Sporting Events - Event Perspectives Series
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5 November 2014 - Presentation to MSc International Events Management programme on sporting event types, event impacts, organising sporting events and internationalisation.
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Sporting Events - Event Perspectives Series
- 1. Sporting Events Chris Austin 5 November 2014
- 2. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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 events UK Sport (1999)
- 3. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Mega events • Awarded after competitive bidding • Often longer periods between each event • Global participation and coverage Bowdin et al (2012:20)
- 4. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Calendar events • No bidding required • Commercially successful events • Play a regular part in the international sporting calendar Bowdin et al (2012:20)
- 5. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin One-off events • Awarded after competitive bidding • Substantial media interest nationally and internationally Bowdin et al (2012:20)
- 6. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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)
- 7. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Major sporting events
- 8. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Major sporting events
- 9. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Major sporting events
- 10. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Major sporting events
- 11. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Major sporting events
- 12. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Major sporting events
- 13. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Other sporting events • Community events • Regional events • National events • Open events
- 14. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Community events
- 15. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Regional events
- 16. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin National events
- 17. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin National events
- 18. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Open events
- 19. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Who organises sporting events? • Government bodies • World / National Governing Bodies • Clubs • Sports marketers / promoters • Community groups
- 20. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin UK sport structure BBC News (2005)
- 21. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Impacts of sporting events • Social and cultural • Political • Environmental • Tourism and economic Allen et al (2008:64)
- 22. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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
- 23. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Social and cultural impacts • Negatives… • Community alienation • Manipulation of community • Negative community image • Bad behaviour • Substance abuse • Social dislocation • Loss of amenity
- 24. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Political impacts • Positives… • International prestige • Improved profile • Promotion of investment • Social cohesion • Development of administrative skills
- 25. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Political impacts • Negatives… • Risk of event failure • Misallocation of funds • Lack of accountability • Propaganda • Loss of community ownership and control
- 26. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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
- 27. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Environmental impacts • Negatives • Environmental damage • Pollution • Destruction of heritage • Noise disturbance • Traffic congestion
- 28. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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
- 29. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Tourism and economic impacts • Negatives… • Community resistance to tourism • Loss of authenticity • Damage to reputation • Exploitation • Inflated prices • Opportunity costs • Financial mismanagement • Financial loss
- 30. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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 £25,458,187 £5,061,768 £3,160,000 £2,221,130 £2,196,298 £2,068,663 £1,943,715 £1,666,398 UK Sport (2006)
- 31. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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
- 32. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Organising a sporting event (cont’d) • Data protection • Volunteers • Ethical considerations • Anti-doping • Environment • Tourism • Economic impact assessment • Sports development and legacy • Support services UK Sport (2005)
- 33. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Sporting event teams • Network / multi-organisational… Allen et al (2012:103)
- 34. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Sporting event teams (cont’d) • Matrix structure… Allen et al (2012:103)
- 35. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Example project team (internal) • Tour of Britain • Project leads • Highways • Tourism • Health and Safety (SAG) • PR & Communications • City Centre Management • Culture • Waste & StreetScene
- 36. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Example project team (external) • Other stakeholders • Emergency services • Suppliers / contractors • Community • Media
- 37. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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.
- 38. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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)
- 39. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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
- 40. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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.
- 41. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin 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.
- 42. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin Contact • chrisaustin87@btinternet.com • Twitter @chrisaustin87 • linkedin.com/in/chrisaustin87 • slideshare.net/christopheraustin
Notes de l'éditeur
- Examples: Summer Olympics Paralympic Games FIFA World Cup IAAF World Athletic Championships
- Examples: The Championships Wimbledon British Formula One Grand Prix The Open Championship Test Series Cricket Rugby Union Internationals
- Examples: Rugby league and union world cup European Football Champs Cricket World Cup
- Examples: World Judo Championships World Disability Championships
- What type of sporting event? London 2012 – mega-event
- What type of sporting event? British Formula 1 Grand Prix – Calendar Event
- What type of sporting event? The Championships Wimbledon – Calendar Event
- What type of sporting event? Commonwealth Games – Mega Event
- What type of sporting event? Euro 2012 – Poland/Ukraine – Spain Winners One-off Event
- What type of sporting event? London 2009 – World Gymnastics Championships Showcase Events Sports are more specialist – destinations can show off their ability in a particular sport.
- Community events – localised, community level events – sports tournaments, schools competitions, fun runs, business events
- Regional events – regional appeal, specific sports or disciplines, sports clubs play host to these each year (e.g. open meets), may also be organised by regional governing bodies, larger spectator base but less impact (less travelling)
- National events – Organised by sports marketers or governing bodies, may have to pay a hosting fee and bid competitively to host. Large spectator base and larger impacts.
- Open events – could take the form of any of the above. Open to entries from anyone (regional, national or international audience). Could be organised by a local body (e.g. local authority) to attract participants from elsewhere – Tour Ride, mass participation.
- Sport in the UK is overseen by the DCMS – Also responsible for the Olympics in 2012 National Governing bodies of sport Sport England – Funding bodies
- The most significant economic impact was the Flora London Marathon, five times the impact of the next event. All had an impact of over £1.45million, which might be termed as a major impact. A major event in spending terms doesn’t necessarily generate a major impact. World Championships do not necessarily generate a major impact (I.e. World Badminton) Have to choose events based on the impacts that are sought – whether these are economic, tourism, profile, political etc – don’t necessarily expect them all Governments use economic impact as a case for events – but cost/benefit or ROI might be better??