Analysing the impact of major events mike laflin
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Transcript of Analysing the impact of major events mike laflin
EU Sports Summit Oct 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
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
Global Sports Impact
• 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:
Global Sports Impact
• Economic• Financial• Sport• Media• Social• Environmental
Identified a series of indicators:
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
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
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
Global Sports Nations 2008-13
Global Sports Nations 2014-19
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
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
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
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
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
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
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