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The Sports Administration of the Ministry of Education (SA, 教育部體育署) organized a series of "Event Branding Course" (2021品牌研習課程) and invited Malaysian and Philippine lecturers to give online lectures. With the 2020 Tour of Langkawi Bicycle Race (蘭卡威自由車賽) and the Southeast Asian Games (SEA Games, 東南亞運動會) as examples, they talked about how to "make good use of marketing and packaging strategies to attract the public". With wonderfully rich topics, the course attracted more than a hundred people from both domestic and foreign sports associations, local governments, students, and sports enthusiasts. The SA stated that even during the epidemic, they still held this international sports exchanges, with international lecturers invited to share their experiences.
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The 2020 Tour of Langkawi bicycle race is multi-racial. Photo/provided by the Ministry of Education
Dr. Wirdati Mohd. Radzi, vice chairman of the Asian Association of Sports Management (AASM, 亞洲運動管理協會) pointed out that the 2020 Tour of Langkawi Bicycle Race was not held for profit but was broadcast through the official channels of state-owned television stations to show Langkawi’s diverse racial and cultural elements to sports fans. The outbreak of the epidemic gave everyone more time to honestly face the lack of races. She hopes that in the future, they can invite partners and run the races to the level of the Tour de France bicycle race.
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The Philippines hosted the 2019 Southeast Asian Games. Photo/provided by the Ministry of Education
Chou Yu-hui (周宇輝), secretary-general of the Taiwan Society for Sport Management (TASSM, 臺灣體育運動管理學會), shared his experiences during the Q&A of the workshop, and answered the two international lecturers. The Tour of Langkawi Bicycle Race integrates various cultures, races, and celebrations and has become the DNA of this "racing brand". Not only must it continue to be held repeatedly, but it must also be of "high-quality." The Philippines was the host of the 2019 SEA Games, and it also cleverly combined the power of popular culture, music, and singers, which touched people's hearts and successfully attracted public attention.
