session reports 2010
[...]
ÂŤ A catalyst for change Âť
1
2
4
5
6
7
8
9
11
3
10
12
1 Todd Beane// International Director, Johan Cruyff Institute 2 Philippe Bertrand// Journalist, Les Echos 3 Prof. Simon Chadwick// Founder and Director of CIBS (Centre for the International Business of Sport) Coventry University 4 John Constantinou// Head of Global Sponsorships & Partnerships, Orange Group 5 Francis Gabet// Director of the Olympic Museum 6 Gary Hall Jr// Director Business Development, b2d Marketing, LLC 7 Kate Burt// UK National Director, Right to play 8 Stephane Latxague// Executive Director, Surfrider Europe Foundation 9 John Naber// American Olympic Gold Medallist in swimming 10 Lassana Palenfo// President of Association of National Olympic Committees of Africa and the Ivory Coast Olympic Committee 11 John Park// Head of sports marketing, INNOCEAN Worldwide Europe 12 Sergey Tsyplenkov// Executive Director, Greenpeace Russia
FOREWORD Global Sports Forum Barcelona 2010 gathered a collection of individuals who now form a community. It was a special atmosphere based on responsibility. Each individual who attended – as a speaker, moderator or delegate - has a role to play in making sport an agent of social change and progression, dynamism and energy. We saw how sport was impacted by the global economic crisis, but that there are new resources which should be invested, and for which there is a demand all over the world, particularly emanating from youth. We saw the logic of innovation and the new frontier for sport, as well as the role of sport as an agent for social change. The Trophies were another sign of what separate energies coming from various corners can achieve for social good. We saw how sport offers a change to countries and communities that have not been significantly involved in big sporting events up to now. After the 2014 football World Cup in South Africa and the 2016 Olympics in Rio de Janeiro, sport won’t be looked at in the same way again. We saw how major sporting events will find a new life by taking place in developing countries on the sporting map. Transfer of know-how to these countries will have a direct positive impact on their societies. We saw another major challenge: answering the needs and expectations of youth. Sport will have to adapt to the next generation and its new ways of life and consumption - digital platforms and social networks should be considered as new opportunities and not dangers for sport. We saw how athletes are becoming greater role models and ambassadors of best practices whatever their origins, religion or personal intimate beliefs. Athletes are carrying sport’s collective values and are increasingly partnering with public institutions and the business world.
We saw that major sporting events are becoming more and more responsible in pushing the agenda of sustainability and legacy. Both soft (transfer of know-how) and hard (infrastructural) legacies are at stake. We saw that responsibility also means setting up rules which regulate the effects of the pure market-oriented approach. Sport authorities, political bodies and the private sector have to work towards the union of their respective roles and interests. Global Sports Forum Barcelona 2010 was the place where all these different interests and approaches met and looked for the best way to converge. Lucien Boyer General Commissioner of the Global Sports Forum Barcelona
Contents 4
Q&A with Jordi Hereu, Mayor of Barcelona
18 Major sporting events: from bid to legacy
7
One year of crisis
19 My body, my temple
8
Can sport meet the new demands of cities?
19 Sport as a force for social equality
9
The South as the new frontier for sport
20 Sport as a force for good: a challenge for all stakeholders
10 Sport and faith
20 New times, new regulations?
10 Let the show begin: sport, art and entertainment
21 Sport in the digital age: consumers take control
11 Global Sports Forum Trophies
22 Reaching out to the youth: the future of sport
17 After Copenhagen, the need for sport to go green
3
Jordi Hereu
Mayor of Barcelona
4
how do you assess the success of Global sports forum Barcelona 2010? In Barcelona we live sport first and foremost. As a city we love and identify ourselves completely with sport, so much so that we try to partake in it at every possible opportunity. Additionally Barcelona as a city is the cradle of the spanish olympic movement and the spanish city that has seen the birth of more sports federations than any other. every year the city organises 350 sporting events with on average 250,000 participants of all ages and sporting categories, and we continuously see increases in the levels of public participation. Barcelona hosted a stage of the tour de France last July, the Barcelona World race, the european Athletics Championships this summer, the UeFA seminar, the Barcelonapyrenees 2022 Winter olympics, the proposal for Barcelona to be the future headquarters of the european sports Agency and the aforementioned Global sports Forum are all shining examples of Barcelona’s uniqueness and combine to add to the exceptional success of the Forum’s opportunity to debate sport’s most pressing issues in an international environment.
what are the reasons for Barcelona’s decision to host the Global sports forum? For Barcelona it is a great honour and privilege to host such an excellent and unique forum and debate the impact that sport has on 21st century society. today sport is an exact reflection, a mirror if you like, of our current social environment. It develops and produces new trends and is a fantastic instigator of social cohesion. In this year’s second edition of the Forum, innovation, social impact and sustainable development have been the three main themes of debate. An innovation has been the creation of the Global sports Forum Barcelona trophies: eight prizes awarded in recognition of the most outstanding projects in the areas of sport and education, sport Business, sport Culture and Creativity, philanthropy and Cooperation, Major sporting events, sport in the City, Geopolitics and sport and Health.
how important has sport been to the economy of the city of Barcelona? Without doubt sport and the whole culture surrounding it create a first class economic motor of strategic importance. However the economic dimensions and the international
positioning that sport gives us would make no sense at all if we forget the potential for social integration and cohesion that sport, and the participation in it, can generate in today’s society.
and how important is it for social cohesion? I believe that achieving social cohesion through the sense of identity that sport can give us - along with the sense of belonging that it creates - is without a shadow of doubt the greatest potential benefits that sport can attain. the added value that sport has is its ability to be used in a unifying way within a modern society that is marked by a need to continually integrate, share and celebrate its diversity. sport is undoubtedly an extraordinary way to generate understanding, comprehension and social awareness.
why are Barcelona’s citizens so passionate about sport? In Barcelona we celebrate passionately our participation in sport. As a city we attempt to share the values of sport: co-operation, hard work, loyalty, health, understanding and a sense of belonging. today Barcelona is the world capital of international sport, a capital full of people that live to love sport and understand it as part of our culture. When analysing the levels of participation in Barcelona we are the sportiest city in europe and the third most in the world. one out of every four inhabitants of Barcelona participates in sport and we all have a sports centre within ten minutes of our homes. one characteristic we all share in Barcelona is an understanding of our city as one large space to be used to engage in sport.
looking to the future, what are Barcelona’s ambitions in terms of creating facilities and hosting major events? this summer we will hold the european Athletics Championships in the olympic stadium at Montjuïc. Barcelona has achieved an international prestige in the organisation of sporting events as well as those of a cultural, economic or diplomatic nature. Barcelona is a hands-on co-operative city that can always rely on its population to get behind any kind of sporting event, be it international or local. We are a community completely united with our city ready to jump into action and participate in unique events like this one. the citizens of Barcelona and their willingness to get involved and take part is the best asset our city has.
can the city stage a successful winter olympic Games? I think ‘Barcelona pyrenees 2022’ will produce an experienced, professional and solid bid containing all the necessary guarantees to enable it to be chosen as the home of the Winter olympics in 2022. We all want to relive the olympic dream of Barcelona 1992, an olympics that is still held up as a model to follow when organising the olympics and remains a symbol of pride for all of us in Barcelona. the ‘Barcelona pyrenees 2022’ bid forms a part of our city’s role as capital of Catalonia. It’s a proposal to be the backbone of our nation: Barcelona wants more than ever to be a great capital for Catalonia. Barcelona is striving for a better communicated and more united Catalonia, so that the pyrenees can be a meeting place and not a border between two different societies without dialogue. In 1992 Barcelona opened out to the sea, in 2022 Barcelona will merge with the pyrenees.
how is your city using sport to engage young people and promote active healthy lifestyles? I think that the participation in sport is so deep-rooted in Barcelona that I would dare to say that in many families sport plays a part on a daily basis - either due to family tradition or - through the many grassroot sporting organisations that exist in Barcelona, many of which have celebrated a 100 years of history. these are groups that do a wonderful job to support youth participation in sport in the city, an effort that has the total backing of the institutions, associations, the education system and family units, and that becomes a first-class educational and pedagogical instrument that in turn reflects positively on welfare, health and understanding in our city.
personally, what are your own sporting interests? what do you practice and what do you watch? I love sport and its principles. My busy agenda doesn’t allow me much time to participate as much as I would like but I love to get out on the streets of Barcelona to speak to its people and understand their everyday worries. In doing this I manage to walk many kilometres a day. In summer I usually ride my bike and play a lot of table tennis. I love to see a good football, basketball or tennis match, and if possible live rather than on television.
5
1 2 3
4
6 5 8
9
6
7
1. Jaime Lissavetzky Diez// Spanish Secretary of State for Sports 2. Antonio TOMรกS// BUSINESS DIRECTOR, CATALONIA AND BALEARIC ISLANDS 3. Jacques Braun// Executive Director of Eurodata 4. Sonia Parayre// Deputy Executive Secretary of the Enlarged Partial Agreement on Sport, Council of Europe 5. Sebastian Karrer// CEO, Polytan Group 6. Juan-Antonio Samaranch// Honorary President, IOC 7. Steve McConahey// Chairman, Denver Sports Commission 8. David Butler// Managing Director, Loxley & Co 9. Andisa Ntsubane// Head of Africa & Global Sponsorships at the Standard Bank Group
ONE YEAR OF CRISIS Has the sports world reacted differently to economic downturn compared to other industries? And who has been hit hardest by the crisis? Sports marketers struck a surprisingly upbeat note in the first session of the Barcelona Global Sports Forum 2010, ‘One year of crisis: lessons, transitions, opportunities’. Despite the impact of the global credit crunch, rights holders, brand owners and agencies agreed that there were many positives. “It’s been a long 12 months,” said Kathie Vu (2), Vice President of Corporate Partnerships at the Ladies Professional Golf Association (LPGA). Vu joined the LPGA in May 2006 after more than 17 years with daily newspaper USA Today. “But the last three to four months have seen clients investing again - and being more creative in their strategic thinking. I think the thing we learnt at the LPGA was that perseverance is a virtue.” That sentiment was shared by Hans Eric Tuijt (1), Brand Activations Projects Manager at Heineken International: “Brands need to look beyond the crisis, which is why we continue to support sports properties like the UEFA Champions League and the IRB Rugby World Cup. “Even when you have to make tough decisions about staff cuts, you need to be investing for the future.”
This point was amplified by Tuijt, who said the sports marketing industry needed to get underneath the big audience numbers that it likes to quote. “If you have five billion eyeballs,” he said, “What does that number mean? What other things are they doing as they watch TV? What does that number means for attitudes to your brand among the target market?” Panel moderator Kevin Roberts, editorial director of SportBusiness Group, pointed out that there had been numerous upsides for sport in terms of audience spikes and rights investments. If there is a concern for the sector, however, it is what John Park, Head of Sports Marketing at Innocean Worldwide Europe, referred to as “polarisation”.
them. The hope is that new entrants to the market will find creative ways to work with smaller properties.” The issue of online gambling was covered in great depth - a debate which was helped by the presence of Francis Merlin, a consultant on sports betting: “Betting revenues are one of the things that will help us get out of the crisis. “My view is that governments should embrace the gaming sector to try and control illegal gaming...If we can create a strong legal framework, it will reduce illegal betting - which means we can bring more revenues into sport and tackle the problem of addiction, which goes underground when gaming is banned.”
Park, who works on behalf of major clients such as Hyundai and Kia, said: “The richer are getting richer but the small sports don’t get so much attention from sponsors. This creates a financing issue for
1
2
David Butler, founder and director of change marketing agency Loxley & Co and former marketing director of the Honda Racing F1 Team, said it had been a fascinating year for sports marketers: “My hope is that sponsorship will come out of it in a positive way. “[The sponsorship industry] needs to think about issues like sustainability and legacy. And it needs to address the opportunities of social media. It also needs to lead the debate on evaluation and returnon-investment, because management consultants are moving into this space.”
7
NEW DEMANDS At a time when cities are adapting to the harsh economic climate, what contribution can sport make? Speaking at the ‘Can sport meet the new demands of cities?’ session at the Global Sports Forum Barcelona 2010, International Olympic Committee (IOC) member Juan Antonio Samaranch Jr. said the IOC is more interested in “why” a city wants to host an Olympic Games rather than “how” they are able to do it. “The most important thing for the IOC, for a city to be granted a Games, is that it has to have a real reason,” he said, following Barcelona’s public expression of desire to host the 2022 Winter Olympic Games. “In Copenhagen [last October] three cities were exampling how they will host the Games - but we wanted to know why. It is hard to find the reason. Rio is a third world country becoming a first world country – it is a young country coming forward. “At the IOC we are confident we can host a Winter Olympic Games in many of the places considering hosting them. I say –
1
2
8
find a concrete reason why you want to host it.”
positioning of the city” in the world of sport.
Samaranch Jr. (1) also defended Vancouver’s green credentials, when asked by panel presenter Laurent Lachaux (Sales and Marketing Director of Amaury Sport Organisation - 3) about the city having to import snow to six skiing and snowboarding events ahead of the 2010 Winter Olympic Games, following a lack of snowfall.
Jin Teik Oon, CEO of the Singapore Sports Council (2), added hosting sports events was a “tactical investment” by his city to achieving a five-step strategy: building resilient and healthy citizens, encouraging community bonding, instilling national pride, maintaining a vibrant society and economy and promoting international friendship.
“It is not the loveliest thing in the world to see truckloads of snow coming but what else can you do? VANOC did an amazing job and they were pioneers of a Green Games. They took extraordinary measures in extraordinary situations… I don’t think that spoiled the notion of a Green Games.”
Oon, however, expressed concerns ahead of the inaugural Youth Olympic Games this August: “There is a concern that the Youth Games, although presenting an opportunity, will not capture the fullest intentions of what the IOC intends.
Samaranch Jr. is the CEO and founding partner of GBS Finanzas, one of Spain’s largest investment banking firms, and in addition to being a member of the IOC, he is also vice-president of the Real Automóvil Club de Catalunya and president of the Laureus Foundation Spain. Also present in the panel, Carles Marti, first Deputy Mayor of Barcelona (4), said Barcelona “came back onto the world map” with the 1992 Olympics and each event organised since has “confirmed the
3
“We are small and we get the chance to do something, therefore there is an importance to know why we are doing it and desired outcomes, then planning and working backwards from there.” Steve McConahey, Chairman of the Denver Sports Commission, informed delegates of the several factors which shaped Denver’s desire to host sporting events. These included a need to strengthen its economic base outside of the commodities of oil and gas, the opportunity to show the credentials of Denver and Colorado, and a means of reinforcing Colorado as a healthy and sports-participating state.
4
A NEW FRONTIER South Africa 2010, Brazil 2014, Rio 2016 – what is the potential of mega sports events to communities? How much of a boost will the events provide in political terms? Leading figures from the worlds of sport and social development came together at the Global Sports Forum Barcelona 2010 to discuss the Southern Hemisphere’s growing importance as a host of sporting mega-events, describing it as an inevitable outcome of the region’s rapid economic growth. With the 2014 FIFA World Cup and the 2016 Summer Olympics both going to Brazil, Harold Mayne-Nicholls (1), President of the Chilean Football Association, said at the ‘South as the new frontier of sport’ session that there would be massive benefits to all countries in Latin America. “There will be great improvements in infrastructure and technology because Brazil is the region’s biggest economy,” he said. “Most of all our people will have the chance to be directly involved.” Andisa Ntsubane, Head of Africa & Global Sponsorships at the Standard Bank Group (3), was equally upbeat about the 2010 FIFA World Cup in South Africa - which his company sponsors – when asked by panel moderator Kevin Roberts, editorial director of SportBusiness Group (4).
countries. Hansen has more than 20 years management experience in intergovernmental affairs, public affairs and management consulting. He said: “The UN is an absolute believer in the role of sport in driving development goals. There are many examples of how sport acts as a tool of social change and nation-building. A recent example is the work done by sports federations in Haiti.” At the closing session of the conference, Jaime Lissavetzky, the Spanish Secretary of State for Sport, said the government and the Global Sports Forum Barcelona would pledge an initial $40,000 to help reconstruct sports facilities at a minimum of three Haitian schools.
in recorded history, damaging over 30 cities and towns and leaving more than 500,000 homes uninhabitable. “We will never forget the level of solidarity we received from all around the world,” he said. Around the time of the Global Sports Forum Barcelona Mayne-Nicholls also revealed he was in talks with Brazil president Luiz Inacio Lula da Silva over the possibility of moving the 2015 Copa America tournament to Chile, in an attempt to help rebuild the country through the hosting of a sporting mega event.
On a similar note, Mayne-Nicholls paid a warm tribute to the global football family for its show of support after the recent earthquake in his own country. On February 27 2010, Chile was hit by a massive earthquake that measured 8.8 on the Richter scale, one of the most powerful
1
2
“This is Africa’s World Cup - not just South Africa’s,” he said. “It’s an important part of the country’s rehabilitation process and the perfect opportunity for us to showcase the social and economic dynamism of the continent.” The Standard Bank Group has a footprint in 17 African countries, and part of its sponsorship portfolio includes being the only African sponsor of CAF (Confederation of African Football) events until 2016.
3
4
Poul Hansen, Head of Office on Sport for Development and Peace at The United Nations (2), said there has been proof of the successful use of sport as a driving force to help developing
9
FAITH IN SPORT What role should religious belief and custom play in sport? Can faith help improve performance? The ‘Sport and Faith’ session at the Global Sports Forum Barcelona 2010 heard how it is impossible to separate the human body’s connection between body, mind and spirit – and significant aspects of all are present when participating in sport. Tomeu Catalá, President of Project Home Balears (1), suggested sport can contribute to people finding their true reality, saying: “What’s the point of winning if you lose yourself and you lose contact with people?” The theme of connections was taken up by writer and broadcaster Mark Dowd, who reminded delegates that the word ‘religion’ has its roots in “the concept of reconnection either with the sacred or with each other.” He added: “When we take part in or watch sport we connect with millions of friends and family around the planet.” Hicham El Guerrouj (2), who represented
Morocco at three Olympics, told how he came back from disappointments in Atlanta and Sydney to win gold in 2004: “As a practising Muslim, faith was at the centre of my sports career. “My faith helped me recover my belief in God and in myself after my defeats. In Athens I won and I credit much of that success to my faith.”
achievement bring an energy of their own,” he said. Dowd signed off with a warning against elevating sport too highly: “Football as religion leaves us only with ourselves rather than answering the big questions of life and death.” 1
John Naber, US Olympic swimming gold medallist, told a similar story, saying: “Every sportsman is told to think positively and believe in himself, but faith gives us something outside ourselves to believe in.” 2
One issue for Muslim athletes is the annual fast of Ramadam, which El Guerrouj dismissed as a disadvantage. “The training regime has to be adapted and it’s hard, but ultimately the solidarity with friends and family and the
LET THE SHOW BEGIN Are the lines between sport and entertainment becoming increasingly blurred? Is sport a source of inspirations for artists? Jacques Séguéla warned if sport does not resist becoming run for entertainment purposes it will die at the ‘Let the show begin: sport, art and entertainment’ panel session at the Global Sports Forum Barcelona 2010. Séguéla, Vice President and Chief Creative Officer of Havas, said the relationship between sport and entertainment had become “a marriage of love and not convenience” and described Formula One as “a supershow that has nothing to do with the sport anymore.” “I told heads of the sport that this has become unhealthy,” he said. “What image does this give to sport? Audiences are dropping. But take tennis – that is a fantastic sport. It’s a tour now, all the same players and the same match-ups. “[Sport] is having successes in advertising because sports players are strong and meaningful…sport can make money
10
and should. But it should be a means and never an end. I think brands are increasingly going to become coproducers in the sporting world. We are not going to have just passive sponsors...we will see a new concept – ‘sportainment’.” When asked by moderator Ad Maatjens, Chief Editor of Dutch trade magazine Sponsor Tribune, what the sponsor’s role is in making sport more entertaining, Marketing Director of Grupo Mahou-San Miguel Javier Herrero-Velarde said it was to “make sport more accessible, bigger and magical.” John Carlin, author of ‘Playing the Enemy: Nelson Mandela and the Game that Made a Nation’ - the book used as the basis for the 2009 film Invictus - said his primary motivation was to write about Mandela and his political genius but recognised sport “is integral to the world today.” Carlin added: “It was Mandela’s genius
to understand the power of sport – he said ‘here is an opportunity and we will transform society’ and he had an understanding of how deep sport is in the essence of people. Mandela said that if you really want to win people over appeal to their heart not their mind. That’s why sport is such a powerful instrument for sponsors and people trying to sell products.”
Global sports forum Barcelona trophies 2010 the first edition of the Global sports Forum Barcelona trophies was held on March 9 at the grandiose teatre nacional de Catalunya. Kevin roberts, editorial Director of sportBusiness Group, presented the eight trophies following an opening address by Forum General Commissioner lucien Boyer and a big welcome to guests by Barcelona Mayor Jordi Hereu. Honorary guest evans lescouflair, the Haitian Minister of youth, sport and Civic Action, delivered a heart-felt speech. out of a total 49 entered projects, and from three nominees in each category, the winners were given a unique trophie designed by Barcelonan sculptress pepa Galindo. the trophies recognised eight remarkable sports-related achievements reflecting major issues and trends to be discussed during the Forum. the categories were education; Health; Geopolitics; sport in the City; sport business; sport, Culture and Creativity; philanthropy and co-operation; Major sporting events. the celebration continued after the ceremony, with live music, cocktails and tapas in the teatre ballroom entrance. the second edition of the Global sports Forum Barcelona trophies will take place in 2011.
11
Sport and education
Play for Fun, Learn for Life (Play Soccer) play soccer nonprofit International began in 1999 with a pilot programme for 100 children in Ghana. since then play soccer has expanded its network into a six-country organisation in Africa whose shared vision and sport-led programme has reached more than 40,000 youngsters.
Also nominated: ● Hat-Trick Initiative (Coaches across Continents) ● Kalim Football League (Kalim Sports Council)
play soccer’s project ‘play for Fun, learn for life’ teaches children leadership skills that they can use to drive change for themselves and their communities. Going beyond the game, the programme weaves physical, health and social skills into a fun, activitybased curriculum. play soccer also trains young people in various African countries to teach the programme. Awarded the Un Consultative status in 2008, play soccer has expanded its leadership mission to foster global solidarity through the ‘Global peace Games for Children and youth’ - a free, low-cost international grassroots event that is held in 55 countries across the world.
Sport and health
WhizzKids United (Africaid) the ‘WhizzKids United (WKU)’ project was launched as part of Africaid’s work toward tackling the HIV epidemic - the world’s biggest global health challenge - across subsaharan Africa. Using football as an analogy, the goal of ‘WhizzKids United’ is to teach the essential life skills required to prevent HIV infection. Incorporating elements and principles from football, ‘WhizzKids United’ ensures that life skills are acquired in a fun and motivational learning environment. the life skills that are taught range from health-orientated values to specific capabilities which are designed to help children react with confidence and knowledge to the obstacles and dangers of everyday life. since its conception, over 10,000 kids have gone through the programme. the project has also been implemented in other provinces in south Africa, as well as in Uganda and Ghana.
12
Also nominated: ● The A-league (APAID) ● Test Your Team (Kick4Life) ● Wash United (WASH United)
Sport and geopolitics
Twinned Peace Sport Schools (Peres Center for Peace) the peres Center for peace created the ‘twinned peace sport schools’ project to encourage reconciliation between young palestinians and Israelis from disadvantaged and peripheral communities.
Also nominated: ● Street football Regional League Football Friends (Football Friends) ● Sport For Food Security – Agriculture (SEP Kenya)
the project’s philosophy is that football and basketball – two very popular sports among both palestinians and Israelis – have the power to unite youth from different sides of the divide, as palestinians and Israelis play football and basketball according to the same rules, and even idolise the same sport stars. Based on an extracurricular after-school sports programme, the project has proven to install the values of peace and mutual understanding, encourage acceptance of cultural differences, and break down negative stereotypes. launched in 2002, the ‘twinned peace sport schools’ programme now annually reaches 1,500 to 2,000 children from communities in both Israel and palestine.
Sport in the city
GOAL - Reaching New Heights (IFNA) the International Federation of netball Association’s (IFnA) felt that as netball is the world’s most popular female participative sport, in countries such as India there is the potential to empower young women to become leaders in their communities through participation in the sport.
Also nominated: ● Development through Youth Sports (ACRO Ghana) ● Let’s See What Football can do (Albion in the Community) ● Village Football - a cornerstone for youth empowerment (Christian Home In Liberating Destitute)
With the project ‘GoAl – reaching new Heights’, netball is used as a tool for positive individual development and social inclusion. Focused on India, the project enhances existing community programmes, contributes to the Indian government’s aim of empowering young women and complements its efforts to promote sport, and in particular netball. At present, ‘GoAl – reaching new Heights’ has only been piloted in India. the project is expected to expand globally in 2010, aiming to reach 100,000 girls directly and up to five million mothers, fathers, sisters, brothers, and community members.
13
Sport business
Barclays Spaces for Sports (Barclays) recognising the power of sport as a motor for social change, Barclays created the project ‘Barclays spaces for sports’ which supports more than 30 different sports in the UK.
Also nominated: ● ASDA Cricket (ASDA) ● Les Ateliers du Sport (Eurosport) ● Looney Tunes Active! (Warner Bros)
the project’s primary objective is to use sport to revitalise disadvantaged communities and tackle key social issues. since 2004, ‘Barclays spaces for sports’ has created 200 sustainable sports websites in the UK and has donated more than 4,000 coaching packs, touching more than half a million people across the region Following this success, the programme was extended globally in 2008, with sites and/or projects already established in south Africa, UsA, spain and Zambia and more to follow in other countries where Barclays operates, including China.
Sport, culture and creativity
ADD Academy by Yamakasi (Majestic Force) ‘l’Art du Déplacement’ (the Art of Moving), developed 15 years ago in France, is the art of transporting oneself from one point to another by adapting the physical techniques of running, jumping and climbing. Inspired by this discipline, the organisation Majestic Force created the ‘Add Academy’ project with the objective of spreading the word. Ultimately, Majestic Force hopes that the ‘Add Academy’ will become the centre for the discipline around the world as well as an educational institution and a training facility. the academy has helped create jobs in the realms of the arts, live performance and climbing, while ensuring the communication of values and notions of social bonding through sport and via various specific courses. ‘Add Academy’ intends on spreading to other parts of France and abroad in the near future.
14
Also nominated: ● Football in Seven Climates for Seven Cultures and Civilizations (Seven-Style Consultants) ● Sporting events during the Hospitalet Spring Festival: The L’H Night Run and the L’H Bike Run (Hospitalet de Llobregat town council)
Philanthropy and co-operation through sports
Football for Hope (FIFA and Streetfootball) the organisation Football for Hope has been supporting worldwide football-based programmes since 2005.
Also nominated: ● Alive & Kicking (Alive & Kicking) ● Slum Soccer (Krida Vikas Sanstha Nagpur)
Using football as a central tool, Football for Hope provides thousands of children and young adults with a support structure, assistance, and education. the organisation focuses on the issues that most prevail in each region, notably HIV/AIDs prevention, health education, empowerment of young women, protection of children and young adults and integration of youngsters with intellectual disabilities. since its conception, Football for Hope has supported over 80 organisations in more than 50 countries and continues to add dozens of new programmes to the movement every year.
Major sporting events
Promotional campaign for the 2010 European Athletics Championships in Barcelona (Virgili) the 2010 european Athletics Championships is being held in Barcelona with the objective of putting the spotlight on the sport of track and field, with the hope of encouraging people to take up one of its various disciplines.
Also nominated: ● The World Games 2009 (International World Games Association, Kaohsiung Organising Committee)
the Virgili organisation is in charge of the promotional campaign for the project, with the objective to both persuade and to inform, but also strive to attract as many people as possible to the olympic stadium. However, the campaign also draws comparisons between disciplines and the various elements and distances found in city spaces. the second aim is that the public gauge how fast athletes can run, how high they can jump and how far they can throw – so that the inhabitants of Barcelona fully appreciate what their records and achievements mean.
15
1
2
3
4
5
6
7
16
8
9
1. Sandro Rosell// CEO, Bonus Sport Marketing 2. Albert Soler// Director of the Strategic Plan for Sports for the city of Barcelona 3. JosÈ Montilla// President of the Generalitat de Catalunya 4. Hicham El Guerrouj// Moroccan Olympic Champion in Athletics, Member of the IOC Athlete’s Commission 5. John Carlin// Journalist and Writer 6. Fernando RodÈs VILA// CEO of Havas 7. Evans Lescouflair// Minister of Youth, Sport and Civic Action, Haiti 8. Inaki Urdangarin// Board Member of Telefonica International and Chairman of Telefonica International USA 9. Jacques Seguéla// Vice President & Chief Creative Officer, Havas Group
GOING GREEN How can we optimise the impact of sport on the environment? How should brands factor in environmental concerns into their sponsorship strategies? Panellists at the ‘After Copenhagen, the essential need for sport to go green’ Global Sports Forum Barcelona 2010 session hammered home the need for the sports industry to invest more time and money into sustainable development initiatives. Last December’s United Nations Climate Change Conference in Copenhagen was seen to have failed by most observers after the world’s heads of state and governments only signed a non-legally binding agreement about tackling climate change. Tony Estanguet, French Double Olympic, World and Europe Champion in Slalom Canoeing (1), gave an insight into plans by the French Olympic Committee to minimise travelling to reduce the carbon footprint but warned the world can’t rely on mega events to save the planet. “Canoeing is concerned by the environment,” he said. “We [athletes] have good values but we have to be careful not to ask the Olympics to save the planet in every aspect. Athletes in the Olympics have an objective to stay focused on their performance. We aren’t a good example in the environment – we travel the world and it’s really hard. We wonder whether it’s possible to go on like this because every Olympic Games is bigger.” Olivier Cantet, CEO of Rip Curl International and the Rip Curl Foundation (2), admitted that for a company it is difficult to be sustainable but “it is a must.” “There is much more that needs to be delivered from sports companies. The reality is that the consumer is aware of what’s going on, but is a little frustrated and wants to hide,” he said. “The consumer knows there is a trouble ahead, but is not fully convinced of having to pay the [increased] price [for eco-friendly goods]. Using recycled fabric is more expensive today – the recipe is to have a very
desirable product before being ecofriendly.” Sergey Tsyplenkov, Greenpeace Russia Executive Director, questioned how much of the total €12 billion investment pledged by Vladimir Putin for the 2014 Sochi Winter Olympic Games would promote environmental initiatives. “I believe global sports events could and should be one of the greatest promoters of sustainable development - the events should help countries improve their national standards in development. Unfortunately it is not like that at the moment,” he said. David Crawford, Member of the Board of Directors at Clean Air champions and also a Director for the Vancouver Organising Committee for the 2010 Winter Olympic Games (VANOC), revealed bureaucracy often acts a barrier to the easy implementation of sustainable initiatives.
“There’s a basis of work that has to be prepared before you can implement initiatives that are efficient and sustainable… We always have to understand the cultural differences and environmental status of each country. In the pre-planning phase there’s a great movement of education: teaching people what green production is about; how to engage civil society; and how to approach social and environmental causes in an efficient way in a country as diverse as Brazil.” Moderator Stéphane Latxague, Executive Director of the Surfrider Foundation Europe, concluded that how much sustainable development increases in the future depends on the amount of time people in sport devote to it, but ultimately if they do so they should receive a positive return on their investment.
1
“There’s a misconception that hosts of major events control everything. That’s not the case – we don’t control federal legislation....sometimes you can’t reach an agreement,” he said. “Rights-holders such as the IOC and FIFA, who legally own events, have been clear about commitments during the bid phase. The challenge with any large event – is that the people who operate the bid and make the goals often have nothing to do with delivering them.”
2
Sporting a Brazil football shirt made out of recycled plastic bottles, Sergio Mello, Founding Director of sport and entertainment events organiser BRASIL 1, said Brazil was at a key turning point with regards to sustainable development as national federations are in the planning stages ahead of the 2014 FIFA World Cup and 2016 Olympic Games.
17
FROM BID TO LEGACY Should cities and countries plan for a legacy well in advance? What are the benefits for local stakeholders and what do they get for their money? Representatives from Spain, the UK, France and South Africa with 30 years of global event experience expressed their expertise in event-bidding during the ‘Major sporting events: from bid to legacy’ panel at the Global Sports Forum Barcelona 2010. Pere Alcober, Sports Representative for Barcelona City Council (3), said hosting the 1992 Summer Olympic Games had transformed his city both in terms of infrastructure and international profile. “Hosting events is a great risk but a great opportunity,” he said. “We opened up our city to the sea, raised the self-esteem of the population and benefited through new international contacts. We owe a lot to our holistic sports strategy.” Philip Beard, former Marketing and Sponsorship Director of the London 2012 local organising committee (1), said cities needed to be totally focused on their goals to get the best returns from such events.
Paul Elliott, a Board Member of England’s 2018 FIFA World Cup bid (4), was convinced that “winning the event would have a tremendous and sustainable impact on our communities. “I’ve seen at first hand the impact that football has in encouraging social inclusion. Diversity and giving back are at the heart of our bid.” Andisa Ntsubane, Head of Africa & Global Sponsorships at the Standard Bank Group, a 2010 FIFA World Cup sponsor, agreed. But he added that the role of sponsors was crucial in getting the best out of an event. He said: “It has to involve all elements of society right from the start. Sponsors can play a key role play right from the event bid stage to legacy.”
Beard is also a non-executive Director for AEG, owners and operators of the O2 Arena in London, for whom he has been tasked with the commercial strategy and performance of the venue.
18
Lapasset agreed with all of the emphasis on legacy - but stressed that winning the right to host starts with proving you can deliver a great event. “The commitment has to be there from governments, sponsors, the population, the regions and the sporting community,” he said. “The rights holder of the event has to see that local sporting federations and athletes are involved. Lord Coe’s role in the successful London 20102 bid was enormous.”
Representing elite rugby in the debate moderated by SportBusiness Group
1
2
“Your bidding team has to be completely focused on winning and your organising committee must deliver the best possible Games,” he said. “But even that isn’t enough. There has to be a clear legacy - which in London 2012’s case starts with the urban regeneration of East London and encompasses an international programme which will enrich the lives of millions of children around the world.”
publishing director Phil Savage was Bernard Lapasset (2), President of the International Rugby Board.
3
4
BODY AS A TEMPLE
1
How should we protect the physical and mental health of athletes? Is using technology as a means to improve performance and health a fair advantage? The issue of performance-enhancing drugs and developments in equipment and technology featured prominently in the ‘My body, my temple’ session at the Global Sports Forum Barcelona 2010. Gary Hall Jr, an American Olympic Gold Medallist who is also diabetic, talked of the difficulties in drawing up clear definitions on drugs. “For me, insulin is a life-saving substance,” he said. “But for another athlete it’s a performance-enhancing drug which improves performance. I think the problem for drug agencies is that they don’t have the resources to keep up with developments in pharmaceuticals.” The pharmaceutical industry was represented
by Jerome Sylvestre, CEO of Sanofi Aventis Spain (1), who said: “We are not in the performance-enhancement business. We are in the well-being business. “We look for technologies which improve the design of drugs for people. We are very focused on the importance of prevention in well-being.” An interesting part of the debate was led by NASA Expert Daniel Lockey, who talked about NASA innovations which had “come back down to Earth as products used in sport. From lightweight scanners to ingestible thermometer pills we have contributed in many ways.” Most famous were Speedo swimsuits which had a massive effect on swimmers’ performance during 2008 and 2009 - before being outlawed.
A FORCE FOR EQUALITY
Rugby Union legend Jonah Lomu provided an elite athlete’s perspective on the use of new technologies such as hypoxic treatment rooms. “If it’s legal then that’s fine. Why not use technology if it will improve your performance. That said, I’m a real believer that no performance enhancement can give you the mental toughness you need to compete at the highest level.” 1
Can sport overcome social and economic barriers? What role does sport play in reaching out to marginalised groups and communities? Expert panellists agreed that sports marketers can affect social change in the ‘Sport as a force for social equality’ session at the Global Sports Forum Barcelona 2010 - but said sponsors need to manage their expectations when it comes to evaluating their investment in social programmes, accepting that sometimes the payback is intangible. Evelio Acevedo, Corporate Responsibility Director and Head of Barclays Foundation at Barclays Spain (1), put a strong case when he said that his own company’s Spaces For Sport programme has clearly had a positive impact in underprivileged communities.
The problem, said John Maguire (2), Senior VP of Corporate Partnerships at the New York Giants, is that some sponsors and rights holders try to force-fit marketing value onto social programmes.
2
“I question those situations when a social agenda becomes confused with a PR agenda; when investment in a cause is followed five minutes later by a press release,” he said. This conflict between commercial and community goals was also raised by Todd Beane, International Director at the Johan Cruyff Institute.
“Sport can play a role in fighting prejudice, educating children and reducing crime in communities,” he said. “When sponsors invest, it can encourage other organisations to get involved.”
“I realise there is a commercial agenda,” he said. “But I’m disappointed when the word return is always linked to investment. Instead of ROI why can’t we just focus on the giving?”
Christophe Lachnitt, Head of Communications at DCNS Group, was equally positive: “We have used sport as a way to reach out to youngsters with no qualifications. We then train them with mentors and in many cases secure them jobs.”
Paul Meulendjik, Head of Sponsorship MasterCard Europe (3), said it should be possible to find a middle ground: “We have seen with our UEFA Champions League sponsorship that it can have an inspirational impact on children. We prefer
3
to see that as return on engagement rather than return on investment. It’s about bringing fans closer to the passion.”
19
NEW FORCE FOR GOOD
1
Is sport an effective means to reach philanthropic goals? When should brands and NGOs use sports people as leverage? Rupert E. Daniels, former television rights executive at FIFA and head of content at CSR initiative 1Goal (1), accepted sport has yet to follow the example from the music industry where enough high-profile personalities promote social initiatives at the ‘Sport as a force for good: a challenge for all stakeholders’ panel at the Global Sports Forum Barcelona 2010. “There are certain athletes, particularly those under stiff contracts with clubs, whose clubs would not be too happy if they start to make highly political comments,” he said. “Can sport personalities take that next step and be more than a face on a TV commercial? I don’t think there’s an answer yet and not many high profile sports personalities at the moment who are capable of doing that. “Music has traditionally done that…in the sports world you don’t tend to get that type of challenging of authority. There’s a different mindset.” Iñaki Urdangarin Liebaert, Chairman of Telefónica International USA Inc and a
Spanish Olympic Champion in handball, recognised that professional athletes often want to promote their sport for social good but do not know how to exploit their relationship with a sport. “It is hard to understand there are people behind their sporting prowess,” he said. “When you ask about their training – beside this they have social concerns. Now the world of philanthropy is vast – we’d all like to be involved…but I think what’s important is that each athlete – because of the sport or country they are linked to – can work out the social concerns that need to be covered.” Ron Pundak (2), General Director of Peres Center for Peace, said he faces challenges on a daily basis but grassroots initiatives are the “only way” to promote positive relationships between Israel and Palestine. “The challenges are huge – there is not just one. When it rains it pours,” he said. “As Israelis and Palestinians we don’t have any other choice. If we don’t educate kids, parents and adults to make a change and know each other then there is no other way they can interact. They will only know
2
each other through the media and they are worse than the politicians [in damaging relationships].” Kate Burt, UK National Director for Right to play, recognised that the way traditional charities have operated in the sports industry has changed given the importance of corporate sponsorship for NGOs. “Old style philanthropy is shrinking – what corporate sponsorship wants is a commercial relationship,” she said. “The problem is trying to embed the values, of yourself as an NGO, and match them with the demands of a corporate partnership. It’s a balancing act – sometimes it works and sometimes it is difficult.”
NEW TIMES, NEW REGULATIONS Is ‘financial fair play’ a sustainable approach? Who wields the real power in sports governance? Experts from the public and commercial sectors discussed the relationship between sports federations and state authorities when it comes to regulating complex issues such as financial fair play, doping and online gaming at the ‘New times, new regulations?’ session at the Global Sports Forum Barcelona 2010. Albert Soler, Sports General Director at Spain’s High Council For Sport, said a key challenge for the industry is to find a balance between giving sports bodies the independence they need to operate dynamically, and ensure that they are accountable to public bodies. “There’s clearly a need for shared responsibilities between the various stakeholders,” he said. “If funding is based on taxpayer contributions, for
20
example, then the government has a direct interest.” This view was endorsed by Phillippe Bertrand, a journalist from French newspaper Les Echos. “Sport cannot be above the law,” he said. “Its entire funding structure is based on the public’s confidence in its ethics - which means it needs to be answerable to public and legal agencies.” Sonia Parayre, Deputy Executive Secretary of the Enlarged Partial Agreement on Sport, Council of Europe, said the involvement of national and international public agencies was vital as a means of support to the sports sector. “The issue for sport is not always the existence of a law but its implementation,”
she said. “At the Council of Europe we recognise the need for sport to be independent - but also know that the industry is not resourced sufficiently to tackle some of the global issues facing it.” Lassan Palenfo, President of ACNOA and The Olympic Committee of the Ivory Cost, said dialogues between international and national federations had a significant role in the story. “There is good interaction between the IOC and national federations on issues like regulation - with regular local seminars on the subject,” he said. “I think the IOC is developing sport at a good pace in Africa. But one of the issues for us is finance - since a lot of state funds in Africa go to football.”
THE DIGITAL AGE What are the consequences of new technologies and media for the business model and governance of sport? Is social networking a threat or opportunity for sport and its stakeholders? Leading media executives from the worlds of TV and internet in the ‘Sport in the digital age: consumers take control’ panel at the Global Sports Forum Barcelona 2010 agreed that digital is totally transforming the way consumers relate to sport. Panellists said consumers were taking control of content and emphasised the need for media companies to adapt in order to survive, however agreed that television was likely to remain as the home of major live sports events. Laurent-Eric Le Lay, President of Eurosport (3), said that his business “no longer thinks of itself as a TV channel but as a multimedia platform.” “We now operate in a new digital ecosystem where it is impossible to attract advertisers unless you have a presence across internet and mobile,” he added. “But the exciting thing for us is that we can use this new technology to create a new global business.” Le Lay was appointed Chairman and CEO of the Eurosport Group in 2006 and Eurosport Events in June 2008. Eurosport Events is the group’s specialist division in the management and development of international sporting events. “The conversation around [televised] events is changing,” added Alexandre Michelin, a former TV executive who is now executive producer of Microsoft’s MSN.fr service (4). “Fans are out there creating their own communities around sport - and sometimes they are talking directly to the stars. The audience is taking control and that means a different landscape for us all. For me that is good because we can build something around it.”
“Sports stars are now attracting huge numbers of followers via platforms such as Twitter,” he said. “The message for brands and rights holders is that they have to start finding ways to change their database into a fanbase. They have to connect with people through their passion.”
One interesting addition to the overall debate came from Jorge Claro Mimica, founder of Canal del Futbol in Chile. “We created a football channel for the Chilean League because we couldn’t get sufficient revenues for our television rights from the market,” he said.
Emmanuel Seugé (2), Group Director Worldwide Sports & Entertainment Marketing at The Coca-Cola Company, said that his company is already changing.
“After a difficult start, we are now making ten times more revenue through a combination of basic and premium channels than we were originally offered for the rights. That goes to show the difference digital can make in the sports broadcasting business.”
“The big opportunity for us in digital is that consumer engagement is now quicker and deeper,” he said. “To communicate with audiences in this market, we need to think of ourselves as content providers, giving our consumers content that they can play with or personalise.” Seuge worked for Coca-Cola in France in the Marketing Asset team before transferring in 2005 to the company’s Atlanta headquarters to lead the Global Marketing programmes for football before being appointed early in 2009 to head up the Worldwide Sports & Entertainment Marketing group.
2
3
Qiang Yan, Vice President of Titan Media and Titan Sports (1), moderated the discussion.
1
4
5
That view was shared by Mike Mathieson, CEO of consultancy Cake (5), whose clients have included UK pay-broadcaster BSkyB and alcoholic brands Magners and Carling.
21
REACHING YOUTH What do we know about the sport practices and preferences of our youth? Are video games the new choice of leisure of the younger generations? David Gosen, Vice President of Interactive Entertainment Business and Strategic Marketing at Microsoft, called on delegates at the 2010 Global Sports Forum Barcelona to urge local and national governments to spend on sporting infrastructure in order to combat childhood obesity.
not a great sign if a kid can’t walk out of their houses and play sport,” he added. “One of the key areas for us, as a group of influencers, is to ensure we continue to lobby and drive authorities to put money which will tangibly change children’s lifestyles.”
“If we want to invest in our youth then we have to invest in the facilities and opportunities for them to be sports players,” he said during the ‘Reaching out to the youth: the future of sports’ panel.
Gosen’s comments were supported by Carlos Homedes, CEO of Nike Iberia, who underlined the need for stakeholders to combine: “I don’t think it is just something brands have to do – it’s a shared responsibility. Brands can’t change legislation, they can’t make significant infrastructural changes. I think we should
“In the UK the government sold off lots of playing fields and put up houses. That’s
help organisations, institutions and the consumers understand the huge benefits sport can bring.” Jarrod Howell, Director of Global Business Development Corporate Alliances at The Walt Disney Company, questioned whether the greater promotion of team sports on television alienated a large proportion of children from participating in sport. “As broadcasters we need to question ourselves on concentrating on big team events, football being the biggest example, and whether there is another element of sport we need to start looking at – individual sports in particular,” he said. “When you get to the team environment there are people put off by it - those who are not great at the sport feel they cannot participate in this situation.” John Constantinou, Head of Global Sponsorships and Partnerships at the Orange Group, said that society would benefit by recognising social trends and encourage youth to participate in sport accordingly. “Youth unemployment is high because of the recent global recession,” he said. “Sport is a great way of encouraging them and creating confidence. Being part of an amateur team gets them out of the house and increases social skills, and also in some cases helps improve skills for life.”
22
They supported support the They the second edition editionof of second Global Global Sports SportsForum Forum Barcelona Barcelona
Main Partner
International Media Partners
Official Partners
National Media Partners
Editorial Partners
INTERNATIONAL SPORTS MARKETING CHAIR
Le Spor t au ser vice de la société
Official Institutions
HSPO_1002116_PARTNERS_WHITE_A4.indd 1
Published by
6/04/10 15:20:17
Founder and Organiser of The Global Sports Forum Barcelona
For more information visit www.globalsportsforum.org Follow us on: Facebook/LinkedIn Global Sports Forum Barcelona 2010 Twitter www.twitter.com/GlobalSportsFor
Picture credits: Jorge Andreu and Roger Llonch - All Rights Reserved
TT-COC-002610