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22 . Glasgow Business April/May 2016

Former international athlete Steve Cram discusses the future development and performance of sport



teve Cram said that the UK should use its expertise in bidding, hosting and delivering quality games events in the global marketplace.

In a well atended Glasgow Talk in

February, the renowned world record holding track and field athlete turned leading BBC sports commentator said: “Tere is an awful lot going on in the world of sport at the moment, not all bad – we have to celebrate the good.” He said: “We are at a real crossroads now.

We’ve got a real challenge to convince the public that they can trust what they see on the field of play.” Steve took the audience through a

fascinating tour of the development of sport, highlighting how much had changed since he broke the World Record for running the mile in Oslo in 1985. He said that run had been broadcast on both BBC and ITV on Saturday night when a UK audience of 22 million people had seen it. Back then Adidas had provided running

kits to British athletes for free and the BBC had “just televised Wimbledon” – there was no question of the rights being sold by the organising bodies in either case. Steve said: “My first physiotherapist was

a guy who had an infra-red lamp and would treat athletes as well as treating greyhounds.” He said that the arrival of lotery funding

Steve Cram with Stuart Patrick, Chief Executive, Glasgow Chamber of Commerce, Peter Holmes, Head Teacher, All Saints Secondary; Deyrick Smith, Head of Commercial and Small Business, Clydesdale Bank and Mahrosh Farooq, Principal Teacher of Personal Achievement and Developing the Young Workforce, All Saints Secondary at a visit to All Saints Secondary directly after his Glasgow Talk

for sport in 1996 had impacted hugely on the development of the performance side of sport. Steve highlighted the fact that Great Britain

had been 36th in the medal table at the Atlanta Olympics in 1996 but third in the table at the London Olympics in 2012. He said that while there had been huge

strides in the performance side of sport, much more needed done on the organisation and governance side. Steve said that sport was currently being challenged to look at its processes and governance. He said that athletics required a range of

penalties and processes to be put in place to handle the current challenges.

Great Scottish Brands – with Glasgow Warriors and the Leith Agency

In a Glasgow Talks... Great Scotish Brands event at the end of January the audience heard from Glasgow Warriors and Te Leith Agency on the business of building, sustaining and developing brands. Nathan Bombrys, Managing

Director of Glasgow Warriors told the audience: “Our business is about an experience. Glasgow Warriors was an opportunity to achieve something that has never been done before.” He said that the magic

formula for making the Glasgow Warriors brand a success was winning, family, return on

Nathan Bombrys, Managing Director, Glasgow Warriors

investment and culture. A key element was having success on the field – having a winning team and for the stadium at home matches to be a very family-friendly customer experience. Te Warriors’ approach was

very much to give the club back to its stakeholders, he said. Te Glasgow Warriors

culture was one where dreams can come true. Jim Wolff, Head of Digital at Te Leith Agency, spoke of his

Jim Wolff, Head of Digital, The Leith Agency

experience of building brands that reach out and engage with the marketplace – in Scotland and further afield. He outlined Te Leith

Agency’s approach to brand building, which can be best summed up in their slogan ‘Bold Ideas Tat Work.’ Jim outlined the agency’s

campaign for the Scotish Government raising awareness on breast cancer, which featured Elaine C Smith. Te Take Te Breast Challenge campaign had significantly increased women’s visits to their GP to get checked.

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