Global sports marketing strategies final project

1. Global Sports Marketing Strategies
Week 4 Keynote Presentation
Impact of major sports
events on a global basis
Derek M TheakerSunday, October 26, 14

2. Rugby World Cup
• The Rugby World Cup began in 1987 and takes place every four
years.
• New Zealand won the first Rugby World Cup and also the latest
one in 2011.
• Australia and South Africa have each won twice and England has
won once.
• The Rugby World Cup has been hosted in Autralia, New
Zealand, South Africa, Britain, and France.
• The next two Rugby World Cups will be held in England and
Japan.
Sunday, October 26, 14

3. Brief History of Rugby
• The first set of written rules for rugby came about in 1845.
• The Rugby Football Union was formed in 1871.
• There were six original national teams coming from Italy,
France, Ireland,Wales, England and Scotland.
• 1910 saw the growth of Rugby to include Australia, New
Zealand and South Africa.
• Today, there are 20 teams that participate in the Rugby World
Cup.
Sunday, October 26, 14

4. 2011 Rugby World Cup
• The 2011 Rugby World Cup was hosted by New Zealand.
• The New Zealand team won the Webb Ellis Cup in 2011.
• The 2011 RWC had a cumulative audience of 3.9 billion in 750
million households.
• Viewership increased in the male age group demographic as well
as the female demographic.
Sunday, October 26, 14

5. About New Zealand
• New Zealand is a member of the British Commonwealth.
• The Treaty of Waitangi, signed in 1840 between the British
Crown and the local Maori, is considered to be the New
Zealand founding document.
• New Zealand sees Great Britain and the USA as major allies and
they also see the USA as protectors.
• New Zealand is predominantly made up of Polynesian Islanders
and Europeans.
Sunday, October 26, 14

6. Economic Impact
• Between July 2011 and October 2011, 133,200 visitors arrived in
New Zealand for the RWC.
• The majority of visitors came from Austalia, the UK and France.
• Transportation alone increased $139 million.
• On average, visitors during the RWC, spent $3,400.
• The gross domestic product increased 1% during the RWC.
• Retail, accomodation, and restraunt activity increased 4.8%.
• New Zealanders spending also increased during the RWC.
Sunday, October 26, 14

7. More Economic Impact
• Total ticket revenue reached $224.5 million based off of 1.35
million ticket sales.
• $204.1 million spent on accomodations during the tournament.
• Food and beverage sales reached $187.7 million.
• Commerce from international fans increased in areas such as
bars, clubs, shops, hotels, city attractions, bookmakers. As well as
sponsor spending on marketing.
Sunday, October 26, 14

8. Venue and Stadium Developments
• 6 venues were upgraded for the 2011 RWC.
• Eden Park in Auckland received a $246 million upgrade. These
upgrades included an expanded capacity to 60,000. Access and
transportation were also improved.
• Northland Events Centre in Whangarei received a $18.5 million
multi-purpose events centre.
• Stadium Taranaki in New Plymouth had its capacity expanded to
25,000. This included upgraded seating, medie, coaches boxes &
communications infrastructure.
Sunday, October 26, 14

9. Venue and Stadium Developments cont.
• Otago Stadium in Dunedin became New Zealand’s first fully
enclosed stadium with a capacity of 30,500. The cost of
construction was $198 million.
• Tragalgar Park in Nelson received a $7.5 million upgrade. This
included replaced turf, upgraded lighting, turnstiles, media and
changing facilities.
• McLean Park in Napier got a new stand, upgraded lighting
towers, seating and new corporate boxes.
Sunday, October 26, 14

10. Other economic benefits
• Increase amount of electronic and print media advertising.
• Increased use of telecommunications and new media services.
• Activities and sales based around event officials.
• Activities and sales based around officials from commercial
partners and sponsors.
• Place marketing benefits and image improvement.
• Magazine, newspaper sales and other related sales.
• Sales of sport apparel, equipment and related items.
• Sales of official merchandise and memorabilia.
• Increases in betting and gambling services.
Sunday, October 26, 14

11. Community Engagement
• One in fifteen Auckland residents surveyed reported that at
least one person in the household volunteered at RWC 2011.
• Volunteering included being either a registered RWC 2011
volunteer or volunteering in some other less formal way, such as
helping out at a community event.
• Over 2,500 volunteers helped with positions such as drivers,
catering, spectator services,VIP and meida.
• Over 800 volunteers worked in at Fanzones, transport hubs and
public open spaces.
• 725 primary and intermediate school children from the
Auckland Schools Programme received free tickets to a RWC
2011 pool match.
Sunday, October 26, 14

12. Social Impact:Volunteering
• 95% of volunteers were satisfied with their overall experience of
being a volunteer during RWC 2011.
• 84% were satisfied with the training they received to be a
volunteer before RWC 2011.
• 92% were satisfied with the way volunteers were organised and
managed during RWC 2011.
• 92% would volunteer at a future event.
• 91% felt that they were adequately recognised and rewarded for
their service as a RWC 2011 volunteer.
• 93% would recomment volunteering to a friend.
Sunday, October 26, 14

13. Social Impact: Sense of Pride
• 89.1% of residents were proud of the way visitors for RWC
2011 were hosted.
• 85.6% of residents feel a sense of pride in the way the region
looked and felt during the tournament.
• 87.8% of residents feel that RWC 2011 generated a greater
sense of community spirit.
• 67.9% of residents felt a sense of involvement in RWC 2011.
Sunday, October 26, 14

14. Social Impact: Disturbance by the event.
• 84.9% of residents felt that services such as rubbish collection,
street maintenance, and usual public transportation services
were the same during RWC 2011 compared to the level of usual
services.
• 11.4% of residents felt these services were better.
• Only 2.2% of residents felt service levels dropped during the
tournament.
• A significant majority of residents felt that day to day
transportation services operated as usual and that road was well
managed during the tournament.
Sunday, October 26, 14

15. Social Impact: Legacy
• 36.5% of residents felt more likely to consider using public
transportation to get around as a result of RWC 2011.
• 39.8% of residents felt that RWC 2011 has inspired them to
participate in sports or be more active generally.
• 26.8% of residents felt that RWC 2011 has inspired them to get
involved in sports as a coach, official or volunteer.
Sunday, October 26, 14

16. Summary
• The Rugby World Cup 2011 had a great positive impact in New
Zealand.
• New Zealand had a rise in spending from visitors and locals not
only during RWC 2011, but after as well with an increase in
general tourism.
• New Zealand also saw a positive social impact from RWC 2011.
• New Zealanders felt pride in their country and the RWC saw
many volunteers to help with the tournament.
• The Rugby World Cup is a good chance to boost the host
nations economic and social status. Bringing together rugby fans
from around the globe.
Sunday, October 26, 14

17. References:
• “Rugby World Cup History.” Retrieved on October 24, 2014
from http://www.rugbyfootballhistory.com/world_cup.htm.
• “History of the Rugby World Cup.” Retrieved on October 24,
2014 from http://www.flightcentre.com.au/rwc/history-of-rugby.
• Rugby World Cup 2011. Retrieved on October 24, 2014 from
http://www.rwc2011.irb.com/index.html.
• ESPNscrum Staff. (April 27, 2012). “RWC 2011broke new
broadcasting ground.” Retrieved on October 24, 2014 from
http://www.espnscrum.com/2011-rugby-world-cup/rugby/story/
163342.html.
• “100% Pure New Zealand.” Retrieved on October 24, 2014
from http://www.newzealand.com/us/.
Sunday, October 26, 14

18. References cont.
• “Impact of the Rugby World Cup in New Zealand’s macro-economic
statistics.” Retrieved on October 24, 2014 from http://www.stats.govt.nz/
browse_for_stats/economic_indicators/NationalAccounts/impact-of-rugby-
world-cup.aspx.
• “Rugby World Cup 2011 Fact Sheet.” Retrieved on October 24, 2014 from
http://www.rugbyworldcup.com/mm/Document/Tournament/Destination/
02/04/73/68/RWC2011FactSheet-StadiumDevelopments.pdf.
• Chadwick, S. Semens,A. Arthur, D. (Sept 13, 2011). “Economic Impact
Report On Global Rugby Part IV: Rugby World Cup 2011.” Retrieved on
October 26, 2014 from http://www.rugbyworldcup.com/mm/Document/
Tournament/Mediazone/02/05/05/75/RWC-ec-report.pdf.
• “Rugby World Cup 2011 Evaluation Reprot.” Retrieved on October 26, 2014
from http://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/
aboutcouncil/governingbody/governingbodyagitem15attA1820111222.pdf.
Sunday, October 26, 14