GSI
Measuring Sports Tourism Success The Global Sports Index Mike Laflin – Sportcal – CEO European Sports Tourism Summit 14th May 2015
GSI
Introduction
• Sportcal is the leading provider of sports market data and news • Leading daily news service • Calendar covers over 30,000 events per year • Focus on the commercial side of sport – Media & Sponsorship • Strong focus on the hosting of major events
• Launched Global Sports Impact in 2011
GSI
Global Sports Impact
• Analysed data on 533 major sporting events • World Championships and multi-sport games • From 2008 through to 2014 • Looked at wide range of data – Economic, Media, Sporting, Social • Developed ‘GSI Events Rating’ based on data ranges • Created Nations and Cities Index
GSI
Global Sports Impact
530 World Championships Multi-Sport Games 2008 -2014
GSI
Global Sports Impact
90 Million+ Spectators
GSI
Global Sports Impact
450,000+ Competitors
GSI
Global Sports Impact
950,000+ Volunteers
GSI
Global Sports Impact
13 Million+ Overseas Visitors
GSI
Global Sports Impact
500+ Host Cities
Global Sports Impact
GSI
73+ Host Nations 2nd
1st
3rd
GSI
Global Sports Nations Index
GSI
Global Sports Cities Index
GSI
Global Sports Impact
• 2015 – Second Phase of GSI • Expand dataset – Continental Events & World Series • Expand range of indicators • Provide a range of services for stakeholders GSI Event Studies Data Capture Data Management Technology Consultancy
• Publish Annual Review on the impact of sport
GSI
GSI Annual Review 2014
• Annual review on the impact of sport in 2014 In-depth Analysis Case Studies Nations and Cities Index • 77 World Championships and Multi-Sport Games • Key Data +13 million Spectators +43,000 Competitors +150,000 Volunteers + 2 million Overseas Visitors 101 Host Cities 32 Nations
GSI Annual Review 2014
GSI Sport
Event
Country
Attendance
Brazil
3,429,873
UK
1,300,000
Russia
1,100,000
Soccer
FIFA World Cup 2014
Games
20th Commonwealth Games 2014
Olympics
Olympic Winter Games 2014
Basketball
17th FIBA Basketball World Cup for Men 2014
Spain
675,473
Ice Hockey
IIHF World Championships 2014
Belarus
643,434
Equestrian
Alltech FEI World Equestrian Games 2014
France
565,000
Volleyball
FIVB Men's Volleyball World Championships 2014
Poland
563,263
Cricket
ICC World Twenty20 2014
Bangladesh
458,942
Sailing
ISAF Sailing World Championships 2014
Spain
400,000
Volleyball
FIVB Women's Volleyball World Championships 2014
Italy
328,700
Paralympics
Paralympic Winter Games 2014
Russia
316,200
Games
17th Asian Games 2014
Korea
300,000
Olympics
Youth Olympic Games 2014
China
300,000
Field Hockey
Rabobank FIH Men's & Women's World Cup 2014
Netherlands
260,000
Golf
The 2014 Ryder Cup
UK
250,000
Athletics
IAAF/AL-Bank World Half Marathon Championships 2014
Denmark
200,000
Cycling - Road
UCI Road World Championships 2014
Spain
200,000
Triathlon
ITU Triathlon Mixed Relay World Championships 2014
Germany
175,000
Floorball
Floorball Men's World Championships 2014
Sweden
104,445
Triathlon
ITU World Triathlon Series 2014 (Finals)
Canada
100,000
Figure Skating
World Figure Skating Championships 2014
Japan
90,000
Basketball
17th FIBA Basketball World Championship for Women 2014
Turkey
88,515
Wrestling
UWW World Championships 2014
Uzbekistan
65,000
Badminton
Thomas & Uber Cup 2014
India
60,000
Judo
World Judo Championships & Teams 2014
Russia
60,000
Athletics
IAAF 26th World Race Walking Cup 2014
China
50,000
Karate
World Karate Championships 2014
Germany
50,000
Sailing
ISAF Women's Match Racing World Championship 2014
Ireland
50,000
Rowing
FISA World Rowing Championships 2014
Netherlands
45,000
Curling
Ford World Women's Curling Championship 2014
Canada
44,000
Table Tennis
ZEN-NOH World Team Table Tennis Championships 2014
Badminton
BWF World Championships 2014
Canoeing Gymnastics - Artistic
Japan
43,209
Denmark
40,719
ICF Canoe Slalom World Championships 2014
USA
40,000
Artistic Gymnastics World Championships 2014
China
40,000
0
FIFA World Cup 2014
Olympic Winter Games 2014
IIHF World Championships 2014
FIVB Men's Volleyball World Championships 2014
ISAF Sailing World Championships 2014
Paralympic Winter Games 2014
17th Asian Games 2014
UCI Road World Championships 2014
ITU Triathlon Mixed Relay World Championships…
ITU World Triathlon Series 2014 (Finals)
17th FIBA Basketball World Championship for…
World Judo Championships & Teams 2014
ISAF Women's Match Racing World Championship…
IAAF 26th World Race Walking Cup 2014
Ford World Women's Curling Championship 2014
BWF World Championships 2014
ICF Canoe Slalom World Championships 2014
UCI Cyclo-Cross World Championships 2014
World Orienteering Championships 2014
IRB Women's Rugby World Cup 2014
IAAF 15th World Indoor Athletics Championships…
UCI Track World Championships 2014
World Weightlifting Championships 2014
12th FINA World Championships (25m) 2014
ITU Cross Triathlon World Championships 2014
Rhythmic Gymnastics World Championship 2014
FIBA 3x3 World Championships 2014
ISF Women's World Championships 2014
ICF Canoe Sprint World Championships 2014
World Field Archery Championships 2014
IWWF World Cableski Championship 2014
FINA Synchronised Swimming World Cup 2014
World Beach Handball Championship 2014
World Sprint Speed Skating Championships 2014
16th FINA Women's Water Polo World Cup 2014
ITU Winter Triathlon World Championships 2014
UCI Mountain Bike Marathon World Championships…
GSI
GSI Annual Review 2014
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
GSI
GSI Annual Review 2014 Case Studies • • • • • •
FIFA World Cup Commonwealth Games Winter Olympics Hockey World Cup Ryder Cup IAAF World Half Marathon
GSI
GSI Annual Review 2014
FIFA World Cup Brazil 2014
• 3.4 Million Spectators • US$ 17.6 Billion Economic Impact • 3.1m Domestic Tourists • 1m Overseas Tourists • 786 Broadcasters • 219 Countries
GSI
GSI Annual Review 2014
FIFA World Cup Brazil 2014 • Fan Fests – National and Overseas • 5.15m in Host Cities • 142,000 in 6 Russian Cities • The Power of Sponsor Activation • Coca-Cola - FIFA World Cup Trophy Tour - 90 countries • Hyundai Fan Parks – 5 Cities – 5 million Fans • Phenomenal Media Reach • Engaged 1 in 3 Facebook users – 15 billion • 19 billion Twitter impressions • 10% of all Google searches on Final day
GSI
GSI Annual Review 2014
Olympic Winter Games - Sochi 2014
• • • • • •
1.1 Million Spectators 2,800 Competitors 88 Nations 4.1 Billion Viewers 464 Broadcasters 25,000 Volunteers
GSI
GSI Annual Review 2014
Olympic Winter Games - Sochi 2014 • Built 3 Tunnels the size of the Channel Tunnel Huge infrastructure investment Shouldn’t be confused with cost of the Games • Cultural Olympiad Running for 4 years - 3 million attendees 5,000 events across Russia • Non-Ticketed Visitors 770,000 Olympic Park Tickets (non stadium) 675,000 Non-ticketed visitors to live sites
GSI
GSI Annual Review 2014
Rabobank Hockey World Cup 2014 The Hague
• 260,000 Spectators • Men’s and Women’s • 32 Supporting Events Masters Beach Para • Hockey House • Schools Programme
GSI
GSI Annual Review 2014
Rabobank Hockey World Cup 2014 The Hague • • • • • • • • • •
Economic Impact - €12million +90,000 Unique Visitors 89% of Domestic Visitors outside the Hague 18% Overseas Visitors 32 Nations Average Age 42 (No under 16’s) 368 Million - TV Viewers 550,00 - Facebook Fans 1.25 million – App Downloads Very high Public Perception score – 8.5
GSI
GSI Analysis
Rabobank Hockey World Cup 2014 The Hague • • • • • • • •
Impact Studies – Only in The Hague Understates true value of impact Ticketing policy limited overseas visitors Limited data on social programmes No data on under 16’s at event No data on schools programme Media Value – Variation between studies Dutch Study – Differs in methodology
GSI
GSI Annual Review 2014
IAAF World Half Marathon Championships Copenhagen
• • • • • • • •
200,000 Spectators 300 Elite Runners 30,000 Mass Runners 5,000 Overseas 76 Nations Sold Out in 24 Hours Euro 2K Marketing 4 Hours Live TV
GSI
GSI Analysis
IAAF World Half Marathon Championships Copenhagen • • • • • • • • • •
Entry fees paid for the event – A first! Low marketing budget Great use of social media Focused on domestic runners - Only 5000 overseas No ticketing for spectators No impact study conducted Great innovation and a great story Won awards from IAAF Creates new model for event What was the real impact?
GSI
What do these case studies tell us?
GSI
Global Sports Impact
• Sport is undervalued • The true impact of sport is not really understood • There is confusion about what the figures all mean • No common methodology or terminology • Data is often missed or wrongly measured • The stories are often not captured
GSI
GSI Analysis
• Sports Tourism has a significant impact on host cities • Sports Tourism impacts beyond the host city • Sports Tourism is being underestimated • Different types of Sports Tourism Ticketed Spectators (Hockey World Cup) Non-Ticketed Spectators (IAAF HM WCH) Non-Ticketed Spectators (Fan Zone – FIFA WCP) Elite Participants (+Masters/Beach/Para) Social Participants (30,000 IAAF HM WCH)
GSI
GSI Analysis
• Raises a lot of questions • Is Sports Tourism the only objective? • Domestic Tourism versus Overseas Tourism • What else should we be measuring/capturing? • How do we measure Media Value? • How do we measure Social Impact? • How do we measure impact accurately?
GSI
How can GSI help?
GSI
Global Sports Impact
• GSI is a holistic view of sport
• GSI provides a 360-degree study of all the impacts • GSI helps captures both data and narrative
• GSI measures against objectives • • • • • •
Economic Tourism Sporting Media Social Environmental
• • • • • •
Sustainability Business Branding Sponsors Education Children/Youth
GSI
Global Sports Impact
• Helps stakeholders gather data and narrative (Capture) • Allows them to analyse and compare (Measure)
• Enables them to (Communicate) true impacts • Provides a common standard methodology
• Identify objectives and measure against them • Technology solution with advanced analysis tools
GSI
Summary
GSI
Global Sports Impact
• Sports Tourism is growing (Estimated 14% per annum) • Sports Tourism is being underestimated • Sports Tourism is part of the picture but not the whole picture - We need a more holistic view • There is a need for a standard methodology • Stakeholders need to understand the true impact of sport
• GSI can help capture and communicate these impacts and stories
GSI
Thank You Mike Laflin
CEO – Sportcal Mike.Laflin@sportcal.com