Mike Laflin - Global Sport Index

GSI

Measuring Sports Tourism Success

The Global Sports Index

Mike Laflin – Sportcal – CEO

European Sports Tourism Summit

14th May 2015

GSI

• 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

Introduction

GSI

• 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

Global Sports Impact

GSI

530World Championships

Multi-Sport Games

2008 -2014


GSI

90 Million+Spectators


GSI

450,000+Competitors


GSI

950,000+Volunteers


GSI

13 Million+Overseas Visitors


GSI

500+Host Cities


GSI

73+Host Nations


1st2nd 3rd

GSI Global Sports Nations Index

GSI Global Sports Cities Index

GSI

• 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

• 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 GSI Annual Review 2014

Sport Event Country Attendance

Soccer FIFA World Cup 2014 Brazil 3,429,873

Games 20th Commonwealth Games 2014 UK 1,300,000

Olympics Olympic Winter Games 2014 Russia 1,100,000

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 Japan 43,209

Badminton BWF World Championships 2014 Denmark 40,719

Canoeing ICF Canoe Slalom World Championships 2014 USA 40,000

Gymnastics - Artistic Artistic Gymnastics World Championships 2014 China 40,000

GSI

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• FIFA World Cup

• Commonwealth Games

• Winter Olympics

• Hockey World Cup

• Ryder Cup

• IAAF World Half Marathon

Case Studies

GSI

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

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


• 1.1 Million Spectators

• 2,800 Competitors

• 88 Nations

• 4.1 Billion Viewers

• 464 Broadcasters

• 25,000 Volunteers

Olympic Winter Games - Sochi 2014

GSI

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

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


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


The Hague

GSI Analysis

• 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

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

IAAF World Half Marathon Championships

Copenhagen

GSI Analysis

• 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

• 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

• 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 Analysis

GSI

• 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 Analysis

GSI

How can GSI

help?

GSI

• 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

• 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

• 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 YouMike Laflin

CEO – Sportcal

[email protected]

Date post:	22-Jul-2016
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Mike Laflin - Global Sport Index

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