【原文】摘錄自8月25日香港《文匯報(bào)》：特區(qū)政府宣布，已完成「M」品牌檢討結(jié)果，未來(lái)會(huì)更嚴(yán)格甄選，將優(yōu)先資助國(guó)際性公開(kāi)賽事，又表示會(huì)強(qiáng)化監(jiān)察機(jī)制。

特區(qū)政府授予「M」品牌給在港舉行的大型體育活動(dòng)，目的是為了培養(yǎng)可持續(xù)體育文化並帶來(lái)實(shí)質(zhì)經(jīng)濟(jì)效益，建設(shè)香港成為國(guó)際體育盛事之都。特區(qū)政府汲取過(guò)往經(jīng)驗(yàn)，針對(duì)審批制度短板進(jìn)行優(yōu)化，理順資源投放，並提高「M」品牌的認(rèn)受性。放眼長(zhǎng)遠(yuǎn)未來(lái)，特區(qū)政府應(yīng)更全面打造「M」品牌，除了作為批出活動(dòng)資助的項(xiàng)目，更應(yīng)賦予「M」品牌本身更多深層符號(hào)，使其成為本港大型體育盛事的質(zhì)量保證。

在「M」品牌制度及支援計(jì)劃下，獲授予「M」品牌的大型體育活動(dòng)，會(huì)獲得特區(qū)政府資助，包括資金及場(chǎng)地支持，每項(xiàng)活動(dòng)最多可獲1,500萬(wàn)元資助，另可申請(qǐng)100萬(wàn)元場(chǎng)地補(bǔ)助及100萬(wàn)元市場(chǎng)推廣補(bǔ)助。

過(guò)去3年共有54項(xiàng)獲「M」品牌認(rèn)證的國(guó)際體育賽事在港舉行，總資助額達(dá)6.24億元，在2024至2025財(cái)政年度，共有逾90萬(wàn)人次參與獲「M」品牌計(jì)劃支持的大型國(guó)際體育賽事。

特區(qū)政府推出「M」品牌，旨在促進(jìn)熱愛(ài)體育的文化，既能為本港運(yùn)動(dòng)員提供在香港主場(chǎng)一展身手的機(jī)會(huì)，又可吸引境外一流選手匯聚香江讓觀眾一睹風(fēng)采，無(wú)疑立意良好。取得「M」品牌的大型體育活動(dòng)，包括歐洲足壇勁旅阿仙奴對(duì)熱刺、利物浦對(duì)AC米蘭，以及途經(jīng)多個(gè)香港著名景點(diǎn)、有眾多世界級(jí)好手參與的香港馬拉松。

有「M」品牌提供的支持，這些大型體育活動(dòng)更能吸引本港市民及世界觀眾的眼球，促進(jìn)旅遊與體育產(chǎn)業(yè)的發(fā)展，作用值得肯定。

然而，並非所有獲得「M」品牌支持的活動(dòng)，效果都符合預(yù)期。去年2月4日國(guó)際邁亞密在香港與港隊(duì)進(jìn)行友誼賽，全城關(guān)注的球員美斯自稱因傷未能上陣，令球迷和港人極度失望、憤怒。

雖然主辦單位主動(dòng)撤回對(duì)「M」品牌活動(dòng)的申請(qǐng)，並向觀眾退回一半門(mén)票款項(xiàng)，但已嚴(yán)重?fù)p害香港國(guó)際形象，社會(huì)也有聲音要求特區(qū)政府重新審視「M」品牌的批出準(zhǔn)則與流程。

文化體育及旅遊局局長(zhǎng)羅淑佩表示，未來(lái)「M」品牌將聚焦國(guó)際性公開(kāi)賽事。除此以外，也會(huì)調(diào)整評(píng)分標(biāo)準(zhǔn)，特別考慮申請(qǐng)對(duì)推廣香港體育發(fā)展、旅遊推廣及本地經(jīng)濟(jì)效益成效；並會(huì)根據(jù)各項(xiàng)申請(qǐng)?jiān)u分，決定每項(xiàng)活動(dòng)資助上限，由600萬(wàn)元至1,500萬(wàn)元不等，換言之不是每個(gè)獲批的申請(qǐng)，都自動(dòng)獲批1,500萬(wàn)元的資助上限。

特區(qū)政府又會(huì)要求「M」品牌申請(qǐng)人在活動(dòng)完結(jié)後，提供有關(guān)推動(dòng)香港體育發(fā)展、訪客數(shù)字及經(jīng)濟(jì)效益等資料。

特區(qū)政府提出逐項(xiàng)檢視，確保資源用於最具價(jià)值的賽事，是持續(xù)進(jìn)步以及與時(shí)並進(jìn)、確保資源用在最有效地方的具體體現(xiàn)。

長(zhǎng)遠(yuǎn)來(lái)說(shuō)，還要加強(qiáng)「M」品牌的形象打造，使社會(huì)認(rèn)識(shí)到，獲得「M」品牌並非只是獲取補(bǔ)助。例如參考評(píng)選食肆等級(jí)的「米芝蓮」，藉著授予品牌和推薦材料，令活動(dòng)成為世界級(jí)質(zhì)量保證標(biāo)桿。

特區(qū)政府宜研究通過(guò)形象設(shè)計(jì)、廣告策劃，賦予「M」品牌充滿活力、盛大隆重的豐富內(nèi)涵，深入向世界解釋其授予品牌的條件，以及介紹當(dāng)中的成功案例，令更多高質(zhì)量世界體壇活動(dòng)的主辦單位，踴躍申請(qǐng)品牌並在港舉辦更多精彩盛事，締造「M」品牌良好口碑，將香港打造成為國(guó)際體育盛事之都。

Strengthening the "M" Mark Image and Delivering Spectacular Events

【譯文】The Government has announced the completion of its review of the "M" Mark events. Moving forward, the selection process will be more stringent, with priority given to funding international open competitions. The Government also plans to enhance its monitoring mechanisms.

The "M" Mark sponsorship is awarded to major sports events held in Hong Kong, with the aim of fostering a sustainable sports culture and generating tangible economic benefits, ultimately positioning Hong Kong as a hub for international sporting events. Drawing on past experience, the Government has refined the approval system, streamlined resource allocation, and improved the M Mark's credibility. Looking ahead, the "M" Mark should be developed more comprehensively—not only as a funding mechanism but also as a symbol of quality for major sports events in the city.

Under the "M" Mark sponsorship and support system, events granted the "M" Mark receive government funding, including financial and venue support. Each event may receive up to HK$15 million, with additional subsidies of HK$1 million each for venue rental and marketing.

Over the past three years, 54 international sports events certified under the "M" Mark have been held in Hong Kong, with total funding reaching HK$624 million. In the 2024-25 financial year alone, more than 900,000 attendees participated in major international sports events supported by the scheme.

The "M" Mark was launched to promote a sports-loving culture, offering local athletes the chance to shine on home ground while attracting top-tier international talent to perform in Hong Kong—an initiative with commendable intentions. Events that have received "M" Mark sponsorship include high-profile football matches such as Arsenal vs Tottenham Hotspur and Liverpool vs AC Milan, as well as the Hong Kong Marathon, which passes through iconic city landmarks and features world-class athletes.

With the backing of the "M" Mark, these events have drawn attention from both local residents and global audiences, contributing to the growth of the tourism and sports industries—an impact that deserves recognition.

However, not all events supported by the "M" Mark have met expectations. On 4 February last year, Inter Miami played a friendly match against the Hong Kong team, with widespread anticipation surrounding football legend Lionel Messi. His absence from the match, citing injury, led to deep disappointment and anger among fans and the public.

Although the organiser withdrew its "M" Mark application and refunded half the ticket price to spectators, the incident severely damaged Hong Kong's international reputation. Public calls have since emerged for the Government to reassess the criteria and procedures for awarding the "M" Mark sponsorship.

Secretary for Culture, Sports and Tourism, Rosanna Law, stated that the "M" Mark sponsorship will focus on international open competitions in future. The evaluation criteria will also be adjusted, with particular emphasis on the event's contribution to promoting sports development in Hong Kong, tourism, and local economic benefits. Funding limits will be determined based on the assessment score of each application, ranging from HK$6 million to HK$15 million—meaning not all approved applications will automatically receive the maximum funding.

Applicants will also be required to submit post-event reports detailing their impact on sports development, visitor numbers, and economic outcomes.

The Government's plan to review each application individually ensures that resources are allocated to the most valuable events. This reflects a commitment to continuous improvement and effective resource utilisation.

In the long term, the "M" Mark image must be further enhanced so that the public understands it is more than just a sponsorship label. Similar to the Michelin Guide's restaurant ratings, the "M" Mark should become a hallmark of world-class quality through branding and endorsement.

The Government should explore ways to enrich the identity of "M" Mark through design and advertising, conveying its vibrancy and prestige. It should also clearly communicate the criteria for awarding the "M" Mark and showcase successful case studies to the world. This would encourage more high-quality international sports organisers to apply for the "M" Mark and host exciting events in Hong Kong, building a strong reputation for the "M" Mark and reinforcing the city's status as a global sports capital.

●Tiffany