Taiwan champions sports tourism with Eurosport deal

Taiwan signed a direct agreement with the international sports broadcaster that include advertisements on Eurosport 1 and 2, an iPad campaign, as well as two tailor-made editorial programmes focusing on cycling and golf. These were developed by an in-house production team within one month.

In particular, Taiwanese golfer Yani Tseng (pictured) is advocating the country's potential for golf tourism in these Eurosport programmes, that is currently broadcasting until 7 December.

Mark McFarlane, commercial director of Eurosport Asia-Pacific, told Campaign the agreement broadens the sports-advertising portfolio for the channel, which is already dominant in most European countries, but less so in the Asia Pacific region.

In recent years Taiwan has pushed the development of an embryonic sports-tourism industry. There are now a number of annual competitions such as the Taiwan Cup, a 200-kilometer invitational cycling race and the Mercuries Taiwan Masters International golf tournament. "We hope more foreign visitors experience Taiwan's colourful attractions. It's time for Taiwan!" Joseph Cheng, executive officer of Taiwan Tourism Bureau, added.