World Cup and Olympics: You Too Can Be a Winner - Part 2

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Celso Schvartzer, Commercial Development Director of Dream Factory Sports, explains the importance of recent major sports events worldwide to hosting cities and how sponsors and service providers can benefit from such events, especially the 2014 World Cup in Brazil. The video of this presentation can be seen here:


<ul><li> 1. WORLD CUP AND OLYMPICS: YOU TOO CAN BE A WINNER Celso Schvartzer Dream Factory Sports</li></ul> <p> 2. MAJOR EVENTS </p> <ul><li>What do we mean by a major event? </li></ul> <ul><li>What motivates communities to host events? </li></ul> <ul><li>What is happening around the world? </li></ul> <p> 3. MAJOR EVENTS </p> <ul><li>What do we mean by major event? </li></ul> <ul><li><ul><li>While it is generally agreed that special events: </li></ul></li></ul> <ul><li><ul><li><ul><li>Profile a region </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Engender a sense of resident pride</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Act as a catalyst for economic growth/regeneration </li></ul></li></ul></li></ul> <ul><li><ul><li> there is less agreement regarding what constitutes a major event. </li></ul></li></ul> <p> 4. MAJOR EVENTS </p> <ul><li>Major events have an extraordinary and unique character. Typically they: </li></ul> <ul><li><ul><li>Subject the host economy to influences that are significantly different to its normal operating function,and create significant economic activity </li></ul></li></ul> <ul><li><ul><li>Are widely publicized </li></ul></li></ul> <ul><li><ul><li>Are of short duration </li></ul></li></ul> <p> 5. MAJOR EVENTS </p> <ul><li><ul><li>Involve geographical and spatial concentrations of unusually large and temporary flows of spectators, participants and visitors </li></ul></li></ul> <ul><li><ul><li>Require special organization for security, accessibility and transport </li></ul></li></ul> <ul><li><ul><li>Pressure existing infrastructure (such as transport), which are often under stress at normal times </li></ul></li></ul> <p> 6. MAJOR EVENTS </p> <ul><li>What motivates communities to host events? </li></ul> <ul><li><ul><li><ul><li>Economic impact </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Media exposure </li></ul></li></ul></li></ul> <p> 7. MAJOR EVENTS </p> <ul><li><ul><li>In this case we define economic impact in its broadest terms including, for example: </li></ul></li></ul> <ul><li><ul><li><ul><li>Direct financial impact </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Capability development </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Indirect financial impact </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Re-engagement of disengaged peoples </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Regeneration </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Social changes, which generates economic impacts </li></ul></li></ul></li></ul> <p> 8. MAJOR EVENTS </p> <ul><li>What is happening around the world?Current trends </li></ul> <ul><li><ul><li>Sporting events sector is growing </li></ul></li></ul> <ul><li><ul><li>Extreme Professionalization of the Sector </li></ul></li></ul> <ul><li><ul><li>Government-backed intervention is increasing </li></ul></li></ul> <ul><li><ul><li><ul><li>Event strategies </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Increased city/country competition </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>More sophisticated leveraging strategies </li></ul></li></ul></li></ul> <p> 9. MAJOR EVENTS </p> <ul><li>Examples of increased Government intervention </li></ul> <ul><li><ul><li>South Africa</li></ul></li></ul> <ul><li><ul><li><ul><li>Quickly realized the role which events could play in nation building.</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>IRB Rugby World Cup </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>FIFA World Cup in 2010 </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Bidding for IRBRugby World Cup again in 2011 </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li>China </li></ul></li></ul> <p> 10. THE PLACE OF MAJOR EVENTS </p> <ul><li><ul><li>Africa </li></ul></li></ul> <ul><li><ul><li><ul><li>NigeriaandGhanaare looking to emulate South Africa, with the latter already considering a bid for the FIFA World Cup in 2050 an indication if nothing else of the long term vision and commitment which is usually a prerequisite to success. </li></ul></li></ul></li></ul> <ul><li><ul><li>Middle East </li></ul></li></ul> <ul><li><ul><li><ul><li>a number ofGulf countries(UAE, Bahrain and Qatar) have committed significant funding towards attracting major events with event tourism seen as a fundamental component of their drive to capture more tourism expenditure in their countries.</li></ul></li></ul></li></ul> <p> 11. RIO 2016 AND WORLD CUP </p> <ul><li>Olympic Games </li></ul> <ul><li><ul><li>10.000 or more athletes </li></ul></li></ul> <ul><li><ul><li>One single city</li></ul></li></ul> <ul><li><ul><li>Almost 200 nations represented (media) </li></ul></li></ul> <ul><li><ul><li>17 days duration</li></ul></li></ul> <p> 12. RIO 2016 AND WORLD CUP </p> <ul><li>World Cup </li></ul> <ul><li><ul><li>32 countries </li></ul></li></ul> <ul><li><ul><li>12 cities in Brazil </li></ul></li></ul> <ul><li><ul><li>less then 1.000 athletes. </li></ul></li></ul> <ul><li><ul><li>One month duration </li></ul></li></ul> <ul><li>Two Different Experiences for Spectators </li></ul> <p> 13. RIO 2016 AND WORLD CUP </p> <ul><li>They are not by themselves. </li></ul> <p>FIFA World Cup Final Draw FIFA Fan Fest 14. RIO 2016 AND WORLD CUP 15. RIO 2016 AND WORLD CUP 16. RIO 2016 AND WORLD CUP </p> <ul><li>They are not by themselves. </li></ul> <p> 17. RIO 2016 AND WORLD CUP </p> <ul><li>And much more: </li></ul> <ul><li><ul><li>Base Camps and training fields. </li></ul></li></ul> <ul><li><ul><li>Hundreds of Conferences, Fairs and Other business related events. </li></ul></li></ul> <p> 18. RIO 2016 AND WORLD CUP </p> <ul><li>What motivates communities to host events? </li></ul> <ul><li><ul><li><ul><li>Economic impact </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Media exposure </li></ul></li></ul></li></ul> <p> 19. RIO 2016 AND WORLD CUP </p> <ul><li>The potential economic and social impacts of big events are directly associated to four essential pillars :</li></ul> <ul><li>Planning Capacity </li></ul> <ul><li><ul><li><ul><li>Objectives </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Resources </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Goals and Timetable </li></ul></li></ul></li></ul> <ul><li>Capacity of making investments viable</li></ul> <ul><li>Synergy between Governmental levels </li></ul> <ul><li>Involvement of local community </li></ul> <p> 20. RIO 2016 AND WORLD CUP </p> <ul><li>The 2014 Brazil World Cup is set to be the most profitable tournament</li></ul> <ul><li>ever for FIFA. World footballs governing body expects to generate an income of $3.8bn</li></ul> <ul><li>for the 2011-2014 period of which more than 95 per cent will come from</li></ul> <ul><li>the World Cup in Brazil. </li></ul> <ul><li>For 2010, the forecast is $3.2bn, while FIFA generated revenues of $2.1bn in 2006. </li></ul> <ul><li>Jerome Valcke, FIFA's secretary general, has revealed that agreements</li></ul> <ul><li>signed with sponsors for the 2014 World Cup have already</li></ul> <ul><li>surpassed contracts closed four years before the 2010 World Cup. </li></ul> <p>Source: Estado de S. Paulo 21. THE PLACE OF MAJOR EVENTS </p> <ul><li>Economic Impacts </li></ul> <ul><li><ul><li>Tourism </li></ul></li></ul> <ul><li><ul><li>Services </li></ul></li></ul> <ul><li><ul><li>Infrastructure </li></ul></li></ul> <p> 22. OPPORTUNITIES </p> <ul><li>Economic Impacts - Stakeholders </li></ul> <p> 23. OPPORTUNITIES </p> <ul><li>Economic Impacts - Stakeholders </li></ul> <p>Community Spectators Sponsors and licensees Media Suppliers Government Athletes SportingOrganizations 24. OPPORTUNITIES </p> <ul><li>Tourism </li></ul> <ul><li><ul><li>Significant contributor to event economic impact </li></ul></li></ul> <ul><li><ul><li>Significant beneficiary of media exposure and media value driven by major events </li></ul></li></ul> <ul><li><ul><li>Not just recreation tourism: Meetings, Incentives and Conventions </li></ul></li></ul> <ul><li><ul><li>Business visitation leads to tourism </li></ul></li></ul> <p> 25. OPPORTUNITIES </p> <ul><li>Tourism Opportunities </li></ul> <ul><li><ul><li>Hotels and other accommodation </li></ul></li></ul> <ul><li><ul><li>Transport Services </li></ul></li></ul> <ul><li><ul><li>Cultural and Recreational Events </li></ul></li></ul> <ul><li><ul><li>Food Services </li></ul></li></ul> <ul><li><ul><li>Tourist attractions</li></ul></li></ul> <ul><li><ul><li>Tourist Information </li></ul></li></ul> <p> 26. SYDNEY 2000 AND AUSTRALIA </p> <ul><li><ul><li>ATC Brand Stock Research found that all markets included in the research claimed to: </li></ul></li></ul> <ul><li><ul><li><ul><li>Have greater knowledge about both Sydney and Australia.</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Feel more positively about Sydney and Australia.</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Be more interested in visiting Sydney and Australia. </li></ul></li></ul></li></ul> <p> 27. SYDNEY 2000 AND AUSTRALIA </p> <ul><li>The Numbers </li></ul> <ul><li><ul><li>In 2000, visitor arrivals to Australia increased by 11% (to 5 million) and continues to grow </li></ul></li></ul> <ul><li><ul><li>110,000 Games time specific visitors </li></ul></li></ul> <ul><li><ul><li>Conventions and business travel Increased convention bid wins by 34% winning 210 events attracting A$1billion (1993-2000) </li></ul></li></ul> <ul><li><ul><li><ul><li>49% of delegates planning pre/post convent tours </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Average business tourist spend A$801per day; more than 9 times the average tourist </li></ul></li></ul></li></ul> <p> 28. OPPORTUNITIES </p> <ul><li>Services Opportunities </li></ul> <ul><li><ul><li>Legal </li></ul></li></ul> <ul><li><ul><li>Events Production </li></ul></li></ul> <ul><li><ul><li>Advertising and Promotion </li></ul></li></ul> <ul><li><ul><li>Health Services and Insurances </li></ul></li></ul> <ul><li><ul><li>Broadcasting and Communication </li></ul></li></ul> <ul><li><ul><li>A.S.O. </li></ul></li></ul> <p> 29. OPPORTUNITIES </p> <ul><li>Infrastructure </li></ul> <ul><li><ul><li>Construction of venues, hotels and other </li></ul></li></ul> <ul><li><ul><li>Airports and Bus Terminals </li></ul></li></ul> <ul><li><ul><li>Telecommunication</li></ul></li></ul> <ul><li><ul><li>Security </li></ul></li></ul> <ul><li><ul><li>Environment/Sanitary Structure </li></ul></li></ul> <p> 30. OPPORTUNITIES </p> <ul><li> The Games werent just a 17-day event, but a decade of opportunity. </li></ul> <ul><li><ul><li>John Morse, Chief Executive </li></ul></li></ul> <ul><li><ul><li>Australian Tourist Commission </li></ul></li></ul> <p> 31. THANK YOU! Celso Schvartzer [email_address]</p>


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