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Sport as a catalyst for rebranding

Sport as a catalyst for rebranding. Portsmouth. Examples of sports rebranding in Portsmouth. Mountbatten centre Portsmouth Gymnastics Centre The Great South Run. Rebranding Portsmouth through Sport (2012 Olympics). http://www.portsmouth.gov.uk/2012games/index.html

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Sport as a catalyst for rebranding

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  1. Sport as a catalyst for rebranding Portsmouth

  2. Examples of sports rebranding in Portsmouth • Mountbatten centre • Portsmouth Gymnastics Centre • The Great South Run

  3. Rebranding Portsmouth through Sport (2012 Olympics) • http://www.portsmouth.gov.uk/2012games/index.html • Part of an overall improvement strategy • Portsmouth is to be one of eight cities to host a Big Screen by the London Organising Committee for the Olympic and Paralympic Games • a partnership between the LOCOG, local councils and the BBC. • Encourages busness and inward investment in terms of contracts & then jobs e.g. Portsmouth Gymnastics Centre • The Mountbatten Centre & PGC will be offered in terms of Pre-games training camps • Enhanced infrastucture partially due to proximity to London to encourage tourism Task: What is the role of the Mountbatten Centre & Portsmouth Gymnastics Centre in rebranding Portsmouth and the 2012 Olympics

  4. Mountbatten Centre £20million investment, the new site includes a 50m olympic standard swimming New entrance and reception area New 150 station fitness suite New dance studio New state of the art health suite with separate health and fitness changing facilities New semi sprung floor for the existing main hall New Café Bar Improved lighting for the existing main hall Re-surfaced athletics and cycle tracks Portsmouth Gymnastics Centre 50m x 36m gymnastics hall with championship grade equipment large sprung floor area foyer and viewing area changing facilities clubroom extended free car parking rooms available for corporate hire The Mountbatten Leisure Centre is the city's premier sports facility.

  5. Impacts of sport developments • Positive impacts • New facilities for residents (individuals & clubs) • Increased footfall & spending as visitors outside the city visit for events (e.g. swim galas, Great South Run) • Provides jobs & may lead to reductions in unemployment (temporary & permanent) • Improved infrastructure in the surrounding area, (bus routes in demand e.g.6/6a) • Increased reputation and higher profile of city and wider regional area (Olympic size pool) • Rise in quality of life for residents of the city • Inward investment, construction contracts • Negative impacts • Cost of construction, infrastructure, marketing, maintenance • Overcrowding (especially during events e.g. Great South Run) leads to traffic & congestion • Potential for unused facilities • Clean up after event – 23000 runners in Great South Run 2010

  6. Evaluations of examples • “PGC is a great up to date local facility” • PGC & Mountbatten will bring visitors to the city via the 2012 Olympics – Portsmouth is only 11/2 hours from London Waterloo – Multiplier effect

  7. Task: What is the role of sport in rebranding Portsmouth? • Describe examples of how… • Explain impacts.. • Evaluate the success of examples by stating at least one evaluative point

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