EU Sports Summit June
2013
Assessing 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

Global Sports Impact
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

Global Sports Impact
Asked a series of questions:
• What are the key indicators?
• How important are they?
• How do you measure them?
• Analysed the results?
• Asked experts to confirm the findings

Global Sports Impact
Identified a series of indicators:
• Economic
• Financial
• Sport
• Media
• Social
• Environmental

Global Sports Impact
Gathered Events Data
• 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

Global Sports Impact
Mixed Bag of Information
• 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

Impact Studies
Predominately 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?
Lack of good information
• 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

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
New Service
• 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

Sportcal | Sports Market Intelligence http://site.sportcal.com/Events/EV_AnalysisComparison.aspx?ids...
About us Contact us Tue, 18 Jun 2013 Welcome Mike MySportcal Log Out
1 of 1
Home News Calendar Directory Media Sponsorship Events GSI Marketplace
Events Future Events Guide Past Events Guide Comparison Tool
Event s
Sportcal Events
Add m ore even t s
Event News
Remove
Event Tit le
Sport
Year
IAAF World Athletics
Championships 2009
Athletics
2009
16th FIBA World Basketball
Championships for Men 2010
Basketball
2010
Olympic Winter Games 2010
Olympics
2010
Cit y
Nation
ECONOMI C ( ATTENDANCE)
Tot al At tendance - Tot al
Capacit y - Venue
Venues - Tot al
SPORTI NG
At hletes - Tot al
Athletes - Male
Athletes - Female
Nations - Nat ions
Days/ Disciplines - Days
Days/ Disciplines -
Disciplines
MEDI A
TV Nat ions - Tot al
Broadcast ers - Tot al
Accredit ed Media - Tot al
SOCI AL
Volunt eers - Tot al
Berlin
Germany
450,000
74,064
1
1,984
1,086
898
205
9
47
201
40 - 65
3,500
10,500
Ankara, Istanbul, Izmir,
Kayseri
Turkey
350,000
57,500
5
288
288
24
16
1
183
58
2,000
1,700
Vancouver
Canada
1.5 million
141,989
10
2,566
1,522
1,044
82
17
86
220
235
10,800
18,500
Feedback
FIFA World Cup 2010
Soccer
2010
Bloemfontein, Cape Town,
Durban, Johannesburg,
Polokwane, Port Elizabeth,
Pretoria, Rustenburg,
Nelspruit
South Africa
3.2 million
514,599
10
217
376
15,000 - 20,000
15,000
736
736
32
31
1
Contact us
Allington House
25 High Street
Wimbledon Village
London
SW19 5DX
United Kingdom
About us Advertise Subscribe Data Protection Policy
Tel: +44 (0) 20 8944 8786
Fax: +44 (0) 20 8944 8740
Company Registration No. 02592321
Terms Mobile
Designed by Sportcal
© Copyright Sportcal 2013
© and Database Right 1997-2013
Sportcal Global Communications Ltd.
All Rights Reserved
Pictures supplied by Getty Images / AFP and associated companies
18/06/2013 17:03

Global Sports Nations Index
Identify leading sports nations
• 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

5
2
3
4
1
Global Sports
Nations Index 2013
Position Nation GSI Index Rating
China 44,369
Canada
Russia
United Kingdom
39,093
38,137
37,421
Italy 35,157

Rank Nation
1 China
2 Canada
3 Russia
4 United Kingdom
5 Italy
6 Germany
7 USA
8 Brazil
9 Korea
10 France
11 Spain
12 Netherlands
13 Turkey
14 Japan
15 Austria
16 Poland
17 Czech Republic
18 Denmark
19 Sweden
20 Australia
Global Sports Nations 2008-19
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
10302 5313 4881 7553 2617 1408 6125 6171
2660 3714 6145 1467 3967 6319 4183 6715 2568
843 1234 3063 5058 1692 8844 7673 2960 2480
2882 3520 715 2741 14497 2033 3039 5080
750
1854
2444 4829 3483 8107 1516 8687 3123 2968
2146 2017 4729 6120 5191 1335 1636 3434
625 4396 2681
1361
375 4687 261
723
1384
4067
3170 4033 919 7434
705 1032
579
787 1593 7720 1787 9369
4864 2975 2539
1310 1390 3020 4041 4362 1734 3882 1296
1170 812 2411 0 5115 7906 2144
462 1772 1789 3498 3006 774 8162 1955
888 3224 3913 3200 3379 2588
1748 2718 2728 1884 1050 3863
351
1001
1131
1886
1231
1809
1745
2097
753
625
3580
0
3342 3567
4108
3709
4538
1694 2809
2029 3711
1061
1811 2231 2440
1814
801
1792 837 1838 2863 1196
4337 1450 1453 1178
566 2299
1398
488
1959
2348
545
4289
3760
1688
44369
39032
38137
1060 37421
35157
28345
24560
24001
23528
22995
21907
21418
17192
1199 16251
14874
14717
13343
11882
11880
11505

Global Sports Nations 2008-13
Rank Nation
1 China
2 Italy
3 United Kingdom
4 Canada
5 Germany
6 Russia
7 France
8 USA
9 Turkey
10 Korea
11 Netherlands
12 Japan
13 Spain
14 Switzerland
15 Sweden
16 Australia
17 Austria
18 Poland
19 South Africa
20 Czech Republic
2008
10302
2444
2882
2660
2146
843
1310
625
375
462
1748
1170
1792
351
1001
2009
888
4687
1772
2718
812
2643
837
4337
1131
1886
5313
4829
3520
3714
2017
1234
1390
4396
1231
2010
4881
3483
715
6145
4729
3063
3020
2681
3224
261
1789
2728
0
1450
1745
6796
2097
2011
3913
4067
3498
1884
2411
2249
1838
1453
7553
8107
2741
1467
6120
5058
4041
723
625
2012
2617
1516
14497
3967
5191
1692
4362
3170
3200
3006
0
2240
2863
1178
3342
2013
3379
4864
774
1050
5115
2093
1196
1408
8687
2033
6319
1335
8844
1734
4033
3567
4108
1475
3709
GSI Rating
14604
14254
11301
10128
9509
9224
8526
8418
32073
29066
26388
24271
21538
20734
15858
15629
8392
8365
8271
8038

Global Sports Nations 2014-19
2017 Rank Nation
1 Brazil
2 Russia
3 Canada
4 Spain
5 China
6 United Kingdom
7 Netherlands
8 Korea
9 USA
10 France
11 Germany
12 Austria
13 Poland
14 Japan
15 Italy
16 Denmark
17 Czech Republic
18 Qatar
19 Norway
20 Kazakhstan
2014
7720
7673
4183
7906
6125
3039
8162
2975
919
3882
1636
4538
3863
3123
2029
1694
1452
1827
1285
2015
1787
2960
6715
2144
6171
5080
1955
2539
7434
1296
3434
1811
2968
3711
2809
1795
693
2016
9369
2480
2568
0
705
2231
1551
2690
750
2348
1854
579
1959
1032
2440
1814
1061
801
1608
2018
4289
545
3760
2019
1060
1199
GSI Rating
8931
7137
6806
6482
6352
6124
6092
5740
18876
17403
14761
12398
12296
11033
10117
9274
5305
4797
4517
3587

Central European Nations
Nation
United Kingdom
Italy
Germany
France
Spain
Netherlands
Austria
Denmark
08-19
4
5
6
10
11
12
15
18
08-13
3
2
5
7
13
11
17
20
14-19
6
15
11
10
4
7
12
16

Eastern European Nations
Nation
Russia
Turkey
Poland
Czech Republic
Kazakhstan
08-19
3
13
16
17
29
08-13
6
9
18
20
35
14-19
2
21
13
17
20

Rest of the World Nations
Nation
China
Canada
USA
Brazil
Korea
Japan
Australia
Qatar
08-19
1
2
7
8
9
14
20
30
08-13
1
4
8
20
10
12
15
48
8
14
23
18
14-19
5
3
9
1

Percentage of Events
Continent
Europe
Asia
North America
South America
Oceania
Africa
08-19
58.6
20.3
12.1
3.8
3.7
1.4
08-13
58.5
20.4
11.6
3.9
4.2
1.5
14-19
58.9
20.2
13.7
3.6
2.4
1.2

Global Sports Impact
Next Steps
• Developing software management tool
• Developing a series of measurement tools
• Working closely with stakeholders and partners
• Enhancing and expanding the index

Global Sports Impact
Impact Management System
• Governments
• Sports Federations
• Event Organisers
• Gather data pre, during and post event
• Understand more about the impact of events
• Compare events in many ways

Global Sports Impact
Fan Segmentation Survey
• 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

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

Global Sports Impact
Enhancing and Expanding
• 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

Global Sports Impact
Summary
• 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

Global Sports Impact
Thank You
Mike Laflin
CEO mike.laflin@sportcal.com