Jae Hwang, an Executive Director with FutureBrand, was talking to the media about the evolving role of sports brands in the shaping of both the economic drivers and the global brand building of the countries in the region. FutureBrand is a leading global branding consultancy with 24 offices around the world and a leader in sports branding. Over the past decade the company has created a wide range sports brands from the Olympics, sports personalities, teams to sporting destinations.
According to Hwang, governments in the region such as the UAE and Qatar are beginning to take a serious look into how sports can provide another facet to the country’s economic growth and development. “Beyond the prestige, international exposure and economic boost associated with hosting a major international sporting competition such as the World Cup or the Olympics, we believe that governments are now seeing the wider sports industry as another facet to add to their overall economic diversification plans,” he said.
In this context, he warned that the successful staging or hosting of any sports competition increasingly required something more than organization expertise, investments and governmental backing. “We find increasingly that enduring sporting brands and businesses must employ an integrated branding and marketing approach that looks to create a brand that will forge emotional bonds with the fan base, drive measurable results from sponsorships and related commercial activities and reflect the spirit of the hosting destination,” he continued.
“Sports branding is so much more than creating an aesthetically attractive identity. Given the universality of sports, fan sophistication, the levels of investments and the involvement of global business heavyweights, sports brands are being asked to do much more than simply look good. You must understand the complexity of the brand’s ecosystem and bring to bear different disciplines ranging from destination, environments, political and sports branding,” he said.
Hwang also noted that beyond the hosting of major international competitions such as the Olympics or the World Cup, there were clear domestic reasons for governments and private enterprises to take a closer look at the sporting industry. “With the world wide trends of child obesity and increasing levels of health awareness, countries that look to develop domestic sporting infrastructure will provide another critical layer to differentiate themselves as preferred destinations to live, work and visit.”
In the Middle East, FutureBrand has helped craft world-class brands for Dubai Sports City, Qatar’s 2022 World Cup Bid Mark, Race to Dubai, Dubai World Championship and the AFC Asian Cup Qatar 2011.
Wednesday, March 17- 2010 @ 12:21 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.