我們需要整合策略 讓體育於香港更為普及 (We need a joined-up strategy to build on the popularity of Hong Kong)

我們需要整合策略  讓體育發展於香港更為普及

巴克萊亞洲錦標賽將再次由英格蘭超級聯賽帶來香港，並於7月上演。這項每兩年一次於亞洲不同城市輪流舉辦的盛事，對上一屆亦正是於香港舉行。同樣地，來自中國、泰國及韓國的球隊亦會雲集香江，參與農曆新年賽事。其實有不少足球中介公司經常會聯絡我，並希望可撮合一些來自世界各地的球會及國家隊來港比賽，但由於賽期緊密及設施不足等原因而未能成事。再者，香港才剛於東亞盃外圍賽中主場與澳洲、中華台北、朝鮮及關島對戰。而我們亦經常收到申辦亞洲足協不同賽事的邀請。雖然香港的世界排名較低，但仍能吸引各方興趣。

「人們希望來港」。當然，這是在不同動機的推動下，當中可能因為地理位置、商業原因、語言、文化、氣候、安全理由、作為進入可觀市場的「踏腳石」、甚至是一些特別原因如7人欖球賽及巴克萊亞洲錦標賽!但不論他們的原因為何，不少人就是想來。他們來港不但能大大帶動消費，更能讓社會受惠。運動盛事絕對可以成為一種催化劑以剌激經濟活動，而這亦應屬於整體策略的一部分。

對遊客而言，香港有一流的基礎設施、交通運輸、通信及住宿。不用多說，體育設施亦應反映此等質素。香港大球場肯定是一個標誌性的建設，於滿座時更可營做出一個很好的氣氛，然而，長年累月的損耗及缺乏足夠設施已不足以滿足一流運動員及演藝人的要求。

取而代之的將是一個更新更大、興建於啟德的體育場館，足總100％支持這個期待已久的計劃。若香港要繼續吸引頂級的體育賽事，並不讓其他地區的對手過頭，如新加坡（他們新的體育場館正在興建中），就必需加快發展步伐。另外，香港亦必須將更多資源投放於其他體育基建設施，使香港有能力舉辦更大型的體育盛事。

觀眾的熱血激情絕對是各方體育賽事為何鍾情於香港舉辦的原因之一。香港本地的球迷亦值得使用更佳的設施，因為他們正是讓這個地方變得吸引的原因。我呼籲大家繼續支持體育賽事，而我期待著看到更多球迷入場支持香港的甲組聯賽、盃賽、賀歲盃、3月港隊主場對戰越南，當然不少得7月舉行的巴克萊亞洲錦標賽。

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We need a joined-up strategy to build on the popularity of Hong Kong

It’s official, the Barclays English Premier League will be bringing the Barclays Asia Trophy 2013 to Hong Kong in July. This event happens every two years and usually rotates around various cities in Asia and yet it was held here in 2011. Similarly, teams from mainland China, Thailand and Korea will be here for the Chinese New Year Tournament. I am regularly contacted by football agents looking to bring Club and National Teams from literally all over the world to play in Hong Kong. Mostly it is impossible to accommodate these requests because of fixture congestion, availability of facilities etc. Furthermore, Hong Kong recently played host to teams from Australia, Chinese Taipei, North Korea and Guam in the EAFF Tournament. We are often asked to apply to host various AFC competitions. All of this interest, despite our lowly FIFA Ranking.

People want to come to Hong Kong. Of course, their motivations vary widely; some because of the geography, some the commerce, some the language, some the culture, some the climate, some the security, some the ‘gateway’ to other lucrative markets and some for specific reasons such as the Rugby 7s or the BAT! It doesn’t matter why they want to come – the point is that they just do. When people come to Hong Kong they spend money, it boosts the economy and creates multipliers that trickle down into the community. Sport can be the catalyst for this upsurge in economic activity and should be part of a cohesive strategy.

Hong Kong has great infrastructure for visitors, the transportation, communications and accommodation are all first class. It goes without saying therefore that the sports infrastructure needs to reflect that quality. The Hong Kong Stadium is certainly iconic and creates a great atmosphere when full, but it is ageing and lacks the amenities that top class sports people and entertainers require.

The plans to replace it with a new larger stadium at Kai Tak are long overdue and the HKFA backs the proposals 100%. If Hong Kong is going to continue to attract top class sporting events and not lose ground to rival destinations such as Singapore (their new Sports Hub is under construction), this development needs to gather pace. Further investment is also needed in the other sports facilities in Hong Kong so that larger events can be catered for as well.

One of the reasons why sports events like to come to Hong Kong is the enthusiasm and passion of the spectators. The local fans of Hong Kong sport deserve better facilities too. It is them that make the place attractive in the first place. I urge people to continue to support sports events and I look forward to seeing as many people as possible at our 1^st Division matches, Cup competitions, the Chinese New Year Tournament, our home match against Vietnam in March and of course the BAT in July.



2013 – 香港未來足球發展的預示年 (2013 Heralds a Brighter Future for Football in Hong Kong)

2013 – 香港未來足球發展的預示年

2012年，香港足球代表隊不但於客場戰和馬來西亞，亦於東亞盃外圍賽第二圈有不俗演出，而在剛過去的省港盃更勇奪冠軍殊榮。今年，香港足球代表隊會以這些比賽的經驗作為成功的基礎，並集中應付2015亞洲盃外圍賽的數場賽事，包括對戰烏茲別克、越南及阿聯酋。而女子足球代表隊及五人足球隊(男子及女子)亦會力求進步，而後者更會於6月參加亞洲室內足球比賽。

另外，今年將會重新修定香港基層足球發展的制度及架構，期望可將草根足球的水準提升至更高水平。我們不但會讓更多人可以有機會接觸足球運動，更重要是令他們有更高質素之培訓，並從中發掘及培育他們。為達到此目的，一個全新的教練課程將會制定並推出。

對於計劃在將軍澳興建的香港足球訓練中心，2013年亦是重要的一年。足總將會繼續與政府及香港賽馬會緊密合作，為訓練中心於商業及球場的設施上作出全面的策劃。相信今年完成規劃後可於2014年初開始動工。

今年對全新規劃的香港超級足球聯賽亦是同等重要。2013/14年球季將是一個過渡球季，讓12支球隊可重新裝備及計劃以配合新聯賽的發展。於2012年初成立之合作團隊將會繼續定期會面，為全新聯賽訂立新的標準。

而球證發展亦是今年重要的一環。我們希望可以邀請一些有經驗的外國球證親臨執教球證訓練班，並為現有的球證作出不同指導。

當然，足總現有的工作並不會因為新計劃而暫停。我們將會繼續安排不同組別的比賽、盃賽、邀請賽及青少年足球課程。作為體育機構，我們一方面會積極改善內部架構、財政狀況及行政安排，另一方面則會全力增進對外的市場策劃、關係及名聲。

我感到香港足球總會越來越有活力，並擁有堅決改革的決心。我對今年所計劃達成的目標十分樂觀。聖誕過後，我對每位員工都各歸其位，如箭在弦般努力工作感到非常鼓舞。在更多新員工加入下，相信這種積極態度會得到進一步提升。我們正一同規劃新的方案及一些大型項目，這一切都使2013年變得興奮。

員工及人事發展

近數月中，我們分別任命了一些基層以及管理層的員工，管理層職員包括人力資源及行政經理(張嘉雯小姐)、資訊科技經理(陳洛桓先生)及教練培訓經理(陳曉明先生)。這些管理人員的任命，絕對是推動我們向前發展的關鍵。

 高級管理層方面，周珮華小姐獲委任為市場推廣及傳訊總監並已於1月7日上任，而鄭仲恒先生獲委任為機構管治總監一職，他將於2月20日上任。

技術發展方面，我們亦會於短期內任命球證經理、草根足球經理、女子足球經理及五人足球經理。這論證足總的決心去改善由基層至高水平的足球發展，並建立合適的渠道去培訓富天賦的男女運動員。

總結

2013年，不論在球場內及球場外，皆是「鳳凰計劃」重新起飛並取得進展的重要一年。除了足總內部的管治會得到提升外，一些主要項目亦必定會於不同層面提升香港足球的水平。

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2013 Heralds a Brighter Future for Football in Hong Kong

The HKFA Management Team is confident that 2013 will be a watershed year both on and off the pitch.

The representative senior team intends to build on the success it achieved at the end of 2012 with a good away draw in Malaysia, a solid performance in the EAFF Preliminary Round 2 and winning the Guangdong Cup. This year will be focused on the Asian Cup 2015 with qualification matches against Uzbekistan, Vietnam and the UAE. The Womens football team and our Futsal teams (men and women) will also be hungry for success, the latter competing in the Asian Indoor Games in June.

This year we will be revising our Football Development systems and structures from the grass roots to the high performance level. We intend to get more people playing football, more frequently and exposing them to higher quality training. Pathways will be created to allow talent to be identified, nurtured and brought to fruition. To facilitate this, a new coach education programme will be developed and promoted.

2013 will be a critical year for the Hong Kong Football Training Centre at Tseung Kwan O. The HKFA will work with the Government and the Hong Kong Jockey Club to develop the business plan and site master plan for this much needed facility. It is hoped that the work done this year will enable a start on construction in early 2014.

Similarly this year is also important for the introduction of a new Hong Kong Premier League. The 2013/14 season will be a transitional year with 12 teams competing in an expanded format. The working party formed at the end of 2012 will meet regularly to plan the format of the new league and the entry criteria.

There will also be a big focus this year on referee development, linked to the new league. We hope to bring some high profile foreign referees to Hong Kong to hold master classes and mentor existing referees.

Of course, the day to day work of the HKFA does not stop whilst these new initiatives are being managed. We continue to organize the existing Divisions, Cup competitions, tournaments and youth programmes. As an organization we still have work to do on our internal systems, finances and administration as well as improving our external marketing, relationships and reputation.

I detect a new more vibrant and determined atmosphere here at the HKFA. I am really optimistic about what we can achieve this year. Our existing staff have come back from their Christmas break with a spring in their step which is very encouraging. This positive attitude has been given a further boost by the introduction of some new human resources. Together we are planning for some major events, new programmes and some big projects, all of which makes 2013 an exciting prospect.

Staff Developments

In recent months we have appointed a number of junior staff as well as some more senior people including an HR Manager (Ms. Cheung Ka Man, Cherish), an IT Manager (Mr. Chan Lok Wun, Lorvan) and a Coach Education Manager (Mr. Chan Hiu Ming). These managerial positions are crucial to drive our business forward.

The Senior Management Team of the HKFA has been strengthened with the appointment of a Head of Marketing and Communications, Pearl Chow who started at the HKFA on 7^th January and a Head of Corporate Governance, Aaron Cheng who joins us on 20^th February.

Regarding the Technical side, we will be interviewing shortly for a Referees Manager, Youth and Grassroots Manager, Women’s Football Manager and Futsal Manager. This demonstrates that the HKFA is serious about delivering improved football development from the grassroots to the high performance level and to creating pathways for talented footballers, both male and female.

Summary

Project Phoenix is gathering momentum and 2013 is the year where real progress will be made both on the pitch and off it. The internal governance and management of the HKFA will be strengthened and some major projects will help to raise the standard of football at all levels.

CEO 的話 Blog – January 2013

在新一年以堅定決心面對挑戰

New Year – Renewed Determination 

 "一年之計在於春" ~  又到了回顧過去，展望將來的時候。 

自從去年九月中我上任為足總第二任行政總裁，在這三個多月中,足總在各方面均有令人滿意的進展。其中為各界所知的包括署理總教練金判坤順利接替摩力克一事，而其餘大部份較少對外公開的工作包括於一些改變後穩定內部的工作。另外，我亦花了一些時間認識和了解足總的運作、文化、人事、强項和不足之處，我深信假以時日，我們定會做出好成績。與此同時，我亦明白各界正期待足總在鳳凰計劃下能作出顯著的進步和改革。在此我向廣大支持足球運動的香港市民再次保証，足總在過去數月已奠定基礎，包括於不同層面增加人手，以迎接鳳凰計劃帶來的轉變。

新的一年正好讓我們抓緊時機去證明足總有改革本港足球的決心。在我的團隊及各界的協助下，我將集中推行以下幾項主要項目，完成後香港足球界必有一番新景象。

·        為香港足球代表隊增加資源和系統以便提升代表隊的質素

·        促成及强化基層足球運動發展,

·        改革現有的足球教練培訓課程,致力栽培新一代教練人才

·        將現有甲組足球聯賽提升為香港超級足球聯賽

·        策劃及興建香港足球培訓中心

·        提升現有裁判員的水準和質素

·        整合及推廣香港女子足球運動

以上每一項皆對改革香港足球的十分重要，而且當中環環相扣,這需要一個有系統和互相協調的策略去推行。與此同時,足總亦會繼續於各方面作出改善–包括繼續增聘人手，增加收入繼而改善財務狀况，提升足總形象和信譽，以及加强與合作伙伴及球迷之間的溝通。

經過過去數月的適應，我已裝備好自己，相信憑我的知識及經驗可為足總對內及對外的事務進行改革。

新一年，我比從前更加專注，更加充滿熱誠和投入我的工作。我確信聯同足總董事局，我和我的團隊必定能將鳳凰計劃實踐和推行。我深信我們一定能夠做到。

行政總裁

薛基輔
二零一三年一月一日 
 

I am writing this on January the 1^{st, -}- traditionally the time to reflect on the old and focus on the new. It’s three and a half months since I started as the second CEO of the HKFA. The time between September and Christmas passed very quickly and I am pleased with the progress made. Some of the work done was in the public spotlight such as replacing Ernie Merrick with Coach KIM, whereas some has been much less publically visible. A large proportion of the work done between September and Christmas was about ‘steadying the ship’ after a period of instability and change. Getting to know an organization, its strengths and weaknesses, the culture and complex relationships takes time. I believe that it is time well spent and a commitment that will ultimately yield positive results. And yet I know that people want to see tangible progress and evidence that the HKFA is embracing Project Phoenix.

I would like to reassure the people of Hong Kong who care about football that over the past few months we have laid many of the foundations that will bring about change including strengthening our human resources at all levels.

As we start 2013 now is the time to really pick up the pace of change and demonstrate that the HKFA is serious about transforming football. With the help of my colleagues and other stakeholders I am determined to focus on some major initiatives, things that will really make a difference. These include:

·      Putting in place systems and resources to raise the standard of the representative teams

·      Rationalizing and enhancing football development at the grass roots and creating pathways to excellence

·      Revising our coach education programmes and training a new generation of coaches

·      Moving towards a new ‘Premier’ League for Hong Kong

·      Planning and delivering a new Hong Kong Football Training Centre

·      Improving the standard of refereeing

·      Integrating and investing in girls and women’s football

All of the above are important and interrelated facets of the sport and need a systematic and cohesive implementation strategy. At the same time there is also a need to further improve the HKFA as an organization - to continue to strengthen our human resources, to improve the cash flow by generating additional commercial revenues, to enhance our public image and reputation and to communicate more effectively with our partners and the fans.

I firmly believe that the past few months have equipped me with the knowledge and skills to lead the internal and external transformation process. Together with the HKFA Board and my team, we can do it, I know we can. I return from my holiday even more focused, enthusiastic and committed to ‘develop’ the organization and to ‘deliver’ Project Phoenix.

Mark Sutcliffe, CEO

1^st Jan 2013