Sporting Events - Event Perspectives Series

Sporting Events

Chris Austin

5 November 2014

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 eventsUK Sport (1999)

Mega events

• Awarded after competitive bidding

• Often longer periods between each

• Global participation and coverage

Bowdin et al (2012:20)

Calendar events

• No bidding required

• Commercially successful events

• Play a regular part in the international

sporting calendar

One-off events

• Substantial media interest nationally

and internationally

Showcase events

• Boost sports development

opportunities

• Provide the UK with chance of winning

medals

• Boost destination image

Other sporting events

• Community events

• Regional events

• National events

• Open events

Community events

Regional events

National events

Open events

Who organises sporting events?

• Government bodies

• World / National Governing Bodies

• Clubs

• Sports marketers / promoters

• Community groups

UK sport structure

BBC News (2005)

Impacts of sporting events

• Social and cultural

• Political

• Environmental

• Tourism and economic

Allen et al (2008:64)

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

Social and cultural impacts

• Negatives…

• Community alienation

• Manipulation of community

• Negative community image

• Bad behaviour

• Substance abuse

• Social dislocation

• Loss of amenity

Political impacts

• Positives…

• International prestige

• Improved profile

• Promotion of investment

• Social cohesion

• Development of administrative skills

Political impacts

• Negatives…

• Risk of event failure

• Misallocation of funds

• Lack of accountability

• Propaganda

• Loss of community ownership and control

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

Environmental impacts

• Negatives

• Environmental damage

• Pollution

• Destruction of heritage

• Noise disturbance

• Traffic congestion

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

Tourism and economic impacts

• Negatives…• Community resistance to tourism

• Loss of authenticity

• Damage to reputation

• Exploitation

• Inflated prices

• Opportunity costs

• Financial mismanagement

• Financial loss

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

European

Jumping

Women's

British

Open Golf

1999 World

2003 World

Triathlon

£25,4

UK Sport (2006)

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

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)

Sporting event teams

• Network / multi-organisational…

Sporting event teams (cont’d)

• Matrix structure…

Example project team (internal)

• Tour of Britain• Project leads

• Highways

• Tourism

• Health and Safety (SAG)

• PR & Communications

• City Centre Management

• Culture

• Waste & StreetScene

Example project team (external)

• Other stakeholders

• Emergency services

• Suppliers / contractors

• Community

• Media

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.

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)

Discussion

• Journal articles…

• Sports Events: Uses and Abuses of

Economic Impact Studies

• ‘Image’ leveraging and sports mega-

events: Germany and the 2006 FIFA World

• Measuring the Motives of Sport Event

Attendance

• Profiling Major Sport Event Visitors

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.

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.

Contact

• chrisaustin87@btinternet.com

• Twitter @chrisaustin87

• linkedin.com/in/chrisaustin87

• slideshare.net/christopheraustin

Sporting Events - Event Perspectives Series

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