Analysing the impact of major events mike laflin

EU Sports Summit June 2013Assessing the Impact of Major Events in Europe

Mike Laflin – CEO, Sportcal

Assessing the Impact

How do we assess the impact of major sporting events?

Complex equation involving many factors • Economic• Financial• Social• Media• Environmental

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

Sought the opinion of over 200

industry experts• Academics• Architects and Designers• Broadcasters• Event Organisers• Government Agencies• Federations and Rights Owners• Management Consultancies



• 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:


• Economic• Financial• Sport• Media• Social• Environmental

Identified a series of indicators:


• 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


• 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

Impact StudiesPredominately Economic Impact Studies• Venue Construction• Infrastructure Development• Jobs Created• Bed nights• Tourist Spend• Very little data on social & environmental

How do we compare events?

No Common Methodology

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

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

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

Sportcal Events

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

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

Global Sports Nations 2008-19



Central European Nations

Nation 08-19 08-13 14-19

United Kingdom 4 3 6

Italy 5 2 15

Germany 6 5 11

France 10 7 10

Spain 11 13 4

Netherlands 12 11 7

Austria 15 17 12

Denmark 18 20 16

Eastern European Nations

Nation 08-19 08-13 14-19

Russia 3 6 2

Turkey 13 9 21

Poland 16 18 13

Czech Republic 17 20 17

Kazakhstan 29 35 20

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

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


• Developing software management tool• Developing a series of measurement tools• Working closely with stakeholders and

partners• Enhancing and expanding the index

Next Steps


• 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


• 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


• UK Sport • Singapore Sports Council• Sagacity • Academics• Experts • Sportcal Team• Index Has Generated Huge Interest• Join the Project – Get Involved

Stakeholders and Partners


• 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


• 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


Thank You

Mike Laflin

CEO

[email protected]

Analysing the impact of major events mike laflin

Documents

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