Major events like the US Superbowl and National Basketball Association (NBA) games are realistic money-spinners that Bahrain should be aiming to host, according to a former aide in the Bill Clinton administration.

Morris Reid argued the time was right to step up commercial ties between the Middle East and the US, adding that some of America's top stars could be the perfect ambassadors for peace.

The Washington-based BGR Group managing director argued that one of the best ways to increase awareness about Bahrain's markets in the US was to appeal to the common denominator - in America's case live sporting events.

While Bahrain has already endeavoured to put itself in the shop window as a burgeoning economy with events like the Gulf Air Bahrain Grand Prix and the upcoming Bahrain Air Show, Reid said none of these were that popular in mainland America.

'One of the things that is always interesting about America and its business culture is that you can always use sport and entertainment as a catalyst,' he explained.

'The Formula One has been set up in Bahrain with a similar idea, but it is not that popular in the US.

'If you have a similar event which can focus America's eye on the kingdom, then that is a fantastic step in the right direction.

'I believe the more Americans get to know the Bahrain market and see how easy it is to do business, the more companies are going to come and set up a beachhead here.'

Many American sporting events have in recent years put on one-off exhibition games in foreign countries to increase the sport's popularity in the host country, as well as increase bilateral ties.

The NBA has a strong record of touring the Far East and Europe (Euroleague Basketball's Real Madrid will play the NBA's National Jazz in October) and Mr Reid sees no reason why the NBA would not consider allowing Bahrain to stage a similar event.

'It's one of the areas where Bahrain should definitely look to dream big,' he said.

'The Superbowl (the National Football League - NFL - showpiece) for example is a great sporting event, but it's an even better business event because you have corporate America entertaining clients and networking.

'This is where perhaps Bahrain wants to attract other global events which will help focus the world's eye on the kingdom, not only to participate in and enjoy the event, but also to spotlight business opportunities in the region.

'Who would have thought that there would be a great Formula One race in Bahrain 10 years ago?

'That took vision and great leadership and if the same thought is applied to other opportunities, I don't see why we can't bring these events to the kingdom.'

The NBA did not respond to our sister newspaper Gulf Daily News' questions about whether or not it would consider staging events here, but Reid is hoping that increased business links between the US and the region could spell a new period of stability in the Middle East.

He is a former senior staff aide in the Clinton administration and was heavily involved in developing commerce between the Middle East and the US when he served under former US commerce secretary Ronald Harmon Brown almost 20 years ago.

The commerce expert believes President Barack Obama must take a different approach to former regimes - explaining that countries with a mutual interest had more to lose by falling out.

'One of the things I learnt under Secretary Brown was a phrase that he coined known as 'commercial diplomacy',' he told GDN.

'If two people are able to sit across a table and partake in a win-win scenario, more than likely that relationship will grow beyond business - people will want to know each other on a personal level.

'Under Obama's regime we are seeing