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SHEFFIELD 2018 COULD GENERATE £300 MILLION Talking at Sheffield 2018 – What’s in it for Business?, Chris Gratton, professor of sport economics and co-director of the Sport Industry Research Centre at Sheffield Hallam University, explained how Sheffield could potentially see an astonishing £300 million boost to its economy if identified as a Host City for the 2018 World Cup. The event was organised by Sheffield Chamber of Commerce and the Sheffield 2018 team to encourage local businesses to back the Sheffield 2018 bid and recognise the enormous potential benefits of bringing FIFA World Cup games and fan parks to the city. Gratton used the 2006 World Cup in Germany as a benchmark to show what the potential impact could be. The German economy benefited to the tune of €2.56 billion from overseas visitors: €1.47 billion from the matches and another €1.09 billion from international visitors to fan parks. He expected that these figures could be doubled as far as host cities were concerned if
non-resident domestic visitors to host cities were also taken into account. Fan parks, which were introduced in Germany, are locations with giant TV screens and entertainment arranged for football fans without tickets. This encouraged a much larger proportion of people to be a part of the World Cup and allowed for a more even spread of economic value right across the country. Professor Gratton described how each match at the 2006 World Cup generated on average €40 million from foreign visitors alone. However, he warned that the economic impact could be diluted in cities that didn’t secure the most high profile matches. For example, during Euro 96 Birmingham gained £2.87 million per match hosting teams that were in the same group as England. However, Sheffield, who hosted Turkey, Croatia, Portugal and Denmark, only achieved £1.65 million per match. Also addressing delegates at the event were Football legend and World Cup winning goal keeper Gordon Banks, and
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Liberal Democrat leader and Sheffield Hallam MP Nick Clegg. After his famous inspirational 1966 World Cup save was shown to delegates on screen, Banks explained that Sheffield would be an ideal host city if England’s 2018 World Cup bid is successful due to it being “a football-loving city that has produced wonderful players.” Nick Clegg added: “It is worth repeating the astonishing football heritage in this city - the oldest club, Sheffield Football Club; the oldest ground, Hallam FC’s ground; the oldest recognised professional ground, Bramall Lane and rules derived from the way the game was played in this city in the 1870s. “Sheffield would make an excellent host city for the 2018 World Cup. Hosting World Cup matches would only add to our great city’s already fine sporting heritage. “Local businesses and organisations must now all come together to secure the opportunity to show off Sheffield to the travelling fans from across the globe.”
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