Sporting Events
Chris Austin
5 November 2014
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Major sporting events
• The sporting event calendar is
classified into four groups, within the
overall calendar of ‘major events’…
• Mega events
• Calendar events
• One-off events
• Showcase eventsUK Sport (1999)
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Mega events
• Awarded after competitive bidding
• Often longer periods between each
event
• Global participation and coverage
Bowdin et al (2012:20)
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Calendar events
• No bidding required
• Commercially successful events
• Play a regular part in the international
sporting calendar
Bowdin et al (2012:20)
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One-off events
• Awarded after competitive bidding
• Substantial media interest nationally
and internationally
Bowdin et al (2012:20)
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Showcase events
• Awarded after competitive bidding
• Boost sports development
opportunities
• Provide the UK with chance of winning
medals
• Boost destination image
Bowdin et al (2012:20)
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Major sporting events
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Major sporting events
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Major sporting events
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Major sporting events
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Major sporting events
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Major sporting events
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Other sporting events
• Community events
• Regional events
• National events
• Open events
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Community events
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Regional events
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National events
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National events
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Open events
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Who organises sporting events?
• Government bodies
• World / National Governing Bodies
• Clubs
• Sports marketers / promoters
• Community groups
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UK sport structure
BBC News (2005)
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Impacts of sporting events
• Social and cultural
• Political
• Environmental
• Tourism and economic
Allen et al (2008:64)
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Social and cultural impacts
• Positives…• Shared experience
• Revitalisation of traditions
• Building of community pride
• Validation of community groups
• Increased participation
• Introduction of new and challenging ideas
• Expansion of cultural perspectives
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Social and cultural impacts
• Negatives…
• Community alienation
• Manipulation of community
• Negative community image
• Bad behaviour
• Substance abuse
• Social dislocation
• Loss of amenity
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Political impacts
• Positives…
• International prestige
• Improved profile
• Promotion of investment
• Social cohesion
• Development of administrative skills
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Political impacts
• Negatives…
• Risk of event failure
• Misallocation of funds
• Lack of accountability
• Propaganda
• Loss of community ownership and control
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Environmental impacts
• Positives…
• Showcasing the environment
• Provision of models for best practice
• Increased environmental awareness
• Infrastructure legacy
• Improved transport and communication
• Urban transformation and renewal
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Environmental impacts
• Negatives
• Environmental damage
• Pollution
• Destruction of heritage
• Noise disturbance
• Traffic congestion
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Tourism and economic impacts
• Positives…• Destination promotion and increased
tourist visits
• Extended length of stay
• Higher yield
• Increased tax revenue
• Business opportunities
• Commercial activity
• Job creation
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Tourism and economic impacts
• Negatives…• Community resistance to tourism
• Loss of authenticity
• Damage to reputation
• Exploitation
• Inflated prices
• Opportunity costs
• Financial mismanagement
• Financial loss
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Economic impact
£-
£5,000,000
£10,000,000
£15,000,000
£20,000,000
£25,000,000
£30,000,000
2000 Flora
London
Marathon
1997 1st
Cornhill
Test Match
2003 World
Indoor
Athletics
1997 World
Badminton
1999
European
Show
Jumping
1997
Women's
British
Open Golf
1999 World
Judo
2003 World
Cup
Triathlon
£25,4
58,1
87
£5,0
61,7
68
£3,1
60,0
00
£2,2
21,1
30
£2,1
96,2
98
£2,0
68,6
63
£1,9
43,7
15
£1,6
66,3
98
UK Sport (2006)
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Organising a sporting event
• Key questions
• Events strategy
• Bidding
• Event business plan
• Insurance and legal issues
• Security and policing
• The media
• Marketing and sponsorship
• Health and safety
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Organising a sporting event
(cont’d)• Data protection
• Volunteers
• Ethical considerations
• Anti-doping
• Environment
• Tourism
• Economic impact assessment
• Sports development and legacy
• Support servicesUK Sport (2005)
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Sporting event teams
• Network / multi-organisational…
Allen et al (2012:103)
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Sporting event teams (cont’d)
• Matrix structure…
Allen et al (2012:103)
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Example project team (internal)
• Tour of Britain• Project leads
• Highways
• Tourism
• Health and Safety (SAG)
• PR & Communications
• City Centre Management
• Culture
• Waste & StreetScene
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Example project team (external)
• Other stakeholders
• Emergency services
• Suppliers / contractors
• Community
• Media
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Internationalizing sporting events
• Indigenous sports and sporting events
can be restricted geographically to
domestic markets, but have the
potential to expand into international
markets. Doulgas and Craig (1995)
propose a five step process to
undertake this internationalization.
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Internationalizing sporting events
• Step 1: Establish a mission
• Step 2: Market selection
• Step 3: Mode of entry
• Step 4: Market expansion
• Step 5: Rationalisation / evaluation
Douglas & Craig (1995), cited in Ferdinand & Kitchin (2012:239)
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Discussion
• Journal articles…
• Sports Events: Uses and Abuses of
Economic Impact Studies
• ‘Image’ leveraging and sports mega-
events: Germany and the 2006 FIFA World
Cup
• Measuring the Motives of Sport Event
Attendance
• Profiling Major Sport Event Visitors
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References
Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2008) Festival and
Special Event Management, Fourth Edition, Australia: Wiley & Sons Ltd.
Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012)
Events Management, Third Edition, Oxford: Butterworth-Heinemann.
Ferdinand, N. and Kitchin, P.J. (2012) Events Management: An
International Approach, London: SAGE Publications.
Funk, D.C., Filo, K., Beaton, A.A. and Pritchard, M. (2009) ‘Measuring the
Motives of Sport Event Attendance: Bridging the Academic-Practitioner
Divide to Understanding Behavior’, Sport Marketing Quarterly, 18(3),
pg.126-138.
Getz, D. (2010) Event Management & Event Tourism, Second Edition,
USA: Cognizant Communication Corporation.
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References
Grix, J. (2012) ‘Image leveraging and sports mega-events: Germany and
the 2006 FIFA World Cup’, Journal of Sport & Tourism, 17(4), pg.289-312.
Jeanrenaud, C. (2007) ‘Sports Events: Uses and Abuses of Economic
Impact Studies’, Finance & The Common Good, 26, pg.99-104.
Preuss, H., Seguin, B. and O’Rielly, N. (2007) ‘Profiling Major Sport Event
Visitors: The 2002 Commonwealth Games’, Journal of Sport & Tourism,
12(1), pg.5-23.
UK Sport (1999) A UK Strategy: Major Events – A blueprint for success,
London: UK Sport.
UK Sport (2006) Measuring success 2 – The economic impact of major
sports events’ [online] www.uksport.gov.uk.
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Contact
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