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How it will lead to better sport

Rugby goes global Discover tomorrow’s smart stadiums Leading with integrity Meet the IAAF’s Mr Clean

inspiring communication


Atos Ascent:

Promises of a converging world


IRB Year in Review


IAAF 365


Atos Ascent:




A vision for sport and technology

Atos Ascent: Promises of a converging world © Atos, Year in Review © International Rugby Board, ‘365’ © International Association of Athletics Federations, Atos Ascent: A vision for sport and technology © Atos, Havas brand © Havas Sports & Entertainment.

Welcome to the best of Seven46

The last two years have been remarkable for us at Seven46.

But we have never forgotten that the roots of our company lie in editorial excellence.

First, there was the glorious summer of London 2012. Then, we were proud to be part of the Tokyo 2020 bid team (left), which emerged victorious from the International Olympic Committee vote in Buenos Aries in September 2013. And, most recently, there was the winter carnival of Sochi 2014.

We pride ourselves on our ability to tell stories that people want to read and hear. And those skills have never been more in demand as marketers everywhere wake up to the power of content to engage and influence. The material you will find in these pages demonstrates the best qualities of content marketing.

We are lucky to have done work for a number of clients in all these locations, over those two years. In fact, some of our best work – and we wanted to share it! This short anthology is made up of some of our team’s favourite work from 2012 until now.

I’d like to thank our clients who have allowed their content to be featured in this sampler. It is truly a privilege to be able to work daily with such prestigious and creative partners. Enjoy the read – and do get in touch if you think we could help you to tell your story.

In 2012, we also formed an exciting new partnership with the Havas Sports & Entertainment network, which extends the breadth of our offer to the full range of marketing communications disciplines and gives us a presence in 20 key markets worldwide.

Nick Varley, Founder and CEO, Seven46

Partner 3

Atos | Ascent:

promises of a converging world This was the second edition of a tri-lingual magazine title we developed in collaboration with the Atos Scientific Community. The content is based on key insights from this leading group of global technologists into the emerging ‘connected universe’ and its implications. Our editorial team worked closely with the scientists to translate their research into must-read branded content, relevant and accessible to a general audience. Through interviews, infographics and a range of creative features, the magazine offers the chance to discover the jobs your kids will do in 10 years’ time; learn how your car can help pay for itself; and hear from Sochi 2014’s Dimitri Chernyshenko on his personal passion for technology.


Thought leadership from Atos

How your car will help you drive better Five jobs your kids will do The end of shopping as we know it Meet the technophile leading Sochi 2014

Promises of a

converging world

Winter/Spring 2014


Economic sustainability

Countries re-scaled according to their use of mobile payment


7% A highly advanced mobile environment is not being matched by consumer willingness






FRANCE While uptake to m-commerce is above average, P2P and PoS mobile payments are lagging behind











hile traditional powerhouses like the United States, France, United Kingdom and Japan lead the way in terms of technological and economic readiness, when it comes to actual consumer adoption, not one country in Europe or North America makes


A high degree of familiarity and willingness is already seeing double the average usage of mobile payments



it into the top ten. Instead it is the likes of Kenya, Vietnam and the Philippines that are setting the pace. Of the three categories of mobile payment – peer-topeer (P2P), point-of-sale (PoS) and m-commerce – it is the last, where transactions are carried out using a mobile device, that is currently enjoying the greatest popularity.





Ascent has re-scaled the leading adopters according to their use of mobile payment —

The world 6 Ascent magazine | Atos

M-commerce Buying and selling of goods and services through wireless handheld devices such as mobile phones.

P2P (Peer-to-peer) An online technology that allows customers to transfer funds from their bank account or credit card to another individual’s account via a mobile phone.

PoS (Point of sale) Mobile point-of-sale systems that enable a smartphone to act as a mini-cash register, capable of processing credit card transactions.










2% UAE

Use of mobile payments across the board is double that in the UK

PoS mobile payments are currently running at twice the average


Mobile payment solutions are attractive in an economy where 90 per cent of transactions are cash-based












15% 13%




This illustration is based on findings from MasterCard’s Mobile Payment Readiness Index (MPRI)

— and there are some surprises. Could cash-free really change the face of the earth?

— cashless

Ascent magazine | Atos 7


Connecting Sochi

In just seven years, Sochi has developed from a remote collection of Black Sea villages into a high-tech hub that will be the very centre of the world for six weeks this winter when it hosts the most technologically-advanced Olympic and Paralympic Games in history. Ascent looks at what the story can tell us about our converging planet

8 Ascent magazine | Atos


lexander Zolotarev was a 25-yearold PhD student when he arrived in Sochi in 2008 with a laptop and a dream: to build a citizen journalism website that would chronicle the extraordinary urban transformation taking place in the city ahead of the Olympic and Paralympic Winter Games. The scale of the challenge became clear within a few hours of arriving. “For a guy from Moscow, it was a huge surprise” he recalls. “There was hardly a single internet café. McDonald’s was practically the only place in town where people could get fast Wi-Fi. I wound up spending most of my time there alongside every geek and hipster within a 50km radius.” Such was Sochi at this time – a collection of pretty fishing villages strung out along Russia’s Black Sea coast and framed by the imposing Caucausus mountains that separate the area from the rest of humanity. It’s a description recognized by Marta Sanfeliu, Atos Chief Integrator for the Sochi Games, who first visited the city in early 2010 to scope out the job of establishing the systems infrastructure that will underpin the world’s greatest sporting event.

“McDonald’s was practically the only place in town where people could get fast Wi-Fi ”

Power cuts

Crazy dream “My first impressions were of a beautiful place but a ‘small town’ place, which was unusual,” she says. “It felt very isolated. Certainly, there was very little English spoken.” The prospect of bringing the Olympic and Paralympic Games to this remote community at first seemed like a crazy dream – even to Dimitri Chernyshenko, the local businessman who became CEO of both the Bid and Organizing Committees. By the time of the IOC Host City election in July 2007, however, Chernyshenko, like many others, was convinced of the potential to stage truly innovative, high-tech Games

in Sochi. Games that would transform his hometown into a global destination. From the start, Sochi 2014 has been a project driven by technology – in the image of Chernyshenko himself (see p30). “IT is an obsession for him,” laughs Alexander Zolotarev. “When he meets someone new, he will often ask them, ‘What’s your religion: Mac or PC?’ “At the same time, we have Vladimir Putin, plus a digitally-conscious Prime Minister in ex-President Dimitri Medvedev, who was known in Russia as ‘The Internet President’, so it’s really a major focus.” Marta Sanfeliu agrees: “The Russians see these Games as a huge opportunity to develop the technological infrastructure, especially in communications and energy. The mentality here is very tech-oriented nowadays.”

Left Sochi is separated from the rest of the world by the Caucasus Mountains

Marta and the Games technology team have been based in Sochi since summer 2012. It has been a challenging period as they have sought to complete all the technology and communications works for the Games in parallel with massive construction and road and transport infrastructure development. “You have to remember they are building every single venue from scratch, she says. Inevitably, the coordination has been difficult, and sometimes the lines get cut. Pretty much every month we would have a couple of days without power or connectivity.” For local people, such disruption has been a small price to pay for the arrival of state-of-the-art communications technology. In 2010, telecoms start-up Yota brought commercial 4G internet to Sochi, while the local government has led a major program to ‘Wi-Fi’ every park and public area in the city. Ascent magazine | Atos 9


The social impact of this movement has been significant and, in some ways, surprising. Just ask Alexander Zolotarev, who saw his crowd-sourced news website take off, rapidly attracting more than 600 citizen journalists from all sectors of society. “The people of Sochi have really taken to social networking,” he says. “It’s happened very quickly. The interesting thing is that I always saw social media as the channel for telling this great development story, but in fact social media has become a key part of that story itself. “On one hand, it’s enabling the city and its people to connect with a wider world, but really the greatest impact has been in strengthening local ties.

10 Ascent magazine | Atos

“Remember that the geography of Sochi is unusual, stretching from the shore right up to the mountains and for miles along the coast. “Social media has provided residents with a forum to share their views and to establish connections across those natural boundaries – between the different seaside hubs, between the sea-level and the mountain communities, and between generations too. The joke is always that we should be talking about ‘vertical connections’ here. “What’s really noticeable is that people have a much stronger sense of ‘Sochi’ now. It’s a more open, cohesive and inclusive place, and there is much greater civic engagement.” Games organizers too have felt the benefits of a digitally

“I always saw social media as the channel for telling this great development story, but in fact it has become a key part of the story itself”

Below The Iceberg Skating Palace, built from scratch for the Games

active local population, with networks such as VK and Facebook providing a critical platform for dialogue over sensitive issues such as compulsory relocation. What’s more, social media has been the primary channel for driving public engagement with the Games throughout Russia, and beyond.

Digital benchmark

Marta Sanfeliu, who has worked at every Games since those of Sydney 2000, claims that the levels of public enthusiasm in Sochi are unprecedented: “It’s extraordinary how motivated the people are. You can really feel it. “There seems to be no opposition at all. It’s also noticeable how many of the people working

on the Games are very young. And they have come from all over Russia to be involved.” Both Marta and Alexander believe that Sochi 2014 has the potential to be a benchmark in the evolution of the so-called ‘digital Games’. But while giant strides can be expected in the realm of social media activation (see sidebar), progress in other areas is subject to familiar restrictions. “The approach to the Cloud is still conservative,” explains Marta. “For a start, a lot of the big technology decisions were taken back in 2010, when the market for Cloud was not as mature. “But there was also a security issue. The agencies in Russia would not allow data to be stored outside the country – and they would certainly not have been the only government to impose such a ban.” Nevertheless, Sochi will still see some significant technology firsts, including the deployment of the official Games website over the Cloud. In addition, for the first time ever, Atos business technologists are serving two Primary Data Centers. All Games logistics systems are being centralized off-site, in Moscow, with the Sochi Center used only for results distribution. It seems the Games, like so much else, are headed in the direction of the Cloud. But what will be the impact on the future of the Olympic and Paralympic Movements? Might it mean, for example, that we will see many more Host Cities in the image of Sochi? Or conversely, will the levels of connectivity needed to service future Games preclude other remote locations from having the chance to bid? Marta demurs. “It’s inevitable that we will see Games systems deployed over the Cloud in the future,” she

says. “Really, as soon as the market becomes comfortable with the concept. “But for me the real issue is the impact this will have on the spectator experience – on the way non-ticket-holding spectators all around the world will be able to access and enjoy the event in a way that is actually very close to the live experience. This is the really exciting change that we can expect.”

“We will see Games systems deployed over the Cloud in the near future”

Socially Sochi

Global destination

And what about the future for Sochi? Marta believes the city now has the physical and communications infrastructure to compete as a year-round tourism resort in the international marketplace. For the local technology sector, the future is less clear. “Of course, there has been a big skills challenge here,” explains Marta. “The reality is that 95 per cent of the technology staff are from outside the region. I hope that they will stay.” The job of ensuring they do – and of securing the wider Sochi skills legacy – lies with institutions such as the Russian International Olympic University. Known by the acronym RIOU, and with a campus right in the heart of the city, the university took its first intake of students in 2013. Its flagship program is the Master of Sports Administration, which is taught by leading international experts – including Alexander Zolotarev, who today heads up the University’s highly innovative social media research. Alexander confidently predicts that RIOU will play its part in making Sochi a global centre of excellence in sports education, with social media right at its heart. But there’s a hint of nostalgia in his voice when he reflects on the changing character of the city. “The people are more like Muscovites now,” he says. “And I’m sure they are fishing less.”

Meet Zoich (above), the most famous Olympic mascot that never was – and an example of the new-era social marketing on which Sochi 2014 has been defining itself as a Games. The punctilious toad, who mocks the stereotypical Russian bureaucrat, was entered into a crowd-sourced contest to design the official mascot of the 2014 Games. Zoich was a viral sensation, streaking ahead of his rivals in every online poll. He was the talk of Russia, and the nemesis of Games and Government officials, who declared themselves appalled at the prospect of such a character representing the nation. So far, so Social Media 101. Until you discover that, far from the brainchild of some subversive web artist, Zoich was in fact the creation of the Sochi 2014 Organizing Committee, planted in the contest to stimulate Russia’s powerful social networks. “The organizers have been very clever,” says Alexander Zolotarev, of the Russian International Olympic University, who also points to a grassroots mapping project as further evidence of Sochi’s social edge. The award-winning project encourages the public to tag barrier-free buildings and locations on an online map. It was the first crowd-sourcing initiative of its kind in Russia – at a time when no Google maps existed of the area – and has played an important role in raising awareness of accessibility issues, while also providing a tool for citizens and visitors with a disability. So what other social media developments can we look forward to in Sochi 2014? “The big networks will use the Games to road-test new models and products for sponsors,” says Alexander. “Personally, I expect Sochi to be the platform for Twitter’s Vine to take off.”

Ascent magazine | Atos 11

Et enfin...




Les environnements de travail sont de plus en plus considérés comme des atouts stratégiques, plutôt que comme des moyens de réduire ses coûts. En effet, le bureau a son rôle à jouer dans la constitution d'un capital social, essentiel pour établir des relations de confiance entre les membres d'une même équipe. Nombre d'entreprises ayant été parmi les premières à opter pour des environnements de travail décentralisés ont été déçues des résultats, n'ayant pas su saisir à quel point il était important de maintenir ce lien social. En ce sens, les réseaux sociaux ont également un rôle à jouer pour combler les fossés créés par l'apparition de nouvelles méthodes de travail. La mission principale des architectes de demain va consister à apporter de la flexibilité aux environnements professionnels. Nous devons en effet être capables de nous adapter à tout moment à l'évolution des besoins. Qu'il s'agisse d'environnement physique ou virtuel, nous devons par ailleurs faire en sorte de faciliter la collaboration, mais également ce que j'appelle les « découvertes providentielles ». Il s'agit des découvertes occasionnées par la mise en relation de différents experts, au-delà des frontières générationnelles et géographiques, et qui sont souvent à l'origine de progrès rapides et inattendus.

12 Ascent magazine | Atos

Le bureau de demain Mischa van Oijen, directeur de produit chez blueKiwi, a repensé votre environnement de travail pour qu'il s'adapte à la nouvelle dimension sociale de l'entreprise, dans laquelle vie professionnelle et vie personnelle convergent...


On prend un café ? Bien souvent, le bureau n'est d'ailleurs plus l'endroit idéal pour effectuer des activités en ligne. La plupart des gens disposent chez eux d'un accès à Internet offrant un débit équivalent. Qui plus est, il est souvent plus facile d'accomplir son travail loin des distractions que comporte le bureau. Dans le futur, nous commencerons à voir le bureau non plus comme le lieu de travail idéal, mais comme un espace privilégié pour les échanges professionnels, et où on peut trouver le meilleur café ! C'est un point important, car les différences culturelles constituent des obstacles, quelle que soit l'ampleur du réseau de compétences dont vous disposez au niveau mondial. Ainsi, le meilleur moyen de mettre en œuvre un projet reste de rassembler les membres d'une équipe pour qu'ils puissent collaborer, du moins au départ. Vous ne serez plus au bureau huit heures par jour, et votre lieu de travail ne sera pas toujours le même, mais il restera un lieu permettant de construire du capital social.

4 7 1






Vive le cloud humain !

Priorité à la mobilité

Faire tomber les barrières

Place à la visualisation

Dans un monde où l'expertise mondiale est accessible via des réseaux sociaux, il y aura de moins en moins de place pour les généralistes. Les services d'assistance informatique seront les premiers à disparaître. En effet, avec l'apparition de politiques encourageant l'utilisation d'appareils personnels, les services d'assistance seront bientôt confrontés à davantage de types d'appareils qu'ils ne peuvent en gérer. Nous verrons donc apparaître à leur place des communautés virtuelles dédiées aux propriétaires d'appareils similaires. Selon moi, il s'agit du moyen le plus simple et le moins risqué de se lancer dans cette aventure.

À l'heure où la connectivité prend le pas sur la puissance, il est certain que l'équipement informatique est amené à se réduire. Vous pouvez littéralement avoir votre bureau à portée de main, puisqu'aujourd'hui un téléphone mobile et un navigateur Internet suffisent pour mener à bien votre travail.

Oubliez les solutions de sécurité matérielle complexes. L'accès aux applications sera simplifié pour tous, et les procédures de sécurité consisteront davantage à protéger les données que les appareils.

Nous pourrons ainsi dire adieu aux rapports et documents volumineux que personne ne lit jamais. Avec la mondialisation, l'augmentation de la capacité des réseaux et l'évolution des attentes culturelles, tout deviendra plus visuel et pourra donc être partagé plus facilement. Nous aurons par exemple des manuels vidéo, ainsi que des tableaux de planification et des outils de signalétique visuels.


De nouveaux rapports hiérarchiques Le bureau traditionnel appartiendra bientôt au passé. En effet, le travail collaboratif se généralise, ce qui incite à tenir compte de l'activité plutôt que du statut des tâches à effectuer.


Donner davantage de liberté Les employés seront plus heureux et plus productifs, ils perdront moins de temps à rédiger des e-mails et à organiser des réunions. Ils bénéficieront d'une plus grande flexibilité concernant leurs heures et lieux de travail.

Ascent magazine | Atos 13

I R B | Ye a r i n R e v i e w The IRB came to us in 2011 with an ambition to transform its annual report title into a more streamlined and accessible read – and a more strategic communications tool. We worked with the team in Dublin to reconstruct the publication based on editorial principles and create a structure that aligned with the overarching story of Rugby’s global growth. The result is an engaging, well-paced and contemporary-feeling magazine title that has been re-commissioned year on year. In the following pages, you’ll see how visual devices can be effective in reinforcing key messages. We also give you a glimpse into preparations for the Rugby World Cup in England 2015.


2013 highlights | Rugby World Cup | World in Union | Growing the Game | Protecting Rugby’s Values | Financial report








Rugby is now played in more countries around the world than ever before, boosted by record funding through the IRB Development Programme (£8.23m), Regional Tournament Funding (£3.82m) and Strategic Investment Programme (£10.68m)

Total players: 3,110,238

Union (entry year) Bahamas (1994) Barbados (1995) Bermuda (1992) British Virgin Islands (2001) Canada (1987) Cayman (1997) Guyana (1995) Jamaica (1996) Mexico (2006) St Lucia (1996) St. V & the Grenadines (2001) Trinidad & Tobago (1992) USA (1987)

Players 335 252 714 Associate member 129,131 12,401 442 1,267 7,099 Associate member 192 1,190 1,402,962

Total players: 1,555,985

Union (entry year) Argentina (1987) Brazil (1995) Chile (1991) Colombia (1999) Paraguay (1989) Peru (1999) Uruguay (1989) Venezuela (1998)

Total players: 187,514


Union (entry year) Players Andorra (1991) 3,104 Armenia (2004) Associate member Austria (1992) 1,320 Azebaijan (2004) Associate member Belgium (1988) 15,616 Bosnia & Herzegovina (1996) 979 Bulgaria (1992) 1,815 Croatia (1992) 2,431 Czech Rebublic (1988) 11,610 Denmark (1988) 3,253 England (1890) 2,028,348 Finland (2001) 2,701 France (1978) 359,022 Georgia (1992) 6,708 Germany (1988) 12,922 Greece (2009) 1,210 Hungary (1991) 3,053 Ireland (1886) 177,604 Israel (1988) 4,905 Italy (1987) 77,858 Latvia (1991) 1,366 Lithuania (1992) 2,129 Luxembourg (1991) 2,099 Malta (2000) 19,352 Moldova (1994) 3,263 Monaco (1998) 991 Netherlands (1988) 26,629 Norway (1993) 2,280 Poland (1988) 14,380 Portugal (1988) 41,497 Romania (1987) 12,810 Russia (1990) 28,542 Scotland (1886) 104,142 Serbia (1988) 3,086 Slovenia (1996) 387 Spain (1988) 51,123 Sweden (1988) 7,309 Switzerland (1988) 4,365 Ukraine (1992) 3,915 Wales (1886) 66,114

Players 127,214 16,128 18,686 10,277 2,879 1,668 8,554 2,108

Total players: 607,238





Registered 2.36 million Non Registered 4.3 million (Female players 1.5 million)

Union (entry year) Players Brunei (2013) Associate member Cambodia (2004) Associate member China (1997) 3,260 Chinese Taipei (1988) 6,395 Guam (1998) 1,088 Hong Kong (1988) 21,585 India (1999) 23,927 Indonesia (2008) 670 Iran (2010) Associate member Japan (1987) 119,598 Kazakhstan (1997) 4,070 Korea (1988) 5,090 Kyrgystan (2004) Associate member Laos (2004) Associate member Malaysia (1988) 75,400 Mongolia (2004) Associate member Pakistan (2004) 7,215 Philippines (2004) 2,295 Singapore (1989) 12,430 Sri Lanka (1989) 58,480 Thailand (1989) 12,450 United Arab Emirates (2012) 6,316 Uzbekistan (2004) Associate member

Total players: 360,269

Union (entry year) Botswana (1994) Burundi (2004) Cameroon (1999) Ghana (2004) Ivory Coast (1988) Kenya (1990) Madagascar (1998) Mali (2004) Mauritania (2003) Mauritius (2004) Morocco (1988) Namibia (1990) Nigeria (2001) Rwanda (2004) Senegal (1999) South Africa (1949) Swaziland (1998) Tanzania (2004) Togo (2004) Tunisia (1988) Uganda (1997) Zambia (1995) Zimbabwe (1987)

Players 9,255 Associate member 6,150 Associate member 2,718 29,707 31,278 Associate member Associate member 779 4,899 9,317 800 Associate member 5,016 387,009 26,639 Associate member Associate member 21,923 26,410 12,210 33,128

Union (entry year) American Samoa (2005) Australia (1949) Cook Islands (1995) Fiji (1987 New Zealand (1949) Niue Islands (1999) Papua New Guinea (1993) Samoa (1988) Solomon Islands (1999) Tahiti (1994) Tonga (1987) Vanuatu (1999)

Players 3,220 482,897 2,054 156,140 149,978 450 19,192 38,240 10,101 1,971 7,577 1,715

Total players: 873,535


Rugby World Cup 2011

A record global audience ■ 14,461 broadcast hours ■ 207 territories ■ 3.9 million cumulative TV audience


ugby World Cup 2011 was the most watched edition ever, but it was the ever growing number of nations and lower age profile that provided the biggest endorsement of one of the world’s biggest and most anticipated sporting events. Fans switched on to the Tournament in record numbers. The volume of media coverage increased by over 3,000 hours from 2007 to just over 14,000 hours, with digital on-demand, delayed and news coverage experiencing significant increases as the way that we consume television content continues to evolve. The growing prestige of the Tournament, coupled with Rugby Sevens’ inclusion in the Olympic Games, also provided new opportunities as RWC was broadcast in a record 207 territories. Terrestrial television coverage in the USA and Russia provided excellent exposure, while major markets

18 International Rugby Board

such as Brazil, India and China all broadcast the action. Excellent production standards by host broadcaster SKY New Zealand, the use of wirecam and high definition programming added to the viewing experience for a potential cumulative worldwide audience of 3.9 billion. The Rugby World Cup 2011 Final delivered an unprecedented 98 per cent audience share in New Zealand, while in France 18 million viewers switched on to watch the match despite the challenging time zone.


audience share in New Zealand

Other highlights included a massive Australian television audience of 3.235 million people for the New Zealand v Australia semi-final – smashing the all-time Pay TV viewership record for Fox Sports and topping the free-to-air ratings on Channel Nine. In the United Kingdom, ITV registered its highest audience of RWC 2011 with an average of 5.9 million viewers watching France’s 9-8 victory over Wales. The last 15 minutes of the match netted a peak audience of 6.6 million – a 58 per cent share. Free-to-air broadcaster ITV will be the host broadcaster of Rugby World Cup 2015 in England.

Rugby World Cup 2011

RWC gets social

For the first time social media was actively used to showcase Rugby’s flagship event, allowing fans to connect with the Tournament in new and exciting ways

Top Tweets… @SulianaKami:

PROUDEST! We did it for all the pacific nations. Samoa and Tonga proved we can be just as good as tier 1 teams!


#Groin An injury to All Black favourite Dan Carter delivered a huge blow to New Zealand’s hopes and also ensured the word ‘groin’ was a Twitter trend in the host country for three days in October, with 8,300 mentions.

Listening to the live commentary on RWC website and feeling inside the Italian scrum: crouch, touch, pause, engage: WE ARE READY! GO!


This has to be the most exciting @ rugbyworldcup ever! Still waiting for my heart-rate to come down #RWC2011


Reaching a new generation

FAN CAM Fans who attended the RWC 2011 Final at Eden Park were able to identify and ‘tag’ themselves in a super-high resolution, 360 degree interactive photograph on the official RWC website. Users of FanCam could share their selected view with family and friends via Facebook, Twitter or via email. The FanCam picture, which contains 16 billion pixels, captures the moment just before kick-off in Auckland, as the French and New Zealand teams lined up to hear the national anthems.

Rugby World Cup’s awardwinning* social media strategy included an official presence on Facebook, Twitter, YouTube and Flickr. The sites played a significant role in engaging fans and encouraging interaction and dialogue in the months leading up to and during the Tournament. Thousands of pieces of content were created, shared, liked and commented upon every day. Over the course of the Tournament, RWC 2011 and the competing teams gained more than 185,000

new Twitter followers, 621,000 new Facebook fans, 1.1 million Facebook ‘likes’, 331,000 comments and more than 4.1 million mentions on Twitter. More than 10,000 Flickr images were shared by fans and more than four million videos viewed on the RWC YouTube channel.



RWC mentions on Twitter

*Rugby World Cup 2011 won the prestigious Best Event accolade in the SportBusiness Ultimate Digital Sports Awards 2011

Loving RWC 2011! Can’t get much better than Canada v Japan. Such guts, determination and pride by both teams!

From Facebook… Brent Carroll

Progress of the 2nd tier nations; their development is the making of the tournament... Ireland beating Australia; Wales and Samoa match has set the tournament alight... tournament’s starting to heat up... yee-haa... go the AB’s!

Lesley Oliver

Too many favourite moments.A wonderful tournament to watch from afar! Can only imagine what it must have been like to be in NZ. Congratulations NZ and all that made this WC truly memorable! Richie McCaw lifting the Webb Ellis Cup - an absolute highlight, along with DC receiving his medal!

Nadine Warder Wright The opening show at the waterfront was spectacular! The best opening I have ever seen for any event ever!

Year in Review



Engaging a nation May 2, 2013 was the day when fans from around the world were truly able to start planning their Rugby World Cup 2015 adventure England Rugby 2015 and Rugby World Cup Limited announced the 13 venues in 11 cities that will host the 48 matches of the showpiece event. Ten cities in England – London, Manchester, Newcastle, Leeds, Leicester, Birmingham, Gloucester, Milton Keynes, Brighton and Exeter – and the Welsh capital Cardiff were selected as RWC 2015 host cities after a rigorous selection process based on a number of criteria. London is represented by three venues in Twickenham, Wembley and the Olympic Stadium. Twickenham has the honour of hosting the opening match between England and the Oceania 1 qualifier on September 18 and the RWC 2015 Final on October 31, while the Olympic Stadium will be the venue for the Bronze Final. Twenty-five matches will be played in dedicated Rugby venues, seven in multievent stadia and 16 in football venues. This blend of stadia will provide a variety of RWC match-day experiences and more than two million opportunities for fans to engage with one of the world’s most recognisable major sporting events. “Rugby World Cup is about opportunity,” said RWCL Chairman Bernard Lapasset. “It is the opportunity to engage new fans the length and breadth of the country and to grow Rugby around the world in order that more men, women and children may experience the sport and its character-building values.”












3 Twickenham

Number of RWC 2015 venues to have staged a Rugby World Cup match before


Millennium Stadium


Fewest venues used in a single Rugby World Cup, in South Africa in 1995




Most venues used in a single Rugby World Cup, hosted by England, Scotland, Wales, Ireland and France in 1991






Capacity of Wembley Stadium, the biggest RWC 2015 venue

6 4 2 , 603

Total capacity of the 13 RWC 2015 venues before any adjustments following renovation


IAAF | 365 365 is a brand new magazine from the IAAF, inspired by the world’s premier news and lifestyle titles. It picks up the baton from the organisation’s previous annual Yearbook title, with an ambition to be more fresh, more relevant, and more representative of the IAAF’s broad mandate as the number one Olympic sport. 365 combines news, interviews, analysis and in-depth features, cutting across all areas of a modern International Federation’s activity. It offers a textured magazine experience, demonstrating excellent use of type, illustration and commissioned photography. Pick up your copy to meet Ireland’s first athletics world champion in 30 years; read about a new mass-running phenomenon; and discover exactly what happens to a sample when it reaches the anti-doping lab.



01 NEWS All the headlines from 365 days in the life of athletics

02 GLOBAL COMPETITION Reviews, analysis and features on the athletes of 2013

03 GROWING GLOBALLY Athletics development stories from around the world

04 FIT FOR THE FUTURE Forward-thinking and leadership from the IAAF



TESTING, TESTING What goes on in an anti-doping laboratory? 365 takes a privileged peek behind the scenes


n the top floor of a concrete o f f i c e block in an unassuming quarter of Lausanne, the Swiss Laboratory for Doping Analyses (LAD) is discreetly dedicated to drug-free sport. Set up with a staff of six more than two decades ago, 23 scientists now manage around 11,000 tests each year. These experts in their field also have a key educational role to play, and deliver cutting-edge research and development through the Stop-Doping Foundation, which LAD set up in 2006.


The environment is calm, controlled, clinical. White lab coats invest each individual with a degree of anonymity. Yet the passion of everyone who works here is clear. They speak of a fervent belief that misuse of the science they study should not destroy the integrity of the sport they love. “We conduct analysis according to set protocols,” explains certifying scientist Dr Neil Robinson. “It is an unemotional business. However, you cannot help but feel emotion when there is a ‘B’ analysis because you know you are probably destroying a career. For us, though, a positive test is a victory – a victory for all who are working for clean sport.”


An athlete selected for a drug test urinates in a cup, supervised by a Doping Control Officer of the same gender. The urine is poured into a pair of identical bottles, A and B, and the bottles are sealed. From the start of this process – at a competition, a training venue or an athlete’s home – to the end in a World AntiDoping Agency (WADA)accredited laboratory, a sample is only ever identified by a unique code. No-one but the sport organisation knows which code corresponds to which athlete.





SPECIAL REPORT SIGNED FOR Left: A package of samples arrives at the lab reception, accompanied by ‘chain of custody’ paperwork Opposite: Magali Wicht prepares test tubes for hGH analysis

PUT TO THE TEST Left: Violette Allora breaks the seal on a urine sample Right: Samples awaiting anaylsis for Athlete Biological Passports


‘Chain of custody’ paperwork documents the moment an athlete’s urine or blood sample is sealed, to its receipt at the lab, to the day when it’s discarded. Some Doping Control Officers bring samples to the lab themselves, others are sent by courier. Blood must arrive within 36 hours of collection from the athlete, using temperature controlled packaging. The LAD keeps office hours but staff are on call day and night to receive deliveries – which are handed through a small glass window, next to a colourful IAAF poster featuring Coe, Kipketer, El Guerrouj and other athletics greats. All details are recorded and signed for, including the temperature in the package if it’s a delivery of blood. Crucial to the process are transportation and storage arrangements that ensure the integrity, security and confidentiality of samples are maintained throughout.

concentrations than blood. There are also far fewer cells and proteins to complicate the preparation process. An ‘aliquot’, or portion, of the ‘A’ sample is screened for all the substances on the relevant (in- or outof-competition) list. The analysis itself is carried out in small batches and takes around ten minutes. The ‘B’ sample is stored securely in case an Adverse Analytical Finding means it, too, needs to be tested. Analytical chemistry techniques known as gas chromatography (GC) and liquid chromatography (LC) separate the compounds contained in the sample. Mass spectrometry (MS) then identifies the compounds by measuring their mass.



A lab technician inspects the sample container and tamper-evident seal and checks the chain of custody paperwork. With a loud crack, Violette Allora breaks the seal on an ‘A’ sample using specialist equipment – one machine for urine samples, another for blood. The sample itself remains protected from contamination and can now be readied for screening. SCREENING

Testing urine is better than testing blood for most banned substances. Urine collection is noninvasive and yields a large sample, with higher drug

Except for proteins such as erythropoietin (EPO), most prohibited drugs are identified by the GC-MS process. LC-MS is increasingly used for diuretics, some anabolic steroids and corticosteroids. Skilled interpretation of the data identifies any suspicious samples. Dr Raul Nicoli supervises LC-MS analysis. The lab has just taken delivery of a new instrument, part of a constant upgrading process that poses financial challenges for every testing centre. How much did it cost? Raul smiles: “About the same as two or three Ferraris.”

A suspicious sample must go through a confirmation procedure. This uses a fresh aliquot from the original ‘A’ sample and involves different personnel and tests that are more specific to the substance that has been identified. If this process confirms the Adverse Analytical Finding, then the sport organisation is given the sample code. The athlete is now told and has the right to come to the lab or send a representative to witness the ‘B’ sample test. Some choose to watch the whole process, others just confirm that the sample is in the same condition as when it was sealed and leave. Finally, the lab reports the findings of the ‘B’ analysis to the sport organisation, with a copy sent to WADA. ADDITIONAL SCREENING

Many Federations go further than this general screening. The IAAF is among those requesting the more time-consuming (and expensive) urine testing for EPO abuse and blood serum testing for the presence of Human Growth Hormone (hGH). 27


SPECIAL REPORT With her red and black scarf and purple surgical gloves adding a dash of colour to the overwhelmingly white lab, technician Magali Wicht prepares test tubes for hGH analysis. “In five hours I will know if there is a suspicious sample,” she says. ATHLETE BIOLOGICAL PASSPORTS

A row of large white fridges kept at a constant 4oC hold whole blood samples destined to form part of Athlete Biological Passports (ABPs). “In the past, drug testing was based on finding a banned substance in an athlete’s body,” explains certifying scientist Dr Norbert Baume. “Now, it is much more focused on finding indirect evidence of doping – that a substance has been administered rather than the substance itself.” By collecting and monitoring data over time, an ABP can prove whether an individual has doped. The IAAF is committed to rigorous use of ABPs in athletics, not only to


enforce fair competition but for that other fundamental element of an anti-doping programme: to help protect athletes’ health. THE FUTURE…

The name of room 129, ‘Chambre froide’, is both a statement and a warning. Behind the heavy door and air curtain are crates of samples from the London 2012 Olympic Games and the 2013 IAAF World Championships. They’re frozen at -20oC, ready to be re-analysed within the eightyear period allowed under the WADA code, when new scientific developments may be available. It’s a policy that was first implemented by the IAAF at the 2005 World Championships in Helsinki, and expanded at the 2011 and 2013 IAAF World Championships when every athlete was tested at least once. For an athlete who may have doped using a thenundetectable substance, the cold hand of exposure at some time in the future remains very firmly on their shoulder.

APPLIANCE OF SCIENCE Left: Collecting samples for hGH analysis Right: Frozen samples await future re-analysis within the eight-year period allowed under the WADA code

EYE ON THE PRIZE Left: Dr Raul Nicoli supervises LC-MS analysis Right: Samples are placed in a centrifuge to separate the blood into its component parts Below: The lab staff remain focused on new scientific developments

DR CLEAN Dr Gabriel Dollé’s job is not only to fight those athletes who are doping. It is to protect the many, many more who are not


fter a lifetime in sports medicine and anti-doping, and as Head of the IAAF’s Medical and Anti-Doping Department since 1994, Dr Dollé is unequivocal about his team’s role: “We are here so athletes can be confident they are not competing against cheats.” The IAAF was at the forefront of the campaign to bring global consistency to antidoping activities. This led to the adoption of the World AntiDoping Code in 2004 – four years after WADA was set up. Since then, the IAAF has played a prominent role in developing its testing programme in cooperation with accredited laboratories around the world, and establishing the principle that anti-doping is about education as much as detection and sanction. “We now have tools to help athletes understand the dangers and implications of doping,” Dr Dollé explains. “Many of these are available online, which makes them accessible in countries where there are fewer facilities for athlete education.” He also points to important dialogue established through the IAAF Athletes’ Commission, the role of IAAF Ambassadors in promoting clean sport, and key outreach programmes

including a strong presence at world junior and youth championships. Three of the most significant recent developments, according to Dr Dollé, are the adoption of the Athlete Biological Passport (ABP); testing all competitors at the 2011 and 2013 IAAF World Championships; and storing these samples for retrospective testing. “We are becoming increasingly focused and intelligent in our work,” he says. “All these measures are helping us to build profiles of athletes, so we can employ not only quantitative analysis, but qualitative. We can employ targeted testing and close monitoring where we have suspicions. What is already clear is that retrospective testing is now a major deterrent.” Dr Dollé knows only too well that determined dopers and those who aid them will always seek out new substances and methods. “All sports must be constantly alert,” he insists, “and in athletics we need the support of Member Federations, not least to ensure we deliver sanctions that are proportionate to the offence. But I believe the goodwill is there. “Our sport must teach athletes to respect rules and defend fair play. Then we can hope that the athletes who win are honest athletes.”



It’s 9am on a cold London morning - the sort that once drew only dog walkers of all ages and sizes are enthusiastically preparing for the start of their wee Athletics Family: people who run for fun and fitness. Mike Rowbottom exam



and super-fit athletes to Bushy Park. Today, however, more than 800 runners kly mass run. They are representatives of the fastest-growing section of the ines the phenomenon of parkrun - an event that’s coming to a city near you


ike all great ideas, parkrun is simple: every Saturday morning, all over the world, people run for five kilometres around a park. It’s free. Then they go for coffee, which may not be. At the latest count – after getting off to a slow start nine years ago, parkrun does not stand still – this phenomenon of social and sociable running regularly involves more than 50,000 participants a week in 350 events all around the world. Of those, around 70 per cent are UK-based, but parkrun is now established in Australia, Denmark, South Africa, Poland, the Republic of Ireland, New Zealand, the United States, Singapore and, most recently, Russia. There

is even a regular parkrun for service personnel at Camp Bastion in Afghanistan. The idea, originally, belonged to Paul Sinton-Hewitt, who organised a Saturday morning 5km run around Bushy Park, London, in 2004. The first run – which had just 13 participants – was conceived of as a free time trial for regular runners, based on SintonHewitt’s experience of weekend time trials while club running in South Africa. The enterprise was not exactly quick off its blocks – the next run did not occur until 2007 – but since then the idea of time trialling has evolved into something far more relaxed, picking up the monicker of parkrun along the way, and, according to Tom Williams, who manages events in the UK, embracing, above

all else, a sense of togetherness. “The social element is fundamental to parkrun,” said Williams, a former triathlete and multiple marathon runner (with a best of 2hr 49min) who has himself embraced and nurtured this new approach to running. “Our events start at 9am, not too early for people to get out of bed, but not too late to prevent them doing other things with their day. It gets the weekend off to a good start. “The fact that it is free is also fundamental. The difference between £0.50 and £2 as a charge is not a lot, but the difference between paying nothing and £0.50 is huge. “There is the opportunity to get together in a relaxed atmosphere, to meet friends, to have a smile and a chat while doing something that improves your fitness and your health.



“I always think parkrun is a bit like going to church – a lot of people with a common vision who come together on a regular basis.” The ethos of parkrun is an altogether inclusive one. Those taking part are involved in a run, and not a race. There are no ‘winners’, only first finishers. There are no ‘losers’, only final finishers. But human nature being what it is, the element of competitiveness cannot be erased from the proceedings – and there is no wish for it to be. After registering with the website – – runners are emailed a barcode to print off which is scanned at the finish, thus recording their time. The men’s parkrun record is held by British Olympian Andy Baddeley, who recorded 13:48. But the emphasis, emphatically, is not on elite performance.

DOG RUNNERS “The other day my wife and I went down to a parkrun to support one of our friends who was trying to do the distance in under 40 minutes,” said Williams. “She had been running it for a year, and her first time was 58 minutes something. Everybody was so excited for her when she did it. A time of 39 minutes is celebrated in the same way as 29 minutes, or 19, or 15. It is all about people getting a sense of self-improvement and confidence.” Results are usually posted on the site by lunchtime of the run day, along with a score which takes into account the intrinsic value of their effort depending on their age. Thus, it is possible to log your own progress, and – if you wish – to compare your result with others running elsewhere. In this sense, parkrun is like one giant time trial taking place at the same time all over the globe. The format clearly works. People of all ages take part. Around eight per cent of regular parkrunners are juniors aged 4-14. There are 80-year-olds who run regularly. There are people running with their dogs. There are mums and dads pushing buggies. Who knows, perhaps babes in buggies will soon be provided with their own barcodes to compare their performances? But behind the ease and relaxation of events, there is – naturally enough – hard graft. The UK operation has four fulltime employees, and the conundrum of presenting a free event which nevertheless 32


costs money to put on is something which has exercised Williams and his fellow organisers considerably in recent years. The event is supported by a small but carefully chosen group of sponsors, but the challenge is to ensure the support is low key. “We are only interested in enabling parkrun to continue and to grow,” said Williams. “We could probably raise a lot of money by doing things like selling off the database, but we are not a commercial operation and we are not interested in making money. “Our event depends upon volunteers. We have 30,000 of them who help with maintaining the course and scanning the runners. If parkrun was ‘owned’ by some huge corporation, they wouldn’t want to volunteer for it.” The website contains weekly newsletters and testimonials which make it clear that the event is widely appreciated for a wide variety of reasons. To take a few recent entries: “After having a double heart bypass on February 14 this year I decided to start running with my wife at our local running group in May,” writes Peter Morris. “After a few weeks I decided to give parkrun a go. What an experience that was… I have now finished 14 parkruns and run 10 PBs. I can’t wait for each Saturday to come…”

LIFE-CHANGING Michelle Hindmarch writes: “I started running in September as it seemed like a good idea at the time. My first parkrun was a walk/run that took quite a while. I vowed that if I ever managed to run the whole way then I would volunteer. Week eight and I volunteered, week nine and I got my first running PB. Thank you so much to parkrun because I am sure I would never have run this far, this fast, without you…” For Jasbir Bangerh, parkrun has been a life-changing and life-enhancing experience. “I first started running in May 2007 and I came to the very first Leeds parkrun in October of that year. It’s probably one of the few things that I’ve managed to stick at (well, if you exclude shoe shopping and chocolate, that is!). I’ve done 209 to date. “There are so many things I’d like to say about parkrun. I’ve lost weight; got fitter and improved my health. I’ve met hundreds of truly inspirational lovely people including Olympic

and Paralympic medallists. I’ve improved my parkrun time from 44:34 to 28:12. I’ve gone from believing that 5km would be the only distance my little legs could cope with to having competed in my very first London Marathon in April this year. “Probably for me the best thing about parkrun is the sense of community; great friendship and of family. No one cares about your shape, size, ability, age, background or what you do, etc. You are a parkrunner. It’s as simple as that.

ANNIVERSARY “To share the same ground with the fittest and the fastest is awesome but to see the ordinary become the extraordinary is so inspirational. I love to meet new parkrunners and watch them improve, get confident and then fly! “I love the fact that parkrun celebrates achievements no matter how great or small. I love the courage and persistence in people whether it’s to just get to the start line; to finish the course; to simply put one foot in front of the other. It really is a beautiful, heart-warming, soul-lifting experience. “It’s so exciting to see the junior parkruns develop. A perfect place to nurture the next generation of Olympic medallists. “Of course parkrun would not happen without the volunteers and honestly this can be just as rewarding and enjoyable as the actual run itself. There are so many roles you can volunteer for and it’s a fabulous way of learning new skills and gaining confidence. “One of my favourite quotes is: ‘Do something today that your future self will thank you for,’ and I am thankful and proud to be a parkrunner.” The parkrun phenomenon is set to expand further with new countries planned for its 10th anniversary year of 2014. “We started 82 new events this year, and next year we plan to start another 100,” said Williams. “We have also re-launched our junior parkrun over a 2km distance. We have six junior parkruns, and we plan to add another 20.” Aside from the numbers and the times, however, parkrun is a phenomenon which has its value in the testimonials provided by those who have found it enjoyable, enriching and strangely important. It is a phenomenon which is ready to run and run… 33



I had it in me to run 5km. Well, I’ve done 95 parkruns now! It’s such a social thing – for the dogs as well. My goal for 2014 is for Sam to be the first dog home.”


BEA DOWNIE “We usually run as a whole family – my two boys, my husband and me. I used to be a serious athlete when I was younger, but hadn’t done any running at all for eight years before I found parkrun. It’s brought me back to sport.”

“I’m a family doctor so doing parkrun is partly about setting a good example. It’s great to get out into the open air on a Saturday morning. Running with friends gives a bit of an edge to it as well. It’s an incentive to push yourself.”

RICHARD “I needed to do something to get fit, and very quickly got hooked. It’s so simple and easy. You get addicted to checking your times every week. I feel terribly guilty now if I ever miss a run.”

SAM, AGE 10 “I come with my friend Albert and our parents. I’ve done 27 parkruns now and Albert has done 14. We both play football and it’s good training. What I enjoy most is trying to beat my time every week. I’m hoping to join an athletics club soon.”

CHARLOTTE , AGE 14 “I come every week with my friends and parents. I needed to lose weight and thanks to parkrun I’ve already lost a stone (6.3kg). I especially want to thank my friend Niamh who runs with me and encourages me.”

NEIL HANKIE “Originally I did it for my dog Sam’s benefit – and also to prove my daughter wrong. She never thought 34

GHOTRA FAMILY “We do everything together. We used to do karate as a family but then we found parkrun and haven’t looked back. Even when we travel, we always try to find a local parkrun. We’ve done Plymouth and Warwick so far. The routes are very different but it’s exactly the same spirit that you find here. It’s such a wonderful initiative to look after people’s health.”

MARIA, MUM “parkrun is my first venture into running. It does get competitive, but it’s only ever about beating your own time. Nobody’s judging you here. I always say it’s the only place I will ever come without makeup!”

SALLY “Today is my 200th parkrun. Five years ago I couldn’t even run around the block! Every person here is an inspiration to me. I have some serious health issues, but I know that every runner is here with their own personal challenge. I always thought sports people were another breed. I never thought I could be one of them. Now, I feel like someone who enjoys their body at last. When I’m actually doing the run, I just love being alive.”


KATRIN FROM GERMANY “I used to run alone until my boyfriend introduced me to parkrun. Now it’s become part of my social life. It’s like a huge family. And it’s addictive too. I’m on 98 runs now, and I know that when I reach 100 I will be entitled to a special shirt, so it’s an incentive to come every week. Even when I’m injured I come down to volunteer.”

TIM WOOD “I’m proud to say I’ve clocked up 210 parkruns. I do it every single week. I was camping at the Reading (music) Festival this year and on the Saturday morning, I put on my running shoes and ran all the way from the festival site to the start of the local parkrun.”

RICHARD TAYLOR & KATHRYN WHITE “We found parkrun in 2008 and have been running ever since. We were both getting a bit older and wanted to lose a bit of weight. The appeal of parkrun is the community spirit, and the fact that there’s really no pressure. You can walk the route if you want.”

Num ber_ One _ The ru as h nning i tsel e sp f, rint the s pa feel st, n ing mad ot s o f h e to topp is b ody mov ing, , e, m ovin the g, air i n hi the s fa hum ce, a and n hi m, f the ree run still of n ing run anim the bu ning s, al, , ins ide all o f us . TH













There’s a perception that sport integrity threats are becoming more significant and diverse. What is driving this view? An increasing number of highprofile cases of corruption have come to light recently in a variety of sports such as football, tennis, cricket and snooker. Doping has been perceived as a threat to the integrity of sport for some time now but other threats such as match fixing or spot fixing have until recently been relatively uncommon. It is inevitable when such cases do emerge that public debate turns to focus on the integrity of sport at large. Sport is all about an unpredictability of outcome and, when that fundamental notion is challenged, alarm bells quickly start to ring. What are the specific threats to athletics? Doping is a recognised longterm threat to the integrity of athletics and the IAAF has had robust anti-doping programmes in place for many years. Other areas such as match fixing, the misuse of inside information, betting-related misconduct, age manipulation and other forms of corruption are newer threats to the integrity of our sport and ones that we are treating just as seriously as doping. Programmes are being developed all the time to respond to these new threats. 36

Sport is facing new and increasing threats of corruption. IAAF Legal Counsel Huw Roberts explains how athletics is developing robust responses What does athletics need to do to stay ahead of this problem? First, it needs to make sure that it has clear rules and regulations in place to address the identified areas of risk, including a range of appropriate sanctions in case of breach. It needs effective education

and information programmes to ensure that the risks are communicated to and well understood by the athletic community. And, finally, it needs effective monitoring systems to identify breaches of the rules when they occur, so that meaningful sanctions can be

imposed on those who offend. This year, for the first time, we monitored betting activity connected to the IAAF World Championships in Moscow. What are the threats to athletics if the public perception is that the sport fails to deal with integrity threats effectively? The ultimate threat is that sponsors, the paying public and the next generation of star athletes could all be forced to take their custom elsewhere and the sport will suffer irreparable damage in the long term as a result. That’s why preserving the integrity of athletics is a number one priority. In terms of scale, how do other integrity threats compare to doping? Match fixing and related forms of corruption are perceived potentially as being an even bigger threat to the integrity of sport than doping, not least because of their associated links to the criminal underworld. We have seen little evidence of this form of corruption in athletics to date but we are certainly not underestimating it as a potential threat to rival even that of doping. Athlete education is clearly critical. What initiatives are in place?

We have had robust anti-doping education programmes in athletics for some time already and equivalent programmes are being rolled out in other areas such as betting and anti-corruption. We are now considering how to develop new online tools in these areas to supplement the programmes that we already have. Education will remain a key priority for us. How can athletes feel empowered to come forward with any knowledge they have of integrity threats? We have had an anti-doping hotline for some time now and we set up a specific anti-corruption hotline for the first time at the World Championships in Moscow. We also have mechanisms in our rules that are designed to encourage athletes who commit breaches of the regulations to share information about third parties in return for reduced sanctions. At the same time, at least so far as the betting and anti-corruption rules are concerned, an athlete who fails to report any breach of the rules by a third party of which he is aware, or fails to report any approach by a third party to commit a breach, will himself be considered to be in breach of the rules for which a sanction may be imposed.

Are you confident that athletics has the cooperation, coordination and commitment needed to retain its integrity? Yes, I am. The IAAF dedicates significant resources already to the fight against doping and is taking these new risks to its integrity very seriously, including putting in place a new Code of Ethics with effect from 1 January 2013. These measures were given the full support of the IAAF Congress when it met in Moscow so the sport’s commitment is not in doubt. In terms of implementation, the IAAF accepts, as a private association based in Monaco, that it has limited powers and a limited long-arm jurisdiction to be able to conduct this fight effectively on its own. But, as we have learned from the fight against doping over the last decade, this simply emphasises the importance of developing a network of international partnerships with government, law enforcement and national regulatory authorities. We know from experience that strong partnerships can serve as a powerful collaborative tool. This is where our focus will be as we seek to tackle the newly emerging threats head on. How important is the work of the IOC Working Group on


Irregular Betting, of which you are a member? Very important, for the simple reason that it has brought all relevant players around the table. Sport, government, regulators, law enforcement and the betting operators all have a voice. This has facilitated a full and frank discussion of the issues but also created an effective platform for sharing experience and best practice. Now its conclusions need to be put into practice. Are you confident that all sports can work together to combat these threats? The IOC leadership in this area has been important and other organisations like ASOIF (Association of Summer Olympic International Federations) have also taken important steps such as in developing model rules on betting and anti-corruption. The new IOC President, Thomas Bach, has been very clear in pledging the IOC’s ongoing commitment. Ultimately, though, each sport will need to assume individual responsibility: to assess what the greatest risks to its integrity are and to put in place a practical and proportionate response to those risks. This is a process in which the IAAF is already fully engaged. I am confident that we are moving in the right direction. 37

Atos | Ascent:

a vision for sport and technology This first-ever magazine by Atos was conceived as a piece of thought leadership for the London 2012 activation campaign of the IT giant and TOP sponsor. It uses editorial techniques to explore how technology will transform sport by the year 2020. The magazine brings together the ideas of experts from sport, business, academia and technology, led by members of the global Atos Scientific Community. A highly visual and exciting publication, it was covered at Games-time by more than 70 major international titles and was highly commended at the International Content Marketing Awards in 2012.


Comment: Sebastian Coe

The stadium gets smart

Big Data: better sport

Tech trends for 2020

Social media is going to transform the Games

Creating a multi-sensory experience for fans

Sport stars to benefit from scientific approach

How will the world have changed?

A vision for sport and technology

Thought leadership from Atos

innovation in sport

Big Data


he referee clears the penalty area and a hush falls over the stadium. The goalkeeper stares into the eyes of the opposition’s striker, then walks slowly back to his line. In the dugout, a glance at his monitor tells the coach that his striker’s heart rate has soared to 180bpm. He checks the rest of the team and his young winger is as cool as a cucumber, his heartbeat barely topping 90bpm. He also sees that the winger has a 95% success rate at penalties and the sentiment from the social network is all about the kid’s confidence on the big stage. The coach makes an instant decision and relays it into his microphone. Fifty yards away, the striker tosses the ball to his young teammate. The winger runs up. He shoots. The goalkeeper dives… and the ball flies into the opposite corner of the net. The crowd erupts. It’s another victory for Big Data. Whether or not this picture of future football becomes reality, the fact is that the data will be available to make it so. The term Big Data describes volumes of data so large, complex and dynamic that they cannot be processed using traditional data-management technologies and techniques. It is already making a significant contribution to sport and by 2020 it will be the driving force that takes it to a new level: better performance, improved spectator experience, and better business.

Why Big Data will lead to better sport By 2020, sports success and IT will be linked inextricably. Celestino Güemes, Atos Big Data expert, talks to Ascent about the connections between athletes and analysts

Athletes are used to checking stats, whether it’s reps in the gym, pass completion or batting averages, but the next decade will see them adopting far more sophisticated forms of data analysis. So says Celestino Güemes, Head of Solutions R&D, Atos Worldgrid Spain. “Historically, data has come from relatively simple, onedimensional sources, but we’ll be able to aggregate input from a much broader field; for example social data, as well as automatic video analysis and smart biometric clothes and equipment. It means that athletes and their coaches will be able to get a much more rounded, qualitative view of their performance, both in training and during play.” Not only will this enable them to hone their performance and conduct more comprehensive analysis of their opponents, it will also help them to stay fit, by using historical data to see the patterns that lead to potential injury, or even lifethreatening medical problems, such as the tragic heart attack suffered in April 2012 by Livorno midfielder Piermario Morosini, only a month after Bolton Wanderers’ Fabrice Muamba’s near fatal collapse. For the spectator, these high volumes of data will enable a far richer watching experience, in both the live arena and via broadcast. The way the data is analyzed and presented – what Güemes calls the ‘beautiful visualization’ of statistics – will be key. “The skill

A brief history of data storage and its use in sport



The first abaci emerge in Asia and the Middle East, allowing data to be stored and calculated

Tally stick

Score marks on animal bones are the oldest known remnants of man’s need to store data



Domesday Book

The public record is introduced to England by William the Conqueror



The oldest surviving population census is conducted under China’s Han dynasty

1837 Analytical engine


A hundred years ahead of its time, Charles Babbage invents the world’s first general purpose computer

Bytes on the bench Coaches will become big users of Big Data for tactical decisions

will lie in extracting the meaningful picture from this vast aggregation of data through clever analysis and presenting it in a way that is easy to comprehend: with striking graphics, perhaps layered onto live video pictures – known as ‘augmented reality’.” A simple example, and


At the first modern Olympic Games, times are recorded mechanically and logged on paper

“Imagine seeing a speedometer on Usain Bolt”


Punch cards

Olympic Games results are tallied using computer punch cards for the first time at the Winter Games in Squaw Valley, California

Photo finish


Stockholm 1912 sees the first use of automatic timekeeping and the photo finish at the Olympic Games

one that viewers are already familiar with, is the onscreen graphic showing distance from a free-kick to the goal. Augmented reality will develop this into far more sophisticated and exciting visuals. Imagine watching Usain Bolt in the 100 Metres, but instead of his shirt number you see a

speedometer showing how fast he’s running. This level of in-flight data visualization is already within our capabilities. Watch the Olympic Swimming and the national flags you see appear on screen in the lane as each swimmer touches is the result of data being captured,



The home computer is launched with the first programmable desktop personal computer

Results mainframe


The Olympic Games moves its results database from paper to computer

1972 0.41

Big Data

analyzed and visualized within 0.3 seconds of each touch. “Fans will be able to play with the data,” adds Güemes, “selecting different views as they desire, and even using it to create their own visual representations, rather as YouTube users create their own musical montages now.” For the athletes themselves, personal data will become a commodity, selectively packaged and sold for sponsorship activation, education, gaming and spectator information. And this enhanced viewing experience won’t be limited to television; spectators at the event will be able to access and interact with the data by pointing their personal device at the action and with interactive infographics on their screen. The current generation of


young sports fans is well versed in using IT and these interactions with data in sport will become second nature. Fans will also play a significant role in the input of data, via the social network. And this brings us on to the role of managing high volumes of data for sports organizers. The value of data in sports business cannot be overstated. Soon it will be possible for clubs and administrators to store valuable information securely in the Cloud and access it instantly in clear, comprehensible formats. This will help them to know their audience inside out and tailor their supply much more accurately to demand. “Dynamic pricing, for example, has already been introduced in America in baseball, basketball and ice hockey,” says Güemes, “with clubs adjusting their prices in

response to the opposition, players on show and even the weather. Add in data from the social network and organizers will be able to see directly the level of appeal any given game has for their audience.” This ‘sentiment analysis’ will also enable them to gauge reaction to their players, the team’s performance and PR issues in real time: the vocal reaction of the live crowd being augmented by the tweets and posts of the broadcast audience. Coaches and management will be able to respond as they see fit. Assuming that patterns of data will provide the majority of insights, anomalies in those patterns could become an early warning of something amiss.

“Anomalies in data patterns could become an early warning of something wrong”

Commentator Information System



Google and Amazon take cloud computing to the forefront of the IT agenda

Atos’ CIS data system delivers Athens 2004 Olympic Games results in less than 0.3 seconds

Smart phone

The launch of the first commercial smart phone


Foot pods

Adidas utilises foot pod technology in its adizero f50 ‘smart boot’, with a chip that records motion


Athlete integrity is currently managed through systematic testing of all competitors over long periods of time. “Using data to point out ‘freak’ performances could enable more targeted testing. That, in turn, would help sports like cycling, for example, to continue to its battle against performance-enhancing drugs and to restore public confidence in the integrity of competitors.” Of course, this will raise an ethical debate: would a feat like Bob Beamon’s long jump in 1968, which smashed the world record by nearly two feet, mean an athlete becoming the instant target of suspicion? It will be interesting to see how the authorities choose to apply this particular data strand. It’s one of the big questions arising from the use of Big Data. Another is how it will affect the competitive field as a whole. Will the clever application of data enable less wealthy clubs to steal a march on wealthier but less forward-thinking rivals, as it did for the Oakland A’s baseball team? Or will such advantages be fleeting, before the giants cotton on and take the use of data to a new level. Time will tell. Traditionalists may worry that so much statistical analysis will take the emotion out of sport, yet Güemes argues there are aspects of sport where emotion undoubtedly gets in the way. “Big Data will enable a more scientific approach to sports management, which in turn will enhance performance.” And that’s where emotion takes over.


Social Games


The IOC’s Olympic Athletes’ Hub aggregates social media posts from 1,000 athletes

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By 2020, almost every part of an athlete’s biometry will be measurable, allowing coaches to make adjustments in real time

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The quantifiable athlete

Mind games

Brainwaves measured by electroencephalography (EEG) via skullcaps or tiny adhesive sensors will give a read-out of an athlete’s mental state in real time. Aspects such as relaxation, concentration and agitation can be identified by a coach in crucial pressure situations. In training, a coach can identify situations where an athlete ‘switches off’ and alter the training regime until the desired level of concentration is achieved. And before a penalty shoot-out, instead of looking into the players’ eyes and trying to gauge which ones have the courage to hold their nerve, a coach could pick his penalty takers according to EEG data.



teve Cram is in a commentary booth, watching five views of Wimbledon on different screens, when Ascent drops in to meet him. Once the preserve of commentators, such a wealth of action is now increasingly available to ordinary viewers through digital TV and the internet. It’s not only video where the viewer has caught up either: he or she now enjoys the same information sources as the commentator: “Sometimes an athlete walks off the track, tweets, and the viewer knows instantly,” Cram says. “Where we the broadcasters used to be the only conduit between the event and the viewer, now, they don’t have to wait for us. Sometimes the viewer is better informed than we are. Our job as this happens is increasingly to lend something extra: insight, opinion, background. They’ve got what’s happening, it’s about interpretation – my interpretation.” Of course, Cram’s interpretation is one that has the authority of experience, and will spark interest in the millions of social-media conversations going on among fans. But he also provides a human touch, and is successful thanks to his discretion. “My role, as a good sports journalist is using my contacts and my background information,” he says. “I know lots about athletes that I won’t mention on air, but it will help me to make that splitsecond decision about what to say.” Looking ahead, Cram sees the media landscape fragmenting still further: “Now, at an athletics event we have separate track and field feeds. You might be a fieldevent fan and take just the field-event feed,” he says. “At the London marathon we do the integrated feed for BBC One, but you can watch the


30 minutes with... Steve Cram Ascent speaks to the Olympic medallist and award-winning BBC broadcaster

women’s race all the way through if you want to. You might soon be able to choose which camera you want to watch – something that is normally the job of the director.” In years to come, viewers on internet-enabled TVs will not only be their own director; they’ll use multiple windows to conduct their social-media conversations and frame the event in a unique way. “You’ll also be pulling up archive videos,” says Cram. “You can say, ‘I’m preparing for this 100m final, I’d like to see Jesse Owens winning in 1936, because they’ve just mentioned it in the studio. And you can go and grab that. You can add your interpretation of the build-up to the one they’re offering in the studio.” Yet there are still questions about how this rich experience will be achieved. High-quality events need high-quality coverage – and the ubiquity of free-to-all media such as Facebook and Twitter threaten sponsors’ ability to monetize their contribution. Which will pose a problem for sport, if commercial interests cannot justify investing in the events and the technology that brings them to us. Cram explains: “Companies will say, ‘why don’t I just sponsor the individual athlete, or the footballer, since he’s got two million Twitter followers and his own TV channel?’ It offers some real opportunities for individuals, but collectively it’s yet to be worked out. These issues are going to come to a head over the next four-to-five years.”

Smart stadia

The stadium gets smart

Attending a sports event in 2020 will be a safer, smoother, richer experience, Atos major events expert Jordi Cuartero tells Luke Ponsford These days, an excursion to a major outdoor event is a straightforward affair. You buy tickets online, make your way to the stadium and enjoy the spectacle. You might buy some food and drink, even a souvenir or two. This may involve a little pushing and shoving, and a degree of queuing. But that’s what we expect of the modern stadium experience; a degree of hassle that’s usually just about worth it. However, by the end of this decade, the experience will change to being a far more interactive pursuit. Forget about those queues, you’ll be able to pre-order and pay for your food while you watch and have it delivered to your seat. You’ll get updates with alternative views of the event and the latest data in real time. You’ll be able to shoot your own video of the action and share it with other fans, both in the stadium and elsewhere through social networks. All through your smart phone. And that’s only the start.

The change from simple spectator to full-blown interactive cast member will be down to progressive built-in technology and increased network capacity via the cloud, ensuring that rather than being mere arenas in which events are staged, the stadia of the future become active devices. Jordi Cuartero is Chief Technology Officer at Atos Major Events, and an expert on ‘smart stadia’. He says that this process is already underway and increased connectivity is currently being built in to the plans of new stadia in order to enable a host of innovative, interactive services that will ultimately cover the thousands of people sitting in a modern stadium. “All the major manufacturers of connectivity devices are now building solutions for covering high-density wireless networks, and technology providers are preparing themselves to implement these kinds of solutions,” he says.


Smart stadia

So, what exactly do the planners and connectivity manufacturers have in store for the viewing public? Let’s tackle the simple stuff first. Entrance to your everyday stadium presently requires a paper ticket, which allows access to the event, and not a lot else. Issuing tickets to smart phones is nothing new, but by the end of the decade mobile devices will play an almost essential role in day-to-day life. By issuing spectators with an electronic ticket sent directly to their personal device they’ll be able to consume all the services on offer from the stadium automatically. Intelligent ticketing will mean far greater differentiation in the price categories on offer, with dozens of levels between ‘general entry’ and ‘VIP’ each offering consumers different access rights and benefits. What’s more, ticket holders will be able to alter their choices dynamically in the middle of the event – such as upgrading their seats or accessing premium match data. This type of ticketing approach also works to the advantage of the stadium by optimizing revenue streams – for example, ticket prices can rise as availability reduces. By 2020 stadia will be far more connected to their audience, with many possible applications for customer loyalty programs. The accreditation process for athletes and the stadium workforce will become more straightforward and easier to manage too. Identity authentication, based on biometric measurements – fingerprint, iris or face recognition – will be made through an electronic ID or smart phone. One implication for the press will be journalists having their access rights extended – or rescinded – dynamically and automatically. Indeed, media numbers could be much reduced. Real-time data and multiple views of the field will allow journalists outside the stadium to have the perception of being inside it. Commentators will be able to comment from


“Ticket-holders will be able to upgrade their seats in the middle of the event”

their own media headquarters with the same level of feeling as though they were actually there. As well as freeing up space, this move could reduce the cost of constructing and maintaining expensive media facilities. Additionally, predictive analytics will be able to control crowd flow, assess where people are and move them to alternative seats if required. It will also monitor the availability of additional space and check the status of emergency exits. This cloud-hosted technology will also be crucial in providing security at large events. Face recognition

through high-definition cameras will increasingly be used to assess – in almost real-time – any potential terrorist or hooligan threat within a large crowd. But the new stadia technology will go a lot further than just providing enhanced convenience and security for spectators and event managers. Thanks to multiple cameras, biometric sensors, image recognition and 3D tracking, a vast array of information and images will become available, allowing fans to become much more involved in the event. The live spectating

Everything’s bigger in Texas: the ‘Palace in Dallas’ is considered to be the world’s most advanced stadium

experience will become closer to the on-screen experience, while for those viewing onscreen it will become more like the live experience. “From the stadium perspective the revolution will be in the way we capture this information,” says Cuartero. “We’ll be able to allow the spectator to understand more of what is happening in the field of play through real-time data and stereoscopic, 3D or holographic viewing. It will enable the viewer to watch an event from almost any perspective from their mobile

device or from home.” Augmented reality is set to take that experience further still. In its infancy now, in just a few years it will provide comprehensive information based on your view of the field of play. For instance, let’s say you’re watching the high jump from a seat at the back of the stadium. To get a close-up of the action all you’ll need to do is point your smart phone camera at the athlete and it will show you how high they’ve jumped over the bar as they leap from the ground. Your phone will augment the data that’s coming from the action and place it on top of the video image that you’re seeing to create a more interactive and data-enabled view of the event. You’ll also be able to replay key moments from the action. Increasingly, over the next few years, this technology will become the norm. But it will not come without complications. There will be a revolution in the way images are captured, with spectators much more involved in taking photographs and sharing them on social networks. Laws relating to broadcast and image rights will inevitably demand a rethink. “Rights managers and broadcast right managers will need to decide how to deal with people creating their own content,” says Cuartero. “The challenge will be how to embrace this rather than prevent it. By 2020, the traditional mode of selling broadcast rights for major events will inevitably be challenged by the explosion of mobility and social networking.” While this – along with the privacy issues that will emerge – are all up for debate, one thing remains certain. Smart stadia are on the way, and the technology is unlikely to disappoint. “If you’re at the event you’ll get a much better enriched data-enabled experience than you would today, and if you’re viewing on-screen you’ll also get a much richer experience,” concludes Cuartero.

What is the most futuristic stadium in the world today – and what can it tell us?

Its statistics are as impressive as those of any of the players who perform on its state-of-the-art artificial turf. Cowboys Stadium, home to the NFL’s Dallas Cowboys, is the largest domed stadium in the world, with a capacity of 110,000. It has the world’s largest column-free interior and one of the world’s largest high-definition video screens – which, at 2,100 inches, is bigger than a basketball court. And, as you might expect, it is – at a cost of more than $1 billion – one of the most expensive sports venues that has yet been built. The stadium, which opened in 2009 in Arlington, Texas, is often quoted as being the world’s most advanced stadium. Renowned stadium architect Rod Sheard, of Populous, praises the work of the Texas-based firm HKS, which designed the so-called ‘Palace in Dallas’. “They’ve done a lot of things right,” he says. “The enormous screens may not be to everybody’s taste, but it does depend on what the client wants and what, as an individual, you want from your day out at a sporting event.” However, Sheard’s choice as his favourite sporting venue, one that has embraced the latest technology and got it right, highlights that success is not just about having the latest equipment.

“For me, it’s Wimbledon that does most things really well,” he says. “It has an interesting mixture of engaging you as a spectator and also offering you something that is just a bit different. “There’s this English garden party, strawberries-and-cream thing, and they do that really well. But then they also think about the view spectators get on court and the atmosphere. “Then they embrace technology like augmented reality and they have use the latest materials when building the roof over Centre Court. “The key to success is to understand what you’ve got and how technology can help you to enhance the spectator experience. “It’s not just a case of installing the latest gear for its own sake.”

$1.15billion Total cost of build of the Cowboys’ stadium


Capacity of the venue


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