TALKBACK
Everybody’s Talking About …
Bidding to host major international events
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huge amount of time, energy and resources can be spent on preparing a bid to host a major interna-
tional sport event. However, winning the rights to become a host nation can offer a significant catalyst for change
– from elevating the host’s international status to fast-forwarding economic, political, and social development. Although the successful host can attract
hundreds of thousands of spectators and showcase a city or country to a world- wide television or online audience, for the
unsuccessful candidates, the creation of long-term strategies during a bid prepa- ration can also have fringe benefits. Karen Maxwell asks key industry
people about the advantages and disadvantages of embarking on the bidding process.
Jon Tibbs, CEO, JTA and chair of the UKTI Major Sports Project Advisory Group
idding to host a sporting mega-event like the Olympic Games or the FIFA World Cup is not a journey to be embarked upon
lightly. The process is long and it’s expensive, tying up talent and resources people often believe could be better used elsewhere. However, there are very few things that can unite and inspire cities, or even entire countries, as magnifi- cently as a bid campaign run with professionalism, dedication and long-term thinking at its heart. In my long experience of working with bid committees from all over the world, I have frequently been astounded by the bidding race’s capacity to catalyse profound change, regardless of its outcome. Sochi’s successful bid to host the 2014 Olympic and Paralym-
pic Winter Games is a prime example of what can be achieved when a campaign is run just right. The Russians began the race as underdogs, but finished it with an inexorable momentum. Arguably, the driving force was a public stirred by Sochi 2014’s pledge to create ‘an Olympic legacy, today’. The locals’ faith has certainly been rewarded: bidding for the Winter Games prompted the Russian Federation to make a commitment to redeveloping the region far beyond ski slopes and stadia. Residents in Sochi are already experiencing ‘legacy now’, from dramatic improvements to infrastructure, to a revitalised community sports framework and the first waves of a sea change in attitudes to people with a disability. Sochi 2014 far outstripped initial expectations and were
deserved winners in 2007. Deserved because, having founded its campaign on a vow to stimulate tangible, lasting change in Russia, the organising committee has already delivered on that vow time and again.
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Sally Munday CEO, England Hockey Board
Strategy to raise the profile of the sport, and the timing of this event would have launched the London 2012 legacy facility for hockey at the Queen Elizabeth Olympic Park. We’ve been developing our major event hosting experience
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with the EuroHockey Nations 2007, the Champions Trophy and the next step was to host the World Cups – the highest-level hockey events outside of the Olympic Games. The bid involved a 14-month process, which started with a
detailed feasibility study and the coming together of the ma- jor partners – UK Sport, Mayor for London (Visit London) and Frank Warren. Without their engagement and commitment the bid would simply not have been possible. EHB spent time developing its relationship with the Interna-
tional Hockey Federation (FIH) and understanding the drivers for its decision-making. Ultimately we were unable to offer as much rights fee finance as our Dutch friends and so they won the bid. It was a time-consuming process but through this work EHB
has developed a closer relationship with the FIH and we’re now discussing opportunities to host other world events. We’ve also developed a strong relationship with our partners, which will help us bid for events we want to bring to the UK post-2015. While we were extremely disappointed not to win the
bid, I think it’s very important to be balanced in defeat. We would’ve put on a fantastic event and it would have been the perfect opportunity to maintain engagement with British hockey fans after the 2012 Olympics, but I’m sure the Dutch will put on a good show too.
Issue 1 2011 © cybertrek 2011
ngland Hockey Board’s (EHB) decision to bid to host the 2014 Men’s and Women’s Hockey World Cups was part of our Events
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