“UK sports are extremely popular in China; the Premier League, Wimbledon, World Snooker and Formula One are watched by hundreds of millions of people on TV and digital platforms here. UK sports are also physically here; World Snooker has events in five cities across China, Formula One in Shanghai, Clipper Race in Qingdao and Sanya and we believe there is still more potential.

“The UK has been proactively working with China on Beijing 2022 Winter Sports. In December 2016, UK and China singed an MOU on Winter Sports cooperation. The British Olympic Association and the British Paralympic Association were the first national teams to visit Beijing 2022’s three competition zones. Additionally, British architects Populous UK won the bid for the China new national high-speed skating Oval.

“The legacy of Beijing 2008 on sports, infrastructure and society has been huge and this will dovetail into Beijing 2022 with the establishment of growing winter sports economy. International expertise can continue to develop sports infrastructure in Asia.”

Hiromi Kawamura, Public Relations Secretary of Tokyo 2020 gave insightful update on how Tokyo is using the Games to fulfil Tokyo and Japan’s wider development goals.

Laszlo Vajda, Senior Operations Manager, Minsk 2019 European Games and Senior Expert, Beijing 2022 also shared his great experience of staging the world’s biggest and most complex events.

Other event hosts represented at Host City included Zong Zhenhua, Executive Vice Director, Gaoxin district of Zhangjiakou; Bai Jianhai, Director of Winter Sports Promotion Office, Zhangjiakou Government; Tony Nagamaiah, General Manager, Malaysia Major Events; Michael Baird, Strategic Advisor to the Commissioner for Greater China, State Government of Victoria, Australia; Vusi Mazibuko, General Manager, Moses Mabhida Stadium, Durban and Li Yidong, Director, Tanggangzi New Town Conference and Exhibition Centre, Anshan.

Sports federations were well represented by IF leaders including Beng Choo Low, Secretary General, World Baseball Softball Confederation and Kobinata Toru, Vice President Sport/ Events, International Federation of Sport Climbing and many more.

Kelvin Fang, Senior Media and Marketing Manager at FIBA ​​China said: “Basketball is very popular in China, but FIBA ​​hopes to host the World Cup in China to bring a richer heritage to the host city. FIBA's goal is to allow basketball enthusiasts of all ages to participate in sports. Like 3×3 basketball, they will enter cities such as Beijing, Xi’an, and Chengdu. China is an important basketball market and more events will come in.

Luis Alexandre Pontes Rodrigues, Director of Asia and Oceania at FIVB said: “China is a market with great potential, and the FIVB can bring a lot of extra resources here. The FIVB is constantly looking to develop and to bring a wider audience participation. Nanjing will hold the finals of the World Women's Volleyball League for many years. The FIVB hopes to make it a flagship event. Volleyball has a very good future in China and the FIVB must understand this market in depth.”

Jason Ferguson, President of the World Professional Snooker Association said: “The Chinese market plays a pivotal role in promoting the development of the snooker movement. The potential of the Chinese market lies in the development of small cities, which can increase their international visibility.”

Oleg Matytsin, President of the International University Sports Federation (FISU) said: “The sports world often thinks of new audiences as only being those in new places, perhaps where a rights holder has not yet hosted competitions. But new audiences must also be thought of as those young people who, each year, are arriving at the age where they will make decisions for themselves, where they will develop affinities and loyalties independently. These people are not just the future of one sport, or two sports, but the future of every sport.”

Exciting presentations were also delivered by Erich Wolf, Managing Director of Red Bull Air Race; Victor Cui, Director and International CEO, ONE Championships; and Benedikt Brandmeier, Head of Locations & Strategy, Drone Champions.

Yutang Sports played a central role in Host City Asia with their Co-Founder and Executive Director Li Jiang and International Business Development Director Zhang Tingting moderating VIP panel discussions.

The contribution of the private sector to the hosting of major events was well recognised with valuable contributions from: David de Behr, Head of Global Events, Aggreko; Patrick Vajda, Senior Risk Advisor, Sports & Events Practice, Marsh; Wu Lei, CEO, Kingdomway Sports; Karl Hawkins, CEO/President, Kehua Sports; Hailiang Chen, Director of Sport and Recreation, Wanda Cultural Tourism Planning & Research Institute; Anne Kelly, Chief Operating Officer, Shankai Sports; Shoto Xiaodong Zhu, Founder & Chairman, OCEANS Sports & Entertainment Marketing; and Nikki Wang, Head of Sports Business China, Deloitte; Mark Dreyer, Founder, China Sports Insider and Yang Binyuan, Head of Communications Greater China, Google.

Host City: Why did Gwangju decide to bid for the 2019 FINA World Championships?

Dr Cho: The city of Gwangju had hosted a few major international sporting events, such as the FIFA World Cup quarter-final and the 2015 Universiade, so we wanted to build this image as the sports city of Korea.

As a legacy of the Universiade we had the international standard swimming pool. We wanted to utilise this venue but at the same time wanted to build further the city brand. So that’s why we decided to host this World Championships. 

Host City: What impact do expect hosting the Championships will have on the city?

Dr Cho: We have a bigger vision than just impact on the city itself. Gwangju is the central city and the pillar of democracy, peace and human rights of South Korea. That’s why we wanted to let the spirit of Gwangju into the championships and chose our slogan “Diving into Peace”.

Through the Championships, all the initiatives will come together to create peace-building in the Korean peninsula, in South East Asia and further.

Host City: To what extent will the North and South Korean teams join during the Championships?

Dr Cho: There are three phases. The first one will be the participation of North Korea.

After that we are going to seek a joint ceremony, such as maybe marching together.

And after that, if the condition allows, we will try to create a unified team. All possibilities are open at the moment.

We had a unified ice hockey team at the PyeongChang Olympics, but I think we have more favourable conditions than that because we have even more preparation time to discuss creating a unified team. And also, there is a good atmosphere building between North and South Korea; so things are working very favourably for us.

Right now, we are not thinking specifically about what events we want to host. However, we want to strongly be positioned as the sports city of Korea; that is why after this we want to open our eyes and see what events are possible for us to bring to Gwangju.

Host City: Why is Gwangju focusing on sports specifically for its development?

Dr Cho: Firstly, Gwangju is the central cultural hub of Asia. When you talk about culture there are two major strands: one is art, the other is sport. Because of that, we think that when we bring sports events to Gwangju it’s going to create synergy with the arts, to really promote our city as the central hub of culture in Asia.

The second point is that we want to promote the value of the city, what we are good at, through sports. Because that is one of the easiest ways for us to really promote the merits and values that the city has.

The third point is that Gwangju is really building an industrial base for the fourth industrial revolution – for example, robotics, AI and IoT. We also want to promote that idea through sports.

Gwangju has a high concentration of energy industries. We want to create a revolution in renewable energies and our industries through sport.

At the same time, we have an automotive industry base in Gwangju. This industry is moving towards the fourth industrial revolution and we want to promote this idea through sports events.

Host City is Event Development Partner of SportAccord 2018

Yutang Sports is partnered with Host City to support Asia’s largest meeting of sports, business and cultural events.

Under the theme of “Attracting New Audiences through Sports and Entertainment”, Host City Asia will bring together international event owners with Asian host cities, brands and investors at the five-star Four Seasons Hotel in Beijing on 31 May.

High level speakers include senior representatives (presidents, CEOs, secretary generals, directors and experts) of organising committees, sports federations, entertainment events, cities and corporates.

As Media Partner, Yutang Sports will be providing editorial coverage, in addition to wider marketing and sales support.

About Host City

Host City was first launched as a magazine in Beijing in 2003 for the organisers of the Olympic 2008 Games. Since then it has hosted four rapidly growing international conferences in the UK serving the international community of event owners, hosts, organisers and suppliers.

Host City is delighted to return to Beijing for Host City Asia with the participation of the Beijing Olympic City Development and the Beijing Organising Committee for the 2022 Olympic and Paralympic Games.

Phone +44 7876 682072 or visit www.hostcity.com

About Yutang Sports

Yutang Sports is a sports market intelligence and sports marketing company consisting of a sports industry media outlet and sports sponsorship agency. It provides editorial content, market analysis and sports marketing business services such as consultancy and sponsorship sales.

The media outlet provides the most up-to-date sports business news, media analysis and exclusive data reports on the Chinese sports industry in both Chinese and English languages. With millions of views in China per year, the company is considered one of the most important sports industry media outlets in China, one that provides regular services to corporate clients.

Yutang's sports sponsorship agency helps international and domestic sports rights holders/events to partner with Chinese brands. The company has successfully facilitated partnerships between many sports events and Chinese brands such as Stankovic Continental Cup and Sunshine Insurance Group, Snooker players & K-boxing, Beijing Half Marathon and Rarone, driving development for both sports and sponsors.

Phone: +86 10 6715 0501 ext. 808 or visit http://en.ytsports.cn

Host City: What is the main aim of Thailand’s event hosting strategy – is it direct economic impact or wider societal benefits?

Weerasak Kowsurat: We never draw any international games to the country for economic purpose. This happens afterwards, when you see people coming to the city and spending money, but it is never placed there as the main objective of why we bid.

Every time we bid it is because we think that it is time to generate a spiritual atmosphere for the locals to attend and understand better about sports. It’s more on the social side.

It is not a stadium that makes the city that looks lively; it is the population, the people who, after the sports events happen, are inspired to do more activities – either economically, socially or culturally. And we find we have been very successful in that direction.

We don’t intend to always see people packing in a big major stadium somewhere – it happens naturally.

Host City: Do you have plans to build any major new venues?

Weerasak Kowsurat: We have decided to think a lot more seriously about whether there are requirements to build more sporting facilities, because we think that unless we have a better plan of how we are going to use those facilities after the mega event, then we would prefer to make use of what god gives. And you see that in the Tri-league – swimming, biking, running – this is happening more and more in Thailand and we are getting more international participants who want to come here, not only because they want to be at the championship but part of our society.

See, Thailand has been voted internationally as the friendliest country in the world for around ten consecutive years. It pleased a lot of people, including ourselves, that the scenery is nice but the better part is that the people are nice. They may not all be able to communicate in international languages, but the body language is so friendly that it absorbs almost any activity, either sports or non-sports.

Also the weather is so amenable to almost any kind of sport – except winter sports! Then we have all year round sporting activities happening all the time. We have been working with at least 600 run and ride events annually around the country. With a population of 70 million population, this means we have at least 1,000 attending each event around the country.

See, sporting is not about winning or losing. It is an activity that you do with others. That will help to mix diverse people, regionally, domestically and internationally.

Thailand received 35 million international visitors last year, including a million Americans. We have a great variety of people coming into the country. Sport events can be looked at as a way in the modern society for different people to mix together.

When you mix these kind of things together it will bring harmony: harmony for the guest and harmony for the host.

Host City: What kind of events are most important to Thailand – sports, business or cultural events?

Weerasak Kowsurat: We have 1.2 million MICE travellers coming to the country every year. But that is not the biggest portion of activities we have – the largest is people travelling for tourism generally.

Host City: Thailand has not hosted a major multisport event since the Asian Games in 1998. Are you still focusing on smaller championships or will you bid for mega events in the future?

Weerasak Kowsurat: We have been talking about the Youth Olympics, but it depends more on what we would like to achieve; and we need to consult more with our people and find out what they are most interested in.

Having all the big sport leaders coming into town at SportAccord gives us a chance to see the whole list of all sports available on the planet. Maybe it’s time for our generation to pick and choose what to try.

It’s not about competing to be the host city; it’s about what the people in the city want to do.

In Thailand, the sports facilities that already exist have room to grow; we don’t want them to sit idle. At the same time, we also have what god makes: we have very nice scenery, we have two oceans, we have mountains and plains; and the weather outside is so amenable to sport. So instead of throwing away billions of dollars building something in concrete, why don’t we get people to go out and be friendly in the local atmosphere.

Host City is Event Development Partner of SportAccord

The Boao Forum for Asia takes place annually on the Chinese island of Hainan. This year’s event included a panel discussion on “Potential of the Sports Industry” with VIP speakers including Olympic champions, national sports association leaders, leading Chinese brands and media owners.

The panel opened with reflections on the leadership of the President Xi Jinping, under which sports has played an important part of the drive for healthier living and the development of China's “soft power”.

Fang Gang, Director of CCTV's sports channels said “Sport is part of national strategy for fitness and healthy living – sports has critical role in society.”

“Everybody is behind the national plan – it is substantial”, said Qian Jiannong, Senior Vice President, Fosun International.

The 2016-2020 National Fitness plan set ambitious targets for improving fitness and increasing sports participation by raising awareness of health and integrating exercise into everyday life.

Opening sports facilities for free to local people is an important aspect of the plan.

Alisports is using the Alibaba online retail platform to help achieve the 19th NPC goals by giving Ali credits as online incentive for users to exercise more.

“Sport is independent, something special and different,” said Zhang Dazhong, CEO of Alisports, whose project is laying foundations “to empower industries and provide services to national fitness.”

Alisports is also working with badminton, table tennis and tennis teams to improve performance.

He emphasised Alisports’ commitment to the empowerment process of sports, while also focussing on the enjoyment of sports.

Zhang Dazhong, CEO, Alisports said: “China must accumulate its own sports and not just buy international assets.”

Zeng Gang, Vice President of Suning Sports emphasised the importance of investment into education while also making it fun. “Sports is one part of entertainment… we try to promote enthusiasm and a positive feeling for sport”.

The ability to develop a sport is also linked to the availability of venues and equipment, which is one reason for the rapid growth of snooker in China. “Anyone can play in snooker halls,” pointed out Ju Cunguo, general manager of Daqing city's Cultural Media Co., Ltd.

According to Rupert Hoogewerf, Chairman of the Hurun Report, motor sports, fitness and horse racing are increasing and leading demands in China for sport.

Digital boost for winter sports

China has its eyes on great success at the 2022 Winter Olympic Games, hosted in Beijing.

"Whilst there is pressure on for Beijing2022, all sportspeople can do is their best for their country," said Li Yan, Chairwoman of the Chinese Skating Association.

Fang Gang said CCTV wants to showcase sport stars who can lead and inspire Chinese people and play sports. “The advantage of CCTV is that it is a national channel working for national good,” he said.

One such star is Wu Dajing, who has been incredibly busy ambassador for winter sports since PyeongChang 2018, where he became the first Chinese man to win Olympic short track gold.

According to Fang Gang, 20 million per minute watched Wu Dajing win his gold medal.

“I could not believe how many people were at the airport on my return. But my coach said it will only last for 40 days!” said Wu.

He said he wants to “make a contribution to Winter Games and promote speed skating and skiing.”

“Three years ago, nobody in South of China knew short track speed skating – they do now!”

Wu Dajing is asking for help from digital platforms to help promote Beijing2022.

While Alibaba is the biggest online retailer in China, the biggest communication platform is WeChat, owned by Tencent.

“Sports is so substantial” said Chen Juhong, Vice President of Tencent. “Wu Dajing made a huge impact.”

Tencent is also working with tennis, soccer, and baseball organisations to find out how data can be used in China.

“Tencent owners are very forward looking – there is no need to monetise data today,” he said.  “We are looking for a win-win of Tencent working with people.”

Li Yan, Chairwoman of Chinese Skating Association was interested to find out how digital platforms can help their 60 national events. “Work with us… Do not let the sport get lost in data and size of market,” she asked.

Zhang Dazhong said Alibaba expects a doubling of winter sports sales and higher value per sale for winter sports, but stressed that more investment is needed in winter sports infrastructure.

Zeng Gang, Vice President of Suning Sports invited skaters to work more closely with Suning to promote stories about athletes, generate more content and get more engagement.

He also said that football in China needs to fulfil its potential. The Chinese Super League must find a home for football fans and “create a tie from fan to club”.

The Chinese Super League is working with English Premier League to learn how to customise and commercialise football in China, said Zeng.

Suning is considering offering new membership events for Chinese Super League.

It’s not just online where sales are growing; Suning has recently opened a sport store in Nanjing as it promotes a “hybrid offline-online model for sport.”

This article was based on a panel discussion at Boao Forum For Asia on 9 April 2018. For more detailed discussion on Sports development in China please attend Host City Asia in Beijing on 31 May 2018

Host City Asia, taking place on 31 May in Beijing under the theme of “Investing in Events to Attract New Audiences”, is attracting rights holders of the world’s most popular major events, with a record number of Olympic International Federations (IFs) participating.

The leaders of Olympic IFs committed to attend include: Anders Besseberg, President, International Biathlon Union (IBU); Beng Choo Low, Secretary General, World Baseball Softball Confederation (WBSC); Luis Alexandre Pontes Rodrigues, Director for Asia and Oceania, Fédération Internationale de Volleyball (FIVB).

Other IFs confirmed to participate at senior level include World Skate, International Bobsleigh and Skeleton Federation (IBSF), International Federation of Sport Climbing (IFSC) and Union Internationale de Pentathlon Moderne (UIPM).

The leaders of other major sports events represented at Host City Asia include Erich Wolf, CEO, Red Bull Air Race and Victor Cui, International CEO, ONE Championship.

It’s not just sports events represented either; with a panel on “How cities can become hubs for entertainment and culture”, Host City Asia serves the diverse interests of event hosts from China, Asia and Oceania.

Delegates will also hear from and meet organisers of the biggest international mega events hosted in Asia between now and 2022.

China’s biggest corporations are also supporting Host City at senior level, with Dalian Wanda Group’s Chen Hailiang a recent addition to the agenda – and more Chinese brands set to follow.

Other international experts confirmed to speak at Host City Asia include David de Behr, Head of Global Events, Aggreko; Patrick Vadja, Senior Risk Advisor, Marsh and Jeff Ruffolo (Expert Advisor to Beijing 2008, Guangzhou 2010, Nanjing 2014 and Beijing 2022).

“The stage is set for our first conference in Asia to be a huge success,” said Ben Avison, Editorial and Conference Director at Host City.

“Host City conferences always attract fantastic speakers and after four years of growth in the UK it should be no surprise that our first conference in Asia is set to be another hit.

“We are particularly overwhelmed that our Beijing event is enjoying the greatest ever level of participation from International Federations and other major event rights holders and we are delighted to be able to present such a great opportunity to host cities across Asia.

“And given that the Host City brand started life as a magazine published in China in 2003, it is a great pleasure to bring Host City back to its origins in the great Olympic city of Beijing.”

The first Host City conference took place in London in 2014, followed by three successively greater conferences and exhibitions in Glasgow. Host City 2018 takes place in Glasgow on 20 and 21 November.

Host City Asia takes place in Beijing on 31 May. For more information about Host City Asia please visit http://www.hostcity.com/events/host-city-asia/