Perceptions of Sports Agents in a Small Territory: The Case of Macao

This study aims to investigate the difficulties and challenges faced by sports agents in the development of Macao, as well as the feasibility of the emergence of this industry in Macao. Since there is a lack of research on sports agents and related sectors in Macao, this study analyses the current environment of Macao's sports industry and tries to explore the development of sports tourism projects in Macao as an industrial upgrading and transformation and to promote the emergence of sports agents as a breakthrough, which will help Macao find a better way of development to become a world center of tourism and leisure, in the context of the diversification of the ""1+4"" industries. This study also aims to contribute to developing sports tourism in Macao. This study also provides modest suggestions for the professionalization of sports and the commercialization of the sports market in Macao, as well as for the future personal development of Macao's athletes and the sustainable development of the sports industry. This study adopts a qualitative research approach, starting with a basic introduction to sports agents, the origin and development of sports agents, and the definition of the concepts, and then further insights into the current development status, constraints, and future outlook of sports agents in Macao through industry experiences. The study sought out ten local sports industry practitioners in Macao for in-depth interviews. By analyzing and summarising the data, the study proposes meaningful recommendations for the sustainable development of the sports agent industry in Macao. Overall, the study found that the development of sports agents in Macao is still early. With the improvement of the talent admission system in Macao, society will pay more attention to the development of the sports industry, and the profession of sports agent will be nurtured in the context of a developed sports environment. However, the lack of professional athletes and large-scale sports events in Macao and the lack of innovative thinking of the General Sports Association in cultivating sports talents will limit the emergence of sports agents to a certain extent.