Sports consulting is a growing market in Asia, where a younger demographic is developing a sports-centric lifestyle. Asia’s demographic is younger than that of many Western nations, and the younger generation is hungry for new sports as a result of global media exposure. As a result, the Asian sports consulting market has expanded rapidly over the last decade. Taking note of this, Mana Group, a sports advertising agency with deep expertise in rights management and operational event delivery, has established itself as a market leader.
“Running and mass participation events have exploded, and the region is eager for more opportunities. In Asia, sports structures are topheavy, and the crew needed to deliver great events often lacks the necessary expertise”, says Chris McCormack, Executive Chairman and Strategic Lead of Mana Sports and Entertainment Group.
Singapore-based Mana Group has honed its craft and established a network in nations with thriving sports scenes, such as Australia and the US. The firm has the network to provide clients access to this network as Asia’s sports market expands. Mana Group has extensive production and rights management knowledge and takes a distinctive approach to developing rights packages and content that broadcast networks and OTT platforms will buy, adding value for leagues and clients.
Sports for Growth
Sports have a long-acknowledged ability to combat lifestyle diseases and advance general wellness. Bahrain, a tiny island nation in the Arabian Gulf, has started a long-term plan to develop a sports city after realizing the value of sports in achieving these objectives. Bahrain sought to develop sports more naturally, promote a participation culture, and create an ecosystem for a bottom-up structure that supports sports, in contrast to Qatar and Dubai.
Mana Group’s expertise in sports and mass participation was crucial to helping Bahrain achieve these results. They helped create the Bahrain Victorious 13 team to become an inspiration for sports excellence and active lifestyle. They also introduced an Ironman triathlon, in which only 84 Bahraini athletes took part as individual competitors in the first year. However, in the past eight years it has seen a 118% increase in local participation on the individual level. Over 50% of the relay teams represent Bahrain.
This encouraged the growth of clubs for triathlon as well as swimming, cycling, and running, introduced hundreds of children to sports, enhanced the talent pool for Bahrain’s Olympic program, and established a previously unheard-of culture of sports participation, helping Bahrainis lead healthier lives.
Ensuring RoI & Supporting Clients
Mana Group works closely with its clients to comprehend their goals and expectations. In the quickly evolving emerging market of Asia, its flexibility and transparency are huge advantages. A cost-benefit analysis of each event is conducted as part of the company’s client engagement cycle before it is brought in.
Chris adds, “I don’t think there is anyone like us: the best of breed positioned in this part of the world because we call it home and see an opportunity here. And it’s centrally located; we can meet the needs of our international clients and still build out where we see the future of the sport is going within this continent”. Mana Group provides a comprehensive range of logistics services or recruits local talent that clients want to work with. In order to ensure business growth for its clients, the company places a strong emphasis on developing an ecosystem around the events it supports.
In order to ensure business growth for its clients, Mana Group places a strong emphasis on developing an ecosystem around the events it supports
Staff and crew with a long history of involvement in sports, such as former professional athletes and event planners, have helped Mana Group build its reputation. Mana Group is not owned by private equity, so it is not controlled by the money of investors and is instead very client-focused. Despite the difficulties the pandemic has brought about, Mana Group has maintained its clientele and is well-positioned for further expansion and success in Asia’s sports consulting market. The success of Mana Group in the Asian sports consulting market is a result of its knowledge, adaptability, and client-centered philosophy. The company wishes to scale further with the same approach.
Chris McCormack, Executive Chairman & Strategic Lead
A Triathlon and Ironman Hall of Fame athlete, 4-time World Champion, Multiple Ironman Hawaii World champion, author of a New York Times bestseller, voted World’s Fittest Athlete by ESPN and ranked by Forbes Magazine as triathlons first commercial golden boy, Chris McCormack is a proven winner with a driven work ethic and a personal ethos for purposeful alignments. He is a global Leader in the Sports and Media industry.
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