SINGAPORE: Singapore scored the rights to host the inaugural edition of the "Soccerex Asia Forum", after beating off tough competition from Abu Dhabi, Qatar and Dubai.

Soccerex will seek to bring the business of football to Asia. Some 1,500 movers and shakers in the global football industry are expected to descend on Singapore in July 2010.

According to the organizers, the business spin-offs at the two-day event are likely to go into millions of dollars.

Misha Sher, business development director, Soccerex, said: "It goes without saying that Asia is mad about football. There is so much happening here, so many fans that follow the game.

"But I think that the professionalism in the way the game is run, in the way it is organised, has a long way to go in Asia."

Newly formed consultancy, Football Asia, secured the rights to host Soccerex in Singapore up to 2013.

Minister for Community Development, Youth and Sports Dr Vivian Balakrishnan, attended the launch of the company, along with other big names in local football.

Singapore's sports authorities feel the firm can act as a bridge for the sport between the East and West. The company will be looking into sponsorship, player endorsements and getting European clubs to build their fan base in Asia. Developing Asian football will be one of its key priorities.

"When a football team comes here, they shouldn't be teams - it should be a club. When a club comes here as opposed to a team, it means they bring their infrastructure, they bring their commercial knowledge," said Jon Collins, CEO, Football Asia.

"If you got Real Madrid playing at the National stadium, the next day the Commercial Director should be talking to Singapore businesses or Singapore sports about how they commercialise football and how they engage the community," he added.

The organisers are already planning to bring some teams that are preparing for the World Cup 2010 to Singapore for training stints.

- CNA/sc