Commentary: Getting the private sector to play a bigger role in funding sporting success

National shuttler Loh Kean Yew’s triumph at the badminton world championships sparked an outpouring of support, including monetary pledges from corporates and individuals alike.In total, almost S$420,000 was raised for Loh, which will stand him in good stead as he continues to build towards his goals and success at the 2024 Olympic Games.

As a former athlete and sports administrator, I would argue that the level of funding support provided to athletes on average is insufficient to build a career in the traditional sense. As we saw with Loh, sporting success stories can and will attract attention from corporates and wealthy benefactors.

Instead, what would be more helpful are sponsors who are willing to commit to longer-term support over a number of years, with an emphasis on helping national sports associations to develop talent development pipelines, and with monetary incentives built in to encourage athletes to pursue success progressively in a range of competitions instead of a mega windfall after one significant win.

It supports some 50 sports, and has contributed to 70 Olympic medals, 90 Paralympic medals and more than 200 World Championship medals. First, as more and more athletes begin to aim for and perform on the global stage, national sports associations and athletes themselves will need to push hard to profile their journeys and efforts, warts and all.

In order to train and compete against the best in the world in the hopes of winning medals at the Asian Games and beyond, they uprooted themselves from their friends and family to move overseas for two years in the midst of the pandemic. Most companies would be used to expecting a certain return on their investments in the business world, and while sports is a slightly different proposition, it should not be seen purely as a charitable cause.

sound very oddddd

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