Hamburg - City of Sports in a post-applicant state

City of Sports in a post—applicant state

Andreas Hebbel-Seeger

16th Annual International Conference on Sports: Economic, Management, Marketing & Social Aspects, 9-12 May 2016, Athens, Greece

Andreas Hebbel-Seeger | Hamburg - City of Sports in a post—applicant state | May 2016 2

In March 2015 Hamburg was nominated by the national Olympic Committee as the German candidate city to apply for the Olympic Summer Games 2024.


On the political level the application was linked to a formal approval (vote) by the citizens of Hamburg.


The referendum date had been set early in the application process and the vote was executed on November, 29th in 2015.


The initially given forecast of relatively high approval (60-75%) couldn’t be confirmed:

The citizens of Hamburg rejected the application by a close vote.


The potential reasons may vary on different levels.


The national competition against the „big“ neighbor and the capital Berlin was for many much more emotional and tangible in comparison to the international competition.


In terms of cost allocation for the application no agreement could be reached between the federal government and the city of Hamburg.


Scandals in international sports (FIFA, Athletics Federation) forewent the referendum and reinforced the doubts about the transparency and ethical clarity in sports organizations.


The emigration of refugees from the Middle East to Europe became a key challenge with incalculable social and economic consequences.


The terrorist attacks in Paris on Nov., 13th - among the targets of which was a stadium during the soccer match between France and Germany, - caused uncertainty and fear affecting other sports events.

A few days later the stadium in Hannover was evacuated shortly before the soccer game between Germany and the Netherlands.


These are the possible causes - communication is therefore most likely the reason.


Focus on the ration aspects of public communication as well as numerous public discussions (cost, revenue, urban development, sports facilities, tourism, accessibility, reuse, etc.).


Nevertheless, it was not possible to activate the sufficient part of the members of Hamburg’s sports organizations.


Emotional and nonrational aspects of staging the Olympics were not transferred properly:

the orientation towards the biggest sports and cultural festival in the world.


The power of enthusiasm like it was shown in 2012 during the welcome back from London celebration for the German Olympians.


Nowadays the situation of sports in Hamburg is a disaster.


The financial support of athletes is being cut back (even in the Olympic year).

Major sports events are being canceled.

Sponsors are pulling out of the regional sports.


Sportspeople complain about a lack of appreciation.

Business organizations complain about a lack of perspective.

Sports is barely a topic on the political agenda; lacking ideas with potential for the future.


There is no „culture of failure“ - even the defeat can teach one a lot.


The profit of sports events is gained on its emotional level: no soccer fan would ever ask for a refund of a purchased ticket.

But how to turn citizens into fans?

How to make them ambassadors of their own matter?


Similar approaches can be accomplished successfully as we have witnessed.

This is a good base to build on in a future - that is hopefully not too far away.

But some research needs to be done first...


International Hamburg Congress on Sports, Economics and Media 12.-13. September 2016

„Sports and urban development“ www.symposium-hamburg.com


Prof. Dr. Andreas Hebbel-Seeger Local Head of Media School Macromedia University of Applied Sciences, Campus Hamburg Gertrudenstr. 3 | 20095 Hamburg | Germany

eMail: [email protected]

Presentation: www.slideshare.net/ahsHH

Hamburg - City of Sports in a post-applicant state

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