The global sports market could generate around a trillion pounds in gate
revenues, sponsorship, media rights and merchandising
CASE STUDY 1 CRYSTAL CG
designs. It is now one of the largest com- puter graphics firms in China, producing 3D imagery, animations, web content and virtual reality across a wide range of markets including corporate, public sector, sport and media. When Crystal began to think about its
C
contracting and engineering companies and other key firms. Indeed, the sequence of sporting events taking place in Brazil and the UK over the next five years is un- locking a huge area of common interest in sustainable infrastructure. The London 2012 Games is set to be the greenest on record. Likewise, Brazil is committed to delivering a greener Olympics and a sustainable Games legacy. So with the Olympics providing a plat-
form for collaboration, one way the UK is sharing its own low carbon capabilities is through UK Know How. This initiative, developed by UKTI, brings together a series of green-related events, missions, seminars and exhibitions in Brazil focusing on the environment, construction, sports infrastructure and energy sectors.
Overseas Missions Annually, UKTI’s Global Sports Project team supports and organises more than 20 events. These include inward and out- ward missions, aimed at helping UK firms
www.sportsmanagementhandbook.com
potential for growth in Europe, it was drawn to London in particular for its repu- tation as the region’s design capital. Jason Leigh, Crystal CG business development manager, then met representatives from UKTI Beijing’s trade and investment teams to research opening a London branch. UKTI subsequently sponsored Crystal CG
to visit the 2008 London Design Festival and introduced Leigh to Think London. Crystal CG opened its UK-based operation in 2007 and set about engaging new relationships, nurturing strategic alliances and bidding to become the official digital imaging services supplier for London 2012.
identify partners, promote their capabil- ity to key decision makers and influencers and learn about the opportunities to supply major sporting events. More than 400 companies – from major construction firms through to specialist SME suppliers – participate in these events regularly. With more firms developing their capability on the back of work with London 2012 and Glasgow 2014, the scope for the UK to be recognised as a world leader within the industry is significant. During 2011/12, UKTI has planned a
number of inward missions including those from France focusing on opportunities
rystal CG International began as a 3D computer graphics firm in 1995 – helping architects to visualise their
The company has since expanded its
presence in the UK and in 2010 offi- cially launched its London-based European operation and production team – Crystal CG International. The team is well underway with its work for the 2012 Games, having already produced two broadcast-quality animations of the Olympic mascots, with more scheduled in the lead up to the Games. It has created 3D visuals of the main stadia and the Olympic Park and developed the digital imagery for the recent London 2012 ticketing campaign adverts featured on the London Underground and UK-wide billboards. The visuals and venue design imagery for the Horse Guard’s Parade and Greenwich venues helped assist in the planning approval process for the Olympic sites. The company is now recruiting UK-based
talent in creative directorship, digital production and project management to support projects such as digital content for large ceremonies and events, while explor- ing augmented reality and stereoscopic content development.
around the 2016 European Football Championships, Russia (Sochi 2014 Winter Olympic Games) and Brazil (Rio 2016 Summer Olympic Games). Meanwhile, outward missions will take place in Brazil, Russia and South Korea for UK firms to explore opportunities linked to the Brazil 2014 FIFA World Cup, Rio 2016, Sochi 2014, Russia 2018 FIFA World Cup, the Incheon 2014 Asian Games and the Pyeongchang 2018 Winter Olympic Games. Complementing these events is UKTI’s
recently launched Springboard to Success – UK Major Event Expertise, an online business directory profiling some 400 UK
SPORTS MANAGEMENT HANDBOOK 2012 31
PIC: ©
WWW.LONDON2012.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132