Presentation given by Dr. Ferran Brunet, lecturer at the UAB Faculty of Economics and academic collaborator of CEO-UAB, at the “IX National Seminar of Sport and Leisure Public Policies: Brazil 2016: the Olympiad and its desire impacts on Brazilian cities’ sport and leisure public policies”. The seminar was organized by the Ministry of Sport of the Brazilian Federal Government and the Municipality of Sao Bernardo do Campo, March 24-27 2010.

1. Presentation prepared for the
‘IX Seminario Nacional Políticas Públicas de Esporte e Lazer: Brasil 2016: a Olímpiada
e os impactos desejados nas políticas públicas de esporte e lazer das cidades brasileiras’
organized by the Ministério do Esporte do Governo Federal brasileiro
e a Prefectura Municipal de São Bernardo do Campo (Estado de Sao Paulo), March 24-27, 2010
An Economic Overview of the Sport, Social, Urban and
Environmental Impacts and Legacies of the Olympic Games
Professor Dr Ferran Brunet
Universitat Autònoma de Barcelona
Faculty of Economics & Center for Olympic Studies

2. TABLE OF CONTENTS
 The Key for Olympic Success
 The Barcelona Model
 The Barcelona Olympic Areas
 The Concentric Circles
 The Economic Impact Scheme
 The BCN’92 Olympic Accounts
 The Olympic Employment
 Barcelona Dynamics: Employment, Works, and Hotels
 The Olympic Games Resources, 1964-2008
 Impacts of the Olympic Games
 Strategic Position vs. Competitiveness: The Best
European Cities for Business
 The Olympic Economy Decalogue… and Some
Questions
© Ferran Brunet 2010

3. THE KEY FOR OLYMPIC SUCCESS
Separate Insti-
Agencies for Mixed
tutional
Organization Economy
Unanimity
and for
Works
Excellence
Urban
of Sports
Renewal
and Urban
Capacity
Program
Source: © Ferran Brunet (1988 and 1994)

4. The Barcelona Model
Source: © Ferran Brunet (1988 and 2008)

5. The Barcelona Model
 Organization Forms & Aims
 Urban Renewal Forms & Aims
 Economic Management and Impact
Forms & Aims
© Ferran Brunet 2010

6. The Barcelona Olympic Areas
Main Urban Renewal Areas,
1986-1992
Source: © Barcelona City Council (1988)

7. The Barcelona Olympic Areas
 S-W, Montjuic: Stadium, main other
sport facilities –Swimingpool…
 S-E, Poblenou: Olympic Village, Port
 N-W, Diagonal Area: Sport facilities,
Hotels
 N-E, Vall d’Hebron Area: Sport
facilities, Hotels
 All the city in works!
 Decentralization - Many Sub-sites: all
region, all big Spain cities
© Ferran Brunet 2010

8. The Concentric Circles
Concentric circles
The organization of the Olympic Games / mega event
1. Organization
stimulates investments and these have a strong
impact on economic activity, living standards, wages
2. Investments
and quality of life.
3. Impact The effect of the OG / mega event has been made
permanent thanks to strong investments and the
enlarged attractiveness and quality of life in the city.
Source: © Ferran Brunet (1989 and 2008)

9. The Economic Impact Scheme
Before the OG After the OG
Organization Investments Impact Capacities
olympic organizational Know-how
Culture of excellence, culture of consensus
Organization
Period 1986-1993 Barcelona model of event organization, economic impact and urban transformation
1364 M $ (162.880 M Pta) Major Government and social capital Major private and business capital
41.450 positions for workers during 6 years
5390 M $
Commercial Fiscal
Olympic 2622 M $
Temporary occupations
income income Urbanization Hotels
1256 M $
(149.933 M Pta)
108 M $
(12.947 M Pta)
Houses
Collective transportation Legacy Business locals
Offices
Ring road 8012 M $ Houses
Cultural institutions Olympic port
Investment Cleaning sports facilities Companies
Period 1986-1992 8012 M $ (956.630 M Pta) Maritime facade, beaches, parks
Greater occupation (20.230 positions for work) and major qualifications for work force
Public Private Better competitiveness (2002: 6th place in the ranking of European cities)
5390 M $ 2622 M $
(643.613 M Pta) (313.017 M Pta) Olympic Rent:
702 M $ per year
Improved and better economic activity, better quality of life
major Added Value Improve Strategic Position Social cohesion,
Economic and social impact
occupations
Permanent
Improve Productivity
20.230 positions
improved Rent
Period 1986-1992 16266 M $ (1.942.188 M Pta) and permanent 702 M $ per year
Improve Competiveness and improved Well-being
Fiscal yield Improved and better Attractiveness: of the residents
Urban renovation Greater occupation Major Activity 150 M $ per year more capital, residents and tourism
Source: Brunet (1997 and 2002) and this research.
Source: © Ferran Brunet (1989 and 2004)

10. The Economic Impact Scheme
A. Before the OG
 The Concentric Circles
Temp Employment
B. After the Games
Due to the O Legacy: Investments
attracted, Permanent employment
and skills, Income
© Ferran Brunet 2010

11. The BCN’92 Olympic Accounts (I)
© Ferran Brunet 2010

12. The BCN’92 Olympic Accounts (II)
© Ferran Brunet 2010

13. The BCN’92 Olympic Accounts (& III)
© Ferran Brunet 2010

14. The BCN’92 Accounts
A. Source of Funding
Public- Government (40%) /
Private-Commercial (60%)
B. Destination of Resources
Organization (14,5%: Technology,
Olympic Family) / Investments
(85,5%: Roads, Communication, Hotels,
Housing, Sport facilities)
© Ferran Brunet 2010

15. Employment
Generated by the Olympics

16. Barcelona Dynamics: Employment, Works, and Visitors
© Ferran Brunet 2010

17. Barcelona Olympic Dynamics
 1986-1992-1993-2004-2008-2020
 Employment – Unemployment
 Concrete – Works – Construction
 Hotel The Barcelona Model
 Adequate size and situation of
Barcelona
© Ferran Brunet 2010

18. The Olympic Revenues
 TV
 Sponsors
 Governments
 Merchandizing, lotteries…
© Ferran Brunet 2010

19. The Revenues of the Olympic Games
Organizing Committees, 1964-2016
© Ferran Brunet 2010

20. The Olympic Expenditures
 Organization: Stable, To minimize it
 Direct Olympic Investment: Variable
 Impact: To maximize it
© Ferran Brunet 2010

21. The Expenditures on the
Olympic Games, 1964-2016
© Ferran Brunet 2010

22. The Olympic Impacts
 Hotel offer
 Visitors
 Seoul, Barcelona, Atlanta, Sydney,
Athens, Beijing, London
 The adequate size and situation of
Barcelona
© Ferran Brunet 2010

23. Impacts of the Olympics
A. Hotel offer: growth before, during and after the
Olympic Games
B. Foreign visitors: before, during and after the
Olympic Games
Source: Jones Lang La Salle IP Inc (2002).

24. Strategic Position vs. Competitiveness: The Best European Cities for Business

25. Strategic Position vs. Competitiveness:
The Best European Cities for Business
 Barcelona European City Ranking
1990: 11 / 2000: 6 / 2005: 4 / 2010: 4
 Evaluation – Feeling  Investment Decision
 Capacity to Attract
 World Regions – Creative Industries
 Globalization – Competitiveness
 City Strategy: continuity-discontinuity
© Ferran Brunet 2010

26. The Olympic Decalog:
Economy, Sport, Urban and Environment
I. The Institutional Agreement.
II. Mixing Economy: Public Direction & Private Management.
III. Separate Organs: to Organize the Games (Sports) & to do the Works
and Investments (Stone).
IV. The Concentric Circles Principle. The Olympic Resources are Not cost
but Investment.
V. Maximize investment & Minimize costs.
VI. The Excellence Principle: in 2 weeks of Excellence you match the past
organizing efforts and specially all your new future.
VII. The first beneficiary of the Games is the State:
at medium term always a fiscal surplus appears.
VIII. From a strategic perspective the more important is not 2012 but 2013
and after!
IX. The Olympic Investments are the Legacy.
X. The Continuity in Investments is needed to maintain and profit of the
new Strategic Position of the City and the Country.
© Ferran Brunet 2010

27. …and Some Questions
 Global Competition and Mega-events.
 Creative Industries.
 World Regions.
 Competition between European cities and regions.
 The current crisis, the depression, and the further Olympics.
 A Finished City: What it needs.
 The city identity, consensus, identification, attractiveness, design,
glamour.
 Over-stimulation, over-protection.
© Ferran Brunet 2010

28. Thanks for your kind attention!
An Economic Overview of the Sport, Social, Urban
and Environmental Impacts and Legacies of the Olympic Games
Professor Dr. Ferran BRUNET
Universitat Autònoma de Barcelona
Centre d'Estudis Olímpics
Campus Universitari, Plaça Cívica, Edifici N
E-08193 Bellaterra, Spain
Phone +34-93-581-1992 http://www.olympicstudies.uab.es
ferran.brunet@uab.es
© 1986-2010 Ferran Brunet