Jonathan Grix - University of Birmingham
-
Upload
british-council -
Category
Documents
-
view
215 -
download
0
description
Transcript of Jonathan Grix - University of Birmingham
![Page 1: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/1.jpg)
IMAGE LEVERAGING OF SPORTS MEGA-EVENTS: GERMANY AND THE 2006 FIFA
WORLD CUP
![Page 2: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/2.jpg)
OVERVIEW
Introduction Rationale for hosting sports ‘megas’ Case study: Germany ‘Social’ leveraging and the ‘feel-good’ factor Summary
![Page 3: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/3.jpg)
INTRODUCTION
‘Image’ leveraging extends traditional research on sports ‘megas’
Extant literature tends to focus on ‘post-hoc’ impact studies of ‘legacy’
‘Leveraging’ studies looks at strategies of how to produce a legacy
Most work on economic leveraging of events
![Page 4: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/4.jpg)
TREND TOWARDS ‘IMAGE’ LEVERAGING
1. Majority of recent/up-coming SME bound by focus on leveraging ‘image’
2. Less interested in host nation elite sport performance
3. ‘Emerging’ states wishing to alter their image/with troubled histories = most to gain
4. Concept of ‘soft power’ can aid explanation of image legacies
2008: Olympics, China (Beijing)
2010: Commonwealth Games, India (Delhi)
2014: Winter Olympics, Russia (Sochi)
2014: FIFA World Cup, Brazil 2016: Olympics, Brazil (Rio
de Janeiro) 2018: FIFA World Cup,
Russia 2022: FIFA World Cup, Qatar
![Page 5: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/5.jpg)
SOME GENERAL OBSERVATIONS
Major shift from advanced capitalist states to
developing, small and ‘emerging’ states
Rationale for hosting usually premised on 5 broad hoped-for ‘legacies’
![Page 6: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/6.jpg)
LEGACY 1
Mega-events/elite sport = participation (key Olympic legacy) – little empirical evidence
![Page 7: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/7.jpg)
LEGACY 2
Economic = ambiguous; tourism = often lower
![Page 8: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/8.jpg)
LEGACY 3
Urban regeneration – yes, but beneficial to society? (cf. ‘social cleansing’; Westfield Group-owned shopping centre etc.)
![Page 9: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/9.jpg)
LEGACY 4
‘Feelgood’ = some empirical evidence, but not leveraged
![Page 10: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/10.jpg)
LEGACY 5
Enhancing national image (‘Soft Power’) = evidence that states believe this to be the case
![Page 11: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/11.jpg)
CASE STUDY: 2006 FIFA WORLD CUP
Successful event for changing national image Germany central to history of political use of
sport (1936/1954/1972/2006; GDR) Prior to 2006 Germany’s image v. negative 2006 FIFA World Cup = witnessed by a
cumulative global TV audience of all matches over 26 billion (FIFA 2011)
![Page 12: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/12.jpg)
GERMAN STRATEGY FOR LEVERAGING ‘IMAGE’
Focus on ‘leveraging’ rather than hoping for ‘legacy’
4 key ingredients to success: 1. Leveraging strategy 2. Long-term, carefully planned campaigns to
improve Germany’s image abroad 3. Fan-centred approach 4. Feelgood-factor
![Page 13: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/13.jpg)
1. WHAT IS ‘LEVERAGING’?
Pre-event strategy to get the most out of an event
‘Leveraging’ generally understood as the activities ‘which seek to maximise the long-term benefits of an event’
Deliberate, strategic modus operandi as opposed to haphazard, hopeful and lucky
Usually targeted at something specific (economic/urban regeneration/’image’)
![Page 14: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/14.jpg)
2. GERMANY 2006 – IMAGE CAMPAIGNS
A ‘cluster’ of campaigns designed to leverage the most out of the FWC
German National Tourist promoted Germany as a travel destination well in advance of the FWC
‘National Service and Friendliness Campaign’ ‘Augmentation’ – events around the FWC Land of Ideas=showcasing Germany and
attracting tourism and foreign investment
![Page 15: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/15.jpg)
3. FAN-CENTRED APPROACH
Public viewing ‘spaces’ unprecedented success Over 20 million people joined in the parties at
public ‘Fan Fests’ Large viewing screens set up in the 12 host
cities in Germany (women=44%; 22% in stadiums)
2 million foreign visitors to Germany All games were 98% full to capacity
![Page 16: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/16.jpg)
4. ‘FEEL-GOOD FACTOR’
Little research on ‘feelgood’ factor in sport Clearly something accompanying mass sports
events Germany set out to create a feelgood factor …which leads to a sense of ‘communitas’ a ‘we-
ness’ among fans/participants The scale of a sense of ‘celebration’ and ‘social
camaraderie’ in Germany unexpected How can communitas be marshalled to affect
change in society?
![Page 17: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/17.jpg)
INCREASE IN TOURISM Year-on-year increase in tourism and ‘overnight stays’
![Page 18: Jonathan Grix - University of Birmingham](https://reader034.fdocuments.us/reader034/viewer/2022042823/568bd9b91a28ab2034a82161/html5/thumbnails/18.jpg)
SUMMARY
Germany (2006) successful ‘image’ leveraging
= probably influenced recent/next hosts Fan-centred approach and ‘feel-good’ factor will
be central in future Sports mega-events with the greatest impact
have been those who have pre-planned, pre-event leveraging strategies