Case Study: SSC

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The Singapore Sports Council (SSC) is Singapore's lead agency tasked with developing sports in Singapore. Its vision is to create a sporting Singapore where sport is a way of life.

SSC aims to develop sports champions and create enjoyable sporting experiences for Singapore through the three strategic thrusts of cultivating a sporting culture, achieving sports excellence and creating a vibrant sports industry. Formed on 1 October 1973, SSC is a statutory board under the purview of the ministry of community development, youth and sports. According to Anna Ang, manager of international relations in the SSC's Sports Industry Development Group: "Progress has been made possible because Singapore has a government agency dedicated to the holistic development of sports in the city. The SSC may be the only government body in the world to promote sports development across three fronts: participation, excellence and sports business. The SSC creates opportunities and access for people to enjoy sports, excel in sports and do business in sports. Positioned to drive future demand, the SSC also provides sports facilities and infrastructure. Coming up in the near future are the Singapore Sports Hub and the Changi Motorsports Hub. Not only will they drive economic growth, they will add vitality and variety to our leisure choices. "When it comes to funding events, in Singapore, the minister for finance and the second minister for finance are empowered to sign guarantees with financial implications. Said Ang: "Normally [finances are secured through] a combination of private sector funding (via sponsorship) which is sourced by the event promoter/organiser plus some funding from SSC if event qualifies SSC's criteria for funding. "For the 2010 Youth Olympic Games, the second minister for finance guaranteed that the government of Singapore would act as the ultimate financial guarantor should there be any shortfall between the costs and revenues. This included any shortfall in the YOG Organising Committee (YOGOC) budget. Event bidding is typically done as a partnership effort in Singapore depending on the size of the event. The SSC, along with its parent ministry, ministry of community development, youth and sports (MCYS), are responsible for bidding for major sports events for Singapore. If the event is owned by the IOC, the Olympic Council of Asia or Commonwealth Games Federation, SSC and MCYS will work closely with the Singapore National Olympic Council (SNOC) on bid proposals. The National Sports Association will also provide support for events in their specific sports. Events are evaluated based on several factors, e. g. , •PR value •Number of local and international participants•Number of elite participants•Number of fringe activities•broadcast value•ability to attract private sector sponsorship etc•sustainability of event (how many years event will be anchored in Singapore)According to Ang, Singapore's event strategy is based on its positioning as one of the top sports cities in Asia. Key drivers are: •Leverage on Singapore's USPs and key strengths e. g. , solid infrastructure IT and telecommunications, efficient governance and business–friendliness to facilitate running top–class events, youth orientation, safety and cleanliness. •Develop local sporting culture, interest in sport through a vibrant local sports calendar with over 700 events annually, to create sound base of spectatorship and local interest. •Facilitate / value–add inbound travel to develop overseas spectatorship. •Position the country as a 'Lifestyle Hub' by combining 'lifestyle' sports events such as sailing, golf, motorsport with leisure activities such as shopping, eating etc. •Position Singapore as a 'Race Destination' (given its vibrant race calendar which consists of a wide array of endurance and race events from triathlons to marathons to adventure races). •Position Singapore as a 'Host City of Asia'. •Leverage on Singapore's existing reputation as a 'meetings, incentive travels, conventions and exhibitions' (MICE) destination by hosting sports related meetings and conferences such as Soccerex Asian Forum, SportelAsia 2010 and 117th IOC Session.

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