Cities, counties capitalize on local Olympic stars to improve sports infrastructure, boost image

Ban Hyo-jin of Korea celebrates after winning gold in the women's 10-meter air rifle event of the Paris Olympics at the Chateauroux Shooting Centre in Chateauroux, France, July 29. Korea Times photo by Shim Hyun-chul

Local governments are ramping up efforts to expand sports infrastructure and promote their regions by leveraging Olympic medalists with their local ties. But critics caution that without expanding grassroots participation in sports, the impact will likely be short-lived.

Team Korea surpassed its medal target for the 33rd Summer Olympic Games in Paris, winning 32 medals, including 13 golds. This marks the first time in 12 years that Korean athletes have secured more than 30 medals in a single Olympics.

Now, local governments are devising plans to enhance sports facilities and promote their regions as sports hubs. By spotlighting Olympic stars, they aim to attract tourists and boost their image as centers of athletic excellence.

Following Ban Hyo-jin's gold medal win in the women's 10-meter air rifle event, Daegu announced plans to host an international shooting competition.

Ban, a 16-year-old affiliated with Daegu Physical Education High School, made history as Korea's youngest gold medalist and secured the nation's 100th Olympic gold at the Paris Games.

After her victory, Daegu Mayor Hong Joon-pyo congratulated Ban and said on Facebook that the city would seize this opportunity to upgrade its shooting facilities for an international shooting event.

City officials visit Daegu International Shooting Range, Aug. 6. Courtesy of Daegu Metropolitan City

Following Hong's comment, city officials visited the Daegu International Shooting Range on Aug. 6 to assess its condition and identify necessary improvements.

The shooting range spans approximately 191,300 square meters and was the nation's largest when it was established in 2008.

However, the inspection revealed that, while the range has a solid foundation, several improvements are needed to meet international championship standards. These include upgrades to the shooting area and spectator facilities as well as enhancements to accommodate athletes with disabilities.

Although wheelchair-accessible routes exist, the facility's high ramps and narrow passages pose challenges, and shooting areas are primarily designed for non-disabled users.

Daegu estimated the upgrades will cost around 19 billion won ($13.85 million). The city plans to seek state funding from related ministries such as the Ministry of Culture, Sports and Tourism.

Ultimately, the city aims to host the World Shooting Championships in 2027 and the World Shooting Championships for athletes with disabilities in 2030, with plans to bring the facility up to international standards and ensure accessibility for all athletes.

Oh Sang-uk, left, a fencing gold medalist, and Park Sang-won, right, another fencing medalist pose with Daejeon Mayor Lee Jang-woo during a welcoming ceremony held at Daejeon City Hall, Aug 8. Yonhap

Daejeon has announced plans to construct a fencing center named after Olympic gold medalist Oh Sang-uk.

Oh secured Korea's first gold medal at the 2024 Paris Olympics by winning the men's individual saber event, followed by another gold in the men's team saber event.

Following his triumph, Daejeon Mayor Lee Jang-woo celebrated Oh's achievement on July 29 and said the new facility will be named the Oh Sang-uk Fencing Gymnasium.

Daejeon plans to have the venue ready for the 2027 Chungcheong FISU World University Games. The city will finalize the site selection by the end of this year, with construction slated for completion by 2027.

Yecheon County in North Gyeongsang Province and Hwasun County in South Jeolla Province are gaining recognition as premier hubs for archery and badminton, respectively. Both regions, already noted for their robust sports infrastructure, have further elevated their status following Olympic medal wins by archery champion Kim Je-deok and badminton star Jeong Na-eun.

The two local governments plan to revitalize their regions by developing distinctive sports industries and implementing strategic linkage policies.

Oh Ye-jin, left, and Kim Ye-ji pose with their gold and silver medals won in the women's 10-meter air pistol shooting event at the Chateauroux Shooting Centre in Chateauroux, France, July 28. Korea Times photo by Shim Hyun-chul

Additionally, some local governments are looking to boost tourism by spotlighting Olympic star athletes.

Imsil County, North Jeolla Province, plans to feature silver medalist Kim Ye-ji as the promotional ambassador of local events, including the Imsil N Cheese Festival and the Year of Imsil Visit in 2025.

Kim, who earned a silver medal in the women’s 10-meter air pistol event, became a viral sensation with her distinctive look — wearing a black cap and sci-fi-inspired shooting glasses. Even Tesla CEO Elon Musk said she should be cast in an action movie.

Meanwhile, the Changwon International Shooting Range, where the selection match for the national team to be sent to the Paris Olympics took place, has seen a surge in visitors.

The average daily visitors increased from 200 to 400 visitors as Olympic medalists who trained at the facility drew attention.

To capitalize on this interest, Changwon is offering a discount on air gun experiences at the range. Throughout August, tourists and citizens can enjoy a 20-shot air gun session for 2,000 won.

Experts emphasize the need to expand grassroots participation in sports to ensure that Olympic success isn't merely a fleeting moment of glory.

Jeon Eun-cheon, a researcher specializing in cultural and sports industries at the Jeonbuk State Institute, noted that while Olympic medal wins by elite athletes boost national pride and yield social and economic benefits, the benefits are short-lived without a "trickle-down effect" that continuously nurtures potential athletes through a sustainable cycle.

He stressed that broadening the base of sports enthusiasts is crucial.

"Focusing solely on hosting international sports events and establishing stadiums, without increasing regional sports participation, will only yield short-term benefits," Jeong said.

To maximize the impact of Olympic successes, Jeong argued that efforts should be directed toward expanding public engagement in sports rather than just leveraging the wins for publicity.

"Pursuing projects without systematic preparation — such as improving infrastructure, enhancing the treatment of coaches, establishing school sports programs and business teams and revitalizing sports clubs — could ultimately backfire," he said.