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| EVENTS |
| Supercars look to China market |
| 2005-08-18 17:00:14 |
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When Holden Team's Todd Kelly waved to the somewhat empty grandstand after winning the first round of the Vee Eight (V8) Supercars Championship in Shanghai last weekend, a question popped up in the minds of many - how may fans can the Australian-born racing event find in China?
Only about 50,000 people came to Shanghai International Circuit to watch the V8's debut in China. And this number was dwarfed by the 200,000 spectators who turned out for Formula 1 last year and the 150,000 who went to the MotoGP in May.
Shanghai's local TV stations bombarded viewers with news of the V8 race but it was anyone's guess as to how many would turn up on the day.
Many believe the lack of awareness of V8 and auto sports in general is the biggest obstacle the event in China. Before China, V8 had never taken place outside Australia since the event was inaugurated in 1961.
"China's media showed little interest in the racing competition, although it captured a TV audience of 750 million from all over the world," said Yi Ye, racing sports editor of Shanghai-based Auto and Sports Magazine.
Compared with Formula 1's big names like Michael Schumacher and Kimi Raikkonen, V8's heroes such as Holden's Mark Skaife and Castrol Perking's Steven Richards are little known among Chinese. Most were hearing their names for the first time, spectators said.
And downtown, none of the drivers were recognised by locals as they wandered the streets before the competition.
Tony Cochrane, chairman of the Australian V8 Supercars Company (AVESCO), admitted that promoting the event had been difficult in a nation where auto sports are not so popular.
But he believes the excitement is there.
"You have a very good saying here: The longest march starts with a very small step. This weekend is our first small step. The increased ties between China and Australia through the V8 Supercars Championship Series could open the door for Chinese mechanics and other professionals to work in the sport."
AVESCO has signed a five-year agreement with Greenland Group to stage a round of the championship in Shanghai, hoping to reach more countries through China's financial hub.
"This is the world's finest touring car championship, so there is a lot of interest in our championship emerging around the world and we believe we can sell this product in many countries," Cochrane said. "We believe that within the very near future we will have a race in the Middle East and we are looking very closely at other Asian markets and also South Africa. Our long-term goal remains to have 10 rounds in Australia and four overseas.
"V8 is very keen to develop a long-term relationship not only with Shanghai but with China. The round's success will come from the new sponsorship avenues created and ties developed between the two nations as much as the number of spectators coming through the gates."
Putting aside business potential, local organizers expect the introduction of the sport to help build a large auto sports fan base in Shanghai.
"We have tried to make it a sports event for ordinary people," said Zhang Xinguo, vice-president of Greenland Group. "We will ensure auto sports fans can afford the event. V8 is different from Formula 1. F1 is regarded as a money-burning sport for the upper class, but V8 is more of a sport for ordinary people."
"The development of China's auto sports and culture needs a large number of fans. We hope V8 will contribute to this," said Qiu Weichang, deputy director of the Shanghai Sports Administration.
Chinese now have more opportunities than ever to see high-class auto events either live or on TV as the country is becoming another centre of the world's auto sports after the successful Formula 1 event last year.
But Yu Zhifei, vice general manager of Shanghai International Circuit, said it would take time for Chinese to accept the sport.
According to Holden's Mark Skaife, the popularity of V8 is rooted in racing culture and the experience of speed.
"Vee Eight is very popular in Australia because the racing cars are similar to the cars people drive on the street," he said. "In China, the case may be different. Most people here do not own a car. It is hard to experience the excitement of fast speed and enjoy the competition if you have never put your hands on the wheel."
Chinese experts agreed.
"With dreams of owning an automobile still far from reality for most Chinese families, the racing culture will not easily take root in the country," said Yi Ye.
However, V8 Supercars organizers are trying new tricks to win a domestic fan base. Cochrane said a new scholarship would be offered to help a Chinese driver appear in the championships series in 2007.
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