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Sport a powerful unifier in the Asian Century

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Media release Senator Kate Lundy Minister for Sport, Minister for Multicultural Affairs, Minister Assisting for Industry and Innovation 28 October, 2012 Sport a powerful unifier in the Asian Century The Australia in the Asian Century White Paper highlights the huge potential to use sport to strengthen Australia’s connections in Asia, Minister for Sport Senator Kate Lundy, said today. “The release of the White Paper confirms the power of sport to bridge language and cultural barriers and serve as a platform to build relationships,” Senator Lundy said. “The White Paper focuses on positioning Australia to maximise the benefits of the global economic and strategic shift to Asia,” Senator Lundy said. “Already we see Australian sports taking advantage of the burgeoning Asian market including Tennis Australia through the Trophy Tour and the inclusion of Football Federation Australia in the Asian Championship. “In this context, there is potential to use sport strategically to leverage a range of benefits through better social, cultural and economic and trade relationships.” Senator Lundy said Australia shared a passion for sport with Asia and this would only be enhanced with the upcoming Asian Football Confederation Asian Cup and International Cricket Council Cricket World Cup in 2015. “The 2015 Asian Cup and Cricket World Cup are expected to draw a global audience of more than 1 billion people respectively and provide an unprecedented opportunity to showcase Australia in Asia,” Senator Lundy said. “These key events will provide significant business and trade opportunities for Australia. With a strong link between sport and industry in Asia, Australian business has the unique opportunity to make strong connections through sport and open doors to new markets. “Tourism, transport, construction, food production, creative industries and many other sections of the Australian economy stand to benefit from growing our sporting engagement with Asia and I’m confident this engagement will drive a new wave of growth, employment and prosperity in the Asian century.” Media contact: Jessica Hill on 0407 926 077