1. Major Events International (MEI) ASE STUDY: BRAZIL Nature of the Major Events Market 27 th March 2014 Dennis Mills CEO MEI dmills@majoreventsint.com

2. Major Event Opportunities Globally Major Events Defined: “Olympic and World Cup Series” - generate significant cross sector opportunities: Infrastructure, fit-out, temporary solutions, equipment and services. Wider Benefits: Often part of wider City/Country modernisation. Major Events a catalyst for entering a market with post-games presence for longer term in the region. There are too many major events to list! Ones you will be more familiar with: –Olympics (Summer and Winter) –Commonwealth Games –Football/Rugby/Cricket world cup etc –Not so familiar?: Pan American Games, Asian Games, Olympic Council of Asia etc University Games, Youth Games, Emergency Services Growing in stature and scale: Paralympics New: European Olympics (2015) and many specialist sub groups UK companies are respected suppliers post 2012 so no better time for considering entering this market as part of your overall export strategy

3. The Major Events Market Fixed deadline to the second – procurement certainty Very large budgets across all sectors and skills - $billions annually and growing Organisers look for experienced suppliers to this market But: Highly competitive - not a market for those who want to “dabble” – needs real focus Organisers inexperience – probably not done a major event before and the organisations are almost thrown together – high turn over of staff – close customer contact tracking is vital The same disciplines needed for all export markets but as this is a more attractive market to work in, many people seem to forget the basics SMEs have every right to win their share of business and they do – the issue is how, when and with appropriate support. Incentives: Winning business in this iconic market has a powerful “business as usual” range of benefits – it will be the best “sales” support case study you can use Successive wins makes you an “incumbent” and you will be given a significant advantage for customer contact and winning business.

4. 4 Multi-user, Multi-location, Multi-service Event Users Athletes & Officials Media VIPs Sponsors Spectators Business as usual! Buyers Organising Committee Core Infrastructure City & State Modernisation City & State Modernisation National Providers (Security & Utilities) National Providers (Security & Utilities) Sponsors Private Sector B2B Private Sector B2B Services Consultancy Best Practice Consultancy Best Practice Programme Management Training, Stewards & Volunteers Training, Stewards & Volunteers Safety, Security & resilience Safety, Security & resilience Temporary overlay Prior Games Proven capabilities Prior Games Proven capabilities Locations Airports, Metros, People hubs Airports, Metros, People hubs Venues Athlete & Training Villages Athlete & Training Villages Fan Parks Airports, Rail and Bus hubs Sponsor Sites Try walking “the day in the life of …..” for below Copyright © 2014 Major Events International Ltd All rights reserve Where do you fit in? Customers, Skills, Sectors or satisfying whose need?

5. Major Events in the UK - Building References 2013 Rugby League World Cup 2014 Commonwealth Games in Glasgow 2014 Ryder Cup in Scotland 2015 Rugby World Cup in England 2017 World Athletics Championships 2019 Cricket World Cup in England and Wales Opportunity to gain references for export

6. 6 B ritain Commonwealth Games 2014 Rugby World Cup 2015 Athletics World Championships 2017 Cricket World Cup 2019 Australia Asian Football Cup 2015 Cricket World Cup 2015 Commonwealth Games 2018 South Korea Asian Games 2014 Winter Olympics 2018 Qatar Handball World Championships 2015 FIFA Confederations Cup 2021 FIFA World Cup 2022 Russia Rugby World Cup 7s 2013 Athletics World Championships 2013 Winter Olympics 2014 FIFA Confederations Cup 2017 FIFA World Cup 2018 Brazil FIFA Confederations Cup 2013 FIFA Confederations Cup 2013 FIFA World Cup 2014 Olympics Summer 2016 Major Event Hot Spot Country Japan Summer Olympics 2020

7. Brazil - Case Study The Sports Infrastructure Related Opportunities: –2014 just about done but 2016 Olympics opportunities exist but time pressures if you want to win business for the Games Longer term the trends are similar to many major events hosting nations: –Fan Zones. Spreading the footprint and duration of event impact. –Inward Investment welcome. Agencies are very helpful as they want you to set up in- country. –Focus on Legacy and Tourism. Considerable social change demands driving new opportunities. –Festival/Cultural Events expansion: Carnival, Gap Pride, Rocking Rio, New Year, and growing in number –PAC modernisation programme – underinvestment over 20 plus years – catch up in all areas of critical national infrastructure and societal change. Rio City modernisation. –Pre-salt oil and gas finds are fuelling growth – look out beyond 2016 This generates multi-sector and long term demand for "international best practice”

8. Lots of Opportunities but also Challenges Applicable to all major event countries not just Brazil: Geographic spread for most Football World Cups (Brazil is 35 x bigger than UK and 19 x France) – focus is needed. Language – need to speak it and follow up in writing. Brazil open culture – but can be misleading – need to build relationships UK Business Culture – we expect to fly in, find a partner and start winning contracts. Corruption – sadly – Bribery Act in UK reaches out to export markets! Competition – internationally – it’s a hot house Stickability - to succeed will take time Enter the market with appropriate preparation, due diligence and local support

9. Simple Mobilisation Plan Acquisition Formal JV Local Partnership Supply Chain Stand Alone company Pre Mission Workshop Pre Mission Workshop Awareness Seminar Awareness Seminar Mission or Expo Mission or Expo Debrief & Evaluate Debrief & Evaluate Your are here Market Your Offer Objectives Resources Target customers Market Your Offer Objectives Resources Target customers UKTI Go alone MEI Build programm e around it UKTI Go alone MEI Build programm e around it Evaluate Assess Next steps Evaluate Assess Next steps UKTI ITA Bribery Act Cash Movement Import Duty Tax Employment Law Local Support

10. Enduring Mistakes 1.No well thought through export strategy: Checking the reason for choosing the target market, and time and cost implications. 2.Unclear perspective on the focused market offer: How it will be delivered and supported. 3.“Get-lucky” approach to market visits/expo attendance: Little preparation - customer contact meeting, support during meetings, decoding cultural behaviour and debriefing the client(s). 4.Inadequate local support to move to the next stage post visit: De-brief and strategy/options review on return and check resource allocation. 5.Nervousness about contacting experts: Legal, Tax and export enabling support due to cost and fear of facing some of the harsh realities. 6.Failure to treat the whole campaign as a project: Fully integrated with expert advice and support, regular customer contact, market profile and building a presence to get to the eventual goal. Selecting a local partner far too quickly without full due- diligence!

11. Conclusions 1.Major Events continue to grow in number, scale, breadth and depth of opportunities. They can be central to your export strategy – a reason to go. 2.You don’t always need to focus on the most well known. 3.They can transform your business as usual prospects – credibility. 4.Need treating with great care (as does all export) – rushing does not work. Avoid a get luck strategy. 5.Think B2B and proven partnerships as an option pre in-country company registration and recruitment – step 1. 6.Work with experts and leverage all UKTI support. Plenty of experience in the room today so network please. We will be following up post this event and please complete the survey.