Olympics Flame Out: Should ASEAN Establish Regional Sports Hubs?
A Commentary by David Black, Founder and CEO of Blackbox Research
One of the most famous quotes in the classic film Casablanca goes, "We’ll always have Paris." Many 2024 Olympians will travel home at the end of this week with fond memories of the City of Light.
But how will Southeast Asian athletes feel? So far, Southeast Asians have only won five medals, despite nearly one in ten of the world’s population living in the region.
There have been a few bright spots, such as the Filipino phenomenon Carlos Yulo, who reached the pinnacle with his sensational golds in gymnastics. His achievement is enormous, given the resources countries like China, Japan, and previously, Russia, continually invest in their national gymnastics programs.
But should Southeast Asians be enjoying more gold medal performances? Why aren’t more Southeast Asians standing on the podium?
It cannot be said that Southeast Asia lacks participation or enthusiasm for sport. Blackbox’s own ASEANScan data shows that 91% of people in the region have been following the Games. Moreover, the ongoing success of the SEA Games and popularity of global sports such as European football and the NBA also negate the idea that lack of success can be attributed to a general lack of Asian interest in sport.
But elite performances on par with the best in the world are often lacking in Southeast Asia. Why?
The Funding Gap
The answer, in part, lies in funding. While governments across Southeast Asia do allocate money to sports, it is at comparatively low levels compared to many successful sporting countries.
The ASEAN Workplan on Sports 2021-25, while well-intentioned, is largely a feel-good document that sticks closely to shared ASEAN principles but says little about funding or building the next generation of sporting icons in the region.
In contrast, Australia, a mid-sized country by global standards, is currently sitting third on the gold medal table in Paris (behind only China and the US) and will publicly fund national sports to the tune of over $US400 million in 2025-26.
But Australia has a long and proud tradition of striving for sporting success, so dollar-for-dollar comparisons may not always tell the full picture or guarantee better outcomes.
A New Solution: Regional Sports Hubs
A better solution might be for the Southeast Asia region, which is blessed with good weather year-round, to attract elite athletes from around the world to train here alongside the very best from across the region.
There is precedent for this. Earlier this year, the Thanyapura Sports & Health Resort in Phuket served as a global training hub for swimmers from around the world. Apart from attracting world champions like Adam Peaty and Ariarne Titmus, up-and-coming swimmers from many nations traveled to Thailand in 2024, and most of them ended up with personal best times in Paris.
The Thai resort catered to swimmers of all ages and included world-class coaches offering personalized advice and proven training programs.
Could such an idea be expanded, and what advantages would it offer Southeast Asia?
Potential Advantages for Southeast Asia
First and foremost, global sports training hubs based in Southeast Asia would help draw more attention to the region and provide innumerable soft power benefits for ASEAN as a whole.
Second, it would likely inspire athletes from across Southeast Asia, driven by a desire to learn and practice alongside the very best in the world, to get involved and build better skills and capabilities that might otherwise take time and money to acquire. Not everyone can get a scholarship to a US university.
Third, such hubs would likely attract funding from both global sports bodies and MNCs looking to increase their brand connection with specific sports and audiences, thus reducing the need for governments across Southeast Asia to overspend in a chase for Olympic gold medals.
Finally, the establishment of global sports training hubs in Southeast Asia provides more opportunities for previous generations of regional sporting heroes to share their own experiences and journeys in person. This will help preserve personal stories and legacies that are too often forgotten once the Olympic flame is extinguished.
“A regional sports hub would inspire athletes from across Southeast Asia, driven by a desire to learn and practice alongside the very best in the world, to get involved and build better skills and capabilities.”
Carlos Yulo has a great story and will inspire many young gymnasts from countries that lack great Olympic traditions. But in the 21st century, the Olympics needs to evolve and ensure that more winners are produced from all corners of the globe, regardless of country size. This creates the stories we all want to see.
Southeast Asia can capitalize on its natural climatic advantages and promote itself as a year-round training hub for athletes while motivating its own athletes to become the next Carlos Yulo.
Blackbox Research is Singapore's leading market research firm and Asia's foremost provider of decision intelligence.
For years we have provided expertise in the ASEAN sentiment. Reach out to us to find out how we can help elevate your market research today: connect@blackbox.com.sg
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