INTERNATIONAL DEVELOPMENT


been a priority – or even of parallel importance. While significant funds have been spent on hosting (and bidding for) events and creating iconic, international- standard competition venues, investment in community sport facilities has often remained relatively low. This, however, could be about to change. The burgeoning middle classes are


demanding spaces to get physically active, leading to more emphasis being put on “sport for all” initiatives. From a supplier point of view, this will open up further opportunities for the providers of sports-related infrastructure and services to pitch for business.


Chinese experience Of the BRIC countries, the largest economy belongs to China, where sustained, long-term growth has created a huge, urbanised middle class. As a result, the government faces demands on investing in quality of life – especially in the larger cities. The increased free time and disposable income has led to leisure becoming a major growth sector. Former Sport England CEO and


chair emeritus of the World Leisure Organization, Derek Casey, now spends most of his time traveling the world, advising and lecturing on sports development in all its forms. He predicts the emerging nations and their sports infrastructures will develop in the same way that they did in Europe – and nowhere is this pattern clearer than in China. “Traditionally, unless a sport is likely to


win an Olympic medal, it will not be given funding by the Chinese government," Casey says. "But there is now a mass participation directorate within the Beijing government, so you can see the beginnings of a "sport for all" attitude


56 Sports Management Handbook 2014-2015


China's growing middle class is creating a demand for "sport for all" initiatives in the country Building with BRICs


Brazil: ■ FIFA World Cup 2014 ■ Olympic Games 2016


Russia: ■ Winter Olympic Games 2014 ■ FIFA World Cup 2018


India: ■ Commonwealth Games 2010 ■ Cricket World Cup 2011


China: ■ Olympic Games 2008


being adopted as a major contribution to improving the quality of life in China. "This parallels the continuing emphasis


on economic development. As middle classes expand in the likes of the BRIC countries, there'll be an automatic increase in the number of people wanting to play sport regularly. "We saw this in the UK from the early


1960s onwards. The expansion of the middle classes, their new aspirations and changes in working conditions and practices meant a demand for greater choice and for the provision of more leisure opportunities. We're now seeing


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