1. EU Sports Summit Oct 2013
Assessing the Impact of Major
Events in Europe
Mike Laflin – CEO, Sportcal

3. Assessing the Impact
How do we assess the impact of
major sporting events?
Complex equation involving many factors
• Economic
• Financial
• Social
• Media
• Environmental

4. Two Year Project
Project to understand more about the
impact of major sports events and how
to develop a standard methodology to
measure the impact of sport
Global Sports Impact

5. Sought the opinion of over 200
industry experts
• Academics
• Architects and Designers
• Broadcasters
• Event Organisers
• Government Agencies
• Federations and Rights Owners
• Management Consultancies
Global Sports Impact

6. 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 findings
Asked a series of questions:

7. Global Sports Impact
• Economic
• Financial
• Sport
• Media
• Social
• Environmental
Identified a series of indicators:

9. 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 event
Gathered Events Data

10. Global Sports Impact
• Incredibly difficult to find good data on major
events 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 exaggerated
Mixed Bag of Information

11. Impact Studies
Predominately Economic Impact
Studies
• Venue Construction
• Infrastructure Development
• Jobs Created
• Bed nights
• Tourist Spend
• Very little data on social & environmental

12. How do we compare events?
No Common Methodology

13. 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 product
Lack of good information

14. Mineps V – Berlin 2013
Sports Ministers Call for Better
Information
• 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 common
methodologies

16. Sportcal Events
• In-depth Guide to Major Future Events
• Past Event Analysis
• In-depth data on major events
• Comparison Tool – Compare different
events
• Contact details for event organisers
• Details on Venues and Capacities
New Service

17. Sportcal Events
Events Future Events Guide Past Events Guide Comparison Tool Event News
Events Event Comparison Tool Selected Events
Add more events
Remove
Event Title
IAAF World Athletics
Championships 2009
16th FIBA World Basketball
Championships for Men 2010
Olympic Winter Games 2010 FIFA World Cup 2010
Sport Athletics Basketball Olympics Soccer
Year 2009 2010 2010 2010
City Berlin
Ankara, Istanbul, Izmir,
Kayseri
Vancouver
Bloemfontein, Cape Town,
Durban, Johannesburg,
Polokwane, Port Elizabeth,
Pretoria, Rustenburg,
Nelspruit
Nation Germany Turkey Canada South Africa
ECONOMIC (ATTENDANCE)
Total Attendance - Total 450,000 350,000 1.5 million 3.2 million
Capacity - Venue 74,064 57,500 141,989 514,599
Venues - Total 1 5 10 10
SPORTING
Athletes - Total 1,984 288 2,566 736
Athletes - Male 1,086 288 1,522 736
Athletes - Female 898 1,044
Nations - Nations 205 24 82 32
Days/Disciplines - Days 9 16 17 31
Days/Disciplines -
Disciplines
47 1 86 1
MEDIA
TV Nations - Total 201 183 220 217
Broadcasters - Total 40 - 65 58 235 376
Accredited Media - Total 3,500 2,000 10,800 15,000 - 20,000
SOCIAL
Volunteers - Total 10,500 1,700 18,500 15,000

18. Global Sports Nations Index
• Study which nations have been successful
in 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 2013
Identify leading sports nations

19. Global Sports
Nations Index 2013
Position Nation GSI Index Rating
1 China 44,369
2 Canada 39,093
3 Russia 38,137
4 United Kingdom 37,421
5 Italy 35,157

20. Global Sports Nations 2008-19
Rank Nation 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
1 China 10302 5313 4881 7553 2617 1408 6125 6171 44369
2 Canada 2660 3714 6145 1467 3967 6319 4183 6715 2568 750 545 39032
3 Russia 843 1234 3063 5058 1692 8844 7673 2960 2480 4289 38137
4 UnitedKingdom 2882 3520 715 2741 14497 2033 3039 5080 1854 1060 37421
5 Italy 2444 4829 3483 8107 1516 8687 3123 2968 35157
6 Germany 2146 2017 4729 6120 5191 1335 1636 3434 705 1032 28345
7 USA 625 4396 2681 723 3170 4033 919 7434 579 24560
8 Brazil 1361 1384 787 1593 7720 1787 9369 24001
9 Korea 375 4687 261 4067 4864 2975 2539 3760 23528
10 France 1310 1390 3020 4041 4362 1734 3882 1296 1959 22995
11 Spain 1170 812 2411 0 5115 7906 2144 2348 21907
12 Netherlands 462 1772 1789 3498 3006 774 8162 1955 0 21418
13 Turkey 888 3224 3913 3200 3379 2588 17192
14 Japan 1748 2718 2728 1884 1050 3863 1061 1199 16251
15 Austria 351 1131 3342 3567 1811 2231 2440 14874
16 Poland 1886 1745 625 4108 4538 1814 14717
17 CzechRepublic 1001 1231 2097 3709 1694 2809 801 13343
18 Denmark 1809 753 3580 2029 3711 11882
19 Sweden 1792 837 1838 2863 1196 566 2299 488 11880
20 Australia 4337 1450 1453 1178 1398 1688 11505

21. Global Sports Nations 2008-13
Rank Nation 2008 2009 2010 2011 2012 2013 GSI Rating
1 China 10302 5313 4881 7553 2617 1408 32073
2 Italy 2444 4829 3483 8107 1516 8687 29066
3 United Kingdom 2882 3520 715 2741 14497 2033 26388
4 Canada 2660 3714 6145 1467 3967 6319 24271
5 Germany 2146 2017 4729 6120 5191 1335 21538
6 Russia 843 1234 3063 5058 1692 8844 20734
7 France 1310 1390 3020 4041 4362 1734 15858
8 USA 625 4396 2681 723 3170 4033 15629
9 Turkey 888 3224 3913 3200 3379 14604
10 Korea 375 4687 261 4067 4864 14254
11 Netherlands 462 1772 1789 3498 3006 774 11301
12 Japan 1748 2718 2728 1884 1050 10128
13 Spain 1170 812 2411 0 5115 9509
14 Switzerland 2643 0 2249 2240 2093 9224
15 Sweden 1792 837 1838 2863 1196 8526
16 Australia 4337 1450 1453 1178 8418
17 Austria 351 1131 3342 3567 8392
18 Poland 1886 1745 625 4108 8365
19 South Africa 6796 1475 8271
20 Czech Republic 1001 1231 2097 3709 8038

22. Global Sports Nations 2014-19
Rank Nation 2014 2015 2016 2017 2018 2019 GSI Rating
1 Brazil 7720 1787 9369 18876
2 Russia 7673 2960 2480 4289 17403
3 Canada 4183 6715 2568 750 545 14761
4 Spain 7906 2144 2348 12398
5 China 6125 6171 12296
6 United Kingdom 3039 5080 1854 1060 11033
7 Netherlands 8162 1955 0 10117
8 Korea 2975 2539 3760 9274
9 USA 919 7434 579 8931
10 France 3882 1296 1959 7137
11 Germany 1636 3434 705 1032 6806
12 Austria 1811 2231 2440 6482
13 Poland 4538 1814 6352
14 Japan 3863 1061 1199 6124
15 Italy 3123 2968 6092
16 Denmark 2029 3711 5740
17 Czech Republic 1694 2809 801 5305
18 Qatar 1452 1795 1551 4797
19 Norway 1827 2690 4517
20 Kazakhstan 1285 693 1608 3587

23. Central European Nations
Nation 08-19 08-13 14-19
United Kingdom 4 3 6
Italy 5 2 15
Germany 6 5 11
France 10 7 10
Spain 11 13 4
Netherlands 12 11 7
Austria 15 17 12
Denmark 18 20 16

24. Eastern European Nations
Nation 08-19 08-13 14-19
Russia 3 6 2
Turkey 13 9 21
Poland 16 18 13
Czech Republic 17 20 17
Kazakhstan 29 35 20

25. Rest of the World Nations
Nation 08-19 08-13 14-19
China 1 1 5
Canada 2 4 3
USA 7 8 9
Brazil 8 20 1
Korea 9 10 8
Japan 14 12 14
Australia 20 15 23
Qatar 30 48 18

26. Percentage of Events
Continent 08-19 08-13 14-19
Europe 58.6 58.5 58.9
Asia 20.3 20.4 20.2
North America 12.1 11.6 13.7
South America 3.8 3.9 3.6
Oceania 3.7 4.2 2.4
Africa 1.4 1.5 1.2

27. Global Sports Impact
• Developing software management tool
• Developing a series of measurement tools
• Working closely with stakeholders and
partners
• Enhancing and expanding the index
Next Steps

28. 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 ways
Impact Management System

29. Global Sports Impact
• Better way of gathering data
• Better understanding of social impacts
• Use of online and social media
• Fan segmentation – Compare groups of
people and their interests in sport
Fan Segmentation Survey

31. Global Sports Impact
• UK Sport
• Singapore Sports Council
• Sagacity
• Academics
• Experts
• Sportcal Team
• Index Has Generated Huge Interest
• Join the Project – Get Involved
Stakeholders and Partners

32. Global Sports Impact
• Complex area trying to define ‘Impact’
• Need for all stakeholders to work towards
standard methodology & common definitions
• Need to improve the quality of data
• Need to increase the number of indicators
and work out how to measure them
• Need to understand more about the impact of
sport
Enhancing and Expanding

33. 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 events
Summary

34. Global Sports Impact
Thank You
Mike Laflin
CEO
mike.laflin@sportcal.com