Interview with Mark Haynes Daniell – businessman, author, and regular guest on global business television channels
The defeat of the Italian national rugby team in Batumi was widely covered in European media. How can you capture the full value of the victory for the Georgian Rugby?
You mentioned that the positive coverage will attract more people to Georgia, both for sports and for general tourism. I was reading the English papers and noticed that Georgia was mentioned for the first time as a potential candidate to join the Rugby 6 Nations! This shows that Georgia is among the very few small nations that have a world-class sporting capability. This is why, if you look at small countries with great rugby traditions, they are elevated to a higher level of global recognition than they would be without this capability. New Zealand, Wales and Scotland, and now Georgia, can get positive media coverage due to their great rugby teams, and as a result increase both sports and overall tourism.
Georgia’s increased status in the rugby world is reflected in the fact that the national team from Argentina will be training in Batumi for the World Cup. Do you think Georgia will continue to grow in this direction?
The facilities in Georgia are of the highest quality in every aspect, and this provides an excellent opportunity for foreign teams who wish to train in a fantastic environment. It should be a motivating experience for both the teams and players who come to train here. Georgia rugby has benefitted from an extraordinary investment program in recent years, including the building of 50 rugby facilities throughout the country, team recruitment and development, and the development of talented players. I understand that this was made possible by Mr Bidzina, the former prime minister and a long-time supporter of Georgian Rugby. This program will put Georgia on the map of global rugby, which has many benefits in terms of the sporting, leisure, and tourist aspects to economic development. The economic benefits of rugby development are not limited to ticket purchases. An Ernst and Young study from some time ago found that spinoffs from increased engagement with high-level rugby include more travel revenue, more visitors staying longer in hotels, and more guests visiting restaurants. The number of impressive stadiums that are being built in Georgia is remarkable. This creates opportunities for property development as leisure, commercial and residential projects follow in areas adjacent the stadiums. Land value increases and foot traffic from relatively wealthy individuals may increase in the area. The investments made in developing rugby into a high-capability sport in Georgia have a far greater impact on the economy than one might think.
– The engagement of Royal Families in Sport, such as the royal family of Great Britain, Prince Albert at Monaco, and many others, can add value to the development in different sports around the world. Do you think Georgia could also use this phenomenon for marketing rugby
I believe that royal tradition can elevate activities for both individual and team sports. The presence and encouragement of respected royal family members can add glamour and gravitas in any sporting, artistic, or similar event. Adding this extra dimension of historic tradition to modern sporting competitions can be a great asset for all concerned. Rugby traditions are important at Oxford, Cambridge and Eton, as well as at Rugby, a leading English board school where the sport was first played in 1823. This is almost exactly 200-years-old. [The Rugby School coat-of-arms as shown below] The lessons that were learned on the rugby field have contributed to the success of the country. It is said that many of the great British military victories of the past centuries “were” won on the playing fields at Eton …’
Do you think that this new trend can create more business opportunities?
– I do indeed! I took my Serbian lady partner to the Georgia – Italy game. It was her very first rugby match and she loved it. She is now a rugby enthusiast after only one great game. Women have more opportunities in rugby than just being spectators. A growing number of young girls are also participating as players. Women’s sports is a growing industry. Women’s rugby in Georgia and elsewhere is one of its most exciting new areas.
How does the public’s perception of our country change when they hear about our recent rugby victories?
National brands capture the values, traditions and images of a country. It is important that the Georgian Rugby brand is consistent with the national branding, as they can complement each other.
Remember that you only have one chance to make an impression. As Georgia rises in the rugby world, it’s important to position Georgia and Georgian Rugby thoughtfully. The new interest in Georgian Rugby, both from within and outside of the country (with the expatriate Georgians as a particularly relevant group), is a way to reinforce identity and pride. It can also stimulate interest beyond the borders of rugby in other aspects of Georgia.
This new opportunity will not only showcase rugby but also the Georgian nation and its traditions, history, images, and economic opportunities. Recent rugby successes have shown how well-suited Georgia is to rugby. A broader awareness campaign can also show the benefits of rugby for Georgia.
The leadership team is very strong in this sport. The dynamic Soso Temaladze, as the current President of Rugby Union of Georgia, is doing a great job on every level. He is without doubt the right person for the job. He will continue to raise the level of play and the impact of sport for the country.
How optimistic are you regarding the future of the Georgian Economy? Where do you see growth prospects?
– Many great questions! I am generally very optimistic about Georgia’s future.
The world is currently facing many issues due to the pandemic infecting the entire planet, the war in Ukraine, inflation increases and other national, global and regional challenges. Georgia is tackling these challenges well. It has achieved double-digit growth rates in a number of areas, which is ten times faster than the UK in similar areas.
There are many opportunities to invest, such as in infrastructure, clean power, import substitution and new initiatives that position Georgia as a center for financial services. There are many other areas that you can explore. These include agricultural development, private equity for growth capital, technology-oriented businesses, elearning, and what I call “purposeful tourism”, travel within the country with a focus on one area, such as rugby or another sport, culture, wine, and healthcare.
Georgia is a great place to live and conduct business. Its growing GDP, its pro-business government, and its wonderful natural resources are the reasons I became a Georgian citizen last year. I am a new Georgian and have spoken about the opportunities for investors on CNBC and other media channels in the past. I will continue to promote the opportunities in Georgia to existing and potential investors and do everything I can to support rugby’s development as a key component of the future success of both the sport and the country.
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