The future of the Commonwealth Games is a fog

■ Our reporter Wu Yulun

Following Australia’s Victoria and Gold Coast City have successively “appointments”, Malaysia has recently announced that it has refused to take over to host the 2026 Commonwealth Games.The reality that no one is willing to take over not only makes this well -known international sports competition founded in the 1930 “British Empire” era, which has been suspended. At the same time, it has caused such thinking -whether a Games that originated in the colonial era still have reality in modern times in modern times.significance?How can the comprehensive sports be survived in the global sports calendar?

The high cost is an eye -catching

In 2017, South Africa Deban lost the right to host the Commonwealth Games in 2022 due to the poor preparations. In 2026, Birmingham was held to make up for the 2022.After 2022, the Commonwealth Games fell into a predicament of no one.The Australian Victoria and Gold Coast City have abandoned the next British Federal Games, and Alberta, Canada announced its withdrawal from the 2030 Commonwealth Games.

The high cost of running the competition has become a common reason for the three places to abandon the application.It was only two and a half years before the 2026 event. After the Victoria and the Gold Coast City were abandoned, the Commonwealth Games Federation suggested that Malaysia took over to host the Games and was willing to provide 100 million pounds for this.However, the Malaysian Youth and Sports Department stated that the funding of 100 million pounds was not enough to make up for the gap in the cost of running the competition. It was too short to the opening time of the event, and it was difficult to determine the economic benefits that the Commonwealth Games could bring.

According to the former Victoria Governor Daniel Andrews, the cost budget of the Commonwealth Games in 2026 was $ 2.6 billion, but the actual cost will reach A $ 6.9 billion.Obviously it is not a suitable economic account to hold a activity of only 12 days and the nearly budget for only 12 days and the nearly budget of only 12 days.The reason for the Alberta Provincial Government of Canada is the same -the provincial government cannot afford the cost of running the competition.

Unfortunately, the Commonwealth Games in 2022 became an “dismissal” advertisement.Holding the competition to make Birmingham’s unsatisfactory fiscal situation worsened, and finally embarked on a non -return path for bankruptcy protection last year.The delays brought about by the new crown epidemic and the inflation and soaring interest rates in the UK have severely overdo the cost of the Bercho Berchon Federal Games.According to the British “Independence”, Birmingham City Hall was warned to abandon the hosting of the Commonwealth Games, but finally chose to go alone.The industries known as the “World Workshop” failed to copy the prosperity and heritage brought by London in London in the 2012 Olympic Games. On the contrary, fiscal bankruptcy was declared under the joint influence of various factors.

In sharp contrast to the cost of high -end competitions, it is a very “sensible” economic income.Joseph Xiao, Minister of Tourism and Sports in Alberta, Canada, pointed out that corporate sponsorship and broadcast revenue are very “limited”, which will allow taxpayers to pay 93%of the relevant expenses.Reuters believes that television broadcast rights are the main sources of income from international sports events. Compared with other large -scale events, the relevant income of the Commonwealth Games is small, which means that the state and the local government will face a serious budget deficit when holding this event.Essence

The “relics of the old era” need to reshape the brand

Michael Payne has worked in the International Olympic Committee Marketing Department for nearly two decades. He has completely changed the financial situation of the International Olympic Committee by reshaping the Olympic sponsor system, and was widely praised.The 66 -year -old Ireland told AFP that in the world of increasingly competitive sports events, the Commonwealth Games need to answer a sharp question- “The challenge facing the Commonwealth Games is correlation.A balance between the balancing and maintaining a certain form of correlation. However, with the death of the Queen Elizabeth II, everything has become more difficult. “

The Commonwealth Games encountered “applying for the cold winter”, which has no relationship with the recognition of the members of the Commonwealth (that is, the “correlation” of Payne).The people of many British Federal members have questioned their association with this sports meeting, and even approved the British Federal Games as “the relics of the past colonial era.”

The purpose of the Commonwealth Games was to unite members of the British Empire in a sports competition.The first sports meeting was held in Canada in 1930, when it was called the British Empire Games.In the past century, the Commonwealth Games was suspended in 1942 and 1946, which was influenced by World War II.Although the sports meeting was reserved in the “wave of colonization”, the degree of recognition of the Commonwealth of all members of the membership was unstoppable.At present, among the 56 countries in the Commonwealth, there are only 15 monarchy and only 15 of Charles III as the head of state. Some countries have set off discussions that cut off the connection with the British monarchy.In Malaysia and other countries that do not take Charles as heads of state, there is also the sound of re -considering the identity of the Commonwealth membership.

In addition to the Commonwealth Games, more and more comprehensive games have been in a dilemma that it is difficult to find the place of hosting.Former International Olympic Committee Marketing Director Torrence Bernes believes that consumers have several times more than ten years ago, consumers’ choices in the field of sports and entertainment are several times.The novelty of a place has been dissolved by the ability of the Internet and new technologies. “Therefore, if a large number of comprehensive sports meetings are still held in the current form, “it will continue to wither.”

In the 1996 Atlanta Olympic Games, over -commercialization severely disrupted the normal holding of the competition and distorted the Olympic brand.As a result, the International Olympic Committee has reached an unanimous opinion of “need to manage the Olympic brand”. Since then, the Olympic Organization Committee of each Olympic Olympic Organization has since reached more stringent control to maintain its own brand.Bernus believes that only by finding its own brand characteristics, the comprehensive sports will retain the core audience and attract new audiences.In his opinion, the “brand problems in the brand” of many sports meetings, first of all, lack the differences with competitive products. Secondly, the correlation with its core audience decreases.Or a long hope. “

(Source: Wen report)