EDITOR’S LETTER Synergies of sporting success M
NBA basketball is inspiring a new generation of players
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Issue 1 2011 © cybertrek 2011
ajor sporting events have become big business in the UK over the last 15 years. We’re now bidding for world championships across a wide range of sports, while the momentum contin- ues to build for the London 2012 Olympics and the 2014 Commonwealth Games in Glasgow. And what a transformation this is to the sporting landscape. Following unsuccessful bids by
Birmingham and Manchester for the 1992, 1996 and 2000 Olympic Games before London came back to the table – the increase in confidence which has occurred over that time it’s quite extraordinary. In the early days, the prospect of the UK hosting the Olympic Games was pretty laughable – sport
was lacking in investment, infrastructure was tired and we lacked world-class facilities, but more importantly, there was a lack of confidence in our ability to hold our own on the world stage, in terms of athletic performance, event management and facility design and provision. The changes which have come about as a result of funding from the National Lottery and both
government and private sectors have been transformational and we are now in a position where our athletes compete with the best in the world, our expertise in event management is acknowledged worldwide and our facilities rival those of any other nation. In this issue of Sports Management, we talk to some of the people behind the UK’s international events
activity (see page 22) and find out more about what it takes to get involved with events at this level. Sally Ormiston, Deloitte’s programme director for London 2012, says: “Hosting a major event gives a city or country permission to move quickly and decisively on a wide range of issues and activities that
Hosting a major event gives a city or country permission to move quickly and decisively on a wide range of issues and activities that would normally be mired in endless debate and bureaucracy
would normally be mired in endless debate and bureaucracy. It provides a rigid deadline that accelerates developments that might take decades to complete.” It’s this momentum which makes opportunities of this type so compelling for decision-makers who are keen to drive through improvements. But there’s a word of warning from Capita Symonds associate director Simon Molden (page 24) when
analysing the financial aspects of major games. He says it’s often the international governing body of a sport which keeps the bulk of the revenue – the 2006 FIFA World Cup netted FIFA £260m, for example – with the host federation picking up the organisational and bidding costs in exchange for ticketing income. The major wins come at a strategic level, with a multiplier effect on spend by tourists. Molden reports
that the 2006 World Cup is estimated to have had an economic impact of £7.4bn on the German economy, while the 2015 Rugby World Cup will have an impact of £2.1bn. There can be other less tangible benefits too – in this issue we talk
to England Basketball about their plans to grow the sport from the grassroots upwards (page 36). Prospects for basketball have been significantly boosted this year with the arrival of the NBA in the UK, with the first games taking place at the O2 in earlier this monh. England Basketball says that the press coverage generated by the arrival
of world class basketball has led to an increase in recruitment and profile, which is all contributing to the growth of the game. Success in sport today depends on synergies which extend out into the global marketplace and which demand that we play on the world stage.
Liz Terry, editor
lizterry@leisuremedia.com twitter: @elizterry the leisure media company publishes Find great staff 400,000+ readers leisure opportunities Gove reveals school sports plans
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