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Analysing the impact of major events mike laflin

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  • 1. EU Sports Summit Oct 2013Assessing the Impact of MajorEvents in EuropeMike Laflin – CEO, Sportcal
  • 2. Assessing the ImpactHow do we assess the impact ofmajor sporting events?Complex equation involving many factors• Economic• Financial• Social• Media• Environmental
  • 3. Two Year ProjectProject to understand more about theimpact of major sports events and howto develop a standard methodology tomeasure the impact of sportGlobal Sports Impact
  • 4. Sought the opinion of over 200industry experts• Academics• Architects and Designers• Broadcasters• Event Organisers• Government Agencies• Federations and Rights Owners• Management ConsultanciesGlobal Sports Impact
  • 5. Global Sports Impact• What are the key indicators?• How important are they?• How do you measure them?• Analysed the results?• Asked experts to confirm the findingsAsked a series of questions:
  • 6. Global Sports Impact• Economic• Financial• Sport• Media• Social• EnvironmentalIdentified a series of indicators:
  • 7. Global Sports Impact• Studied +700 events between 2006 & 2020• Covered 90 internationally recognised sports• Olympic Games• Multi-Sport Games• World Championships and World Cups• Looked at key indicators for each eventGathered Events Data
  • 8. Global Sports Impact• Incredibly difficult to find good data on majorevents below multi-sport events and World Cup• A few economic impact studies• Hardly any social or environmental studies• Lack of good quality data• In some cases no data at all• In other cases completely exaggeratedMixed Bag of Information
  • 9. Impact StudiesPredominately Economic ImpactStudies• Venue Construction• Infrastructure Development• Jobs Created• Bed nights• Tourist Spend• Very little data on social & environmental
  • 10. How do we compare events?No Common Methodology
  • 11. How do we Measure Events?• There are no real standards• Lack of good measurement tools• Once an event is finished it is on to the next• Lack of knowledge transfer for future hosts• No understanding of the true impact of sport• Undervaluing our productLack of good information
  • 12. Mineps V – Berlin 2013Sports Ministers Call for BetterInformation• Major events are an integral part of sport planning• Events may have tangible and intangible benefits• Social, economic, environmental and cultural• Leverage events to promote social awareness• Encouraged development of commonmethodologies
  • 13. Sportcal Events• In-depth Guide to Major Future Events• Past Event Analysis• In-depth data on major events• Comparison Tool – Compare differentevents• Contact details for event organisers• Details on Venues and CapacitiesNew Service
  • 14. Sportcal EventsEvents Future Events Guide Past Events Guide Comparison Tool Event NewsEvents Event Comparison Tool Selected EventsAdd more eventsRemoveEvent TitleIAAF World AthleticsChampionships 200916th FIBA World BasketballChampionships for Men 2010Olympic Winter Games 2010 FIFA World Cup 2010Sport Athletics Basketball Olympics SoccerYear 2009 2010 2010 2010City BerlinAnkara, Istanbul, Izmir,KayseriVancouverBloemfontein, Cape Town,Durban, Johannesburg,Polokwane, Port Elizabeth,Pretoria, Rustenburg,NelspruitNation Germany Turkey Canada South AfricaECONOMIC (ATTENDANCE)Total Attendance - Total 450,000 350,000 1.5 million 3.2 millionCapacity - Venue 74,064 57,500 141,989 514,599Venues - Total 1 5 10 10SPORTINGAthletes - Total 1,984 288 2,566 736Athletes - Male 1,086 288 1,522 736Athletes - Female 898 1,044Nations - Nations 205 24 82 32Days/Disciplines - Days 9 16 17 31Days/Disciplines -Disciplines47 1 86 1MEDIATV Nations - Total 201 183 220 217Broadcasters - Total 40 - 65 58 235 376Accredited Media - Total 3,500 2,000 10,800 15,000 - 20,000SOCIALVolunteers - Total 10,500 1,700 18,500 15,000
  • 15. Global Sports Nations Index• Study which nations have been successfulin bidding and hosting sporting events• By-Product of GSI & Sportcal Events• Multi-Sport Events & World Championships• Over 700 events – 90 sports• Rolling 12 year period – 2008 - 2019• First Edition published in November 2012• Second Edition Published in May 2013Identify leading sports nations
  • 16. Global SportsNations Index 2013Position Nation GSI Index Rating1 China 44,3692 Canada 39,0933 Russia 38,1374 United Kingdom 37,4215 Italy 35,157
  • 17. Global Sports Nations 2008-19Rank Nation 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 20191 China 10302 5313 4881 7553 2617 1408 6125 6171 443692 Canada 2660 3714 6145 1467 3967 6319 4183 6715 2568 750 545 390323 Russia 843 1234 3063 5058 1692 8844 7673 2960 2480 4289 381374 UnitedKingdom 2882 3520 715 2741 14497 2033 3039 5080 1854 1060 374215 Italy 2444 4829 3483 8107 1516 8687 3123 2968 351576 Germany 2146 2017 4729 6120 5191 1335 1636 3434 705 1032 283457 USA 625 4396 2681 723 3170 4033 919 7434 579 245608 Brazil 1361 1384 787 1593 7720 1787 9369 240019 Korea 375 4687 261 4067 4864 2975 2539 3760 2352810 France 1310 1390 3020 4041 4362 1734 3882 1296 1959 2299511 Spain 1170 812 2411 0 5115 7906 2144 2348 2190712 Netherlands 462 1772 1789 3498 3006 774 8162 1955 0 2141813 Turkey 888 3224 3913 3200 3379 2588 1719214 Japan 1748 2718 2728 1884 1050 3863 1061 1199 1625115 Austria 351 1131 3342 3567 1811 2231 2440 1487416 Poland 1886 1745 625 4108 4538 1814 1471717 CzechRepublic 1001 1231 2097 3709 1694 2809 801 1334318 Denmark 1809 753 3580 2029 3711 1188219 Sweden 1792 837 1838 2863 1196 566 2299 488 1188020 Australia 4337 1450 1453 1178 1398 1688 11505
  • 18. Global Sports Nations 2008-13Rank Nation 2008 2009 2010 2011 2012 2013 GSI Rating1 China 10302 5313 4881 7553 2617 1408 320732 Italy 2444 4829 3483 8107 1516 8687 290663 United Kingdom 2882 3520 715 2741 14497 2033 263884 Canada 2660 3714 6145 1467 3967 6319 242715 Germany 2146 2017 4729 6120 5191 1335 215386 Russia 843 1234 3063 5058 1692 8844 207347 France 1310 1390 3020 4041 4362 1734 158588 USA 625 4396 2681 723 3170 4033 156299 Turkey 888 3224 3913 3200 3379 1460410 Korea 375 4687 261 4067 4864 1425411 Netherlands 462 1772 1789 3498 3006 774 1130112 Japan 1748 2718 2728 1884 1050 1012813 Spain 1170 812 2411 0 5115 950914 Switzerland 2643 0 2249 2240 2093 922415 Sweden 1792 837 1838 2863 1196 852616 Australia 4337 1450 1453 1178 841817 Austria 351 1131 3342 3567 839218 Poland 1886 1745 625 4108 836519 South Africa 6796 1475 827120 Czech Republic 1001 1231 2097 3709 8038
  • 19. Global Sports Nations 2014-19Rank Nation 2014 2015 2016 2017 2018 2019 GSI Rating1 Brazil 7720 1787 9369 188762 Russia 7673 2960 2480 4289 174033 Canada 4183 6715 2568 750 545 147614 Spain 7906 2144 2348 123985 China 6125 6171 122966 United Kingdom 3039 5080 1854 1060 110337 Netherlands 8162 1955 0 101178 Korea 2975 2539 3760 92749 USA 919 7434 579 893110 France 3882 1296 1959 713711 Germany 1636 3434 705 1032 680612 Austria 1811 2231 2440 648213 Poland 4538 1814 635214 Japan 3863 1061 1199 612415 Italy 3123 2968 609216 Denmark 2029 3711 574017 Czech Republic 1694 2809 801 530518 Qatar 1452 1795 1551 479719 Norway 1827 2690 451720 Kazakhstan 1285 693 1608 3587
  • 20. Central European NationsNation 08-19 08-13 14-19United Kingdom 4 3 6Italy 5 2 15Germany 6 5 11France 10 7 10Spain 11 13 4Netherlands 12 11 7Austria 15 17 12Denmark 18 20 16
  • 21. Eastern European NationsNation 08-19 08-13 14-19Russia 3 6 2Turkey 13 9 21Poland 16 18 13Czech Republic 17 20 17Kazakhstan 29 35 20
  • 22. Rest of the World NationsNation 08-19 08-13 14-19China 1 1 5Canada 2 4 3USA 7 8 9Brazil 8 20 1Korea 9 10 8Japan 14 12 14Australia 20 15 23Qatar 30 48 18
  • 23. Percentage of EventsContinent 08-19 08-13 14-19Europe 58.6 58.5 58.9Asia 20.3 20.4 20.2North America 12.1 11.6 13.7South America 3.8 3.9 3.6Oceania 3.7 4.2 2.4Africa 1.4 1.5 1.2
  • 24. Global Sports Impact• Developing software management tool• Developing a series of measurement tools• Working closely with stakeholders andpartners• Enhancing and expanding the indexNext Steps
  • 25. Global Sports Impact• Governments• Sports Federations• Event Organisers• Gather data pre, during and post event• Understand more about the impact of events• Compare events in many waysImpact Management System
  • 26. Global Sports Impact• Better way of gathering data• Better understanding of social impacts• Use of online and social media• Fan segmentation – Compare groups ofpeople and their interests in sportFan Segmentation Survey
  • 27. Global Sports Impact• UK Sport• Singapore Sports Council• Sagacity• Academics• Experts• Sportcal Team• Index Has Generated Huge Interest• Join the Project – Get InvolvedStakeholders and Partners
  • 28. Global Sports Impact• Complex area trying to define ‘Impact’• Need for all stakeholders to work towardsstandard methodology & common definitions• Need to improve the quality of data• Need to increase the number of indicatorsand work out how to measure them• Need to understand more about the impact ofsportEnhancing and Expanding
  • 29. Global Sports Impact• Europe will continue to dominate major events• Change from old guard – Germany, Australia• New nations emerging – Brazil, Qatar• Growing global interest in hosting major eventsSummary
  • 30. Global Sports ImpactThank YouMike LaflinCEOmike.laflin@sportcal.com