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CONFERENCE REVIEW


The recent annual International Sports


Event Management (ISEM)


conference provided a forum for exchange of knowledge and opinion among


those in the sports event management


sector. Delegate Helen Delany reports


2014’s Dmitry Chernyshenko took to the stage to give their progress reports on the run up to the Summer and Winter Olympic and Paralympic Games at Lon- don’s annual International Sports Event Management (ISEM) conference. Attended by around 150 delegates, the


O


event was a platform for international industry experts to share their insight and experience on trends in the global sports event industry. Over the two days, particular focus was given to effective event management, security planning and how a host can maximise an event’s commercial and legacy opportunities. With recent high-profile international


sports events as examples of best practice, delegates were also able to listen and learn from presentations on the hosting of the FIFA Women’s World Cup and International


ISEM REVIEW


n 12 and 13 October, influential sport administrators, including London 2012’s Lord Sebastian Coe, Paul Deighton and Sochi


Athletics’ IAAF World Championships. Combining presentations with panel


discussions and formal networking ses- sions, some of the key event messages included emerging markets, legacy and adding to the event experience. Here follows a brief summary:


WILL LONDON DELIVER A SUCCESSFUL LEGACY? A


ccording to pmplegacy, the hard legacy benefits relating to the regeneration of East London, new


sporting venues and an enhanced trans- port network cannot be argued against. In terms of the soft benefits, the consen- sus is that it is too early to tell. Ticket- ing demand may indicate that we have a nation enthused by Olympic sport but


whether this is converted into sustained participation remains the big question. Three years out and Sochi has already demonstrated it is possible – with increased levels of sporting participa- tion recorded at 17 per cent nationwide and 35 per cent in the Sochi region. This shows what can be achieved through embedding legacy at the bid stage.


22 Read Sports Management online sportsmanagement.co.uk/digital


EMERGING MARKETS The economic growth and development of emerging markets such as the Middle East and the BRICS (Brazil, Russia, India, China and South Africa) compared with the downturn seen across Europe and Northern America, means that an in- creasing number of events will be hosted by emerging countries. Emerging markets are attractive to


rights holders due to their: • Ability, through centralised govern- ment structures, to invest and commit to an increased level of funding at the bid and hosting stage. • Ability to deliver strategic objectives of the rights holder through new facilities as well as growth, develop- ment and profile raising of the sport in new territories. The legacy impact is often far greater in these countries.


Issue 4 2011 © cybertrek 2011


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