SPORTS MARKETING CASE STUDY 2 PKL GROUP U
UKTI's Host2Host initiative is developing business links with leading firms in Brazil in preparation for future sports events
suppliers in the global sports events industry. The guide, www.springboard-
tosuccess.co.uk, is a showcase of the UK’s world-class expertise – from delivering the infrastructure to providing specialist technology. It is aimed at those overseas firms specifically seeking UK know how while helping UK firms secure more busi- ness at major events around the world.
Investment Generation When it comes to promoting global sports projects in the UK to overseas firms, UKTI wants those looking to partner or invest here to be able to access the right resources and support,all in one place. One way of achieving this is through
CompeteFor,
www.london2012.com/ business, the online service accessed through the London 2012 website. It gives companies access to London 2012 Games-related opportunities and acts as a brokerage service between buyers and potential suppliers in the supply chain.
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k-based PKL Group is a leading niche catering facilities and equip- ment firm – providing infrastruc-
ture support to the foodservice market. One of PKL’s core services is hiring out a wide range of portable kitchens to cater to 500 to 50,000 people at any one time. PKL is a regular supplier to major inter-
national sporting events, including the Singapore Youth Olympic Games, Muscat Asian Beach Games and Guangzhou Asian Games. PKL designed and supplied the ath- letes’ village kitchen and dining complexes at the Whistler and Vancouver sites at the 2010 Winter Olympic and Paralympic Games in Canada and has signed contracts to pro- vide similar facilities for London 2012. “When PKL won the contract for the
Olympic Games in Sydney,” says PKL com- mercial director Peter Schad, “it was the first time that anyone other than a local supplier had been used to provide tempo- rary kitchens. For Olympic projects since, PKL has been used every time.”
UKTI serves as the ‘gateway’ for non-UK companies registering – signposting them through the CompeteFor system and converting the interest generated into potential investment pipelines. These details are sent to UKTI teams overseas, who will contact the company to initiate investment discussions. UKTI offers strategic, impartial advice
and research. This is tailored to each company’s particular needs and growth stage. To help make it easier to set up business in the UK, UKTI has introduced the investors’ and entrepreneurs visa and an enhanced bespoke service – including in-depth market analysis, to potential investors.
SPORTS MANAGEMENT HANDBOOK 2012 PKL regularly uses the services of UKTI
to support its efforts in international markets and is a strong advocate of the help that it can provide. “In 1998, UKTI was instrumental in
introducing the Sydney Olympic Games Organising Committee to PKL and has provided significant assistance ever since,” says Schad. “UKTI also provided PKL with a large
amount of positive coverage after the Beijing Olympics and encouraged us to apply for a Queen’s award for Enterprise in the International Trade category, which we successfully received in April 2009. This further enhanced our reputation in sup- plying overseas markets. "UKTI keeps companies such as PKL
aware of major world events, and provides relevant contacts and support with trade missions. The organisation has helped in both recognising the work that we have undertaken and also in finding ways and methods in which we can promote it.”
Given that the global sports market
could generate US$1.5tn (£955bn, 1tn) in gate revenues, sponsorship, broadcast media rights and merchandising, and in- vestment in construction for global sports events and associated infrastructure (rail, road, ports etc) estimated at US$200bn (£128bn, 146bn) over the next decade, the opportunities are there for the taking. Sharing best practice and fusing global expertise will help to ensure that each event is bigger and better than the last. By working collectively and collaboratively, we can rise to the challenge. ●
Andrew Bachus is head of global projects at UKTI.
www.ukti.gov.uk
www.sportsmanagementhandbook.com
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