South Tangerang, – The government is actively attempting to improve the nation’s competitiveness in sports. Through the issuance of Presidential Decree (Perpres) Number 86 of 2021 about the Grand Design of National Sports (DBON), the government has begun to redesign the national sports ecosystem to groom athletes who are able to excel both domestically and internationally.

In accordance with the mandate of the Presidential Decree, Vice President (VP) K.H. Ma’ruf Amin as the Head of the DBON Central Coordination Team, urging relevant parties to work together to develop a direct, systematic, and sustainable sports design covering various aspects to advance national sports. He also requested that this design be included in a DBON implementation roadmap.

“I hope there is a sort of cooperation from all parties, starting from the central government, regional governments, sports organizations, business and industry, as well as the community, who need synergy in policies support, budgets, curriculum, facilities, infrastructure and others, which cascaded into a roadmap so that the implementation of DBON can be directed, systematic, and sustainable,” asked the Vice President while chairing the Meeting of the DBON Implementation at the Vice President’s Palace, Jalan Medan Merdeka Selatan Number 6 Central Jakarta, Thursday ( 12/05/2022).

Following up on the Vice President’s request, Special Staff of the VP, Arif Rahman, hosted a Focus Group Discussion (FGD) titled “Boosting Sports Independence through Industry, as an Implementation of the Grand Design of National Sports” at Hotel Santika Premier Bintaro, Jl. Prof. Dr. Satrio No. A3-01, Pondok Jaya, Kec. Pondok Aren, South Tangerang City, Banten, Thursday (21/07/2022).

According to Arif, this FGD specifically discussed the interconnection between sports and industry, lifestyle, and sporting events to encourage the growth of the sports industry which is needed in the implementation of DBON. In addition, the development of industrial and business aspects is also on the agenda for discussion. With all the topics above, it is expected that in the future, the sports industry can have high value and be attracted to the market. This high value will later be a reflection of the quality and achievements of athletes, clubs, national teams, and sporting events.

The FGD, which presented 4 speakers, was opened with a keynote speech given by the Minister of Youth and Sports (Menpora) Zainudin Amali. On this occasion, Zainudin explained the various challenges faced by the sports industry, ranging from budget, regulation, and supporting data, to dependence on imports of sports equipment. On the other hand, he also explained the strategies carried out by the Ministry of Youth and Sports (Kemenpora) to cope with these challenges including optimizing the use of domestic product sports equipment, increasing sports tourism-based sports events, creating high-quality human resources in sports through the creation of a sports industry management, to the application of product standardization. Henceforward, Zainudin hopes that the current challenges can be overcome accordingly.

In the core discussion, Deputy 4 for Sports Achievement Improvement at Kemenpora, Chandra Bhakti, revealed that the upstream of DBON is community sports with goals in fitness and the downstream is an achievement, while in the middle there are educational sports. Chandra also assessed that sports in the world today have developed and are recognized as having an important contribution to sustainable development and world peace, especially to promote tolerance, mutual respect, and empowerment of women and youth, individuals and communities with the intent and purpose of health, education, and community.

Therefore, as a concrete contribution of Kemenpora in developing the sports industry, Chandra explained about Kemenpora’s Fund Management Agency (LPDUK) which functions to assist in organizing events and developing various sports, especially the 14 leading sports, namely badminton, weightlifting, rock climbing, archery, shooting, wushu, karate, taekwondo, bicycle racing, athletics, swimming, rowing, artistic gymnastics, and Pencak Silat. In the future, he also hopes that the synergy and collaboration of various stakeholders from the sports industry and the community can be established to support the development of the sports industry in Indonesia.

With regard to sponsorship, Deputy Secretary General of Central KONI Herman Chaniago, explained that there was an increase in the value of sponsorship by more than 50 percent in the world of sports, from US $ 37.9 billion in 2010 to US $ 65 billion in 2018. According to him, this shows the high interest of global companies in sports.

Seeing this phenomenon, Herman thinks that three strategies are needed, namely First, brand visibility, sports must provide high exposure to a brand by providing many placements to reach audiences through athlete attributes, stadium displays, television and online communication media. Second, brand positioning, which is to form perceptions and beliefs about a brand to the public. Third, strategic partnership, namely by opening many opportunities with many parties and expanding the network formed within the sports institution. In addition to sponsorship, on this occasion, Herman also explained KONI’s efforts in producing and coaching outstanding athletes.

On the part of sports practitioners, Sports Industry Expert Hasani Abdulgani, emphasized the importance of Indonesia in developing sports tourism to attract foreign tourists. According to him, this can be done by using nation branding through the holding of major sporting events such as the 2018 Asian Games, the Mandalika Moto GP that has been carried out, as well as future events such as the FIFA U-20 World Cup 2023 and the FIBA World Cup 2023.

To support this, Hasani believes that the government must create regulations that support the development of investment in the sports industry. The certainty in regulations plays an important role in unlocking investment potential, especially those coming from abroad.

Ending the FGD, Sports Observer M. Kusnaeni explained the challenges of sports being an industry in Indonesia. These challenges include infrastructure, the unequal availability of sports facilities and infrastructure, the limited reach of marketing and cooperation networks, and low knowledge about the potential of entrepreneurship in sports.

Therefore, according to Kusnaeni, the key to overcoming these problems is the synergy of the three pillars. The first pillar is that sports players must open themselves to the involvement of other parties. The second pillar is the private sector, which requires foresight and courage from the private sector to develop the sports industry. The third pillar is the government, the state must be committed to the progress of the sports industry.

Present at this FGD were various sporting stakeholders such as Student Community and Youth Organizations (OKP, GMNI, HMI, PMKRI, IMM, GMKI, HIKMABUDHI, IPNU), DBON Sports Branch Organizations, Fund Management Institutions and Sports Businesses (LPDUK) Kemenpora, Sport Media, Sport Marketing, promoters or sports industry players, as well as sports activists and athletes. (NN/LHS-BPMI Setwapres)