Winning game: Major Sports Events Committee Chairman Herman Hu says hosting more major events in Hong Kong will bring financial and social benefits.

The Major Sports Events Committee is determined to establish Hong Kong as Asia's sporting capital. So much so, the "M" Mark System and its support packages have become one of the committee's main tasks.

Committee chairman Herman Hu recently told news.gov.hk the hosting of more major events in Hong Kong will not only raise the standard of sport here, but also bring in financial and social benefits.

"The 'M' Mark system is similar to the 'Q' Mark qualification in industry. The idea is to help national sports associations develop sustainable major events through greater participation and support from the commercial sector and the community at large," Mr Hu said. "Being awarded the 'M' Mark is a recognition that gives commercial sponsors and participants a token of confidence."

Fund support

Launched in 2004 with a set-up fund of $30 million from the Arts & Sports Development Fund, organisers of "M" Mark events can apply for financial support via matching fund and direct grant. National sports associations can also apply for interest-free loans to bid for international events like world championships.

"It is the intangible benefits that help the organisers. They get professional advice from the committee's advisory panel concerning the organisation, sponsorship, marketing and promotion strategies for the events," he said.

"They also receive subvention on Leisure & Cultural Services Department venue charges, as well as co-ordination assistance from various government bureaux and departments. A package of tailor-made support measures is provided to meet the needs of individual events to help them evolve into regular, market-oriented and profitable events."

This year there are eight "M" Mark events - the Standard Chartered Hong Kong Marathon, the 3rd Hong Kong DanceSport Festival, the Cathay Pacific/Credit Suisse Hong Kong Sevens, the Cathay Pacific Hong Kong Squash Open, Hong Kong Cricket Sixes, the UBS Hong Kong Open Championship, the YONEX-SUNRISE Hong Kong Open Badminton Super Series, as well as the FIVB World Grand Prix Hong Kong.

The Hong Kong Beach Festival held in 2006 and 2007, and cycling Tour of Hong Kong-Shanghai held in 2007 and last year were also "M" Mark events.

"These events are held at different times throughout the year. We promote the "M" Mark events calendar overseas to attract tourists to come here for those events," Mr Hu said.

"The assessment is very strict and applicants must fulfil a long list of requirements. These 'M' Mark events are all on international levels or they are significant to the participating teams' and athletes' international rankings. We are extremely careful in utilising government funds to ensure greatest benefits to all stakeholders."

Essential role

The committee, one of the three under the Sports Commission, is tasked to advise the Government on hosting policy and resource allocation for major sports events in Hong Kong. It provides a decision-making framework for determining the Government's funding priorities and involvement in hosting major sports events.

Mr Hu has had various roles in local and regional sports in recent years, including stints as vice chairman of the former Sports Development Board, member of the Sports Commission and the honorary life vice president of the Asian Tennis Federation.

He said the committee wants to instil a sustainable sporting culture, foster a sense of pride and social cohesion, and bring tangible economic benefits to the community.

"Besides the 'M' Mark system, the committee has also been giving professional advice to the Government on the Kai Tak redevelopment project," he said. "It has also commissioned Radio Television Hong Kong to produce the Glamour of Sport TV series. The latest one will be shown on TVB Jade from October to promote the 2009 East Asian Games."

The committee has also established the core sponsor group that connects the commercial sector and the local sports community, and provides a platform for enterprises to show their support for major sports events.

"Commercialisation of sport is the way to go as sport is essential to the community. The committee plays a key role in liaison between all parties," he said.