SPORTS MARKETING
GLOBAL SPORTS MARKETING
The global sports market is big business, so more global firms are tapping into UK know how and expertise to help them deliver world-class events, says Andrew Bacchus of UKTI
S
port is a national pastime in the UK – it inspires and unites. Home to some of the greatest sporting
talents, the UK has built an enviable reputation in organising first-class events – from the Grand Prix and Royal Ascot to Wimbledon and FA Cup Final. And now the UK is setting a precedent for future hosts as it prepares to stage the greatest show on earth, through the cohesive planning and delivery of the 2012 Olympic and Paralympic Games. The Games are providing a catalyst
for the development of new business – inspiring UK firms to expand and internationalise or acting as a magnet for attracting and increasing foreign inward investment. And UK Trade and Investment (UKTI) has a pivotal role to play in both.
A Helping Hand So what does UKTI do? It's the govern- ment department responsible for helping
UK firms to trade abroad and overseas business to set up or expand in the UK. Through its extensive network of international specialists at British Embas- sies, Consulates, High Commissions and UK-based companies, UKTI helps global sports firms and organisations to source British skills to help them plan, develop, design, construct and manage their own major sporting occasions on a national and global scale. More specifically, UKTI’s Global Sports
Project team is responsible for helping UK firms take advantage of export opportuni- ties arising from international sporting events such as the Summer and Winter Olympics, football's World Cup, the Com- monwealth Games and the Asian Games. It covers the full ‘project journey’ – the
seven-year cycle that global events take from early bid consultancy to event deliv- ery. It incorporates elements from almost every other sector – design, construction,
Through its extensive network of international
specialists, UKTI helps global sports firms to source British skills and develop major sporting occasions
30 SPORTS MANAGEMENT HANDBOOK 2012
financing, security, technology and catering to legacy. And unlike other areas of UKTI’s work, the focus is placed on the event as the driver, rather than the wider opportunities in the market.
Host Cities Unite The UKTI initiative, Host2Host, for example, aims to maximise the benefits that UK businesses can derive from their experience working on the London 2012 Games. By creating links and sharing best practice with future host cities of major sports events, Host2Host seeks to ensure that UK companies are well placed to win future business home and away, as part of its 2012 Games legacy. Certainly, a particular focus has, and
will be, the opportunities that present themselves in Brazil – namely the 2014 FIFA World Cup and the Olympic and Paralymic Games in 2016. Under UKTI’s Host2Host agreement with Brazil, UK firms are already developing strong business links with leading Brazilian
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