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Global Sports Impact Report 2016 Executive Summary

Executive Summary / Global Sports Impact Report 2016

© and database right 2016 Sportcal Global Communications Ltd. All Rights Reserved2

ABOUT SPORTCALSportcal is the most comprehensive provider of sports market intelligence worldwide. It is the essential resource for anyone in the business of sport. Sportcal has been at the forefront of sports market news, data, analysis and insight for over 25 years. The product suite includes; News, Calendar, Directory, Media, Sponsorship, Events and Bidding. Sportcal also publishes a bi-monthly magazine, Sportcal Insight, and a range of publications.

Sportcal is also the lead partner of the Global Sports Impact (GSI) project. The GSI project aims to create an internationally accepted methodology for measuring the impact of major sports events across the globe.

Sportcal was founded in the UK in 1991 by Chief Executive Mike Laflin. Mike is one of the leading authorities on global sports market intelligence. He has been involved in sport for over 25 years, working extensively for a wide range of Olympic and non-Olympic sports.

© and database right 2016 Sportcal Global Communications Ltd. All Rights Reserved 3

Global Sports Impact Report 2016 / Executive Summary

But what do we really understand about this impact and how do we accurately explain it to governments, ministries and the general public? There are no consistent standards and methodologies to clearly define the annual impact of sport.

This second edition of the Global Sports Impact (GSI) Report explores the impact of sport in 2015 and 2016, reviewing the major events of 2015 with all the latest developments in 2016, and examines some of the key issues and challenges facing sport in the future.

2015 was another huge year for sport with the Rugby World Cup hosted in England and Wales; the Cricket World Cup taking place in Australia and New Zealand; the Women’s Fifa World Cup in Canada, and world championships in athletics, swimming and many other Olympic and non-Olympic sports. Multisport games included the Universiade in Gwangju, Korea, the Pan American Games in Toronto, Canada and the Special Olympics Summer World Games in Los Angeles, USA.

The GSI Report 2016 studies these major events covering 83 world championships and multisport games hosted in 118 cities and 38 countries.

These events alone generated over 13 million spectators and created a huge economic impact for their host cities. But how much impact did these events really have? According to some reports the Rugby World Cup generated over $3 billion (£2.4 billion) of economic impact. But how do we compare the impact generated by the Rugby World Cup to the impact generated by the African Games in Brazzaville, Congo?

According to analysis by Sportcal these 83 events alone generated a potential net impact of $400 million before a single ticket was sold and an overseas tourism impact well in excess of $2 billion. Our Sports Tourism section explores how sport is driving one of the fastest-growing sectors of tourism and how cities are using sport to drive economic development and tourism.

But economic impact is not the only effect that the GSI Report 2016 looks at. Sport delivers a range of impacts: media; sporting; social and legacy.

The GSI Project aims to develop ways of expressing these impacts and thus enabling a better understanding of the true impact of sport.

Sport has a massive global impact and 2015 was no exception to that. Over 80 world championships and multisport games took place in 2015, generating millions of spectators and billions of hours of media coverage. Supported by the major annual events, they have a huge impact on the world’s economy.

GSI Report 2016

Executive Summary




Global Sports Impact Report 2016 / Economic Impact

• Tournament hosted in two venues In Copenhagen, Denmark during July and August 2015

• 590 archers represented 92 nations, with 578 from overseas

• Highest number of participants and nations ever for the championships

• There were 334 men and 256 women

• 69 accredited media attended the event

• The tournament was attended by an estimated 7,360 spectators

• The finals sessions were all sold out while the preliminary rounds were non-ticketed

• Athletes generated over 5,700 bed nights with an estimated visitor spend of $1.2 million

• Overseas spectators generated 1,701 bed nights and a visitor spend of $356,832

• Officials and media generated over 3,500 bed nights and a visitor spend of more than $1 million

• Congress delegates generated over 850 bed nights and nearly $400,000 of visitor spend

World Archery commissioned Sportcal to undertake a GSI Event Study for the World Archery Championships 2015, which were held in Copenhagen, Denmark.

The GSI economic analysis found that the event generated over 13,000 bed nights from 2,137 overseas visitors, resulting in an overseas visitor spend of $3.27 million. The analysis period spanned the nine days of the event, and the World Archery Congress that preceded the championships.

Nine visitor groups were analysed, with the number of each visitor type, the average length of stay, and the average spend (provided by Sport Event Denmark) considered to give an overview of the economic impact of the event.

Unlike the ICC Cricket World Cup, the majority of bed nights for the World Archery Championships are accounted for by the athletes and officials (69% of total bed nights), who generally stay for a longer period in the host nation (average 10 days) compared to other visitor types (average between three and seven days).

Source: Sportcal Research

World Archery Championships 2015: Overseas visitors and bed nights analysis

13,302BED NIGHTS

(Overseas visitors only)

2,137TOTAL OVERSEAS

VISITORS

343

OVERSEAS OFFICIALS

578OVERSEAS ATHLETES

$3.27 million

OVERSEAS VISITOR SPEND (€2.98

MILLION)

1: GLOBAL SPORTS IMPACT PROJECTThe Global Sports Impact Project in 2015 focused on the development of the GSI Event Studies Programme.

Sportcal conducted three GSI Event Studies in 2015:• World Archery Championships in

Copenhagen, Denmark• WTF World Taekwondo Grand Prix

Final in Mexico City, Mexico• FAI World Air Games in Dubai, UAE

These studies identified the broader impacts major world events have beyond the purely economic, and described how frequently these impacts are underestimated and incorrectly explained.

2: EVENT HOSTING AND BIDDINGEvent hosting in 2015 in some ways mirrored event hosting in 2014, with Europe being the dominant host continent. However, the proportion of events it hosted was significantly reduced, while North America and Oceania significantly increased their proportions. 38 nations hosted the 83 events studied in 2015 in 118 cities.

The GSI Report analyses which were the top host cities and nations in 2015.

3: SPORTS GOVERNANCEOne impact that wasn’t explored in much detail in the first edition of the GSI Report was the area of governance. But it is sport’s off-field activities that grabbed the world’s attention in 2015 and 2016.

Corruption, doping, match-fixing and major governance issues dominated the headlines. Fifa’s president, Sepp Blatter, stepped down amid a storm of corruption claims against his executive committee members and himself. The IAAF, athletics’ world governing body, became consumed in a major doping scandal involving its former president, Lamine Diack, and ‘state-supported’ doping by Russia’s top athletes. ARAF, the Russian athletics federation, was suspended and Russian athletes had to apply for ‘exceptional eligibility’ to compete at the Olympic Games in Rio de Janeiro.

The GSI Report analyses some of these developments, and a group of leading academics and experts in the area of sports governance comments on what sport needs to do to regain its global credibility, while remaining independent and transparent.

Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than government in breaking down racial barriers.

NELSON MANDELA

GSI Report 2016

Contents“

Global Sports Impact Report 2016



4: ECONOMIC IMPACT The 83 events studied in 2015 for the GSI Report attracted over 13 million spectators and created a huge economic impact for their host cities. But how much impact did these events really have?

In this section of the report we examine five of the major events of 2015 to see what was reported and how these impacts were calculated, and we apply the GSI methodology to compare them.

The events analysed are:• Rugby World Cup• ICC Cricket World Cup • Fifa Women’s World Cup• UCI Road World Cycling

Championships• World Archery Championships

5: SPORTS TOURISMAccording to analysis by Sportcal the 83 events studied generated a potential net impact of $400 million before a single ticket was sold, plus an overseas tourism impact of well in excess of $2 billion.

The Sports Tourism section explores how sport is driving one of the fastest-growing sectors of tourism and how cities are using sport to drive economic development and tourism.

6: MEDIA IMPACTBillions of people watch billions of hours of sport every year and yet sport still has a problem in expressing its media impact. Cumulative audience has been a popular measure to express media coverage over the last decade or so but very few people really believe these figures, as apparently ridiculous claims about the number of people who have watched a sporting event are made. In fact, the cumulative figure has become so unreliable that the GSI Project has decided not to use it as a means of showing the media impact of sport. In this year’s report we explore, through our industry experts, some of the alternative ways in which we can express media impact.

7: SOCIAL MEDIA IMPACTThe GSI Report examines the fan bases that have been developed on social media by federations, leagues and events to see which are generating the largest followings. But the size of the fan base is of limited value. Engagement and tone are of far more value than pure volume. Our industry experts examine various ways in which social media can be measured and offer some far more compelling alternatives for measuring social media value.

8: SPONSORSHIP IMPACTThe corruption and doping issues that broke around sport similarly affected sponsors. Some sponsors cancelled their association with certain sports while others cut back on their activation programmes around major events. This was very noticeable around the Women’s Fifa World Cup in Canada where very few sponsors activated around the event, either because of the political turmoil that had engulfed Fifa or because they simply didn’t see the fit between women’s football and their brands. The Sponsorship Impact section explores how sponsors activated around some of the major events in 2015 and which were the most prominent.

9: SPORTING IMPACTOver 70,000 athletes participated in the 83 major events studied by the GSI Report in 2015. 59.4% were male and 40.6% were female. The Sporting Impact section explores where these athletes were from, what percentage of member nations were represented in these events, which events were the most gender-equal and what sport needs to do to promote gender equality better. Our industry experts look at the growth of women’s sport, the progress it made in 2015 and what steps federations took to try and engage in the IOC’s Agenda 2020 reform programme and make their sports more gender-equal.

Growth and decline in total attendance of selected soccer leagues in 201518.6%

Major League Socce

r (MLS)

Chinese Super League

Liga MX

ChampionshipLig

ue 1La Lig

a

Bundesliga

Bundesliga 2

Premier League

Eredivisie

Serie A

16.9%14.9%

7.3%6.0%

1.6%0.2% -1.3% -1.4% -3.8% -6.2%



Competing Nations By Continent

Event Analysis / Global Sports Impact Report 2016

© and database right 2015 Sportcal Global Communications Ltd. All Rights Reserved 157© and database right 2015 Sportcal Global Communications Ltd. All Rights Reserved156

Past/Future Editions

ECONOMIC SPORTING MEDIA SOCIAL

GSI Event Rating Breakdown

Statistics

ECONOMIC

Total Attendance 7,360 Ticketed Attendance 3,482 Non-Ticketed Attendance 3,878 Venues 2

BED NIGHTS Visitor type Estimated bed nightsAthletes 5,800 Officials - Team 3,400 Officials - Technical 0 Accredited Media 100Total 9,300

SPORTING Competitors - Total 590 Men / WomenOverseas / DomesticContinental Reach 6Competing Nations 92

OFFICIALS Team 351Technical -

MEDIA TV Continental Reach 5TV Nations 90Broadcasters 12Accredited Media 69

SOCIAL Volunteers 202

Event Hosting

EDITIONS

First Edition 1931Number of Editions 48

CONTINENTAL REACH

Africa 0Asia 4Europe 38North America 4Oceania 2South America 0

Sport

Archery

Owner

World Archery

Date

26 Jul - 02 Aug

Organiser

Danish Archery Federation, Sport Event Denmark, Wonderful Copenhagen

City, Nation

Copenhagen, Denmark

Event Frequency

Biennial

ECONOMIC SPORTING MEDIA SOCIAL

Competing Nations By Continent

GSI Event Rating Breakdown

Past/Future Editions

9AFRICA

43EUROPE

22ASIA

6SOUTH

AMERICA

8NORTH

AMERICA

4OCEANIA

24% 40% 17% 19%

2011 Turin, Italy

2013 Antalya, Turkey

2015 Copenhagen, Denmark

2017Mexico City, Mexico

2019 s-Hertogenbosch, Netherlands

Global Sports Impact Report 2015 / Event Analysis

2015 GSI Overall Ranking

57th out of 83 events

GSI Event Rating 2015

707 pts256

12

334

578

2001 Seville, Spain

2009 Turin, Italy

2015 Dubai, UAE

2019 TBA

2023TBA

61890

Statistics

ECONOMIC

Total Attendance 40,000 Ticketed Attendance - Non-Ticketed Attendance - Venues 6

BED NIGHTS Visitor type Estimated bed nightsAthletes 10,300 Officials - Team 500 Officials - Technical 2,500 Accredited Media 400Total 13,700

SPORTING Competitors - Total 951Men / WomenOverseas / DomesticContinental Reach 6Competing Nations 52

OFFICIALS Team 43Technical 231

MEDIA TV Continental Reach 4TV Nations 115Broadcasters 42Extended TV Coverage: Nations 200 Extended TV Coverage: Broadcasters 217 Accredited Media 150

SOCIAL Volunteers 231

Event Hosting

EDITIONS

First Edition 1997Number of Editions 4

CONTINENTAL REACH

Africa 0Asia 1Europe 3North America 0Oceania 0South America 0

4SOUTH

AMERICA

1AFRICA 2

OCEANIA

8ASIA

34EUROPE3

NORTH AMERICA

15% 7% 17% 61%

2015 GSI Overall Ranking

48th out of 83 events

GSI Event Rating 2015

905 pts

Sport

Air Sports

Owner

Federation Aeronautique Internationale

Date

01 Dec - 12 Dec

Organiser

Emirates Aviation Association

City, Nation

Dubai, UAE

Event Frequency

Irregular

Event Analysis

World Archery Championships 2015

Event Analysis

FAI World Air Games Dubai 2015

114837

10. SOCIAL IMPACTThe social impact of sport is of increasing concern and importance to host cities and governments. In a recent survey of major international sports destinations Sportcal identified that it is also increasingly important to hosts.

But very few sports governing bodies measure the social impact of their events. There is little or no agreement on what the standard measure of social impact should be and while educational programmes support many events or some forms of social engagement very few of these are recorded and measured. Volunteering is probably the only measure that is reasonably well recorded by event owners, and even then the true figure is often not accurately recorded.

Over 114,000 volunteers supported 77 of the events studied in the GSI Report with the Pan/Parapan American Games using the highest number of volunteers in 2015.

11. LEGACY IMPACTLegacy, the word used for many years to describe what impact is left after the event has moved on, has been replaced by a new buzzword: sustainability. But whatever the term, the important question is: Does sport really deliver a positive impact for the host nation, whether that be economically, socially or otherwise?

2016 represents the culmination of another Olympic cycle with the Olympic Games in Rio de Janeiro.

But what legacy did the last Olympic cycle provide for London and Sochi, the hosts of the summer and winter Olympic Games in 2012 and 2014, respectively.

Our industry experts explore some of the key legacy impacts of these two Olympic Games and what we are likely to see from Rio.

12. EVENT ANALYSIS DATAWhere do each of the 83 world championships and multisport games in 2015 rank, according to GSI’s innovative scoring system? How many spectators, athletes, officials and media visited each event? And how many bed nights did the event participants create?

The events pages present up to 39 data analysis points on each major event of 2015, analyse the relative impacts that are created by each event, and include tourism impact insight from Sportcal’s exclusive bed nights analysis.

Event Analysis

7


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The Fifa World Cup is the largest international single sport event in the world and takes place every four years. There are 32 competing teams split into eight groups with the top two from each group progressing to the round of 16 knockout stages.

Brazil hosted the event for the second time having previously won the event five times, more than any other nation. Organisers sold in excess of 3 million tickets for the event with substantial numbers of non-ticketed spectators visiting fan zones located throughout various cities in Brazil.

The Fifa World Cup is the largest international single sport event in the world and takes place every four years. There are 32 competing teams split into eight groups with the top two from each group progressing to the round of 16 knockout stages.

No part of this publication may be reproduced, distributed or transmitted in any form or by any means, or stored in any retrieval system of any nature, without prior written permission, except for permitted fair dealing under the Copyright Designs and Patent Act 1988.

Application for permission for use of copyright material including permission to reproduce extracts in other published works shall be made to Sportcal Global Communications Ltd. Full acknowledgement of Sportcal Global Communications Ltd must be given.

Data is published in good faith and is the best information possessed by Sportcal Global Communications Ltd at the stated date of publication.

The published data does not constitute advice and should not be relied upon by any person in making (or refraining from making) any decision.

All figures in US dollars unless otherwise indicated.

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