The Hong Kong government announced on Sunday a new round of measures for its “M” Mark system to optimize the use of resources for major sporting events and maximize the benefits of government funding.

The Culture, Sports and Tourism Bureau and the Major Sports Events Committee (MSEC) had reviewed the measures it implemented in April 2023 and announced the new changes to further improve the "M" Mark system.

The new measures, which will apply after Sept 15, will further ensure the quality and attractiveness of "M" Mark events, strengthen their appeal to spectators and visitors, and enhance their economic benefits, said a spokesperson for the SAR government.

Established in 2004, the "M" Mark system aims to encourage and help local national sports associations and private or nongovernment organizations to organize major international sports events in the city.

The system is also intended to enhance Hong Kong's image as a center for major international sports events and bring tangible economic benefits to the community.

“Under the refined criteria, ‘major sports events’ that have significant benefits on tourism promotion and the local economy, depending on the circumstances, may also apply as ‘exhibition matches / tournaments’”, the spokesperson said.

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The total funding ceiling for each event (direct grant and matching fund) will range from HK$6 million ($768,400) to HK$15 million based on the vetting result as assessed against the refined vetting criteria for a more effective allocation of resources.

To encourage organizers to gradually increase the amount of private sponsorships, the direct grants for new "major sports events" will be provided on a sliding scale from the maximum amounts of HK$6 million (first year), HK$5 million (second year) to HK$4 million (third year) to promote the development of sports as an industry.

The government will also adopt a strategic approach and explore long-term partnership with organizers of sports events, which are able to bring significant economic benefits to Hong Kong.

The "M" Mark system will focus on supporting world-class "major sports events" (open competitions rather than age group-specific events) to enhance the efficiency and effectiveness of government funding, while funding support will only be provided to one event of higher-level per year for a series of championships/tournaments organized to ensure the diversity of the "M" Mark event calendar, according to the spokesperson.

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For "exhibition matches / tournaments”, the MSEC will adopt a fixed application cycle for accepting and processing applications. Those received within the same application cycle (six months) will be processed and considered together based on their merits.

Under normal circumstances, the MSEC will select a maximum of three "exhibition matches / tournaments" in the same cycle to avoid multiple events organized in the same period and thereby reducing their economic viability and benefits, according to the spokesperson.

The government will also require applicants to submit their applications at least six months prior to the hosting or announcement of an "M" Mark event to encourage organizers to plan thoroughly and ensure better promotional effectiveness for the event.

To strengthen monitoring and reporting mechanisms, organizers may receive a maximum of 50 percent of the eligible matching fund ahead of the events, after signing of the terms and conditions for funding support and providing documents or proof demonstrating the amount of cash sponsorship secured.

Should organizers fail to hold the events in accordance with their proposals or meet the key performance indicators, the MSEC will assess the actual outcomes of the events and may adjust the final amount of funding support.

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Organizers are also required to appoint an independent professional agent to conduct exit survey with participants and submit reports to evaluate the events more effectively.