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INCREMENTAL NEW BUSINESS IN THE WAKE OF LONDON 2012
Ardi Kolah LL.M FCIPR FCIM FRSA
ICCO Summit 2013
Change or Perish: The Future of PR
10-11 October
Paris, France
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3. What this briefing will cover this afternoon
1.
2.
3.
4.
5.
6.
7.
8.
Identifying the new business opportunities
Explaining the timescales and bidding processes
Reporting/estimating the budgets
Highlighting the problems presented in specific markets
Detailing the local business cultures
Explaining when and where to seek joint-venture partners
Analysing the competition
Outlining the best approach to secure contracts in each
market
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4. Identifying new business opportunities
over the next 10 years
Sports marketing agencies and advisors includes, PR
agencies, advertising agencies, marketing agencies,
sponsorship agencies, management consultants, law firms,
media rights advisors and accountants.
Infrastructure, technology and logistics includes overlay
specialists, architect firms, engineering companies, social
media and digital technology specialists, hardware specialists
for venue and stadium construction, TV production and
technology companies.
Marketing services providers includes facilities management,
security, catering, hospitality, linguistic services, travel and
transportation and ticketing companies.
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5. Experts consulted during the research phase
Alaa Shadid, Grant Thornton; Andrew Bacchus, UK Trade & Industry; Andrew Hodson,
Icon; Andy Westlake, Fast Track; Beth Garcia, Approach; Chris Satterthwaite, Chime
Communications; Dennis Mills, Major Events International; David Haigh, Brand
Finance; Duncan Hall, PKL; Eloy Mason, 4 global; Frank Saez, SMG-Insight/YouGov;
Fiona Pelham, Sustainable Events; Gilbert van Kerckhove, Beijing Global Strategy
Consulting; Jeremy Summers, Pitmans SK Sport & Entertainment; Joe O’Neill, Arena
Group; Jon Sellins, Wembley Stadium Consultancy; Julie Clark, PwC; Karen Earl,
European Sponsorship Association; Lesa Ukman, IEG; Madeleine Blankenstein, Grant
Thornton Brazil; Matthew Wheeler, Sports Investment Partners; Mickey Charles, The
Sports Network; Mike Lee, Vero; Nicholas Reynolds, Populous; Peter Schad, PKL;
Rachael Church, Zigzag Media; Rob Mason, IMG; Simon Cummins, Odgers Berndston;
Simon Rines, Sponsorship Today; Steve Madincea, PRISM; Teri van Schooten, Verve
Consulting; Tom Mayo, Mayo & Co; and William Vitale, Vital Communications.
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7. Influence over HM Government’s growth strategy
for professional and business services
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8. Analysis of 55 global sports events taking place
outside of UK to 2022
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9. Estimated value of €6.9bn in incremental new business
Western & Northern Europe
Asia
Most valuable
markets
Central, Eastern & Southern Europe
North America
South America
Oceania
Middle East
Africa
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10. Insight from the research
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11. The big FIVE one-off global sports events for new business!
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13. Estimated value of contracts available: €1.4bn
During this period, South America will host 7% of the major events
awarded to date as measured in terms of importance.
Estádio do Maracanã has been
redeveloped at a cost of €313m
in time for the FIFA World Cup 2014
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14. Estimated value of contracts available: €1.5bn
During this period Eastern and Southern Europe will
host 20% of the major events awarded to date as
measured in terms of importance.
Fisht Olympic Stadium in Sochi due to be completed
Nov 2013
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16. Estimated value of contracts available: €326m
During this period Western and Northern Europe will host 33% of
the major sports events awarded to date in terms of importance
and this represents the largest number of opportunities for the
UK sector globally.
Stede de France in Saint-Denis
is earmarked for the opening
and final match of the
tournament.
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18. Estimated value of contracts available: €567m
During this period Asia will be host to 21% of the major events
awarded to date as measured in terms of importance.
UK firms involved in the construction of the 2012 Olympic Park in
East London have already been on trade missions in an attempt to
secure lucrative contracts ahead of the 2014 Asian Games in
Incheon, 2015 Summer Universiade in Gwangju and the 2018
Winter Olympics in PyeongChang among other events.
The total budget for the 2014 Asian Games in Incheon is €1.2bn of
which €1.08bn is to be spent on venue construction.
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20. Estimated value of contracts available: €1.8bn
During this period the Middle East will host 4% of the major events
awarded to date as measured in terms of importance. The majority
of opportunities will be in Qatar as a result of the country hosting
the 2022 FIFA World Cup.
By paying attention to sport, cultural and education facilities, Qatar
aims to raise its profile on the world stage for global sport and is
determined to achieve the status as the sports hub of the Middle
East and a major destination for world-class events in all sports.
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21. Explaining the timescales and bidding process
Events
2013 ITTF World Table Tennis Championships
2014 FEI World Equestrian Games
2015 FISA World Rowing Championships
2016 UEFA European Football Championships
Most popular sports
Football, rugby union, handball, basketball, cycling,
sailing, volleyball, motorsport, golf, tennis
Bids
2017 FIH World Hockey Championships (joint bid with
Germany)
2017 ICF Canoe Slalom World Championships
2017 ICF Wildwater Canoeing World Championships
2018 Gay Games
Possible 2022 Winter Olympic Games bid from Nice
and 2024 Summer Olympic Games bid from Paris
Venues under construction
Stade de Bordeaux
Stade des Lumières
Stade de Nice
New French Rugby Stadium
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22. Insight from the research
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25. Subsidy applied by local players
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27. Absence of an ‘intelligent buyer’
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34. Effective approaches to securing new business
Face 2 Face
communication
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35. Playing the home advantage
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36. Become a partner not just a supplier
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39. “Based upon the success of the London 2012
Olympic Games, how then will the UK sports
industry export itself around the globe to
leverage its vast expertise to the next willing
recipient? Ardi Kolah challenges the reader to
think outside of the box and adapt to the
emerging and widely diverse market
opportunities in order to establish a viable and
sustainable platform, building upon the recent
euphoria and profits at home, for the next 10
years.”
Peter Miller, Vice-President, Sports &
Education Development, Global Events Group
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40. Thank you for listening
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