Transcript Global Sports Impact - Sport and Recreation Alliance

EU Sports Summit June
2013
Assessing the Impact of Major
Events in Europe
Mike Laflin – CEO, Sportcal
Assessing the Impact
How do we assess the impact of
major sporting events?
Complex equation involving many factors
• Economic
• Financial
• Social
• Media
• Environmental
Global Sports Impact
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
Sought the opinion of over 200
industry experts
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Academics
Architects and Designers
Broadcasters
Event Organisers
Government Agencies
Federations and Rights Owners
Management Consultancies
Global Sports Impact
Asked a series of questions:
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What are the key indicators?
How important are they?
How do you measure them?
Analysed the results?
Asked experts to confirm the findings
Global Sports Impact
Identified a series of indicators:
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Economic
Financial
Sport
Media
Social
Environmental
Global Sports Impact
Gathered Events Data
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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
Global Sports Impact
Mixed Bag of Information
• 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
Impact Studies
Predominately Economic Impact
Studies
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Venue Construction
Infrastructure Development
Jobs Created
Bed nights
Tourist Spend
Very little data on social & environmental
How do we compare events?
No Common Methodology
How do we Measure Events?
Lack of good information
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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
Mineps V – Berlin 2013
Sports Ministers Call for Better
Information
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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
Sportcal Events
New Service
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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
Events
Future Events Guide
Past Events Guide
Comparison Tool
Event News
Sportcal Events
Events
Event Comparison Tool
Selected Events
Add m ore event s
Remove
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
Vancouver
Bloemfontein, Cape Town,
Durban, Johannesburg,
Polokwane, Port Elizabeth,
Pretoria, Rustenburg,
Nelspruit
Event Title
City
Nation
Ankara, Istanbul, Izmir,
Kayseri
Berlin
Germany
Turkey
Canada
South Africa
ECONOMIC (ATTENDANCE)
Total Attendance - Total
450,000
350,000
1.5 million
3.2 million
74,064
57,500
141,989
514,599
1
5
10
10
Athletes - Total
1,984
288
2,566
736
Athletes - Male
1,086
288
1,522
736
Capacity - Venue
Venues - Total
SPORTING
Athletes - Female
898
Nations - Nations
205
24
82
32
9
16
17
31
47
1
86
1
201
183
220
217
40 - 65
58
235
376
3,500
2,000
10,800
15,000 - 20,000
10,500
1,700
18,500
15,000
Days/Disciplines - Days
Days/Disciplines Disciplines
1,044
MEDIA
TV Nations - Total
Broadcasters - Total
Accredited Media - Total
SOCIAL
Volunteers - Total
Global Sports Nations Index
Identify leading sports nations
• 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
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
Global Sports Nations 2008-19
Rank
Nation
1 China
2 Canada
3 Russia
4 United Kingdom
5 Italy
6 Germany
7 USA
8 Brazil
9 Korea
10 France
11 Spain
12 Netherlands
13 Turkey
14 Japan
15 Austria
16 Poland
17 Czech Republic
18 Denmark
19 Sweden
20 Australia
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
10302
5313
4881
7553
2617
1408
6125
6171
2660
3714
6145
1467
3967
6319
4183
6715
2568
750
545
843
1234
3063
5058
1692
8844
7673
2960
2480
4289
2882
3520
715
2741 14497
2033
3039
5080
1854
1060
2444
4829
3483
8107
1516
8687
3123
2968
2146
2017
4729
6120
5191
1335
1636
3434
705
1032
625
4396
2681
723
3170
4033
919
7434
579
1361
1384
787
1593
7720
1787
9369
375
4687
261
4067
4864
2975
2539
3760
1310
1390
3020
4041
4362
1734
3882
1296
1959
1170
812
2411
0
5115
7906
2144
2348
462
1772
1789
3498
3006
774
8162
1955
0
888
3224
3913
3200
3379
2588
1748
2718
2728
1884
1050
3863
1061
1199
351
1131
3342
3567
1811
2231
2440
1886
1745
625
4108
4538
1814
1001
1231
2097
3709
1694
2809
801
1809
753
3580
2029
3711
1792
837
1838
2863
1196
566
2299
488
4337
1450
1453
1178
1398
1688
44369
39032
38137
37421
35157
28345
24560
24001
23528
22995
21907
21418
17192
16251
14874
14717
13343
11882
11880
11505
Global Sports Nations 2008-13
Rank
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5
6
7
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Nation
China
Italy
United Kingdom
Canada
Germany
Russia
France
USA
Turkey
Korea
Netherlands
Japan
Spain
Switzerland
Sweden
Australia
Austria
Poland
South Africa
Czech Republic
2008
10302
2444
2882
2660
2146
843
1310
625
375
462
1748
1170
1792
351
1001
2009
5313
4829
3520
3714
2017
1234
1390
4396
888
4687
1772
2718
812
2643
837
4337
1131
1886
1231
2010
4881
3483
715
6145
4729
3063
3020
2681
3224
261
1789
2728
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1450
1745
6796
2097
2011
7553
8107
2741
1467
6120
5058
4041
723
3913
4067
3498
1884
2411
2249
1838
1453
625
2012
2617
1516
14497
3967
5191
1692
4362
3170
3200
3006
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2240
2863
1178
3342
2013
1408
8687
2033
6319
1335
8844
1734
4033
3379
4864
774
1050
5115
2093
1196
3567
4108
1475
3709
GSI Rating
32073
29066
26388
24271
21538
20734
15858
15629
14604
14254
11301
10128
9509
9224
8526
8418
8392
8365
8271
8038
Global Sports Nations 2014-19
Rank
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2
3
4
5
6
7
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9
10
11
12
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15
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20
Nation
Brazil
Russia
Canada
Spain
China
United Kingdom
Netherlands
Korea
USA
France
Germany
Austria
Poland
Japan
Italy
Denmark
Czech Republic
Qatar
Norway
Kazakhstan
2014
7720
7673
4183
7906
6125
3039
8162
2975
919
3882
1636
4538
3863
3123
2029
1694
1452
1827
1285
2015
1787
2960
6715
2144
6171
5080
1955
2539
7434
1296
3434
1811
2968
3711
2809
1795
693
2016
9369
2480
2568
2017
2018
750
2348
2019
4289
545
1854
1060
0
3760
705
2231
579
1959
1032
2440
1814
1061
801
1551
2690
1608
1199
GSI Rating
18876
17403
14761
12398
12296
11033
10117
9274
8931
7137
6806
6482
6352
6124
6092
5740
5305
4797
4517
3587
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
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
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
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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
Global Sports Impact
Next Steps
• Developing software management tool
• Developing a series of measurement tools
• Working closely with stakeholders and
partners
• Enhancing and expanding the index
Global Sports Impact
Impact Management System
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Governments
Sports Federations
Event Organisers
Gather data pre, during and post event
Understand more about the impact of events
Compare events in many ways
Global Sports Impact
Fan Segmentation Survey
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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
Global Sports Impact
Stakeholders and Partners
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UK Sport
Singapore Sports Council
Sagacity
Academics
Experts
Sportcal Team
Index Has Generated Huge Interest
Join the Project – Get Involved
Global Sports Impact
Enhancing and Expanding
• 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
Global Sports Impact
Summary
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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
Global Sports Impact
Thank You
Mike Laflin
CEO
[email protected]