HOW INTERNATIONAL AGENCIES CAN GENERATE INCREMENTAL NEW BUSINESS IN THE WAKE OF LONDON 2012 by Ardi...

S U M M I T

Ardi Kolah LL.M FCIPR FCIM FRSA

ICCO Summit 2013Change or Perish: The Future of PR10-11 OctoberParis, France

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BRIEFING ON HOW INTERNATIONAL AGENCIES CAN GENERATE INCREMENTAL NEW BUSINESS IN THE WAKE OF LONDON 2012

1. Identifying the new business opportunities 2. Explaining the timescales and bidding processes 3. Reporting/estimating the budgets 4. Highlighting the problems presented in specific markets 5. Detailing the local business cultures 6. Explaining when and where to seek joint-venture partners 7. Analysing the competition 8. Outlining the best approach to secure contracts in each

market


What this briefing will cover this afternoon

Identifying new business opportunities over the next 10 years


Sports marketing agencies and advisors includes, PR agencies, advertising agencies, marketing agencies, sponsorship agencies, management consultants, law firms, media rights advisors and accountants.

Infrastructure, technology and logistics includes overlay specialists, architect firms, engineering companies, social media and digital technology specialists, hardware specialists for venue and stadium construction, TV production and technology companies.

Marketing services providers includes facilities management, security, catering, hospitality, linguistic services, travel and transportation and ticketing companies.


Alaa Shadid, Grant Thornton; Andrew Bacchus, UK Trade & Industry; Andrew Hodson, Icon; Andy Westlake, Fast Track; Beth Garcia, Approach; Chris Satterthwaite, Chime Communications; Dennis Mills, Major Events International; David Haigh, Brand Finance; Duncan Hall, PKL; Eloy Mason, 4 global; Frank Saez, SMG-Insight/YouGov; Fiona Pelham, Sustainable Events; Gilbert van Kerckhove, Beijing Global Strategy Consulting; Jeremy Summers, Pitmans SK Sport & Entertainment; Joe O’Neill, Arena Group; Jon Sellins, Wembley Stadium Consultancy; Julie Clark, PwC; Karen Earl, European Sponsorship Association; Lesa Ukman, IEG; Madeleine Blankenstein, Grant Thornton Brazil; Matthew Wheeler, Sports Investment Partners; Mickey Charles, The Sports Network; Mike Lee, Vero; Nicholas Reynolds, Populous; Peter Schad, PKL; Rachael Church, Zigzag Media; Rob Mason, IMG; Simon Cummins, Odgers Berndston; Simon Rines, Sponsorship Today; Steve Madincea, PRISM; Teri van Schooten, Verve Consulting; Tom Mayo, Mayo & Co; and William Vitale, Vital Communications.

Experts consulted during the research phase

UK perspective



Influence over HM Government’s growth strategy for professional and business services


Analysis of 55 global sports events taking place outside of UK to 2022


Western & Northern EuropeAsia

Central, Eastern & Southern EuropeNorth AmericaSouth AmericaOceaniaMiddle East

Africa

Estimated value of €6.9bn in incremental new business

Most valuable markets

Insight from the research



The big FIVE one-off global sports events for new business!


2014


Estimated value of contracts available: €1.4bn During this period, South America will host 7% of the major events awarded to date as measured in terms of importance.

Estádio do Maracanã has been redeveloped at a cost of €313min time for the FIFA World Cup 2014


Fisht Olympic Stadium in Sochi due to be completed Nov 2013

Estimated value of contracts available: €1.5bn

During this period Eastern and Southern Europe will host 20% of the major events awarded to date as measured in terms of importance.


2016


Estimated value of contracts available: €326m During this period Western and Northern Europe will host 33% of the major sports events awarded to date in terms of importance and this represents the largest number of opportunities for the UK sector globally.

Stede de France in Saint-Denis is earmarked for the opening and final match of the tournament.


2018


Estimated value of contracts available: €567m During this period Asia will be host to 21% of the major events awarded to date as measured in terms of importance. UK firms involved in the construction of the 2012 Olympic Park in East London have already been on trade missions in an attempt to secure lucrative contracts ahead of the 2014 Asian Games in Incheon, 2015 Summer Universiade in Gwangju and the 2018 Winter Olympics in PyeongChang among other events.

The total budget for the 2014 Asian Games in Incheon is €1.2bn of which €1.08bn is to be spent on venue construction.


2022


Estimated value of contracts available: €1.8bn During this period the Middle East will host 4% of the major events awarded to date as measured in terms of importance. The majority of opportunities will be in Qatar as a result of the country hosting the 2022 FIFA World Cup.

By paying attention to sport, cultural and education facilities, Qatar aims to raise its profile on the world stage for global sport and is determined to achieve the status as the sports hub of the Middle East and a major destination for world-class events in all sports.


Explaining the timescales and bidding processEvents Most popular sports2013 ITTF World Table Tennis Championships 2014 FEI World Equestrian Games 2015 FISA World Rowing Championships 2016 UEFA European Football Championships

Football, rugby union, handball, basketball, cycling, sailing, volleyball, motorsport, golf, tennis

Bids Venues under construction2017 FIH World Hockey Championships (joint bid with Germany)2017 ICF Canoe Slalom World Championships 2017 ICF Wildwater Canoeing World Championships 2018 Gay GamesPossible 2022 Winter Olympic Games bid from Nice and 2024 Summer Olympic Games bid from Paris

Stade de BordeauxStade des LumièresStade de NiceNew French Rugby Stadium

Insight from the research



Reporting and estimating budgets


Highlighting the problems in specific markets

Subsidy applied by local players



Detailing local culture

Absence of an ‘intelligent buyer’



Seeking joint venture partners


Analysing the competition


France


Germany


Australia


United States


Effective approaches to securing new business

Face 2 Face communication


Playing the home advantage


Become a partner not just a supplier


PRProvide evidence of results


Work with Government to open doors


“Based upon the success of the London 2012 Olympic Games, how then will the UK sports industry export itself around the globe to leverage its vast expertise to the next willing recipient? Ardi Kolah challenges the reader to think outside of the box and adapt to the emerging and widely diverse market opportunities in order to establish a viable and sustainable platform, building upon the recent euphoria and profits at home, for the next 10 years.”

Peter Miller, Vice-President, Sports & Education Development, Global Events Group


Thank you for listening

S U M M I T

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