World Class Sports Host 2010

WORLD CLASSSPORTS HOSTSThe SportBusiness Guide to the World’s Greatest Sporting Destinations

Your Sport- Our Passion

In Denmark we are passionate about hosting international sports events. We have the experience and the partners to stage a successful event. We recognize the importance of adding value to an event and its owner, and we always strive to do our utmost to exceed the expectations of all stakeholders. Your Sport - Our passion.

WORLD CLASS Sports Hosts 3

CONTENTS05 Introduction Celebrating 2010: a year

of sporting events that will forever be remembered

06 Melbourne’s Main Man Brendan McClements outlines the success of Melbourne as a sporting destination

08 The Big Debate How will the sports bidding and hosting environment change in the decade ahead?

10 Public Funding of Sport Cash may be king, but sport has much to gain from the broader support of government

14 World Class Sports Hosts Basel, Singapore, Clipper Round the World Yacht Race, Sport Event Denmark, Düsseldorf, Aero GP, Leipzig, Manchester, Québec City, Richmond, Scotland, World Match Racing Tour

Editor

Matt Cutler

Contributors

Phil Savage

David Walmsley

Design

Charlie Thomas

Production Manager

Craig Young

Production Assistant

Laura Head

Editorial Director

Kevin Roberts

Publishing Director

Phil Savage

International Business Director

Stuart Lewis

Media Sales

Cyril Dujacquier

Charlie Dixon

Cover Photo: Getty Images Sport

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www.sportbusiness.com

The attractionThe audienceThe arenasThe accessibilityThe experience

A worldclass city for events Stockholm is the largest city in Scandinavia, its economic and cultural centre, and in many ways the perfect place for large sporting events. Add the fact that most Scandinavians are positively sports crazy, and you quickly realise that no sporting event is too big for the Capital of Scandinavia.

Event Stockholm makes it easy for youTogether with our network of competent partners, we offer event organisers highly informed, accessible help and advice, with no costs whatsoever. Let us help you plan for your next upcoming event in Stockholm – The city where events come alive! www.eventstockholm.se

PHO

TO: J

EPPE

WIK

STRÖ

M


Welcome to the second edition

of World Class Sports Hosts, in which some of the leading destinations for sport

showcase their facilities, experience and passion for hosting events.

As each year passes, new cities and regions join the list of those investing in

sport. They do so to achieve policy objectives, such as improving quality of life

and attracting international tourists, but above all because someone has had the

vision to make it happen.

In the course of putting this supplement together it has been our privilege

to meet and talk to dozens of special individuals without whom a town, city or

country would simply be like any other. Through their inspirational leadership,

however, they have in many cases written their name into the history of sport.

We are delighted to feature some of those individuals within these pages,

and in particular to get a birds-eye view of Melbourne, the two-time winner of

the SportBusiness Ultimate Sports City award. Brendan McClements, CEO of

Victorian Major Events, gives some salutatory advice for aspiring hosts.

Since the first issue of World Class Sports Hosts last year, a multitude of

Championships, Tours and Games have been held plus, of course, two of the

very biggest quadrennials: the Winter Olympic Games and the FIFA World Cup.

Many decisions have also been taken about future hosts and several new events

have been created and staged.

In such a dynamic environment it is no surprise that the thinking and practice

of sports hosts is changing too. SportBusiness’ very own David Walmsley reflects

this change in his piece on the contribution of government to sport. He explores

the broader role that public authorities can play in hosting elite sport and argues

that it is not just cash that counts, but the creative engagement of local organisers.

I hope you enjoy learning more about some of the genuine

World Class Sports Hosts, whether you are a federation

wanting to stage an event or a destination looking at what it

takes to attract them.

Happy reading.

Phil Savage,

Publishing Director,

SportBusiness Group

6 WORLD CLASS Sports Hosts

BRENDAN MCCLEMENTS, CEO OF VICTORIA MAJOR EVENTS COMPANY, OUTLINES THE SUCCESSES OF MELBOURNE AS A SPORTING DESTINATION AND EXPLAINS HOW NON- SPORTING EVENTS ARE POSING SERIOUS COMPETITION TO SPORTS RIGHTS HOLDERS.

MELBOURNE’S MAIN MAN

EvER sincE thE city of Melbourne hosted the Olympic Games back in 1956, the state Capital of Victoria has built a reputation as one of the best places on earth to stage major sports events.

It’s a city, with a population of four million, that hosts a Grand Slam tennis championship, the Australian Formula One Grand Prix, one of the world’s most important and prestigious horseracing festivals and a huge number of additional domestic professional sports events.

In the Melbourne Cricket Ground it has one of the world’s truly iconic sports venues, but the MCG - historic but entirely refurbished - has been joined by a host of other modern facilities and stadia that make the city a plug-in-and-play destination for tournaments and multi-sports events.

Hardly surprising then that Melbourne has been the recipient of a number of prestigious awards including the title of SportBusiness Ultimate Sports City three times in a row (2006, 2008 and 2010).

It is a title that was not easily earned. Melbourne’s pre-eminence as a host city for major sports events is the result of deliberate planning and investment, and a sophisticated understanding of the financial and social benefits that come from events which attract big-spending visitors from both Australia and around the world, in addition to providing a platform for marketing tourist and inward investment opportunities.

In fact, it can be argued that Melbourne’s image as a thriving, world-class city is founded on its reputation as a sporting hub.

The Victorian Major Events Company (VMEC) is the body responsible for this and the man at the helm is CEO Brendan McClements, who took the reins in 2007.

Now in its 25th year, VMEC has scored some notable goals for the city and for sport. When Melbourne hosted the Commonwealth Games in 2006 the city was widely credited with giving the property a new life, such was the enthusiasm it generated. The city and

its residents also warmly welcomed a number of the less glamorous teams in the 2003 Rugby World Cup and Melbourne and its venues are, of course, a key part of Australia’s bid to host the FIFA World Cup in 2022.

But while sports events provide the most high-profile evidence of the VMEC’s success, sport’s rights owners would do well to remember that they aren’t always the only show in town.

McClements says the ferocious competition between cities to host major events is not confined to sport and as the sector becomes more sophisticated, other attractions are competing seriously for city budgets.

“Not all sports rights holders seem to realise that they have competition. Our job is to deliver certain outcomes and the potential to do that does not reside exclusively with sport,” he said.

“Mass participation events could be the most significantly affected in this way. The 2009 World Masters Games [rowing] in Sydney required AU$16million


of public money but major cultural exhibitions are capable of delivering more visitors over a longer time frame.”

McClements points to the globe-trotting ‘Titanic’ exhibition and other blockbuster displays such as ‘Tutankhamun and the Golden Age of the Pharaohs’ as examples.

“Titanic attracted between 400,000 and 500,000 in the cities which hosted it and we would anticipate that 15 to 20 per cent of visitors for that exhibition will be from outside the state,” he says.

“Sports events are really just one of a multitude of choices and opportunities and the fact is that there is currently an under-supply of premium, ‘Blue Chip’ global sports events. That means hosting fees tend to go through the roof.”

That’s always likely to be the case in a competitive market and the sector has been affected by the emergence of Asian nations and, in particular, Gulf States and their ‘money-no-object’ approach to attracting major events.

“That sort of competition should be welcomed, particularly by the rights holders, for whom they are welcome additions to the landscape. The point is that they need to be able to carefully assess the points of comparison between cities and their strengths and weaknesses,” says McClements.

“Melbourne is a premium brand and competes on value and not just price so we remain confident in our offer.

“We are also part of Asia and Asia is a massive and growing force. That is an

economic reality and it is a reality that is getting a number of sports to think about how they engage with the region. For rights holders the Asian opportunity is very real. In fact Asia is fast becoming a major battleground for sports rights.”

So against this background of fierce competition, what advice does the experienced McClements have for those thinking about throwing their hats into the ring?

“The first thing is to ensure that, whether you are part of a democracy or not, you have full and total political support and commitment,” he says.

“Unless you can be sure of that it will be difficult to succeed.

“It’s also imperative to have the clearest understanding of your competitive strength. You need to know what makes your different and how to match the needs of various sports.”

But, says McClements, it’s ultimately people who make the difference: “There’s always a lot of focus on the hardware side of things - the stadia, facilities and infrastructure. But in many ways those things are easy. It is just a case of money and funding for construction.

“The software - that is the people - is the more difficult part. Major events are not simple undertakings and they are about more than a stadium. All the many ingredients are individually complicated and have to be highly integrated. That may not be immediately apparent but it is having the ability to deliver events which really counts.”

He is quick to point out that VMEC is not an event organiser: “We are not a ‘command and control’ organisation, our role is about connectivity and people. It’s about having the connectivity with and confidence in the police and other services which will be involved in events.”

Victoria has been staging major events for more than 100 years and media reports of a potential bid for another summer Olympic Games suggests the state retains it appetite. McClements says that VMEC is upbeat about the future and that its strength lies in a multi-faceted brand.

“Our slogan is ‘Love Every Piece of Victoria’ and sports events are a part of the whole experience. The more you look into Victoria the more you find,” he says.

“Above all Melbourne itself is a ‘doing’ city and not just a ‘seeing’ city. People come here because they want to get actively involved in experiences and that works well for us.

“In Melbourne there is no loss of appetite for events, we are committed and interested across the spectrum.

“And while sports federations tend to be to be more structured and formalised in their processes for choosing hosts, we seek not to be formulaic. We don’t want to operate by numbers on a grid.”

All of which should be good news for the UCI Road World Championships and golf’s Presidents Cup, both of which are heading down to Victoria during 2011, adding to its packed programme of international and domestic events.

Sports events are really just one of a multitude of choices and opportunities and the fact

is that there’s currently an under-supply of premium, ‘Blue Chip’ global sports events.


The pROcess Of bidding and hosting major sporting events will, due to increased competition and global economics, become increasingly sophisticated and require higher levels of professionalism, starting with establishing a strong rationale for the bid against clearly identified sporting, economic and social objectives. Countries will recognise the importance of having a clear events strategy in place to demonstrate their commitment, experience and expertise.

We will continue to see new continents and cities competing in the events arena, encouraged by the 2010 South Africa World Cup and of course Brazil’s hosting of the big two: the 2014 FIFA World Cup and 2016 Olympic Games. Geo-political aspirations, linked to national brand-building and profile-raising on the world stage, will also be key incentives as more and more countries recognise the potential of sport, tourism and major events as key drivers for economic growth and social cohesion.

New events will continue to emerge and the success of the inaugural 2010 Youth Olympic Games in Singapore will encourage large and small nations alike to embrace these opportunities. We may also see a European Games in the major events calendar, opening up yet more opportunities for smaller cities, whilst alerting established rights holders that they need to keep refreshing and enhancing existing events.

Technological advances in climate control will open up new markets and venues, and equally exciting is the advance in digital media engagement programmes, such as those used by Singapore 2010 to engage with the youth of the world.

“How will the sports bidding and hosting environment change in the decade ahead and what forces will drive that change?”

Major sports events have never been more important. In an age when only the most dramatic of soap opera cliff-hangers or talent

show finales come close to delivering the same massive television audiences, sport enjoys a unique place in the hearts of entire nations.

That’s because sport’s mega-events tend to attract an audience which extends well beyond the regular hardcore fanbase. Audiences for major world championships and the Olympic Games tend to cross gender and socio-economic divides.

In many cases these events have come to rival key social and religious festivals. Look at any supermarket around World Cup time and the event overlays all retail activity in much the same way Christmas does. In fact, the people responsible for the licensing programme for the London 2012 Olympics are talking about it as a year when Christmas comes twice.

The global passion for major sports events presents the cities and countries which host them with a range of opportunities to bask in the global limelight, to launch social projects and to update facilities and infrastructure. The key issue is legacy for the sport and for the host.

And then of course there are the bragging rights. The Opening Ceremony of the 2008 Beijing Olympics was more than a celebration of sporting spirit: it was intended as a clear signal to the watching world that China has arrived as a major force in 21st century trade, commerce and politics, and wasn’t about to fade away any time soon.

Such is the value attached to hosting events that the competition between bidders becomes fiercer by the year and individual campaigns cost tens – if not hundreds – of millions and are conducted with the intensity and sophistication of a political election.

But there are those who continue to question whether the money spent on attracting and staging events really pays dividends, and the downturn in the global economy raises doubts as to whether the current ferocity of bidding competition can be maintained indefinitely.

So how will bidding and hosting develops in the years ahead? Who will be the powerful new entrants to the market place, how will competition from entertainment and cultural events impact the market, what role will technology play and how will the expectations of host cities and countries change?

We asked an expert panel for their views.

THE spORTBusiness DEBATE

“Whilst the financial return for events rights holders will remain a pivotal consideration, corporate social responsibility will become increasingly important.”

peTeR Mann,CHAIrmAN,pmpLEGACY


The BiDDing anD hOsTing sector continues to evolve with almost every major Games or tournament awarded, and all the indications are that evolution will accelerate over the coming decade.

Every bid teaches us something and every bid adds something to the mix. It is a situation which must delight the governing bodies whose sports ultimately benefit.

The Qatar bid to host the 2022 FIFA World Cup provides a perfect example of this evolution. I am proud to have worked on the bid and to have been a part of its development and delivery.

While the bid is exceptional in its own right, it is likely to have a long-lasting impact for many other potential bidding nations and for the level of competition in the bidding for major events.

Until now, the issue of climate has appeared to be an insurmountable problem for potential host cities in nations in hot regions including the Gulf. Governing bodies set relatively small windows for their events and the two biggest of all – the Olympic Games and FIFA World Cup – have slots at the height of the Northern Hemisphere summer when temperatures in the Gulf and elsewhere have always made it impossible to entertain the idea of outdoor sporting competition.

But the investment made by Qatar in developing a new generation of carbon-neutral cooling technologies means this no longer need be the case. This is a technical revolution which has massive implications. From here onwards climate need not be a major obstacle to hosting events – after all, the technology applies not only to outdoor stadiums but to Fan parks and other associated facilities. That will liberate many other nations to make bids safe in the knowledge that they will have to be judged on their merits rather than on climatic circumstances.

DuRing The nexT decade the demand to host major sporting events within mature markets such as the US and Europe may decrease, leading to change within the sports bidding and hosting environment.

There are three reasons for this. Firstly, the financial crisis means it is now more difficult to justify investment in events when cuts are being made elsewhere. Secondly, there’s a feeling in the mature market that they’ve been there, done that and are looking for something new. Finally, issues around measuring return on event investment have yet to be resolved.

This will provide the opportunity for new markets to emerge, which is already happening in the middle East, Africa and Asia. Their willingness to host major events will continue to grow with the focus on building their brands on the international scene.

With rights holders developing their sports and creating different formats, the number of events on offer is increasing. This will allow this emerging market to mature more quickly, allowing these cities and nations to climb the ladder to host the most prestigious events sooner. But it will also mean that there will be fewer host options for the rights holders to choose from.

So what is the solution? The main question is how rights holders keep the cities and nations interested. Firstly they must clearly identify what the needs of the host are and then ensure the event adjusts to the needs of the host. rights holders also need to move away from a city focus towards a more regional approach. Why can the Olympics or Commonwealth Games only be hosted in the one city? It makes far more sense for a region to host the event (especially for multi-sports events) as more funds can be accessed and the benefits can be distributed wider.

If this approach is not adopted then the number of viable options for hosts in the future will decrease.

i have iT on good authority that bidding to host the Olympic Games is likely to cost upwards of $100m - and that’s only the official figure. It is a huge amount of money and one which could be used to achieve a lot if invested in developing grassroots sports and providing sports equipment for schools. Just think, if five bidding cities each spend $100m - that’s half a billion which might be invested elsewhere.

There is considerable public disquiet about the sums invested in mounting a bid for a major sports event, particularly if the bid is unsuccessful. The public is less likely to swallow the line about the benefits which accrue simply from bidding, and when the public are also funding bids through their taxes, the situation may become untenable.

None of this can be lost on world sport’s major governing bodies. On one hand, they have raised sustainability and sports legacy issues close to the top of their agendas while presiding over what many people believe to be a colossal waste of cash.

There is another issue of course - that of perceived fairness. The way things stand at the moment, the bids which are able to throw most money at a campaign certainly increase their chances of success. They can spend most on consultants, presentations, promo films, exhibition space and the promotional detritus of a bid. This has to restrict the range of bidders and hand the advantage to those wealthy nations where spending decisions are not subject to the rigorous scrutiny of a parliamentary system.

So maybe the next 10 years will see a rationalisation of the bidding process led by governing bodies that take a holistic approach to their events portfolio, and are prepared to do more than be impressed by money. I am not for one moment suggesting that the skilled consultants who devise and implement bid campaigns are not worthy of their fees. But there has to be a case for regulation.

“Climate need not be a major obstacle to hosting events - after all, the technology applies not only to outdoor stadiums but to Fan Parks and other associated facilities.”

“Their willingness to host major events will continue to grow with the focus on building their brands on the international scene.”

“There is considerable public disquiet about the sums invested in mounting a bid for a major sports event, particularly if the bid is unsuccessful.”

JaspeR peRRy,UK DIrECTOr,TSE CONSULTING

Kevin ROBeRTs,EDITOrIAL DIrECTOr,SpOrTBUSINESS GrOUp

nigeL RushMan,FOUNDEr,rUSHmANS


PubLiC AuthoritieS And the Funding oF SPortMuCh hAS been MAde oF the AMountS PAid by City, regionAL And nAtionAL governMentS to AttrACt And hoSt MAjor eventS. but CASh iS juSt one PArt oF the PiCture. DaviD WaLmsLey, Author oF new SPortbuSineSS rePort SPort And the roLe oF governMent, FindS thAt whiLSt CASh MAy be king, SPort hAS MuCh to gAin FroM the broAd SuPPort oF governMent.

Sport iS increaSingly Seen as an

effective tool of public policy and can take a

wide variety of formats.

Whilst much local authority work takes

place well away from the glow of major

events, many will use high-profile activities as

a catalyst to achieve their wider community

objectives. Indeed, there are some who

recommend that broader public policy goals

can only be served by a combination of

strategic and grassroots approaches.

Policy success can be reinforced through

work with high-profile elite athletes who will

often come with a major event. The city of

Manchester uses star athletes to activate its

major events programme in this way and

additionally leading international coaches

deliver master classes.

Grassroots activation may differ widely,

according to the needs of communities,

but many cities recognise the lead role that

major events and elite sport can play in

making progress.

Approaches to public sector involvement

in event staging centre on two main issues:l The scope and sophistication of the public

authority’s hosting policy; and

l The extent of its involvement in the

delivery of the event.

The public sector hosting policy spectrum is

an extremely broad one, ranging from local

health organisations organising an annual

fun run to sporting cities like Melbourne,

Manchester and Singapore (the latter hosted

700 events during 2009 alone).

At the top end, in Australia, for

example, the State of Victoria allocated

AUS$55 million per year to fund major

events between 2006-07 and 2010-11, and

then topped this up with an additional

AUS$34.2 million over the final three years

of that period in recognition of the rising

cost of winning hosting rights.

Manchester, in contrast, has a budget

of little over £1 million a year and has

consequently adopted a different approach by

developing alternative events of its own. In

2009, this strategy brought double Olympic

sprint champion Usain Bolt to a public

150-metre race in the city centre following a

mass participation running event, in addition

to a Europe versus USA swimming meet

dubbed ‘The Duel in the Pool’.

The City Council’s Head of Leisure,

Eamonn O’Rourke, says of this tactic: “A

year ago we began to feel that accredited

events were pricing themselves out of our

market. We wouldn’t have bid for the world

swimming championships against Dubai,

PUBLiC FUNDiNG

for example. I’m not sure whether that

has changed but we won’t be driven by the

events market.

“Usain Bolt in May and the Duel in the

Pool in December were manufactured events

but we still received world recognition for

them. I am a fan of accredited events but if

they are out of your range, manufactured

events can be as good.”

the partnership approachWhen choosing to host, local capability and

willingness to become involved is a big

determinant of the events a city can attract

as some events require more of a hands-on

approach than others. Here again there are

alternatives to direct involvement which

make a partnership approach one that still

has significant value to sport.

Emerging economies such as Singapore

and the United Arab Emirates, which

operate on a central model, are most likely

to be attracted by a hands-on approach. The

also typically have the resources to manage

it effectively.

At the other end of the spectrum, the

city of Gothenburg has an approach based

around its surrounding region’s network of

volunteer sports clubs. The expertise of these

clubs is enaged to run the competition side

of events while the city handles promotion

and accommodation.

Manchester and Melbourne sit in

between the two extremes, willing to act as

operators but also receptive to events driven

by property owners.

Manchester tends to have a more

strategic role in the process. The City

Council’s Eamonn O’Rourke says: “With the

British National Squash Championships we

have an events team and we want to make

sure it delivers on all its objectives.

“But with the Manchester Run, [events

agency] Nova International drives that. We

deal with the road closures and the health and

safety but we don’t have any event staff on it.

“The direction of travel is to get out of

operation. There are enough event operators

out there; our job should be strategy and

procurement and to focus on legacy.”

A retreat from the direct delivery role

recasts the public sector as an enabler of

sport rather than a provider of it in itself. This

approach is already common in Germany,

where the public authorities promote sports

participation through clubs, which are the

primary vehicle for delivering policy.

other opportunities An absence of direct funding to stage

sporting events can leave the door open

to other opportunities. The training of

community members in programme

delivery, for example, can enable them

to become self-sustaining, while public

authorities can also provide a wide range of

logistical support to event operators.

Support of this nature can be extended

further if public authorities think more

widely about what they have to offer.

“Our relationships with police and health

authorities are assets,” says O-Rourke. “We

can close Deansgate at four weeks’ notice.

It’s all about the ability to think and deliver

outside the box.”

Although some sports events require

a fee or tariff from potential hosts, it is

much more common for public money


to be ploughed into staging facilities.

Appetite for this type of investment varies

depending on the type of events being

staged and the availability and condition of

existing venues.

a lasting legacyAll the talk these days is of legacy so it will

be no surprise that public investment of

this kind will have at least two objectives: to

stage events and to provide facilities for local

communities to participate in sport when

the circus has left town.

Access to investment of this nature

depends on how successful one is in

persuading authorities that there is both a

viable legacy use and that this use meets the

needs of the community.

Trends towards alternative and more

informal settings for sports like running and

cycling can make this a challenge. Evidence

shows that participation of this nature can

make a valuable contribution to public

health, particularly as so-called “hard to

reach” groups are more likely to be found in

non-formal sports settings.

Public investment in spectator sports

stadia tends to carry a far higher price tag

than investment in participation facilities,

particularly at the major and mega event

level. Even a regional championship in a

second-tier sport can require a host to dig

deep in its pockets.

These sums are dwarfed by the levels of

subsidy that are provided for professional

teams’ stadium developments in the USA.

Many observers, however, believe the high

water mark for such investments has now

passed. NASC Executive Director Don

Schumacher says: “Ten or 15 years ago it

was very common to see cities or counties

providing new venues for professional

teams. That is uncommon today.

“The number of new major league pro

venues built recently with public funds has

decreased dramatically. The truth is US

cities simply don’t have money to spend

on new venues and voters are currently

unlikely to approve stadium-financing tax

rises. We have passed through the era of

public support.”

There are still many sports societies

that believe in the value of spectator sport

facilities, but Schumacher says in the

USA the focus has shifted towards mass

participation facilities that will both benefit

the local community and stage amateur

tournaments which attract teams and

athletes from out of town.

Whilst the considerations above may

see governments refusing to fund venues

directly, a wider understanding of their

role should encourage would-be promoters

and developers to look again at what help

can be obtained. This help can be vital in

bringing a development to fruition but it

may require another look at issues beyond

simply the venue itself.

impact on the communityMost public authorities will control where

and what type of buildings are approved for

development. In the case of a major sporting

arena, the footprint of the development is

likely to attract considerable scrutiny. The

capital costs may also rely on a mix of

revenues to service the end-goal of having

sport as just one of several activities in a

broader leisure and retail setting.

Each of these uses will have an impact

on a community and require planning

consents and permissions. Indeed, a large

development will often stall without the

requisite political will to drive it. Local

priorities, for example, may mean that

the ideal out-of-town location becomes

impossible if permissions and grants

are attached to developments that are

regenerating a city centre.

A major stadium project will raise

considerations of transport and road links,

and these are all easier to accommodate if

the overall plan dovetails with a city’s needs.

PUBLiC FUNDiNG

“US cities simply don’t have money to spend on new venues. We have passed through the era of public support.”


Sports Tourism: Strategies for Successful Development

For more information or to order contact:T: +44 207 954 3481E: [email protected]/reports


Basel is situated in the German-

speaking part of Switzerland, on the

border with Germany and France. This

unique location is one of the reasons why

the citizens of Basel are so frequently

credited with being highly cosmopolitan.

The two world trade fairs, Art Basel and

BASELWORLD, have played a significant

part in ensuring that the city is filled with

an international atmosphere. At the same

time, tradition and history are highly valued

here, and the inhabitants feel a strong

attachment to Basel.

The local football club, FC Basel, is a

clear example of the strong attachment felt.

Its fans are always steadfastly behind their

team, whether in a national tournament or at

international level, which has put this city on

the Rhine firmly on the map as a footballing

stronghold. It is therefore no surprise that the

local residents still harbour happy memories

of the summer when the UEFA Euro 2008

competition was held there.

Basel’s enthusiasm for other sports,

however, is unbounded. The city is particularly

proud of the tennis star Roger Federer, who

was born and grew up in the area. Every

autumn his appearance is anticipated at

the Swiss Indoors tournament, the biggest

sporting event in Switzerland. A new

highlight in the sporting calendar will be held

for the first time this year in the form of the

‘BaselHead’, an international rowing regatta.

Mass-participation sports are also popular

in Basel. Many residents enjoy one particular

kind of leisure activity during the summer

months: swimming in the river Rhine.

For runners, the city has something just

as special to offer: in September 2010, the

first ‘Run to the Beat Basel’ marathon was held.

This idea started in London and combines

running with music. During the Christmas

season, thousands will also take to the streets

for the Basel City Run, which is routed

through the city centre.

A City thAt wiLL Win yOuR heaRt

BaseL

St. Jakob-Park


facilitiesst. JakoB-ParkWith 38,500 seats, Basel’s St. Jakob-Park is the largest football

stadium in Switzerland and is home ground of reigning cup holder

and Swiss champion, FC Basel 1893. In 2008 the capacity was

increased to 42,500 for UEFA Euro 2008 where St. Jakob-Park was

the venue for six matches, including the opening game.

The stadium was designed by the Basel architects Herzog &

de Meuron, a firm which has since achieved worldwide eminence

with projects such as the Allianz Arena in Munich and the Olympic

Stadium in Beijing.

st. JakoB-arenaThe ice stadium of St. Jakob-Arena, home stadium of EHC Basel

Sharks, has a capacity of up to 8,000. The 60-by-30 metre ice rink

is not just a venue for ice-hockey matches, but is also available for

figure skating and can be used for a great variety of sporting and

other events.

Both St. Jakob-Park and the St. Jakob-Arena are operated by

Basel United AG, the company that co-ordinates, organises and

supports events of all types and guarantees that they run smoothly,

from the planning stage through to the implementation.

In addition to these two event venues, Basel United AG also

manages the Pantheon Basel vintage car museum and the Schänzli

equestrian centre, two localities that can also be used to stage a

highly diverse range of events.

st. JakoBshalleThe St. Jakobshalle indoor stadium, situated right next to St.

Jakob-Park and the St. Jakob-Arena, offers a variety of premises

totaling 22,000-metres-squared for many different types of

event. The centre-piece is its great hall measuring 2,800 metres-

squared, whose versatility means that it can be completely

transformed within a very short time. It is used as the Centre

Court for the Swiss Indoors tennis tournament, a boxing arena

for World Championship Boxing, a riding arena for the CSI Basel

show jumping competition, an ice rink for the Ice Hockey World

Championship and a racetrack for the Freestyle Motocross World

Championships Night of the Jumps.

Measuring 70-by-40 metres, it has capacity for up to 9,000

spectators, according to its hall plan. The ancillary halls are

somewhat smaller, measuring 42-by-25 metres and 48-by-36 metres

respectively, and each can seat up to 1,500 people for a variety of

mid-scale events. They may also be used as additional premises for

major events.

St. Jakobshalle is owned by the City of Basel. Event organisers

can benefit from a multi-functional infrastructure and a team

dedicated to their individual requirements.

eventsin addition to the regular Super League and Swiss Cup football

matches, Basel’s St. Jakob-Park, the home of FC Basel 1893, has been

increasingly used for international matches of the Swiss national team,

including qualifying games for the European Cup and World Cup.

UEFA Champions League and Europa League matches are also

frequently held at St. Jakob-Park, thanks to the success of the home

team FC Basel 1893. The highlight for the city, however, was Euro

2008, when Basel was the main venue for Switzerland when the

country co-hosted the competition with Austria.

Even though the local ice-hockey team EHC Basel Sharks is

not currently in the top-tier of the domestic Swiss league, there is

still plenty of enthusiasm for the sport in Basel. The Skoda Cup, for

example, has already been held several times in the St. Jakob-Arena

and Basel has been hosting the Summer Ice Hockey Tournament,

with top international teams, since 2009. St. Jakobshalle was also

the venue for the Ice Hockey World Championship when the city

co-hosted the event with Zurich in 1998.

In 2006 Basel was the venue for the European Curling

Championships, which were likewise held in the St. Jakob-Arena.

The city is currently looking forward to the next highlight in the

curling calendar when, in 2012, Basel’s St. Jakobshalle will host

the matches of the Men’s World Curling Championships.

Other major sporting events in Basel have included the

start of the Gigathlon - a multi-sport event where competitors

cycle, run, swim, and skate - in 2007, the Wrestling

Extreme Rampage in 2009 at the St. Jakob-Arena, the European

Handball Championships in 2006 and the World Boxing

Championships in 2007. The latter both took place at the

St. Jakobshalle.

Returning sports events enjoy a particularly high status -

such as the CSI Basel show jumping competition, the Wilson

Badminton Swiss Open, the Women’s Top Volley International,

World Cup fencing tournaments, the Motocross Series Night of

the Jumps and, of course, the Swiss Indoors ATP World Tour 500.

St. Jakob-Arena


Welcome to Basel.A pocket-sized metropolis.

Basel TourismAeschenvorstadt 36, CH-4010 Basel, Phone +41 (0)61 268 68 68, Fax +41 (0)61 268 68 70, [email protected], www.basel.com

Basel’s central location, first-class transport links and good infrastructure are what make this city such a populardestination for event organisers and visitors alike. Furthermore Basel offers accommodation to suit all tastes andbudgets: from top-class establishments to a youth hostel and from ultra-modern designer hotels to cosy guest-houses. No matter the reason for your trip to Basel, we highly recommend extending your stay. Whether you’reinterested in the amazing array of cultural offerings or simply wish to get better acquainted with the Basel way oflife, one thing’s for sure: this city leaves no desire unfulfilled!

BAT0177_Ins_WorldClassSport_rz.qxd:Layout 1 10.9.2010 10:58 Uhr Seite 1

St. Jakobshalle indoor stadium

BaseL

COntaCts

For events at St. Jakob-Park or the St. Jakob-Arena: Basel united aGBirsstrasse 320PostfachCh-4020 Baseltel: +41 (0)61 375 12 22Fax: +41(0)61 375 12 [email protected]

For events in St. Jakobshalle:

st. Jakobshalle BaselBrüglingerstrasse 19-21Ch-4052 Baseltel: +41 (0)61 317 82 22Fax: +41(0)61 317 82 [email protected]

For comprehensive assistance with planning an event in Basel: Department of Presidential affairs of the Canton of Basel-stadtExternal Affairs and MarketingMarktplatz 30a

Ch-4001 Baseltel: +41 (0)61 267 40 91Fax: +41(0)61 267 40 [email protected]

For hotel bookings and tourism inquiries:Basel tourismAeschenvorstadt 36Ch-4010 Baseltel: +41 (0)61 268 68 68Fax: +41(0)61 268 68 [email protected]

the City of Basel’s External Affairs

and Marketing Department has an event

services unit that provides free and

unbureaucratic assistance and a wide range

of services to help ensure that an event held

in Basel runs smoothly and successfully.

The event services unit acts as a central

point of contact for event organisers

and helps them with planning and

implementation.

As a “one-stop-shop” it provides an

essential point of liaison with authorities

and administrators. It assists event

organisers with cantonal approval

procedures (cantons are the member

states of the federal state of Switzerland),

government services and scheduling.

This is done by liaising with contacts in

the main institutions, carrying out

welcoming campaigns and creating

communication platforms.

Event organisers will always benefit from

the Department’s many years of experience

and broad and diverse network of contacts.

tHe citY as event PaRtneR

Welcome to Basel.A pocket-sized metropolis.

Basel TourismAeschenvorstadt 36, CH-4010 Basel, Phone +41 (0)61 268 68 68, Fax +41 (0)61 268 68 70, [email protected], www.basel.com

Basel’s central location, first-class transport links and good infrastructure are what make this city such a populardestination for event organisers and visitors alike. Furthermore Basel offers accommodation to suit all tastes andbudgets: from top-class establishments to a youth hostel and from ultra-modern designer hotels to cosy guest-houses. No matter the reason for your trip to Basel, we highly recommend extending your stay. Whether you’reinterested in the amazing array of cultural offerings or simply wish to get better acquainted with the Basel way oflife, one thing’s for sure: this city leaves no desire unfulfilled!

BAT0177_Ins_WorldClassSport_rz.qxd:Layout 1 10.9.2010 10:58 Uhr Seite 1


over the Past five years, the

Sporting Singapore brand has developed a

rare diversity in its sports products, from

new sport-specific, high-participation

launches such as OCBC Cycle Singapore, to

elite youth events such as the 2010 Youth

Olympic Games (YOG), and big-money

headliners such as Formula One.

“Our population is only five million people,”

says Oon Jin Teik, Chief Executive Officer,

Singapore Sports Council (SSC). “But far from

being a niche player, we have a diverse record

in sports development, with a proven ability

in hosting international marquee events and

launching new local ones.”

From an original list of 2,000 cities,

Singapore was ranked second, behind only to

Melbourne, in the SportBusiness ‘Ultimate

Sports Cities’ Awards 2010. Singapore

outscored veteran sport cities such as Sydney,

London, Shanghai and New York off the

back of its expanding track record in hosting

innovative and efficient events, and a strong

government support for sport.

The Singapore 2010 YOG, which

opened with tremendous fanfare on

August 14, was testament to Singapore’s

overwhelming ability to get the job done.

Some 20,000 local and international

volunteers complemented the work by an

estimated 500 full-staff, drawn primarily

from agencies such as the SSC, the Ministry

for Community Development Youth

and Sports, the Ministry of Information,

Communication and the Arts, and several

other government bodies.

The success of a major event such as the

YOG confirms the city’s ability to mobilise

people and resources. Sporting Singapore

is committed to developing integrated, self-

sustaining sports eco-systems. For the SSC,

a sense of legacy underpins every initiative.

As the lead government agency tasked

with developing a sports culture across the

nation, the SSC’s mandate covers sports

with A BuSinESS-FriEndLy govErnMEnt, An oPEn EConoMy And A dEEP CoMMitMEnt to SPorting dEvELoPMEnt, SingAPorE iS trAnSForMing thE gAME in ASiA.

iGnitinG OPPORtunities, ACCELErAting rEturnS

sinGaPORe

The Marina Bay Street Circuit


participation, excellence and industry. This

holistic approach helps ensure continuity in

strategic planning and the consistent, timely

delivery of product.

The government’s long-term

commitment to sports took its current form

in 2001, with a comprehensive framework

to develop sports in the country. Not only

would it add diversity to the economy, it

would produce benefits for the people

- higher fitness levels, improved health

and richer social activities - as well as

international ties and friendships.

When Mr Oon was first appointed

chief executive officer of the SSC in 2004,

he brought to the government statutory

board a wealth experience from both the

corporate and elite athletics world. He

brought a much-needed focus on growing

self-sustainability in the sporting sector

through corporate sponsors and partners.

And at the same time, he increased the

SSC’s focus on professional services for

athletes and greater professional training

for the national sports associations.

Further driving future momentum will

be the upcoming Singapore Sports Hub

and Changi Motorsports Hub. Both ‘mega-

projects’ will reinforce Singapore’s sports

development across all three operating lines,

in addition to strengthening Singapore’s

role as a leading sports city in the region.

Highlights of the Sporting Singapore

calendar over the past five years include: the

117th Session of the International Olympic

Committee, the Standard Chartered Marathon

Singapore (with 60,000 registered people

in 2010), golf events the Lexus Cup and

Singapore Barclays Open, the inaugural

Aviva Ironman 70.3 in 2007, badminton’s

Aviva Open Singapore, the first FINA World

Swimming Coaches Conference in 2009,

the inaugural Asian Youth Games (AYG)

Singapore in 2009, the first night street race

in the history of Formula One in 2008 and

the inaugural OCBC Cycle Singapore in 2009.

The AYG was the first region-wide,

multi-sport Games organised by Singapore,

and it was put together in an amazing eight

months. Held over nine days, the AYG

featured nine sports and 90 events, with

some 1,300 athletes and officials coming to

Singapore to take part. Singapore’s ability to

deliver a successful AYG - which involved

a record-breaking sprint to the finish line

from the Games’ first approval in November

2008 to the opening of the Games on June

29, 2009 - proved prescient for the YOC in

August 2010.

At the other end of the spectrum, the

Singtel Singapore Grand Prix positions

the city as an innovator-host of high-value

sports tourism events. Not only did the

first night race in the history of Formula

One add to the thrills for spectators along

the circuit, the timing of the start made

it possible for the race to be broadcast

live in Europe and North America at a

reasonable hour. With improvements to the

circuit ongoing and a festival atmosphere

guaranteed every year, the 2009 and 2010

Grands Prix generated more praise.

In addition to the Singapore Youth

Olympic Games (see next page), other major

events this year included SPORTELAsia - the

leading international sports convention

for television and new media. This March,

SPORTELAsia brought together international

sports broadcasting networks, new media

providers, programming and content

suppliers, sports federations and media.

Singapore was voted number one choice

for the 2010 edition by clients who attended

the previous edition in 2008 in Shanghai:

“Singapore was definitely the city to go

to,” said SPORTEL Chief Executive Officer,

David Tomatis. With its strategic location,

immigration agreements and excellent

connectivity by air, Singapore has truly

become “a hub for business”.

Through its relationships with

other government boards, such as

the Singapore Tourism Board and the

Economic Development Board, the SSC can

enhance corporate reconnaissance visits

to the country by providing advice and

information and arranging introductions.

“The support we got from SSC and the

Singapore Tourism Board was very helpful,”

added Mr Tomatis.

And even with the lingering effects of

the economic downturn, Singapore’s

strengths remain firmly in place. The city

is well-recognised as a high-performance

training hub, with sports associations

from all over the world leveraging on its

world-class training facilities and conducive

training environment.

In the run-up to the 2008 Beijing

Olympic Games, many international teams

came to Singapore for training, including

the American and Australian Olympic

swimming teams and the water polo teams

from Australia, China, Croatia, Germany,

Italy, Montenegro, Greece and Russia.

From a business perspective, the

city-state is easily accessible from Europe

and Asia, is a test market for companies

experimenting with new products and

services and is a platform for Western

companies to become acquainted with

Asian markets.

Singapore has a well-developed

transportation and telecommunications

infrastructure. It has a prosperous,

educated, English-speaking middle-class. It

has a transparent governance system that

respects intellectual copyright and promotes

original research and development.

The city-state also has a bank of existing

community facilities to provide easy access

to sports for the average Singaporean. The

SSC alone has 19 stadiums, 16 sports halls

and 24 swimming complexes. Add the

sports facilities from the private sector,

schools and other government bodies, and

the opportunity to play and enjoy sports

grows exponentially.

Everything forecast by the Committee

on Sporting Singapore in 2001 is being

realised by the SSC and its partners as the

country enters the second decade of the

new millennium. Change rarely occurs at

the speed of light, but Sporting Singapore

is gaining momentum as it continues to

transform the game.

2010 hiGhLiGhts l oCBC Cycle Singapore

l SPortELAsia

l Aviva ironman 70.3

l Changi Motorsports hub

l Soccerex 2010

l Singapore 2010 youth olympic games

l Formula one Singapore grand Prix

l Standard Chartered Marathon Singapore


BRanDinGFor two weeks this year, Singapore was broadcast to the world, beginning with the spectacular opening Ceremony on August 14. Singapore is ensured a place in the history books as the city that hosted the world’s first youth olympic games (yog). only two other cities share this rare privilege: Athens, greece (host of the first ever summer olympics) and Chamonix, France (which held the first winter olympics).

Singapore will be remembered as the city that ‘dared to dream’ yet again. in 2008, Formula one’s Singtel Singapore grand Prix was the first night race on the circuit. two years later, Singapore 2010 impressed the world. thousands of international athletes, coaches, sports officials and media experienced the buzz of cosmopolitan Singapore and the warmth and hospitality of Singaporeans. they also took away with them the message that Singapore is a vibrant Asian hub for sports events.

FaCiLitiesthe sporting fraternity and general public will enjoy upgraded sports facilities and equipment at Singapore 2010 venues.

there are also a few new facilities, such as the shooting range at the Sports School, the tampines Bike Park and the riding School at the turf Club. Singapore

Sports Council (SSC) sports facilities used for Singapore 2010 will be remembered in history as the official Singapore 2010 venues. Additionally, Singapore will also have a youth olympic Park and a youth olympic Museum to commemorate Singapore’s hosting of the first-ever yog.

sPORts CuLtuReSingapore 2010 helped create a greater awareness and appreciation for the olympic values of excellence, friendship and respect within a new generation of elite athletes.

the culture and education programming at the games helped the young olympians from around the world learn more about each other, discover what they had in common and respect their differences.

Singapore 2010 was also a platform to get more young people in the greater community interested in sports, as participants and spectators.

sPORtinG eXCeLLenCeover the past two years Singapore saw an unprecedented co-operation between the Ministry of Community development youth and Sports (MyCS), Ministry of Education (MoE) and SSC to integrate sports and cultural programmes and initiatives.

this degree of co-operation bodes well for Singapore’s efforts to raise sports

participation and create sporting champions. Strong school sports programmes are a critical linchpin in ensuring Singapore has a sustainable pipeline of elite athletes in the future. MoE, MCyS and SSC - through the youth Sports development Committee - have been looking at policy and programme issues to develop a seamless pathway for athlete development.

sPORtinG CaPaBiLitieshosting Singapore 2010 provided many opportunities for Singapore’s sporting fraternity to expand its organising capabilities and knowledge, develop its sporting outreach frameworks and enhance its sporting facilities. Event management companies, sports media and sports entertainment companies all gained valuable experience as a result of their work on Singapore 2010.

the city’s sporting development capabilities also grew. in preparation for Singapore 2010, for example, three new national Sports Associations (nSAs) were formed: wrestling, handball and modern pentathlon. these nSAs will promote the development of their respective sports beyond 2010.

the improvement in Singapore’s overall capabilities in sport will add support to the government’s agenda to make Singapore a great place to work, live and play.

Youth Olympic Games Closing Ceremony

sinGaPORe

yOuth OLyMPiC GaMes: A LASting LEgACy

Sporting Singapore ... the birthplace of the Youth Olympic Games and Asian Youth Games

... the home of the only Formula 1 night street race circuit

... the centre for sports business

... the future sports-entertainment-leisure capital of Asia

Artiste impression of the Singapore Sports Hub.The premier land and water sports centre with fully integrated sports, entertainment and lifestyle programming will be opening its doors in April 2014.

Singapore Sports Council I 230 Stadium Boulevard Singapore 397799 I www.ssc.gov.sg I [email protected]

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FA_SportsHubAd_SBI.pdf 1 9/16/10 6:15 PM

Sporting Singapore ... the birthplace of the Youth Olympic Games and Asian Youth Games

... the home of the only Formula 1 night street race circuit

... the centre for sports business

... the future sports-entertainment-leisure capital of Asia

Artiste impression of the Singapore Sports Hub.The premier land and water sports centre with fully integrated sports, entertainment and lifestyle programming will be opening its doors in April 2014.

Singapore Sports Council I 230 Stadium Boulevard Singapore 397799 I www.ssc.gov.sg I [email protected]

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FA_SportsHubAd_SBI.pdf 1 9/16/10 6:15 PM


the CliPPer Round the World Yacht Race

creates a unique opportunity for its sponsors

and host cities on a world stage. Each of ten

identical stripped down 68-foot ocean racing

yachts owned by race organisers Clipper

Ventures plc is sponsored by an international

city, region or country and branded to

showcase their destinations on a 40,000-mile

circumnavigation of the globe. The race visits

15 ports on six continents over eleven months.

Over the last 15 years Clipper has evolved

into the leader in its field, and become

much more than a very special yacht race,

by positioning its major international

participants as world-class brands within

an elite roll-call. In the last edition of the

biennial race, the 2009-10 edition of which

has just finished, the roll-call included

California, Cape Breton Island - Nova

Scotia’s Masterpiece, Jamaica Lightening

Bolt, Qingdao, Spirit of Australia, Team

Finland, Uniquely Singapore, Cork - Ireland,

Edinburgh Inspiring Capital and Hull &

Humber from the UK. The 2009-10 race

also had global media coverage through

print, radio, TV, and online which is expected

to have delivered a potential world-wide

audience in excess of half a billion.

Another attraction for many sponsors is

that the boats are not crewed by an obscure

elite, but by ‘people like you’ - ordinary people

doing extraordinary things, living their dream.

This creates local heroes from all walks of life

as they represent their destination on what

some would say has become the ‘Greatest

Show on Earth’ as they take on the elements

powered only by nature, and using the skills

learned in an intense and comprehensive

pre-race training programme. One city coined

it ‘The People’s Race’ which has captured

the imagination of spectators and media

audiences around the world.

So the Clipper Race not only brings

the world to its host cities, but it also takes

many of them to the world on a highly-

effective global expo to boost trade and

tourism alongside cultural promotions and

building international relations. It is built

on the vision of a yachting legend who

became the first person to sail around the

world solo non-stop in 1968-69: Sir Robin

thE CLiPPEr round thE worLd yACht rACE, EStABLiShEd 15 yEArS Ago By yAChting LEgEnd Sir roBin KnoX-JohnSton, iS now in itS Eighth Edition And hAS BECoME A gLoBAL PhEnoMEnon.

A uniQue gLoBAL EvEnt

CLiPPeR

Uniquely Singapore, supported by Keppel Corporation


Knox-Johnston CBE. Sir Robin is one of the

most experienced yachtsmen on the planet

with international awards too numerous to

mention; he is passionate about the race

and how it works so well for its sponsors

and host cities.

“When we created the Clipper Round the

World Yacht Race 15 years ago, I recognised

the huge potential to build something very

special, in fact unique: a global platform

that not only brought together crew

members from many different nationalities

and walks of life, but also united like-

minded international destinations with

a common desire to grow trade, tourism

and cultural exchange through the sport of

sailing,” said Sir Robin.

“As trading nations, states, regions and

cities, our sponsors recognise the role the

seas have played in generating trade routes

over the centuries, inspiring merchants,

travellers and cultural exploration. We’re

called the Clipper Race because we initially

followed the traditional trade routes sailed by

the early Clipper ships.

“Today I look back with pride at what our

sponsors and host cities have been able to

achieve, and I know we can be even more

successful in the years ahead by sharing what

we have learned and encouraging everyone to

take full advantage of the opportunities this

event creates.”

So what are those opportunities? Let’s

start with hosting the race. Not all yacht

sponsors are on the race route, but many

are. Other key locations on the race track

become hosts not only to benefit from

the opportunity to create business and

investment links with visiting boat sponsors,

but also to use the Clipper Race as a focal

point for a wide range of attractions that can

create a great festival atmosphere and pull

in the crowds.

The arrival of 10 ocean racing yachts

and the Clipper entourage is a spectacle to

behold - making a big impact visually and

emotionally, creating massive consumer and

corporate facing opportunities, as well as

driving a significant economic impact.

A great case-study is Hull in the United

Kingdom, which hosted the race start and

finish in Clipper 11-12. A UK government

regional development agency sponsored an

entry in a two-race deal as a way of using a

major maritime event to drive local economic

impact, alongside raising the profile of yacht

entry Hull & Humber, representing the UK’s

largest ports complex on a world stage.

Independent evaluations of the events

in Hull around the race start in September

2009 identified that 150,000 visitors

generated an economic impact of

£9.3 million. The social and economic

analysis also revealed that the average spend

on accommodation was £120; average spend

per person per day on transport, food, drink,

attractions and shopping was £41.96; and

99.5 per cent of those surveyed would return

for similar events.

Hosts on the race route enjoy similar

opportunities and many see an economic

impact well into seven figures, but this is

only part of the story. Activating alongside

their yachts in key international markets

at ports of call around the world delivers

huge benefits for sponsors. Overseas

activities have included trade delegations,

conferences, cultural performances,

receptions, dinners, consumer promotions,

media events and VIP guest sails. Clipper

150,000 people at the 09-10 race start

sPOnsOR BeneFits the Clipper round the world yacht race is unique and the benefits of sponsoring a yacht and hosting the event are unrivalled in terms of their comprehensive reach and influence with target audiences. these are: consumers, business, government and media; building relationships, boosting

trade, investment and tourism, creating meaningful economic impact around major events and brand building on a global scale. there are also significant cultural dimensions and powerful public and social engagement opportunities.

overseas activations can be a key part of sponsor-driven benefits which have

included trade delegations, conferences, cultural performances, dinners, media events and viP guest sails.

global media and internet audiences have continued to grow and are projected to exceed half a billion people by the time an international television documentary series has aired around the world.


The Clipper Round the World Yacht Race is unique. Crews from all walks of life, cultures and backgrounds put themselves forward for one of the toughest challenges known to man.

Ten identical boats, owned and operated by Clipper Ventures are backed by global destinations. Together, they sail an 11 month long 40,000 mile race track, visiting key cities in major markets on six continents.

And in doing so, the eyes of the world are upon them. The 09-10 Clipper race delivered a cumulative audience in excess of 450 million (and that’s before the global TV series has even aired). But while the returns are reassuringly high, the investment is not.

It’s why cities like Singapore and Qingdao are coming back again and again. They use the Clipper Race as an effective marketing tool because they know it’s a powerful way to showcase their trade, tourism and cultural messages to a worldwide audience.

And when the fleet calls, it is a real crowd pleaser with the potential to drive significant visitor spend and economic impact.

So don’t miss the boat – the eighth edition of the Clipper race starts in August 2011. To discover more about becoming part of this unique global event, the benefits of sponsoring a yacht and hosting the race, contact: Jonathan Levy on +44 (0) 2392 526000 or e-mail [email protected]

www.clipperroundtheworld.com

CLiPPeR

reports that the last race delivered one of

the busiest and most successful sponsor

activation programmes in the history of the

race, creating tangible results including

three international trade agreements.

The years 2011 and 2012 will see the

eighth edition of the phenomenon that

has become ‘Clipper’ - when the power

to promote places and do business will

be greater than ever with the race route

extending to 40,000 miles with the addition

of New Zealand and Eastern Australia. This

makes Clipper the world’s longest round the

world yacht race.

Clipper says its sponsors have the

opportunity to build on their experience

and global brand awareness to reach more

people and make a greater impact than ever

before - joining the ranks of major trading

economies such as those in Asia, like

Singapore and Qingdao in China, who are

participating for the fourth consecutive time

for one simple reason: it works.

The whole business dimension of the

race has grown exponentially in recent

years with Clipper opening doors to senior

government officials and business leaders in

a way that no other international event has

mastered in the same way. This is a unique

dimension that is now being developed even

further in Clipper 11-12 with a dedicated

team guiding sponsors to maximise their

return through pro-active and innovative

activation in relevant international markets.

The other great thing about the Clipper

Race - and voiced by many sponsors - is the

huge opportunity for public engagement

at so many levels: building the character

of crews and pride in home ports in a way

that is difficult to capture on paper, but

powerful to experience. For those businesses

committed to Corporate Social Responsibility

(CSR) programmes there are so many

ways to get involved, whether through civic

support or by developing local community

and schools programmes, and even overseas

initiatives. A number of cities have used the

race to support and develop young people

facing difficult challenges in their early lives.

Sir Robin adds: “For the crews, the

Clipper Race changes lives. For sponsors, I

believe we make an equally dramatic impact:

changing fortunes, stimulating trade and

tourism, promoting cultural insight, building

confidence and creating pride and prosperity.

In the current economic climate our horizons

need to be global to take advantage of trading

opportunities in developing and growing

markets and to attract inward investment.

Innovative approaches are required to be

more competitive and demonstrate value for

money in driving real economic impact: The

Clipper Race delivers that.”

The fleet in front of New York City

COntaCtsClipper ventures was created to manage the race and build a portfolio of complementary activities which include corporate sailing events, training and youth development. the company is also rights owner and

operator of the vELuX 5 oCEAnS race, the professional solo round the world race that takes place every four years.

to express interest in yacht sponsorship and hosting the Clipper round the world yacht race contact Jonathan Levy, who

recently joined Clipper ventures as director of Business development after spending the last five years working with sponsors and hosts in the uK and Canada. Email: [email protected], telephone: +44 (0)2392 526000

The Clipper Round the World Yacht Race is unique. Crews from all walks of life, cultures and backgrounds put themselves forward for one of the toughest challenges known to man.

Ten identical boats, owned and operated by Clipper Ventures are backed by global destinations. Together, they sail an 11 month long 40,000 mile race track, visiting key cities in major markets on six continents.

And in doing so, the eyes of the world are upon them. The 09-10 Clipper race delivered a cumulative audience in excess of 450 million (and that’s before the global TV series has even aired). But while the returns are reassuringly high, the investment is not.

It’s why cities like Singapore and Qingdao are coming back again and again. They use the Clipper Race as an effective marketing tool because they know it’s a powerful way to showcase their trade, tourism and cultural messages to a worldwide audience.

And when the fleet calls, it is a real crowd pleaser with the potential to drive significant visitor spend and economic impact.

So don’t miss the boat – the eighth edition of the Clipper race starts in August 2011. To discover more about becoming part of this unique global event, the benefits of sponsoring a yacht and hosting the race, contact: Jonathan Levy on +44 (0) 2392 526000 or e-mail [email protected]

www.clipperroundtheworld.com


denmark is Passionate about

hosting international

sports competitions, and

has both the experience

and the partners to

deliver a successful event. The country

recognises the importance of adding value

to an event and its owner, and Sport Event

Denmark strives to do its utmost to exceed

the expectations of all stakeholders.

deliverinG QualityWhen it comes to staging events, Denmark

has identified three parameters which are

necessary for both the host city and the

sports organisation concerned: a strategic

approach, strong government support and

close co-operation between the international

federation, the national federation, the host

city and Sport Event Denmark.

Denmark’s commitment to sport is

such that support begins at the very top

level of government and all Denmark’s

major cities are focused on providing the

highest level of service and value.

Denmark is extremely realistic about its

capabilities and wants to be certain that it is

able to deliver exactly what it promises, and

then add a little more. Denmark is ideally

suited to stage large and mid-sized events

rather than mega-events such as the Olympic

Games and FIFA World Cup. There is a

variety of indoor and outdoor events, as well

as international meetings, that can benefit

from Denmark’s unique approach.

LaRs LunDOV, SPort EvEnt dEnMArK ChiEF EXECutivE, EXPLAinS how A SMALL Country hAS grEAt AMBitionS in tErMS oF worLd-CLASS SPortS EvEntS.

hoSting WinneRs

sPORt eVent DenMaRk

UCI World Road Cycling Championships 2011 will be in Copenhagen

COntaCt usSport Event denmark, the danish national sports event organisation, was established by the government and the national olympic Committee of denmark with the main objective of attracting and hosting major international sports events and sports congresses.

Contact:Broendby Stadion 20dK-2605 Broendbytel: +45 [email protected]


Your Sport - Our Passion

effective ManaGeMentBeing small is often an advantage. Events staged in Denmark

benefit from a nearly perfect infrastructure and short distances

between facilities and different cities. Added to that, Copenhagen

Airport is one of the best in the world.

Danes also have a long-standing reputation as strong and

effective event managers and due to its multi-lingual, service-

minded society there are always is enough committed volunteers to

help ensure the success for events.

The great number of Denmark’s international contacts

worldwide who believe the country is an outstanding event host

puts it in a much stronger position today than only a couple of

years ago. Last year’s ‘Danish Year of Sport’ - which saw more

than 50 international sports events in addition to many significant

marketing activities and international networking - certainly

delivered value for money.

Naturally Denmark hopes that the steps it has taken in recent

years will attract even more major events to the country in the

years ahead. Among others, Denmark is bidding for the 2016 IIHF

Ice Hockey World Championship, the 2014 ISAF Sailing World

Championships for all Olympic Classes and the 2013 BWF World

Badminton Championships.

These major events will benefit not only Denmark but the

federations and owners responsible for delivering and upgrading.

Denmark will once again get a chance to demonstrate its

knowhow in staging major events and the close co-operation and

interaction between the three vital key partners for sports events in

Denmark: the national Danish sports federation, the host city and

Sport Event Denmark. Right in the centre is the event and the event

owner but together all the stakeholders produce ‘Sports Events

Made in Denmark’.

eventsDuring the past few years more than 250 international sports events

have been secured for Denmark, including:

l UCI World Road Cycling Championships

l FIG World Artistic Gymnastics Championships

l WTF World Taekwondo Championships

l FILA World Wrestling Championships

l UEFA European Under-21 Championship

l IOC 121st Session and XIII Olympic Congress

“Like the IOC we don’t want to take risks with our big events. We want to have someone who has a proven record that they can deliver a good event and Denmark for sure has.”Göran Petersson, ioC member and President, international sailing federation


in the middle

of Central Europe,

Düsseldorf’s big heart

beats for Olympic

sports. Having hosted

world championships,

world cups, Grand Prix

and Olympic qualifying events, Düsseldorf

- dubbed the ‘city of sports’ - has become an

international brand name synonymous with

the biggest events.

The capital of Germany’s North Rhine-

Westphalia (NRW) state has worked hard

for this excellent reputation. The metropolis

on the Rhine, boasting 587,000 inhabitants,

has been investing heavily in sports and

boasts world-class facilities. Since 2000,

€140 million has been channelled into

sporting infrastructures. At its centre is

the sportAgentur Düsseldorf GmbH: a

municipal enterprise unique in Germany,

designed to ensure optimal marketing and

positioning of sports and take care of the

perfect planning and delivery of events as

well as their effective public promotion.

Numerous national and international

associations have seen the proof they needed

to be convinced. The organisation of the

annual FIS Cross-Country Skiing World Cup,

attracting up to 350,000 spectators to the

Rhine embankment, is highly praised by the

international skiing association.

In 2010 the premiere of the Judo

Grand Prix Düsseldorf - sold out on both

competition days - was a big success as well

as the PSD Bank Meeting, nominated as the

third best indoor meeting in the world.

The athleticism of the NRW capital

- with over 112,000 athletes in over 400

sports clubs - is tremendous, and due to

an outstanding infrastructure, Düsseldorf

provides everything required for a

prosperous implementation of major events.

This led Dr. Thomas Bach, International

Olympic Commitee Vice President and

President of the Deutsche Olympischer

Sportbund (German Olympic Association

- DOSB), into honouring Düsseldorf as one

sport’s finest host cities through his words:

“120 cities in Germany want to be a city of

sports, Düsseldorf is one!”

dÜSSELdorF hAS trAnSForMEd itSELF into A SPorting City with EXCELLEnt ProSPECtS. ChRistina BeGaLe, MAnAging dirECtor oF SPortAgEntur dÜSSELdorF, EXPLAinS JuSt how thE City hAS hAndLEd thE MEtAMorPhoSiS.

gEtting to thE heaRt oF oLyMPiC SPortS

DüsseLDORF

FIS Cross-Country World Cup at the Rhine promenade


sportAgentur Düsseldorf GmbH, Arena-Str. 1, K6, 2nd Floor, 40474 Düsseldorf, Germany, Phone: +49 (0)211/15 98 16 22, Email: [email protected]

07 – 08 February 2011

www.sportstadt-duesseldorf.de

19 – 20 February 201107 – 08 February 2011

11 February 2011

eventsdüsseldorf’s rePutation for hosting the biggest sports

and the most exciting action is growing. Numerous top-class events

attract hundreds of thousands of spectators to the city every year.

With 400,000 fans along the route, the METRO Group

Marathon is always a crowd puller. So too is the FIS Cross-Country

Skiing World Cup: the annual event, staged in December, attracts

up to 350,000 onlookers to the Rhine embankment every year,

making it the world’s best-attended winter sports event.

In 2010 the successful presentations of the German touring

car championships are followed by the Race of Champions with

Formula One’s Michael Schumacher racing in front of 50,000

fans in the ESPRIT arena. In the same venue Wladimir Klitschko

defended his heavyweight boxing belts against Eddie Chambers.

The Tennis World Team Cup that has been fascinating around

75,000 tennis fans every year since 1978 and is successfully

established on the sporting calendar alongside the International

Athletics’ PSD Bank Meeting and the ladies’ international amateur

golf championships at Düsseldorf Golf Club.

Meanwhile, the world’s best judo experts will compete for the

Grand Prix at the Philipshalle from 2010 to 2012. Table-tennis has

long had a strong position in the city and 5,500 fans turned out

to watch German star Timo Boll win a contest as part of the 2010

Liebherr Europe Top 12 tournament.

All that, plus the very best in football, hockey and basketball

has made Düsseldorf become the “city of sports”.

facilitiesof Course, any city that wants to stage great events needs great

venues. Düsseldorf meets this criterion. Modern stadia such as the

ESPRIT arena hold up to 66,000 spectators, while the ISS Dome

can accommodate 13,400. Both are complimented by an excellent

transport infrastructure - an international airport, motorways and

train connections - not to mention a generous amount of hotels,

vital ingredients required for any sporting occasion.

And Düsseldorf’s attraction is not only for athletes; sports

administrators are flocking too. The DOSB held its general

meeting - attended by around 450 participants - at the Düsseldorf

Hilton Hotel in December 2009. The German football association,

DFB, also held its annual meeting in the city earlier that year.

Staging such events, which bring the dignitaries from behind

the scenes to the city of Düsseldorf, gives administrators first-

hand experience of what the city can provide, and is something

sportAgentur is keen to further promote and facilitate.

For many, the ESPRIT arena will be best known for hosting

German national football team matches and events staged by the

DFB. And these are just a few of the facilities Düsseldorf has to offer;

ideal for spectators, decision-makers and athletes alike.

Düsseldorf is full of charm and character; a metropolis which

is popular with both its residents and its many visitors. The multi-

cultural destination of NRW is home to people from some 180

countries, while the state capital’s catchment area houses around 11

million inhabitants within a 200 kilometre radius.


aero GP is a revolutionary multi-discipline

competition in motorsport. Each Aero

GP event is comprised of three primary

activities, which all count towards the Aero GP

Championship points.

The first is ‘Air Racing’: up to eight aircraft

all race together in a short circuit at speeds of

400kph just a few metres above the ground.

Next is ‘Air Combat’ where pilots take to the

skies in an attempt to outmanoeuvre each

other in a battle for air supremacy. Finally

there is ‘Barnstorming’ where pilots compete

in various stunts and skill tests from aerobatics

to target bombing.

Following five years of steady growth,

Aero GP is looking at an ambitious expansion

plan to promote the sport on a global platform.

For the first time Aero GP has an official

Request for Proposal process in place and

is currently in discussions with numerous

venues around the world.

Aero GP is an example of how destinations

can communicate their message in a way that

is particularly relevant to that venue in the

current modern times. In this current climate

there is a trend towards more innovative and

cost effective events and Aero GP has three

main philosophies to meet this criteria: l The host destination of an Aero GP should

get the most benefit of any partner

l Return on investment is ahead of the cost

curve because Aero GP is a rapidly growing

sport

l Aero GP shapes its event around your

destination, maximising the imagery and

overall impact

Air sports in general are growing across the

world with many millions of people taking part

in one form or another. It is a huge unexplored

sporting platform which offers venues the

opportunity to host events using the city or

famous landmarks as a backdrop to the action.

LEAding thE nEw trEnd in DestinatiOn MaRketinG

aeRO GP

Al Ain Aerobatic Show

COntaCtAero gP would like to speak to venues, cities and event promoters about this exciting opportunity. if you have any questions, or would like more information please give Aero gP a call on +44 207 4391520 or email them at [email protected] www.flyingaces.co.uk


Contact Aero GP email: [email protected] or call: +44 207 4391520

Add your venue to the Aero GP GlobAl ChAmPionshiP

Benefitsthe aero GP offers many benefits, both tangible and intangible,

to the host and its partners:

l Naming rights - the host location will be able to name the event

l Global media exposure - the Aero GP TV programme reaches 300

million people in over 50 countries

l Develop future tourism - economic benefits to the host location’s

economy including in-bound tourism for the event itself and

additional tourism visits for future years triggered by international

TV exposure

l Numerous income opportunities - the host will have numerous

commercial rights to leverage or to sell. These could include

hospitality and catering concessions. Ticket sales are also possible

if the host decides not to have a free event, or if tickets to prime

viewing positions are sold

stanD OUt eventThere is no other form of air racing that takes place around

the world which can compare to Aero GP. An Aero GP event

combines the best of Formula One, air shows and extreme

sports and without any required investment in infrastructure.

Hosts will also, by association, be seen to share the qualities of

Aero GP. These qualities have been identified by research and

include ‘exciting’, ‘sport’, ‘contemporary’, ‘dynamic’, ‘action-packed’,

‘pioneering’ and ‘thrilling’.

cOMPanY BackGROUnDaero GP was created in 2001 by Jeff Zaltman, who later formed

the company Flying Aces to develop the unique new concept into a

mainstream sport.

The Aero GP launched in 2005 with its first official competition,

which was broadcast on TV in more than 100 countries.

Flying Aces is an owner, manager and creator of global media

rights connected to top level aviation sports. The company is

involved in the organisation and promotion of sports events as

well as television production and new media distribution. Flying

Aces has a long-standing media partnership with the Fédération

Aéronautique Internationale (FAI), the world governing body for

all air sports.

Based in London, Flying Aces was founded in 2004 and

has successfully run and managed numerous top level aviation

events, including:

l Seven major Aero GP’s in five different countries

l The 2009 World Aerobatic Championships, held at Silverstone

International Race Circuit in the UK

l The Al Ain Aerobatic Show 2010 held in Abu Dhabi

Flying Aces exclusively owns all of the media rights associated

with Aero GP, enabling host regions or cities to fully utilise the

associated benefits of holding an Aero GP. Flying Aces fully co-

operate with hosts to ensure all requirements are delivered above

and beyond what is expected.


Leipzig is a city set for, and with a history

in, sport. The German gymnastics movement,

the German Cycling Federation (BDR created

in 1884), the German Football Federation

(DFB created in 1900) and the reunion of the

German Football Associations 1990 are just

some examples reflecting the sports heritage

of the city.

Athletes from Leipzig have won more than

150 medals for Germany in modern Olympic

Games. A sporting tradition is also reflected

through numerous research centres, such as

the Institute for Applied Training Sciences

(IAT) and the faculty of Sports Sciences at the

University of Leipzig (former DHfK).

Additionally there are the sport

development centres in Leipzig: state-of-the-

art training facilities and the ‘Elite School of

Sports’ are the foundation for Leipzig’s sport

development and resultant success. The centres

provide the best training conditions for both

athletes and their coaches. So far the faculty of

Sports Sciences has welcomed more than 120

nations, all of whom have learnt to appreciate

and cherish the cultural city of Leipzig.

The University of Leipzig, established in

1409, is not only the second oldest university

in the country, but is also the home of 25,000

students. The green city Leipzig is also

becoming a new oasis for the young people

and families with the establishment of the Lake

District: 11 new lakes offer leisure activities

including watersports, golf, cycling and

walking.

The 1 kilometre-square heart of the

dynamic, cultural and economic capital can

be distinguished with its very unique Art

Nouveau-style and its typical green houses

blended with modern architecture. Sports

venues are within this artistic setting and

include the new Neue Messe exhibition centre,

ARENA Leipzig and Red Bull Arena.

A City for Sport yeSterdAy, todAy And tomorrow

Leipzig

The Leipzig skyline © LTM Bader

CONTACT US

Stadt LeipzigAmt für SportAm Sportforum 304105 Leipzigwww.leipzig.de

Kerstin Kirmes, Chief officertel: +49 341 123 94 [email protected]

robert mayer, Coordinator, major sport eventstel: +49 341 123 94 [email protected]

tourist officewww.ltm-leipzig.de


eventsseleCted one-time events2002 Internationales Deutsches Turnfest (Gymnastics)

FIVB Volleyball World Championships Women

2003 IHF Hockey Indoor World Championships

2005 FIFA Confederations Cup

FIFA World Championships 2006 Final Round Draw

FIE Fencing World Championships

UIPM World Cup Modern Pentathlon

2006 FIFA World Championships

2007 FITA Archery World Championships

DLV German Indoor Championships Athletics

2008 IHF Olympic Qualification Tournament Women

Handball

2009 UIPM World Championships Modern Pentathlon

DLV German Indoor Championships Athletics

2010 EFC Fencing European Championships

ECA Junior & U23 Canoe Slalom European

Championships

annual eventsLeipzig Marathon

LE-Athletics Indoor Meeting

Rolex FEI World Cup Jumping

Wrestling Grand Prix of Germany (to 2007)

FIE Fencing World Cup (to 2010)

facilitiesMost of the sports venues are located 1.5 kilometre from the very

centre of the city where the Sportforum stands. These conform to

the highest standards of international sports event hosting. The

7,000-capacity Leipzig Arena has a track record of hosting sports

events since 2002 and is the perfect example of a multi-functional

arena. The Red Bull Arena became the largest football stadium in

Leipzig when it was completed in 2003 with a capacity of 45,000

seats. It was the host of the 2005 Confederations Cup and of the

FIFA World Championships in 2006.

In the surroundings of the Sportforum, the Nordlange is

an outstanding training centre and completes the sporting

infrastructure around the Sportforum. In the south of Leipzig, the

Kanupark Markkleeberg conforms to Olympic requirements and

will host the 2011 and 2012 ICF Canoe Slalom World Cup.

The multi-functional Neue Messe Leipzig can host a diverse

range of sporting events and has been home to the Rolex FEI World

Cup Jumping or the FIFA World Championships since 2002. The

Congress Center next to the Neue Messe offers 23 multi-functional

meeting rooms, with a capacity of 7,000, and is the perfect location

to host sports conferences.

With its perfect location right at the heart of Europe, Leipzig

is very easy to access either by air with a 24-hour airport, by rail

with the central station or by road on the motorway. Leipzig offers

nationally and internationally excellent connections and can gather

very large crowds of visitors.


as a leGaCy of the 2002 Commonwealth

Games, the city boasts an impressive range

of world-class facilities, playing no small part

in receiving the 2008 Sport City Award at the

Sports Event Management Awards.

In the past year the city has hosted major

events such as the British Gas Duel in the

Pool, Co-operative World Netball Series, FIL

World Lacrosse Championships and the

David Haye vs John Ruiz World Heavyweight

Fight, whilst the annual Bupa Great

Manchester Run & Great CityGames go from

strength to strength.

Manchester’s events strategy, established

in 2007, outlines the commitment to

maximising the benefits for its residents,

businesses and visitors through the staging

of world-class sports events. This strategy

ensures that all events contain a strong legacy

aspect. Recent examples of this include the

FIL World Lacrosse Championships, which

brought in over 3,000 children to play in

the pre-event Community Lacrosse Festival,

and the Duel in the Pool, where swimming

stars Rebecca Adlington and Aaron Peirsol

delivered coaching sessions to local swimmers

and coaches the day after the event.

Manchester is well-placed to play a

leading role in the lead-up to the 2012 London

Olympics, which has been the catalyst for

a golden decade of sporting opportunities.

Manchester will host Olympic football and

World Cup rugby, and if England’s bid to host

the FIFA World Cup in either 2018 or 2022

is successful, both of the city’s major football

stadia are earmarked for matches.

A WORLD LeaDeR in SPort

ManChesteR

Michael Phelps at the Duel in the Pool

COntaCtto find out more, contact the city’s Sports Events team.telephone: +44 (0)161 953 2795Email: [email protected] web: www.manchesterworldsport.com www.manchester.gov.uk

hoME to two oF thE MoSt FAMouS CLuBS in worLd FootBALL And with An EnviABLE rECord oF hoSting MAJor EvEntS, MAnChEStEr iS A City SynonyMouS with SPort thAt ContinuES to BuiLd on itS rEPutAtion AS A worLd CLASS hoSt.


Manchester is the world’s leading sport city, renowned for staging record-breaking, heart-stopping international sporting events. From our world class sports stadia to the city’s streets, Manchester has created a unique and innovative events programme.

Manchester has it all. To check out the full sports programme visit www.manchesterworldsport.com

eventsin addition to regular Premier League and Champions League

football, Manchester hosts a wide selection of world class sport.

Below is a small selection of recent events that have taken place in

Manchester, plus a selection of events to come.

selected major events since 20082008 UCI Track Cycling World Championships

2008 FINA World Swimming Championships (25m)

2008 UEFA Cup Final

2008, 2009, 2010 Bupa Great Manchester Run

2008, 2009, 2010 BT Paralympic World Cup

2008, 2010 UCI Track World Cup Classic

2009 Co-operative World Netball Series

2009 British Gas Duel in the Pool

2010 Soccerex European Forum

2010 David Haye vs John Ruiz, World Heavyweight Boxing

2010 2nd Npower Test Match, England v Bangladesh

2010 FIL World Lacrosse Championships

selected future events2010 David Haye vs Audley Harrison, World Heavyweight Boxing

2011 UCI Track Cycling World Cup Classic

2011 Soccerex European Forum

2011 Bupa Great Manchester Run & Great CityGames

2012 Olympic Games - Football

2013 Rugby League World Cup

2015 IRB Rugby World Cup

facilitiesless than two miles from the city centre, Sportcity is the

largest concentration of sporting venues in Europe, attracting over 4.5

million visitors a year. The complex comprises the 48,000-capacity

City of Manchester Stadium, the 6,500-seat Manchester Regional

Arena and the National Squash Centre, as well as the famed National

Cycling Centre, the Manchester Tennis Centre and the English

Institute of Sport’s north-west base.

Manchester United’s 76,000-capacity Old Trafford Stadium is

one the world’s iconic football grounds. Nearby Old Trafford Cricket

Ground is currently undergoing ambitious redevelopment work due

for completion in 2012.

The MEN Arena and Manchester Central Convention Complex

provide city-centre solutions for events and conferences, while the

University of Manchester’s Armitage Centre has the capacity to

deliver events and host large numbers of visitors on site at the nearby

Fallowfield campus, as demonstrated at the FIL World Lacrosse

Championships in July.

Manchester Aquatics Centre played host to Swimming

Australia’s preparations for the FINA World Championships in

Rome in 2009, a partnership that will see the Australians return to

the city in 2012 and 2014.

Building on the city’s status as the home of British Cycling, a

brand new 2,000-seat National Indoor BMX Centre at Sportcity is

scheduled to open in 2011. Along with the existing velodrome, the

new £24 million complex will form the National Cycling Centre,

incorporating new cycle-ways and footpaths in the surrounding area.


“the QuéBeC City region and

its people have

decades of experience

and know-how in

hosting, organising

and delivering successful events,” says

Labeaume. “Today, their commitment

to continuing to do so is stronger than

ever. Top-level infrastructures and

sports facilities, competent and versatile

specialists, and an armada of enthusiastic

volunteers are key ingredients that help

make these events a success.”

There’s little doubt in any local’s

mind that Québec City is a world-class

destination, and it’s an opinion that has

been verified by readers of the prestigious

US magazine Condé Nast Traveler, which

in 2009 ranked Québec the sixth-best

destination in the Americas and twelfth

best destination worldwide.

Québec’s accommodation capacity

and quality are second to none, as are the

facilities on offer for competitors, spectators

and administrators.

The Québec City Convention Centre

was given the acclaimed APEX Award for

Best Convention Centre by the International

Association of Congress Centres in 2006, a

decade after its opening.

There’s a rich 400 years of history in

the city. Old Québec’s architecture and

narrow, winding streets give current Québec

City a unique charm.

An unparalleled quality and variety of

restaurants has also put Québec City on

the gourmet map. Outdoor enthusiasts too

are always impressed to find nature at their

doorstep with a wide variety of activities

and breathtaking scenery on offer across all

seasons of the year.

A WORLD CLass SPortS dEStinAtion

QuéBeC City

Grand Prix Cycliste de Québec - Robert Greffard, Ville de Québec

RéGis LaBeauMe, MAyor oF QuéBEC City, BELiEvES hE KnowS thE SECrEt oF why QuéBEC City hAS BECoME SuCh A SuCCESSFuL dEStinAtion on thE worLd’S SPorting MAP.


Québec City Region boasts a winning combination of top-notch sports facilities and hosting experience. From state-of-the-art stadia and sports centres to international calibre ski resorts, Québec City takes gold when it comes to planning the perfect sports event.

Beautiful Québec City has hosted a string of national and international events involving just about everything from cycling and mountain biking to speed skating, ice hockey and snowboarding.

Contact us today and let us turn your sports event into a triumph!

quebecregion.com/sports

A Québec City Tourism advertisement.

quebecregion.com/sports

Québec City, Canada:

World Class for Sports

Jeff

Bou

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Hoc

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Can

ada

Rob

ert G

reffa

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Ville

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Qué

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Ian

Hig

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eventsPast and PresentUCI World Mountain Bike World Cup Yearly since 1991

FIS Snowboard World Cup Yearly since 1996

Red Bull Crashed Ice Yearly since 2006

ISU Grand Prix - Skate Canada International 2002 & 2007

ISU Short Track Speed Skating World Cup 2003 & 2007

IIHF World Championship 2008

FIG World Tumbling & Trampoline Championships 2008

UCI Mountain Bike & Trials World Championships 2010

futureGrand Prix Cycliste de Québec

(Part of the official UCI Protour calendar) 2010 - 2014

SportAccord International Convention 2012

FIS Snowboard World Championships 2013

facilitiesQuéBeC City plays host to many national and international

events across the region. Surrounded by mountains, lakes and

rivers, the city and its outskirts offer picturesque scenery which

presents the ideal setting for sporting events.

Typically, winter sports have put Québec City on the map. Its

downhill facilities allow it to host FIS Alpine races in downhill,

giant slalom Super G and slalom.

An Olympic-standard half-pipe hosts many different

snowboard competitions. Every year, the city itself transforms

into an awesome and extreme course as it hosts the Red Bull

Crashed Ice race - the downhill skating event that takes place in

an urban environment.

These are but some of what Québec City can offer - but

there’s more to Québec City than just world-class winter

events. A C$85 million expansion of the sports complex at Laval

University is well underway. This new development will add a

50 metre ten-lane pool and a new 3500-seater basketball and

volleyball auditorium to the existing facilities. Along with other

projects that are being studied at this time, it all adds up to

making Québec City ideal for a vast array of sports events.

And with Québec’s natural, breathtaking scenery - it

bills itself to tourists as the perfect destination for outdoor

enthusiasts who want to experience a healthy lifestyle. So too is

it the ideal backdrop for TV coverage of the biggest events in the

sports world.

COntaCt usDenis Paquet Sport Events development ManagerMajor Events Bureau - City of Québectel: 418-641-6411, ext. [email protected]

Hélène Pomerleau director, Meetings and incentive travelQuébec City tourismtel: 418-641-6654, ext. [email protected]


the fourth larGest City in British

Columbia, Richmond is internationally noted

for its healthy lifestyles, natural beauty and

multicultural diversity.

Situated on a chain of islands in

the mouth of the beautiful Fraser River,

Richmond has proudly preserved its natural

beauty, while growing into a busy economic

hub with outstanding dining, shopping

and business services. Truly cosmopolitan,

Richmond has the highest percentage of

immigrants of any city in Canada: more than

50 per cent of Richmond’s residents were

born outside of Canada.

Centrally located in the Metro Vancouver

region, Richmond boasts outstanding

transportation connections. It is home to

Vancouver International Airport (YVR), one

of the busiest and most popular airports in

the world.

But what really sets Richmond apart is

its people. It’s why International Olympic

Committee President Jacques Rogge

specifically thanked Richmond for its role in

helping to stage the 2010 Winter Olympic

Games during both the Opening and

Closing Ceremonies - a remarkable honour

for a city not slated to host a competition

venue when Vancouver was awarded the

Games in 2003. The IOC recognised the

passion and flair with which Richmond

embraced the Games. Canada’s national

daily newspaper, The Globe and Mail,

summarised it best, noting: “In many ways,

Richmond is a textbook example of how you

take advantage of the Olympics when they

are coming to your area.”

A PReMieR sPORt DesinatiOn on CAnAdA’S PACiFiC CoASt

RiChMOnD

Richmond Olympic Oval

COntaCt usthe richmond Sport hosting office provides a wide variety of services including bid development support, sport hosting grants and much more. to learn more about richmond, British Columbia, contact Mike romas (Manager, Sport hosting) on [email protected] or 604-247-4923. Alternatively, visit our website at www.richmond.ca/sporthosting

MorE thAn JuSt SuPErB vEnuES And ALL thE SErviCES you nEEd For An ELitE SPorting EvEnt, thE City oF riChMond on CAnAdA’S PACiFiC CoASt iS CoMMittEd to BEing An outStAnding SPort hoSting PArtnEr with A FLAir For ALwAyS EXCEEding EXPECtAtionS.


A new star in the Asia Pacifi cRichmond is ready to take on the world

The City of Richmond on Canada’s Pacifi c Coast can fulfi l your sport hosting needs. Superb venues like the Richmond Olympic Oval and North America’s largest all-weather turf complex, outstanding transportation connections, a full array of accommodation

choices and an experienced volunteer base can help make your event a success.

The starting line is www.richmond.ca/sporthosting

Sport Hosting | City of Richmond | 604-276-4923 | [email protected]

eventsin feBruary, 2010, the world discovered the City of Richmond.

More than 100,000 flocked to the Richmond Olympic Oval to

watch speed skating in the premier venue of the Winter Olympic

Games, while billions of television viewers around the world were

inspired by the iconic venue on the shores of British Columbia’s

beautiful Fraser River. Another half a million participants partied

nightly in the Richmond O Zone, the largest official celebration

site of the 2010 Games.

Richmond’s Olympic success is just one chapter in its sport

hosting history. A passionate sport city, Richmond has hosted a wide

variety of elite provincial, national and international competitions

in both winter and summer sports. This September, international

competitors returned to the Richmond Olympic Oval for the World

Wheelchair Rugby Championships. Since opening in December,

2008, the extraordinarily multi-faceted Oval has already hosted

elite level competitions in badminton, table tennis, fencing, speed

skating, basketball, taekwondo and wheelchair basketball in addition

to wheelchair rugby. Provincial and national sport organisations have

established centres of excellence for volleyball, table tennis and ice

hockey at the Oval, with more agreements pending.

The popular annual Richmond International Midget Hockey

Tournament, 2004 World Junior Badminton Championships,

2009 World Single Distance speed skating championships and

2009 BC Seniors Games are just some of the major sport events

recently held in Richmond.

facilitiesoutstandinG sPort venues like the Richmond Olympic

Oval, superior international and local transportation connections and

a diversified hotel base of more than 4,500 rooms are the foundation

of Richmond as a premier centre for sport hosting.

An entrepreneurial spirit, a spark for innovation, a passion

for sport and a committed and experienced volunteer base

provide Richmond with the edge as the best host for your event.

Last, but not least, Richmond’s multicultural diversity ensures

that athletes, officials and spectators from all backgrounds and

cultures feel at home here.

While the Oval’s multi-faceted design makes it a lure for both

summer and winter events, it’s only a part of what Richmond

offers event organisers. Other venues include one of North

America’s largest all-weather turf complexes, two major ice centres,

two aquatic centres, a martial arts centre, an indoor multi-sport

field house, additional all weather turf fields and a 400-metre

outdoor running track. The Richmond Curling Club and

University of British Columbia’s rowing boathouse are also home

to elite-level sport competition.

The new Canada Line rapid transit service conveniently links

Richmond City Centre, YVR and downtown Vancouver. Richmond’s

25-plus hotels are clustered in the City Centre within easy walking

distance of the Canada Line, the Richmond Olympic Oval and

several other major sport venues. Richmond is also just 20 minutes

by freeway from the US-Canada border.


eventsCotland’s vision is, for the period

until 2020, to develop a portfolio of events that

delivers impact and international profile for the

country and establishes Scotland as the perfect

stage for domestic and international sporting

events. Looking at the impressive portfolio that

has been built up over the past few years and what

Scotland has coming up on the calendar, it appears

EventScotland is well on its way.

Scotland has developed a reputation as a leading

nation within the international events industry and

this success is down to individuals and partnerships

across the country working together. EventScotland

works closely with the local authorities to support

their events and help engage the community.

Initiatives such as Business Club Scotland, which

EventScotland helped set up, provide networking

opportunities for Scottish companies to engage

further with events and create a bigger economic

impact for a larger sector of Scottish industries.

One main focus for EventScotland is around golf,

considered to be the national sport. Already known

as ‘The Home of Golf’, Scotland is certainly not

resting on its laurels as other nations strive to reach

a similar acclaim. Driving ahead with major golfing

events - which include The Open Championship,

RICOH Women’s British Open and the 2014 Ryder

Cup - ensures that local fans continue to enjoy the

best competition on their doorstep and that Scotland

draws in attention and visitors from far and wide.

CrEAting A PeRFeCt staGe For worLd CLASS EvEntS

sCOtLanD

Teppei Tajima at the O’Neill Coldwater Classic

COntaCtEventScotland is the national events agency and is working to make Scotland one of the world’s leading event destinations. By developing an exciting portfolio of sporting and cultural events, EventScotland is helping to raise Scotland’s international profile and boost the economy by attracting more visitors. For further information about EventScotland, its funding programmes and latest event news visit www.eventscotland.org


Scotlan dThe Perfect StageEventScotland is working hard to establish

Scotland as the perfect stage for world class

events. With a wealth of both natural and built

environments ready to host events from running

to rowing, mountain biking to wind surfing,

Scotland has both the ability and the expertise

to bring any world class event to its shores.

To find out more about EventScotland and what

we do, visit EventScotland.org

ES3288 World class Sports Ad:Layout 1 10/09/2010 16:53 Page 1

eventslookinG ahead, 2014 certainly has a couple of standout events,

namely the Glasgow Commonwealth Games and the Ryder Cup at

Gleneagles.

Around these two landmarks spins a web of other national and

international events covering culture and sport that are equally

important for the country with the impacts they generate.

A few of the highlights for 2010 include The Open

Championship, World Pipe Band Championships, UCI Mountain

Bike World Cup and the GE Edinburgh ITU Duathlon World

Championships. EventScotland funds not only a broad portfolio of

events but covers a broad geographic spectrum.

Events supported outside the two main cities of Edinburgh and

Glasgow account for 56 per cent of the funding allocation, and 60

per cent of events are held outside the summer window of May to

August. This helps sustain the tourism and events industry in the

quieter months each year.

The drive continues with the EventScotland team constantly

exploring new event options and helping existing events grow and

adapt to reach their full potential.

Future events already confirmed in the coming years include

the RICOH Women’s British Open in 2011, the Tour of Britain,

which returns to Scotland next year, and the Word Youth Netball

Championships that is coming to Glasgow in 2013.

Through this multitude of diverse and captivating events,

Scotland can truly be portrayed as the perfect stage.

facilitiessCotland has a wealth of venues that can stage events,

from World Cross Country Championships to Olympic-standard

sailing competitions. Glasgow will develop some top-class venues over

the next few years ahead of the 2014 Commonwealth Games. The

Velodrome, part of the National Indoor Sports Arena; the extension of

Tollcross Park swimming pool; and the SECC new arena will further

boost for the scope for bringing major sports events to town.

Scotland also has some wonderful natural and built

environments that have hosted spectacular events and will continue

to do so. In September 2010, Holyrood Park in Edinburgh welcomed

the GE Edinburgh ITU Duathlon World Championships. The

challenging route around the iconic Arthurs Seat created a wonderful

backdrop for an event that reached a global audience.

Strathclyde Country Park in Lanarkshire will be the venue

for the 2014 Commonwealth Games triathlon and also the 2011

International Children’s Games. It already holds several major events

on the water including the British Gas Great Scottish Swim, and The

British Rowing Championships. Further north, Fort William attracted

more than 18,000 spectators in June for the UCI Mountain Bike

World Cup: EventScotland has supported the event since 2003 and it

generates a large economic impact for the local area.

The event portfolio reaches Scotland’s extremities with O’Neill

Coldwater Classic taking place in Thurso East. It brings the town

global media exposure and positions it as one of the best coldwater

surfing destinations in the world.


it’s an exCitinG time to be involved in

the leading international professional sailing

series - the World Match Racing Tour. A new

CEO, the appointment of a sales director and

the introduction of a global PR campaign

have all shown a clear statement of intent by

Malaysian entrepreneur Patrick Lim since he

bought the series in October 2009.

With TV coverage in 183 countries, the

world’s best skippers and a well-established

nine event World Championship series

spread across three continents, the World

Match Racing Tour is already one of the

premier events of the sailing world, but it is

the potential for growth that has caught the

commercial eye of Lim.

“Our business model is based on

delivering the highest level of international

sports competition,” he said. “We take the

excitement of match racing and ensure we

have the world’s best sailors competing in

better venues with better boats. That is the

product that will engage non-core fans to the

sport of sailing which is fundamental to the

future expansion of the Tour.”

the wmrtThe Tour’s calendar already boasts an

impressive international footprint with

match cups in France, Germany, Korea,

Portugal, Sweden, Switzerland, Denmark,

Bermuda and Malaysia. Although the series

is already global, the Tour management has

an ambitious expansion programme with the

goal of doubling in size by 2015.

The balance of the Tour currently sits in

Europe with just two events in the Far East and

one in Bermuda and development plans will

focus on achieving a balanced growth in the

US, Europe, the Middle East and the Far East.

With Patrick Lim’s experience in Formula

One, the Tour’s commercial plan draws

parallels in Bernie Ecclestone’s successfully-

masterminded franchise structure. “I’m not

a sailor myself, I’m a real estate developer,”

adds Lim, “however I have always enjoyed

working with sports and I have friends in

Formula One so I’ve been able to study their

processes and structure. It’s one of the things

that gave us the confidence to become the

custodians of the WMRT.”

Looking at the World Match Racing

Tour’s credentials, one thing stands out - the

series is in good company. As one of only

three sailing events sanctioned by the ISAF

(International Sailing Federation) with

‘Special Event’ status, it sits at the sport’s top

table alongside the prestigious and world

famous America’s Cup and Volvo Ocean Race.

There are many reasons that set the

onE worLd SEriES. onE worLd ChAMPionShiP. with thE AMEriCA’S CuP now in CAtAMArAnS, thE iSAF worLd MAtCh rACing tour iS thE JEwEL in thE Crown oF MAtCh rACing And hot ProPErty For PotEntiAL hoSt vEnuES Around thE worLd.

worLd MAtCh rACing tour

WORLD MatCh RaCinG tOuR

St. Moritz Match Race 2009


series apart from other sailing events,

including the fact is has a TV audience

reach of 2.1 billion, has events around the

world and consistently attracts the very best

skippers - America’s Cup legends Russell

Coutts, Ed Baird, Dean Barker and Peter

Gilmour have all honed their skills in the

Tour. However, perhaps the biggest factor

in making the Tour so special is the unique

essence of match racing. The spectacle of

one-on-one, close-to-shore-based viewing,

heated, combative sailing between passionate

and highly-skilled sailors from different

nations, each using identical boats is a

mouth-watering sporting cocktail.

The potential to pull in vast crowds,

attract inward investment and boost tourism

by staging such a show is an inviting

proposition and one that has caught the

interest of multiple potential host cities with

interest in bringing the Tour to their shores.

The example of the Monsoon Cup, the

Tour’s glittering finale in Malaysia - which

in just five years has established itself as the

second-biggest sporting event in Malaysia

behind the country’s Formula One Grand

Prix - has shown would be hosts a glimpse

of the huge benefits that can stem from

hosting a WMRT event.

event imPaCtSo what impact does a WMRT event have

when the show comes to town? Kuala

Terengganu is a fishing port that sits in the

northern region of Malaysia. But for its

boat-making history, the region would be

little known. Once a year however, at the end

of November, the world’s spotlight is cast

on the small coastal town as it plays host to

the Monsoon Cup - the World Match Racing

Championship deciding round.

The event has become the blueprint,

not just for other WMRT events, but for

best practice for any city or region wanting

to use a sports event as a tourism and

development driver. The figures speak

for themselves: The 2009 Monsoon Cup

attracted 101,794 spectators to the area,

created 1,722 jobs in the region whilst

reports show airport passenger arrivals

increased from 300,000 a year to four

million in the space of just five years.

In terms of infrastructure, a sports

stadium and two brand-new hotels have

been built in the state since the arrival of the

Monsoon Cup. Of course, the lure to host a

WMRT event is also influenced by the media

platform it creates, something the Monsoon

Cup, its promoters and the WMRT have

heavily leveraged across not just specialist

sailing media, but news broadcast and

lifestyle titles.

In 2009, the print media value alone was

worth MYR100 million which helped to give

the event a media return on investment of

26:1. Overall, the Monsoon Cup has shown a

30 per cent increase in ROI year-on-year. Lim

said: “Kuala Terengganu lacked recognition

in the international tourism market and

has many monsoons. However, it also has a

beautiful coastal area and instead of thinking

negatively, we capitalised on that.”

An event with a profile like The Monsoon

Cup has the capacity to attract investment at

every level, which, in addition to the desire to

win, is an inviting incentive for the teams or

individuals to compete.

The current ISAF Match Racing World

champion, Adam Minoprio, made his name

at The Monsoon Cup and believes the event’s

stature played no small part: “The Monsoon

Cup allowed us to compete with the best

teams in the world for the first time. That

was the point at which we really got noticed

both by our sponsors and by Team New

Zealand because our team suddenly had an

international profile.”

For Terengganu it has been a tourism-

based exercise on building awareness for

a region that is wracked by the monsoon.

Rather than closing down the city over the

three month monsoon period, the city is now

saying we are open for business all year round.

Why sponsors love sailingthe sport of sailing has always attracted strong support from corporate sponsors who see it as a clean, ethical sport that has many values attributable to successful business practice

- strategy, teamwork, communication, focus, delivery, excellence. in addition to delivering a brand savvy, upscale audience of decision makers and influencers with whom to engage via successful activation of viP experiential marketing

and hospitality, it delivers a very credible CSr platform and above all real scope to deliver measurable roi and roo. As the tour grows it will give even greater opportunity for brands to achieve their business objectives in key strategic territories and make it an even more attractive proposition for potential commercial partners. For further information contact Matthew Strachan, Sales director, on 020 7396 5562 or [email protected]

Monsoon Cup, Kuala Terengganu in 2009

Ultimate Sports Cities 2010 Gain winning strategies from the world’s leading sports destinations

For more information or to order contact:T: +44 207 954 3481E: [email protected]/reports

World Class Sports Host 2010

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