INTRODUCTION

The cultural games development and promotion issues are a growing concern in contemporary sports and entertainment industries, and today more than ever, private organisations, major corporations and governmental institutions have recognised the importance and interests in the field of cultural games due to its commitments in promoting tourism, revenue development in the entertainment industries across the world, and responding to the various traditional sports challenges in racial abuse or human rights injustices. With the excellent multidisciplinary, partnership with sports researchers, sports development agencies, sports journalists and practitioners, sports academies and training industries with the aim of providing exceptionally entertaining cultural games and sports industry, there is overwhelming interest and significant understanding of the rejuvenated cultural games and sports, attracting more individuals and groups to offer support in maintaining the ancient fascinating games that are in modern rebranding focus to meet with the global communities interests.

In the area of Cultural Games development and promotion, the famous Cultural Games Association (CGA) perceived that organizing competitive events may not be enough to encourage and motivate cultural games and sports fraternity in the subject-industry, and this led to the creation of the Cultural Games Personality Awards (CGPA) which conveys promotional factor model to sustain competitiveness in the reputable cultural games industry.

This innovative system of award is considerably recognised as being a premier in not only conferring something tangible to a person for outstanding skills, performance and understanding in the cultural games but that, which aim to develop corporate growth, personality networking and enhancing existing partnerships between personnel in sports agencies and sports academic institutions. The designated award categories are approved by experts and professionals who feel such system of approach and implementation is noted as contemporary model of reward; a system of honours where diplomatic missions, heads of states and other relevant organizations maintain greater power in selecting beneficiaries for the Award. In order to develop and maintain distinguished award recognition initiatives, CGPA has resolved in establishing a practical scholarship framework with the intent to providing special opportunities for recognised individuals or groups to meet renowned professors in internationally regarded-universities or institutions sharing similar aspirations with CGPA, to acquire in-depth theoretical and practical knowledge of the cultural games and sports. The CGPA award process and the scholarship aspect of educational empowerment maintain excellence award programme due to its unique strategic approach whereby successful candidates spend a period of time with established local or foreign sports academic department to achieve ‘’know-how’’ and return home or to his/her agency with cherished experiential and academic qualification, to share all the achievements with the purpose of promoting globally the Cultural Games benchmarked best emerging sports industry on effective international peace and unity.