1. EU Sports Summit June
2013
Assessing the Impact of Major
Events in Europe
Mike Laflin – CEO, Sportcal
2.
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:
8.
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
15.
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
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
30.
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