EVA POURKOU - SPORTS MORE ACTIVELY IN THE INVESTMENT PLAN - Filenews 1/3 by Angelos Angelodimou
With the aim of integrating sports more actively into the country's investment plan and contributing to attracting investments and utilizing European programs, the Business Association of Sports was established.
The president of the association, Eva Pourkou, talks to "F" about its goals and future plans, about the prospects of sports, as well as about the way in which it can be connected with entrepreneurship, in order to generate investments in the field.
First of all, tell us what led you to found the Business Association of Sports (BAS)? What was the vision and goals behind the idea for its creation?
The establishment of the Business Association of Sports arose from a clear need: Sport in Cyprus has momentum and prospects, but lacks organized institutional representation in terms of entrepreneurship and investment.
The vision of BAS is based on a strong Board of Directors with technocratic competence. Vice-President is Aristos Potamitis, General Secretary is Giorgos Christofides, Financial Officer is Marios Athanasiou and Member is Mary Charalambous Papamiltiadis. This composition strengthens the institutional seriousness and the possibility of substantial intervention of the Association in sports issues with the aim of transparency and sustainability and will contribute to attracting investments and utilizing European programs, integrating sports into the wider development narrative of the country.
The Business Association of Sports operates under the umbrella of the Cyprus Chamber of Commerce and Industry (CCCI), confirming that sports are a development pillar of the Cypriot economy.
Which companies, organizations or clubs can become your members and what will be the benefit they will get from joining the Business Association of Sports?
The Business Association of Sports is aimed at a wide and dynamic range of bodies that are directly or indirectly active in the sports sector. Members can be: (1) Sports clubs and federations. (2) Companies that invest or wish to invest in sports. (3) Businesses active in sports marketing, media, infrastructure, technology. (4) Organizations related to fitness, wellness, and sports education. (5) Lawyers, auditors, consultants and sports business professionals. (6) Bodies involved in sports tourism. The benefits for members are substantial and strategic, such as participation in organized sports lobbying inside and outside Cyprus, access to institutional dialogue with state and investment bodies, high-level networking and targeted B2B meetings, exchange of know-how, utilization of European programs and creation of investment synergies.
What were your first actions after the establishment of the Association and what are your next plans?
Our first actions focused on the institutional and strategic direction of the Association. We defined some key pillars of action and activated a Board of Directors with expertise in legal, financial and developmental issues of sports.
At the same time, we immediately proceeded with institutional contacts with the aim of integrating sports more actively into the country's investment plan and creating an organized framework for attracting sports investments. This will be followed by meetings with public and private organizations, as well as with business entities.
Our next plans include the creation of thematic committees, the submission of policy proposals to improve the institutional and investment framework in sports, the organization of targeted networking events and the strengthening of international connections and our presence in European networks.
How can sport and entrepreneurship be "married" with mutual benefit for both parties?
Modern sport needs strategy and sustainability. On the other hand, entrepreneurship seeks strong brands, emotional connection with the audience, and visibility platforms with real impact. This is exactly where the two worlds meet. This "marriage" is achieved through strategic sponsorships with a long-term plan and measurable goals, through modern governance models with transparency, financial control and professional management that inspire trust, as well as through the commercial exploitation of rights.
At the same time, the connection with ESG criteria and the social footprint makes sports an ideal tool for corporate social responsibility, while the use of European and investment tools creates new funding prospects.
Fitness & wellness
In Cyprus, when we refer to sports, our minds usually go to football and basketball. However, sport is much more than these two. Where else will you seek to get involved in order to develop more sectors that may not have an obvious or direct relationship with sports (such as fitness and wellness) but can contribute to the wider development of the economy?
It is true that in Cyprus the debate about sports is mainly focused on football and basketball. However, modern sport is a multidimensional ecosystem linked to health, technology, education, tourism and entrepreneurship.
As the Business Association of Sports, we seek to strengthen areas such as fitness & wellness, sports technology and innovation, education and certification, sports infrastructure and the organization of international events. Sport is not only a competitive activity, it is also an economic activity. It creates jobs, boosts local entrepreneurship and attracts investment. The next day of sports in Cyprus is not a single theme. It is multi-sectoral, extroverted and economically strategic.
Connections, international relations, networking with individuals and organizations from abroad that have know-how at various levels, are an important part of the development of sports. Will you seek to act in this direction?
Absolutely. Extroversion is a key pillar of our strategy. The Business Association of Sports aims to function as a platform for international collaborations and organized sports lobbying, inside and outside Cyprus. We will seek collaborations with European and international organizations, attracting foreign investors, exchanging know-how and actively participating in international sports business networks. Sport cannot be developed in isolation. If we want Cyprus to develop into a regional sports hub, strategic international alliances and a substantial presence in the global sports ecosystem are required, and this is exactly the role that the BAS aspires to play.
Strategic planning
Sports tourism is a field that is frequently mentioned by various bodies. Do you think that the conditions exist for its further development? What needs to be done for our country to attract this kind of tourism?
Yes, I believe that there are essential conditions. Cyprus has a 12-month climate, sports facilities and a strategic geographical location, elements that form a strong basis. However, in order for there to be real development, organized strategic planning, a national sports tourism plan with a clear targeting, certification of facilities, coordination of the public and private sectors and the integration of sports into the wider investment narrative of the country are required. With proper sports lobbying and institutional cooperation, sports tourism can develop into an important development pillar of the economy.
The problems in football companies
Referring to football, Ms. Pourkou, it is widely known that there are serious problems with several companies in terms of their financial management. Inevitably, this image is not conducive to attracting people who would like to invest in football. Do you have any suggestions to improve this situation?
Reliability is a key requirement for investing. When there are doubts about transparency and good management, the investor walks away. The solution is institutional and structural: Implementation of modern corporate governance standards, regular independent financial audit, long-term business plan and clear separation of administrative and executive roles.
The Business Association of Sports can contribute technocratically to this debate, leveraging the legal and financial expertise of its Board of Directors. Football is not the problem since we are talking about a high-value product. However, modern management is needed to attract serious funds and we will seek cooperation with the Cyprus Football Federation in this direction.
