MAJOR EVENTS The impact on performance is critical.
Research commissioned by UK Sport has clearly illustrated that the opportu- nity to compete on home soil has definite performance benefits for our athletes. Our performance mandate is ‘sustained success in Olympic and Paralympic sport’. Our major events activities will continue to reflect this. Similarly, we recognise the massive
benefits reaped from hosting events that are not performance-orientated. The economic and social benefits from hosting major sports events are widely recognised, while a well-coordinated ap- proach to engagement and participation around events can have major impacts on recreational/grassroots participation. The drive to recognise and harness
these impacts was behind the develop- ment of eventIMPACTS, a collaborative project with other partners designed to help broaden and standardise the way the impacts of major events are measured.
CASE STUDY – BRITISH TRIATHLON
Triathlon Union (ITU) World Championship Series (WCS), British Triathlon made clear its aspiration for London to become one of the worldwide iconic venues chosen to host a series race. The series is the jewel in the crown of the ITU events programme and is second only to the Olympic Games. The decision to aim high and aspire to
T
stage a World Championship Series event was based around the desire to provide a home stage for our athletes to perform on and to grasp the opportunity to really raise the profile of this fast-growing
he partnership with British Triath- lon began in 2008 when, following the launch of the International
sport. Delivering this level of event in London's Hyde Park has changed the perception of the sport, showcasing triathlon, British triathletes and the ability of the sport in the UK (with its partners) to deliver world-class events. There were of course benefits to performance, volunteer and official capacity, alongside inspiring participation. It was clear that an event of this
magnitude, run in central London over two days, would require strong partnerships. A tender process identified possible delivery partners and Upsolut Sport UK was appointed. In parallel, work continued with the City of London (Visit
London), The Royal Parks and UK Sport to maximise the benefit of the project. Since the first event in 2009, year on
year the benefits have been huge. The event itself has grown in size and the media profile of triathlons has increased considerably, particularly around this event. BBC TV has televised the event live and shown highlights. The general public interest has grown alongside the profile. British triathletes made the podium
in 2009 and 2010. In 2011 they also had the opportunity to race on the proposed Olympic route, with Alistair Brownlee and Helen Jenkins delivering gold medal winning performances on the day.
INCREASING AMBITION The aspiration to establish the UK as the leading host of major international sporting events is a challenge, but the substantial investment of time and resource into the UK as a whole over the previous period gives us real confi- dence for the future. Thirty-six different towns and cities
across the UK have already hosted more than 120 major international events in the 2009–12 cycle. This is a significant achievement and reflects the fact that the UK has developed a rich and broad event-hosting capacity. In addition, UK Sport's close work with
regional partners, including cities, has created a huge enthusiasm for sports events – partners are engaged and, importantly, committed (both financially and otherwise). This dedication will give International Federations confidence about their events being placed in very safe hands.
FUTURE BIDS Successful bids have already been progressed for the 2013 World Triathlon Championships, 2015 World Canoe Slalom Championships, 2013 European Team Athletics Championships, 2015 World Gymnastics Championships, 2015 IPC European Swimming Championships and 2017 World Athletics Championships. A live bid is underway for the 2013 World Squash Championships. These bids highlight the value of utilising the facilities brought about by the London and Glasgow Games – the UK will be well equipped with an array of world-leading venues. Equally important is the unseen capital accrued. System expertise – qualified officials, volunteers, logistical support and event management – is a major strength on which to build a strong platform to showcase the world’s premier sporting events. l
Esther Nicholls is head of major events at UK Sport.
www.uksport.gov.uk
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SPORTS MANAGEMENT HANDBOOK 2012
www.sportsmanagementhandbook.com
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