CASE STUDY 1 – LONDON 2012 AND BEYOND
with delivering various major events, including sport, to the city as part of the legacy of the 2012 Olympic Games (see: London 2012 and Beyond 201
L 1). This strategy builds upon the findings
of research commissioned by London and Partners. The first survey undertaken by SMG/YouGov focused on public opinion about major events in international cities and what residents of London and its visitors want to see taking place in the capital in the future. The second survey, produced with IFM Sports Marketing Surveys, explored the appeal of interna- tional destinations to investors in major global events (such as brands, media, sports federations and sponsors). The results, published in April 2011, concluded that London is a world player in attracting major international events and can develop this position over the next ten years. The View of Consumers (SMG / YouGov Survey) can be summarised as: • Major events are a significant draw to international cities: 1:3 people would travel to an international city for an event London is the world’s favourite
•
major events destination • When asked what major event
awareness has driven the appetite for new sports, such as urban golf, street ball and bike polo in urban areas, and off-the- wall adrenalin sports and new types of spectator sports for rural destinations. The development of sports tourism
has also led to destinations – especially cities – to vie for sporting recognition. Cardiff, for example, has been awarded
www.sportsmanagementhandbook.com
ondon and Partners is the official promotional agency for London with its major events team charged
would attract visitors to London, a World Athletics Championships was the most popular sporting event after the Olympics • Music and cultural events are, in fact, more popular than sports.
Table 2: Which international cities would you be likely to visit for a major event? (top ten answers)
All Markets 1. London
2. Barcelona 3. Paris 4. Rome
5. New York 6. Sydney 7. Berlin
Non UK Markets
47% 1. London 40% 2. New York 40% 3. Paris 39% 4. Rome 37% 5. Sydney 32% 6. Barcelona 31% 7. Berlin
16% 10. Dubai
47% 44% 43% 41% 41% 38% 35%
8. Melbourne 23% 8. Melbourne 30% 9. Rio de Janeiro 18% 9. Rio de Janeiro 23% 10. Dubai
16% The View of Business (survey by IFM
Sports Marketing Surveys) states: industry leaders rank London as the world’s top destination for providing a return on investment for major events; London can generate the highest media profile; London’s appeal is due to the presence of global commercial partners and the city's media platform; and most industry leaders would partner with London to create new, signature future sports events.
the 2014 European Capital of Sport by the European Capitals of Sports Association because of the connection between its facility development, major events and grassroots school and community sport.
INDUSTRY RECOGNITION The growth of sports tourism has also spawned the emergence of dedicated
Olympic rings at St Pancras station
Table 3: Which international cities provide funding partners with an excellent return of investment? (top five answers)
All Markets 1. London 2. Sydney
Non UK Markets
68% 1. London 48% 2. Sydney
3. Melbourne 47% 3. Beijing 4. Dubai 5. Beijing
45% 4. Dubai 44% 5. Singapore
67% 46% 46% 44% 39%
Table 4: Which one of the UK cities offers commercial partners with greatest return of investment? (top eight answers)
All Markets 1. London
Non UK Markets 71% 1. London 87%
2. Manchester 10% 2. Manchester 7% 3. Birmingham 4% 3. Birmingham 2% 3. Glasgow 5. Cardiff
5. Edinburgh 5. Liverpool 8. Newcastle
4% 3 Glasgow 2% 3. Liverpool 2% 6. Cardiff
2% 2% 0%
2% 6. Edinburgh 0% 1% 6. Newcastle
All three tables Source: London and Partners, 2011
exhibitions, industry and academic conferences and trade shows, notably: • World Sport Destination Expo (inaugurated in South Africa 2010) Sports Tourism Forum (part of the
• •
World Travel Market 2010) Sport and Tourism Destinations
Global Network for Regional Development
SPORTS MANAGEMENT HANDBOOK 2012 37 0%
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