Talk at 16th Annual International Conference on Sports: Economic, Management, Marketing & Social Aspects, 9-12 May 2016, Athens, Greece

1. City of Sports in a post—applicant state
Andreas Hebbel-Seeger
16th Annual International Conference on Sports:
Economic, Management, Marketing & Social
Aspects, 9-12 May 2016, Athens, Greece

2. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 2
In March 2015 Hamburg was nominated by the national
Olympic Committee as the German candidate city to
apply for the Olympic Summer Games 2024.

3. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 3
On the political level the application
was linked to a formal approval (vote)
by the citizens of Hamburg.

4. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 4
The referendum date had been set early in
the application process and the vote was
executed on November, 29th in 2015.

5. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 5
The initially given forecast of relatively high
approval (60-75%) couldn’t be confirmed:
The citizens of Hamburg rejected the application
by a close vote.

6. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 6
The potential reasons may vary
on different levels.

7. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 7
The national competition against the „big“ neighbor and
the capital Berlin was for many much more emotional and
tangible in comparison to the international competition.

8. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 8
In terms of cost allocation for the application no
agreement could be reached between the federal
government and the city of Hamburg.

9. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 9
Scandals in international sports (FIFA, Athletics
Federation) forewent the referendum and reinforced
the doubts about the transparency and ethical clarity
in sports organizations.

10. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 10
The emigration of refugees from the Middle East
to Europe became a key challenge with
incalculable social and economic
consequences.

11. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 11
The terrorist attacks in Paris on Nov., 13th - among the
targets of which was a stadium during the soccer match
between France and Germany, - caused uncertainty and
fear affecting other sports events.
A few days later the stadium in Hannover was evacuated
shortly before the soccer game between Germany and the
Netherlands.

12. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 12
These are the possible causes - communication
is therefore most likely the reason.

13. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 13
Focus on the ration aspects of public communication
as well as numerous public discussions (cost, revenue,
urban development, sports facilities, tourism,
accessibility, reuse, etc.).

14. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 14
Nevertheless, it was not possible to activate the
sufficient part of the members of Hamburg’s
sports organizations.

15. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 15
Emotional and nonrational aspects of staging the
Olympics were not transferred properly:
the orientation towards the biggest sports and
cultural festival in the world.

16. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 16
The power of enthusiasm like it was shown in 2012
during the welcome back from London celebration
for the German Olympians.

17. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 17
Nowadays the situation of sports in Hamburg
is a disaster.

18. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 18
The financial support of athletes is being cut
back (even in the Olympic year).
Major sports events are being canceled.
Sponsors are pulling out of the regional sports.

19. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 19
Sportspeople complain about a lack of appreciation.
Business organizations complain about a
lack of perspective.
Sports is barely a topic on the political agenda;
lacking ideas with potential for the future.

20. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 20
There is no „culture of failure“
- even the defeat can teach one a lot.

21. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 21
The profit of sports events is gained on its emotional
level: no soccer fan would ever ask for a refund of a
purchased ticket.
But how to turn citizens into fans?
How to make them ambassadors of their own matter?

22. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 22
Similar approaches can be accomplished
successfully as we have witnessed.
This is a good base to build on in a future -
that is hopefully not too far away.
But some research needs to be done first...

23. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 23
International Hamburg Congress on Sports, Economics and Media
12.-13. September 2016
„Sports and urban development“
www.symposium-hamburg.com

24. Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 24
Prof. Dr. Andreas Hebbel-Seeger
Local Head of Media School
Macromedia University of Applied Sciences, Campus Hamburg
Gertrudenstr. 3 | 20095 Hamburg | Germany
eMail: a.hebbel-seeger@macromedia.de
Presentation: www.slideshare.net/ahsHH