Bhutan has taken a major step towards building a sustainable sports economy with the launch of Bhutan Sports Ventures, the commercial arm of the Bhutan Olympic Committee, BOC, in Thimphu, yesterday. The President of the BOC, His Royal Highness Prince Jigyel Ugyen Wangchuck, graced the event themed “Beyond the Peak – New Heights. New Ecosystem.”
Bhutan Sports Ventures or BSV has been established as a wholly owned public limited company to generate commercial opportunities in sports and put national sports development on a sustainable financial footing.
According to the BOC, it will pursue strategic partnerships, sponsorships, media rights, sporting events, merchandising and investment, all aimed at drawing the private sector into a space that has long depended on the state and external funding.
The BOC’s Secretary General, Sonam Karma Tshering, said Bhutan’s sports sector must evolve alongside the country’s broader transformation. Through the initiative, businesses are invited to become long-term partners in building the future of sports rather than merely sponsoring events.
The BSV’s Board Member and Interim Chief Executive Officer Sonam Tobgay said the initiative was established under the leadership of His Royal Highness Prince Jigyel Ugyen Wangchuck to complement the BOC’s non-profit mandate.
“Bhutan Sports Ventures has been established with two main mandates. Number one, to be the commercial engine for the Bhutan Olympic Committee and number two, most importantly, to enable the private sector to build the sporting ecosystem in Bhutan.”
He clarified that the entity is not intended to monopolise sports in the country but to act as an enabler for private sector participation in the sports economy.
“The revenues generated from the commercialisation of sports will go directly to the Bhutan Olympic Committee, who will in turn use it for the welfare and development of athletes and coaches.”
Its establishment also sits within a wider national picture. According to the BOC, BSV’s work is aligned with 10X Economic Vision, the National Sports Strategy, and the Gelephu Mindfulness City initiative.
The launch also unveiled BSV’s first flagship initiative, the CAVA Beach Tour Bhutan 2026. The tournament will be organised in collaboration with the Bhutan Volleyball Federation and held alongside the AFC U-20 Asian Cup Qualifiers, which Bhutan will host from 31st August to 6th September 2026.
The AFC U-20 Asian Cup Qualifiers will bring teams from across the region to Bhutan, while the CAVA Beach Tour is expected to strengthen Bhutan’s profile as a venue for international sporting events and sports tourism.
Officials say the establishment of Bhutan Sports Ventures marks the beginning of a new chapter for sports in Bhutan by bringing together government agencies, businesses, sports federations and communities to create long-term opportunities for athletes and the generations to follow.
Karma Wangdi
Edited by Sonam Wangdi
