【原文】摘錄自8月25日香港《文匯報》：特區政府宣布，已完成「M」品牌檢討結果，未來會更嚴格甄選，將優先資助國際性公開賽事，又表示會強化監察機制。
特區政府授予「M」品牌給在港舉行的大型體育活動，目的是為了培養可持續體育文化並帶來實質經濟效益，建設香港成為國際體育盛事之都。特區政府汲取過往經驗，針對審批制度短板進行優化，理順資源投放，並提高「M」品牌的認受性。放眼長遠未來，特區政府應更全面打造「M」品牌，除了作為批出活動資助的項目，更應賦予「M」品牌本身更多深層符號，使其成為本港大型體育盛事的質量保證。
在「M」品牌制度及支援計劃下，獲授予「M」品牌的大型體育活動，會獲得特區政府資助，包括資金及場地支持，每項活動最多可獲1,500萬元資助，另可申請100萬元場地補助及100萬元市場推廣補助。
過去3年共有54項獲「M」品牌認證的國際體育賽事在港舉行，總資助額達6.24億元，在2024至2025財政年度，共有逾90萬人次參與獲「M」品牌計劃支持的大型國際體育賽事。
特區政府推出「M」品牌，旨在促進熱愛體育的文化，既能為本港運動員提供在香港主場一展身手的機會，又可吸引境外一流選手匯聚香江讓觀眾一睹風采，無疑立意良好。取得「M」品牌的大型體育活動，包括歐洲足壇勁旅阿仙奴對熱刺、利物浦對AC米蘭，以及途經多個香港著名景點、有眾多世界級好手參與的香港馬拉松。
有「M」品牌提供的支持，這些大型體育活動更能吸引本港市民及世界觀眾的眼球，促進旅遊與體育產業的發展，作用值得肯定。
然而，並非所有獲得「M」品牌支持的活動，效果都符合預期。去年2月4日國際邁亞密在香港與港隊進行友誼賽，全城關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。
雖然主辦單位主動撤回對「M」品牌活動的申請，並向觀眾退回一半門票款項，但已嚴重損害香港國際形象，社會也有聲音要求特區政府重新審視「M」品牌的批出準則與流程。
文化體育及旅遊局局長羅淑佩表示，未來「M」品牌將聚焦國際性公開賽事。除此以外，也會調整評分標準，特別考慮申請對推廣香港體育發展、旅遊推廣及本地經濟效益成效；並會根據各項申請評分，決定每項活動資助上限，由600萬元至1,500萬元不等，換言之不是每個獲批的申請，都自動獲批1,500萬元的資助上限。
特區政府又會要求「M」品牌申請人在活動完結後，提供有關推動香港體育發展、訪客數字及經濟效益等資料。
特區政府提出逐項檢視，確保資源用於最具價值的賽事，是持續進步以及與時並進、確保資源用在最有效地方的具體體現。
長遠來說，還要加強「M」品牌的形象打造，使社會認識到，獲得「M」品牌並非只是獲取補助。例如參考評選食肆等級的「米芝蓮」，藉着授予品牌和推薦材料，令活動成為世界級質量保證標杆。
特區政府宜研究通過形象設計、廣告策劃，賦予「M」品牌充滿活力、盛大隆重的豐富內涵，深入向世界解釋其授予品牌的條件，以及介紹當中的成功案例，令更多高質量世界體壇活動的主辦單位，踴躍申請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
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