Wheels of fortune

[davewilson]

SINGAPORE: While the powers-that-be are busy exploring a plan to bring Formula 1 action to Singapore, potential stakeholders will soon understand how a motorsports event can benefit them and the economy.

Some of the sport's luminaries will be here to deliver talks in a two-day forum called Motorsports Asia: The Grand Prix for Marketeers, which will be held at the Pan Pacific Hotel from April 3-4.

Speaking at the forum will be Formula 1 circuit designer Herman Tilke, managing director of McLaren Racing Jonathan Neale, former Minardi team owner Paul Stoddart and founder of the official Formula 1 TV Neil Mallard.

TODAY editorial director PN Balji is among a panel of experts who have been invited to take part in workshops that will, among other things, discuss sponsorship and the creation of a vibrant motorsports culture in Singapore.

Organisers UP Media said the forum, modelled after the highly successful Motor Sport Business Forum in Monaco, aims to equip industry captains of corporate Singapore with all the necessary information on how to take advantage of motorsports.

Executive director of UP Media Anand Vathiyar said motor racing is making a big impact all over Asia and many big corporations in the region have already benefited from it.

But he said that although there are signs that an event will take place in Singapore soon, not many businesses here are prepared for it.

"Motorsports is a multi-billion dollar industry and Asia is in focus right now. Formula 1, A1GP and even the American Champ Car series are all trying to increase their presence in the continent but many people here don't realise the number of business opportunities that will open up for them when an event finally comes to Singapore. We intend to address this issue at the forum," said Anand.

The event has the backing of the Singapore Motor Sports Association, whose president Tan Teng Lip believes that the forum will be a good opportunity for planners here to learn from the professionals on how to stage and manage a race on a street circuit.

"The last time we held a race in Singapore was 34 years ago at Upper Thomson Road. As it will most likely be held on the city streets this time round, there are many issues we have to look at, like how to manage the closure of roads and public safety," said Tan. "We have to get ourselves updated."

Although the forum was initially tailored for Singapore, it has attracted the attention of the sports' bigwigs and corporate executives from China to Indonesia.

The chairman of China's CCTV, Liu Yu, who also runs the country's A1 Grand Prix team, will be in attendance, as will Michelin Asia-Pacific product marketing director Oliver Brauen.

"We started this project with Singapore executives and administrators in mind. But obviously there is a thirst for more knowledge from all over Asia on how to manage motor racing teams and events. They want to know how to get and manage sponsorship and we have that in the programme as well," said Anand.

Despite the interest, UP Media is cautious on the turnout and is only targeting 200 participants, who will have to pay $1,500 to attend the two-day event. "This is only the first year of the forum and we are aiming at those who want to have a stake in motorsports. But we plan to make this an annual event and, hopefully, we can attract a bigger crowd the next time,"

The Stig