This page contains a Flash digital edition of a book.
"We saw in 2012 how sporting events can create these really unique

moments of communal celebration. They bring people together, within local communities and as a nation, in a way that not many other things can"

They bring people together, both within local communities and as a nation, in a way that not many other things can. “It’s important that we invest into the country’s soul as well as its body.”

CONFIDENCE BOOST The success of the Olympic and Paralym- pic Games has shifted perceptions of the UK hugely, says Morton, with inter- national federations of sport very keen to return. Of course, it hasn’t always been this way. “If you cast your mind back to the

mid- to late-1990s, in pretty much all components of international sport there was a feeling that GB was a bit lacking,” he says. “If you think about where we were

in performance terms after the 1996 Olympics in Atlanta with just one gold medal, where we were in major events terms with issues like Pickett’s Lock [when London had to hand back the 2005 World Athletics Champion- ships after government funding for the Pickett’s Lock stadium was pulled] – in- ternationally our stock was falling. That has picked up since the early 2000s. We were making good ground, but the Olympics has given us a massive push. The UK’s global competitiveness is so high at the moment in terms of bidding for sporting events.”

Issue 1 2013 © cybertrek 2013 Attracting major events to the UK is

a complex business. As part of the Gold Event Series, UK Sport and DCMS have identified 14 key areas in which they can help governing bodies – seven relate to bidding for major sporting events, and seven are about help in staging the events themselves. “We tried to think about everything

the governing bodies could need, in terms of support from the government,” says Morton. “We support the feasibility studies of major sporting events, we do a lot of work around bid advice, either from within our team or by bringing in external consultants. We finance the bids and work closely with DCMS to en- sure that there is good political support. “In terms of support for the events

themselves, the main one is that we will invest National Lottery funding into staging them. We have also just launched a centralised equipment pro- gramme, making generic pieces of big event staging equipment available to events being supported via UK sport. “We also have programmes around

knowledge transfer and we have a research programme to help research bodies to help measure the impact of events they put on. It’s a holistic set of programmes we are wrapping around governing bodies to ensure they are ex- ceptionally well supported.”

KEEPING UP THE MOMENTUM The next year looks like being another busy one for Morton and his team. “We’ll be working on the rollout of

the Gold Event Series, getting the mes- sage out about this great package of events,” he says. “That’s a big task. We’re also working on a number of live bids and we’ll be doing some feasibil- ity work on other world championships that might be launched this year.” They will also be working systemati-

cally with national governing bodies to build their influence within internation- al sport. “We’ll be working with them over the next six months on their four year strategies, which will set out how they want to present themselves inter- nationally,” says Morton. The government has announced plans

to scrap the merger UK Sport and Sport England – although Morton will only say that the DCMS is currently considering the options, and UK Sport is awaiting DCMS’s conclusions. “It would be wrong for me to pre-empt that process,” he says. “We’re just focused on delivery.” It’s clear that Morton genuinely be-

lieves in the power of sport. When I ask what drives him, he doesn’t hesitate.

“There are very few things that bring na- tions together like big sporting events do,” he says. “It’s incredibly motivating and I’m very privileged.” l

Read Sports Management online 41

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84