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EU Sports Summit June 2013

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.

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EU Sports Summit June 2013

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  1. EU Sports Summit June2013 Assessing the Impact of Major Events in Europe Mike Laflin– CEO, Sportcal

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

  3. 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

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

  5. Global Sports Impact Asked a series of questions: • What are the key indicators? • How important are they? • How do you measure them? • Analysed the results? • Asked experts to confirm the findings

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

  7. Global Sports Impact Gathered Events Data • 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

  8. 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

  9. Impact Studies Predominately Economic Impact Studies • 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? Lack of good information • 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

  12. 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

  13. Sportcal Events New Service • 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

  14. Sportcal Events

  15. 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

  16. Global Sports Nations Index 2013

  17. Global Sports Nations 2008-19

  18. Global Sports Nations 2008-13

  19. Global Sports Nations 2014-19

  20. Central European Nations

  21. Eastern European Nations

  22. Rest of the World Nations

  23. Percentage of Events

  24. 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

  25. Global Sports Impact Impact Management System • Governments • Sports Federations • Event Organisers • Gather data pre, during and post event • Understand more about the impact of events • Compare events in many ways

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

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

  28. 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

  29. Global Sports Impact Summary • 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

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

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