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EU Sports Summit June 2013 Assessing the Impact of Major Events in Europe Mike Laflin – CEO, Sportcal.

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Presentation on theme: "EU Sports Summit June 2013 Assessing the Impact of Major Events in Europe Mike Laflin – CEO, Sportcal."— Presentation transcript:

1 EU Sports Summit June 2013 Assessing the Impact of Major Events in Europe Mike Laflin – CEO, Sportcal


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 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:


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


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

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 PositionNationGSI Index Rating 1China44,369 2Canada39,093 3Russia38,137 4United Kingdom37,421 5Italy35,157

20 Global Sports Nations 2008-19

21 Global Sports Nations 2008-13

22 Global Sports Nations 2014-19

23 Central European Nations Nation08-1908-1314-19 United Kingdom436 Italy5215 Germany6511 France107 Spain11134 Netherlands12117 Austria151712 Denmark182016

24 Eastern European Nations Nation08-1908-1314-19 Russia362 Turkey13921 Poland161813 Czech Republic172017 Kazakhstan293520

25 Rest of the World Nations Nation08-1908-1314-19 China115 Canada243 USA789 Brazil8201 Korea9108 Japan141214 Australia201523 Qatar304818

26 Percentage of Events Continent08-1908-1314-19 Europe58.658.558.9 Asia20.320.420.2 North America12.111.613.7 South America3.83.93.6 Oceania3.74.22.4 Africa1.41.51.2

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


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

34 Global Sports Impact Thank You Mike Laflin CEO

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