The sports market in Cambodia

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The sports market in Cambodia


Yesterday the second pop up of the France-Cambodia Chamber of Commerce and Industry was held in The glass house (restaurant behind the Treillion Park in Koh Pich), on the theme of Sport. Jean-Baptiste Prigent, CEO of Decathlon, gives us his analysis of the market in Cambodia.

This short format allows different stakeholders to present their views on a particular segment. Yesterday sport was the protagonist, with to talk about it: Jean-Baptiste Prigent, CEO of Decathlon, who gave a general overview of the Sport sector, its opportunities, its challenges and its trends.

Pierre-Yves Catry (Flying Bikes 2), Thierry Neou (Cambodian Country Club) and Sov Men (Khmer Flow) gave their testimony.

LalyB.Photography-CCI FC
LalyB.Photography- CCI FC

Covid has influenced the practice of sport in Cambodia

According to Jean-Baptiste Prigent, sports practices such as volleyball, football, gymnastics, walking, boules or even Seydok are now quite easily observable in the early morning or before sunset on the piers, in parks or of course around the Olympic Stadium before the pandemic.

The latter has brought out some sporting practices in the kingdom over the past 2 years: cycling, camping in the province and fitness sports at home (Yoga, Fitness, Bodybuilding, etc.)

Practice to feel good

Sport traditionally remains reserved for men (70%), in a practice not supervised by clubs or federations.

Jean-Baptiste Prigent confides in us:

Cambodians are not motivated by competition. They have a very playful and recreational approach to sport, and for the vast majority of them they now practice a sport to stay healthy and well, a phenomenon amplified by Covid 19 for 2 years.

Sports trends in Cambodia

Jean-Baptiste Prigent identifies four main trends that are emerging and that will influence the future of sporting practices:

  • The young middle class of Phnom Penh will live longer, will have more and more free time and budget. She will use it to practice her favorite sport after work or to escape for the weekend to the provinces and enjoy the natural treasures of the Kingdom. This will therefore create a clear need for infrastructure and sports education in the capital and the development of an ecosystem to support the practice of outdoor sports in the provinces.
camping on the square in Cambodia

  • – Practicing sports to be healthy, losing weight is a phenomenon that will only increase in a country where access to treatment is difficult and expensive. We can imagine that sports sessions will soon be prescribed by the attending physician. This is already a reality in France, where sport is prescribed in the same way as medicines and reimbursed by social security.
  • More and more girls and women play sports, we should aim for equality in the future and thus allow a good development momentum for most sports. The sports offer (infrastructure – support – equipment) will therefore have to evolve to meet this new demand.
woman running in Cambodia

  • The consumption of sporting goods will evolve towards an ever stronger sensitivity of Cambodians to their origin of design and production, their environmental impact, their quality and durability. A circular sports economy will certainly develop in the country (second life, hire, barter, etc.).

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