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MADE IN DENMARK Denmark is set to welcome the world’s most influential sports executives when Denmark hosts the 121st IOC Session and XIII Olympic Congress in October 2009. Sport Event Denmark has secured more than 250 major events throughout the years to the benefit of both our national and international partners. And several others are in the pipeline.

World Artistic Gymnastics Championship 2006 (FIG) World Women’s Match Racing Championship 2006 (ISAF) World Orienteering Championships 2006 (IOF) Volvo Youth Sailing World Championship 2008 (ISAF) UEFA Congress 2009 (UEFA) 121st Session & XIII Olympic Congress 2009 (IOC) World Taekwondo Championships 2009 (WTF) World Wrestling Championships 2009 (FILA) World Cup Final Archery 2009 (FITA) World Standard Championship 2009 (IDSF) World Track Cycling Championships 2010 (UCI) World Championships RS:X Windsurfing 2010 (ISAF) World Women’s Curling Championship 2011 (WCF) World Road Cycling Championships 2011 (UCI) UEFA European Under-21 Championship 2011 (UEFA)


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CONTENTS 05 Introduction Celebrating the leading role that communities play in staging sports events 06 Building a Framework IOC member Sir Craig Reedie on Olympic guidance for Candidate and Host Cities 08 The Big Debate How will the global economic downturn impact on major sports event hosting? 10 Sports Tourism The multi-dimensional benefits of sports tourism in all its forms 16 World Clas Sports Hosts Aarhus, Sport Event Fyn, OC Events, Turkey, Victoria, Düsseldorf, Gstaad, Lausanne, Manchester, Québec, Scotland, Singapore, iLuka WO RLD C LA SS Sports Hosts 3

Sports Tourism Report: Strategies for Successful Development Cutting edge strategies for government tourism specialists, tour operators and sports events and destinations For more information or to order contact: T: +44 207 954 3481 E:


to World Class Sports Hosts; a celebration of the leading role that communities play in staging sports events. When a city, region or country puts out the welcome mat to athletes, officials and sports fans it is often the culmination of many years of investment in time and effort. Organising Committees. together with local public authorities and communities will have provided the infrastructure and the manpower to make a sporting event a success for all concerned. They do that for a plethora of reasons as different as each host is different. Some dream of putting themselves on the map as images of their landmarks are transmitted around the world. Others see sport as a way of galvanising disparate interests around a single, powerful goal. Some have hard-headed economics firmly in mind and think in terms of visitor numbers, hotel room nights and economic impact. For others there is a long-term aim to provide high quality sports facilities that will contribute to the health of their communities for generations to come. What has been remarkable is the continued interest from national, regional and local governments in making the investment in sporting events despite pressure on public finances and the impact of recession. The pages that follow contain some of the best examples of cities welcoming sport and gaining benefits for themselves. But, as in the early days of sports sponsorship, some investments may be looked back on as misguided and hosts will inevitably acquire greater sophistication and expertise. For the moment, however, their support represents a considerable vote of confidence in the power of sport to deliver against a range of community objectives. It this investment is to continue, sport will need to reward this confidence in return. Rights-holders have a responsibility to make good on their promises and to give their hosts the best chance of meeting their long-term legacy targets. Sport depends on hosts for organisation, audiences and the kind of atmosphere that creates an exhilarating and memorable experience. Without the support of communities, events struggle to survive and for that reason alone I am delighted to have the opportunity to celebrate our World Class Sports Hosts. Phil Savage, Publishing Director, SportBusiness Group

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When LOs AngeLes hosted the 1984 Olympic Games it did so more or less by default. No other city could summon up the enthusiasm or the finance to bid. But despite being hit by a Soviet boycott - following the US decision to stay away from the preceding Moscow Games - Peter Ueberroth’s LA Games may well come to be judged to have helped turn the tide of history. In many respects LA showed the world what could be done and subsequent Games have attracted enthusiastic and ever more sophisticated bids from cities anxious to play host to The Greatest Show on earth. The fortunes of the International Olympic Committee have also been rejuvenated in the quarter century since 1984. The organisation itself has become more aware of the value of its unique property and of the need to protect it, along with the interests of its partners and all of the other many stakeholders. IOC member Sir Craig Reedie, a member of IOC Evaluation Committees and Co6 WORLD CL ASS Sports Hosts

ordination Commissions, has enjoyed a unique perspective on the way in which the process of bidding for and hosting Olympic Games has changed and of the role of the IOC in both regulating and informing the bidding process and assisting successful host cities to deliver Games which meet their aspirations and those of the IOC. “Back in 1984 the contract between the IOC and the host city more or less simply said: ‘Here are the Games… Look after them’,” Reedie says. “By the time I had become involved, reality has begun to set in and there was a growing realisation and feeling around the National Olympic Committees that the IOC should start to pay more attention to its franchise which is, after all, the greatest gift in sport. “The last three or four Summer Games have simply reinforced the understanding that the value of the prize is enormous as cities in every part of the world come to really understand that the value of hosting the

Games is far greater than the cost of bidding. “So far as the Games themselves are concerned, success has bred success. Just look at Beijing last year. That represented the biggest celebration of national Pride ever seen in the biggest nation on earth. Whether that process [of successively bigger and more complex Games] can be a continued remains to be seen. But the support is certainly there today for Bidding Cities and those selected as hosts to enable them to make the most of their Olympic opportunity.” Among the positive developments in the bidding and hosting process is the willingness of cities to share knowledge and information, sharing their individual experiences and helping create a road map for others to follow. “After London won its bid in 2005 I was involved in meetings with all four of the cities currently bidding for 2016,” Reedie explains. “There really is a good level of knowledge transfer between the cities, encouraged and supported by the IOC.”

The last three or four Summer Games have simply reinforced the understanding that the value of the prize is enormous...far greater than the cost of bidding

Reedie believes that the increasingly comprehensive and sophisticated nature of Host City contracts for the Olympic Games and other major sports events, have given structure to bids and a blueprint for the eventual Organising Committees. It may not be rocket science but it is clear that clear agreements help banish doubt and focus attention on what has to be delivered. “It is in the clear interests of the rights holder to be explicit, clear and understood. That is how we (the IOC) protect our brand, our interests and those of our partners. After producing a comprehensive draft contract early in the process, a candidate city is left under no illusions as to what is required and what they can and can’t do. “The nature of those agreements is revised after every bidding cycle to take account of new circumstances and lessons that have been learned. “In fact, every candidate city - including those which are unsuccessful - is invited to Lausanne at the expense of the IOC for a thorough de-brief on the process and their experiences of it. That provides invaluable information which is fed into a continually developing process,” he says. The heart of every bid is the Bid Book in which candidate cities are required to provide full responses on their approach to 17 separate themes of Olympic planning, organisation and staging. “They cover everything from the city’s vision and motivation for staging the Games to the way they will deliver the cultural programme. These are also legal

documents Reedie explains. “We also ask at this stage for a range of guarantees from the city, regional and national government. In this regard most attention is given to the financial guarantees which are essential to ensure the stability and continuity of the Games. But there are other guarantees, which are simply essential. “These include the guarantee of access to the host country and on issues around the freedom to import and export the goods and equipment required to stage the Games; and in areas such as the provision of adequate hotel accommodation at pre agreed rates for members of the Olympic Family and others.” Freedom of access is a major issue. In the normal course of events, certain states, notably those in the Middle East, place admission restrictions on citizens of other countries. This is clearly unacceptable in an Olympic context and bidding cities which would otherwise run headlong into this issue have, in the past, agreed to accept Olympic accreditation as a Visa guaranteeing entry to those who would otherwise be barred. The next step in the bidding process is one, which has once again become the subject of some contention among certain IOC members. In the wake of the scandal, which broke over the tactics used by some members of the Salt Lake City 2002 bid team, the IOC was forced to re-think and restructure its processes to ensure effective evaluation and complete transparency. Formal and rigidly structured Evaluation Commissions were introduced to visit and report back on the

plans and progress of Candidate Cities, eliminating the need for individual visits and eliminating the motivation to offer inducements to individual IOC members. “The Evaluation Commissions are essential to get a real appreciation of a city’s plans. It is all very well reading the reports and looking at the pretty pictures but it is only when you are there, on the ground, that you are really able to consider whether a city’s stated plans are likely to become a reality,” Reedie says. Like the Evaluation Commission, the Co-ordination Commissions which monitor, guide and assist Host Cities as they prepare for the Games provide an indication of the IOC’s determination to protect its Crown Jewels by helping the hosts get it right. These committees naturally have a strong sports focus and are chaired by the heads of International Federations. They formally visit the Host Cty once a year during the first two years of the cycle and twice yearly for the remaining five. “The work of the Commission certainly concentrates the minds of the Organising Committees and are in addition to regular project reviews across every one of the functional areas required to make a Games work,” Reedie explains. “It is an example of how the IOC is looking after its franchise and, at the end of the day, I feel that the Commissions and other developments have served to create much greater interest in the process and far more guidance and certainty for Candidate and Host Cities alike.” WO RLD C LA SS Sports Hosts 7


“Melbourne’s calendar of major events will deliver a $1 billion injection into the local economy, creating and protecting jobs.” RIGHT NOW SHOULD be the best of times for cities pursuing major sport events. The right event in the right city properly executed is a catalyst to drive economic activity and positive community sentiment. In Australia alone, Aus$42 billion or 4.6 per cent of GDP is being spent by government to help keep the economy moving. Billions and billions of this is being directed towards stimulating consumer spending. Melbourne’s long-standing Major Events Strategy is a perfect catalyst and complement for this national economic policy. For example, the Melbourne Cup Carnival, a four-week celebration of horseracing, will attract around 750,000 people to Melbourne’s racecourses with more than 100,000 people from outside Victoria attending during October and November. The event will be terrific - and the effect will be to generate economic activity of around half a billion dollars for the state’s service industries. Melbourne’s calendar of major events, including the Australian Open Tennis, the F1 Grand Prix and the Melbourne Cup, will deliver a $1 billion injection into the local economy, creating and protecting jobs at a time of dramatic contraction on the global economy. This view is supported by British Prime Minister, Gordon Brown, who has highlighted the economic benefits to Great Britain in investing for the Olympics at a time of incredible financial upheaval. For the governing body, on the other hand, the sole obligation is to identify what is in the interests of their sport and to pursue these to the best of their abilities. Sports with major event assets must have clarity in what outcomes they are seeking to achieve. It is up to the cities to determine what is in their interests and how to work with sports in achieving these.

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“What impact will the global economic downturn have on the desire of cities and nations to stage major sports events? And should governing bodies be doing more to help less wealthy nations share the benefits?” There’s a definition of a cynic as a person who knows the cost of everything and the value of nothing. And in troubled economic times there are an awful lot of cynics around, particularly when in comes to spending public money. It is an attitude, which will inevitably have an impact on the willingness of cities, regions and nations to invest in bidding for and hosting major sports events. If a country is in recession, experiencing high levels of unemployment and facing government spending cuts across areas including education and heath, it is not difficult to argue that pumping millions into sport - something which is portrayed by the cynics as a mere frivolity - is an inappropriate use of money. But while these are easy arguments which deliver soft sound bites for politicians and others, they shouldn’t be allowed to go unchallenged. And as the sports sector matures, the challenges are ever more confident, measured and persuasive The processes of bidding for and staging major sports events has matured tremendously in the last quarter of a century or so. Every successive Olympic Games or FIFA Word Cup delivers lessons and case studies which enable the bidding and event industries to quantify the wide range of benefits which hosting can deliver. In most cases the events themselves are the catalyst for significant beneficial change. They lead to infrastructure and environmental improvements, new sports facilities for the local population and promotional platforms for the host cities and countries. The challenge for the sports sector is to find even better ways of ensuring and articulating these benefits…because there is another side to this coin. Just think about the impact if the cynics were to get the upper hand. Frightened politicians in democracies, at least, would simply not invest in events. And what of those nations which wish to host events but have limited resources? Is there no mechanism by which the sports community can help them? This is what our four experts had to say…


“The economic downturn has accelerated the need for true partnerships to develop.”

A PROLONGED GLOBAL economic downturn will certainly have an impact on the bidding and hosting industry, however not necessarily a negative one. So far, the crisis has actually helped Sport Event Denmark to push for more creative thinking on how to improve the events we are hosting in Denmark. Sport Event Denmark has a very strategic approach to the events that we bid for to ensure that each event we host provides benefits that are beyond simple financial profit. Together with all of our partners we focus on how to deliver a quality experience to our citizens while not putting too much of a financial drain on ourselves or the sports organisation we are hosting. We have used the economic climate as an opportunity to activate our strategy in new ways. We are focusing on spending more time looking at ‘smaller’ events that may have a narrower reach but that can still have a strong impact by reaching many of our internal objectives. This also allows us to work with a variety of new sports organisations, providing these organisations a progressive host city that wants to make space for them and be a true partner for their sport. We are also spending more time with the events we have secured. We want to develop more sustainable and economical ways of organising events thinking creatively about sports presentation, using our city space for promotion and looking at reusable technology and equipment. Over the past few years it has also become clear that successful events are a result of the host countries/cities and sports organisations working together in a true partnership. The economic downturn has certainly accelerated the need for these partnerships to develop and this will be beneficial for less wealthy nations when approaching their bids to host successful sports events.


“The benefits [of hosting] do stand up to scrutiny as long as you run events that fill market demand.” DURING ANY FINANCIAL crisis, we can expect to see a flight to quality. Corporate investors, individuals and nations are still pursuing sports assets, but they want quality. You see this trend in the investment industry, in media and in entertainment. Sports sponsors and investors have taken a similar path since the world economy began its slide into recession just over a year ago. The money has been flowing into quality sports assets that fit investors’ business models. For Singapore, hosting major sporting events is one of our strategies to develop our sports base and penetrate the global sports markets. We held world class sporting events with flair, efficiency and innovation. The Formula One night race, the Barclays Singapore Open (Golf), the Volvo Ocean Race, the OCBC Cycle Singapore and the Standard Chartered Marathon all demonstrate Singapore’s ability to host, launch and grow events, regardless of the economic climate. We enjoyed a huge success with the inaugural Asian Youth Games Singapore 2009. It hit every benchmark we wanted - an elite sports competition for youth, a broad cultural exchange among Asian countries, fiscal responsibility and a legacy for the future. The even better news is that all the expertise and knowledge gained during AYG is being ploughed right back into the organising of the upcoming Youth Olympic Games. Sporting events are good for the nation’s social capital. They inject more drive into its economic engines. In hosting sporting events, we build national pride in our sports programming and management abilities. We attract sports people, tourism and MICE business. So, yes, the benefits do stand up to scrutiny as long as you run events that fill market demand in a fiscally responsible manner.


“Investing in sports events can be a tough sell when spending elsewhere is being cut.”

IT WOULD BE naive to imagine that the downturn will have absolutely no impact. After all, where governments are accountable to their electorates, investing in sports events can be a tough sell when spending elsewhere is being cut. That’s why the global sports family must continue to be highly professional and accountable in its attitude towards bidding for and hosting events. I would guess that few readers would have even heard of the Russian city of Sochi five years ago. But today that has changed. I was privileged to be part of the successful Sochi bid to stage the 2014 Winter Olympic Games. As a result of that campaign, Sochi enjoys great awareness throughout the Olympic family and the wider world. Critically, the level of awareness is informed and positive. Sochi is recognised as a major resort city whose sandy beaches are less than an hour away from the slopes which will host the Olympic skiing programme. It is a level of awareness which will grow and grow in the lead up to and during the Games, creating a marketing legacy for the city, the Sochi region and for the winter sports facilities which will be created for the Games. And it is not only the city which benefits. Sochi 2014 is a top priority for the Russian government which understands that the Games will open up a window through which the world will get a glimpse of today’s Russia and its capabilities and its spirit. In short, the Games will not only create a winter sports industry where there had been none and lead to the creation of a hugely enhanced transport and communications infrastructure, they will also produce the best possible showcase for the city, region and country. In volume and context, that’s a moneycan’t buy benefit.

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SpORtS tOuRiSm

THE BIG PICTURE DAViD WALmSLEY AND pHiLip SAVAGE ON THE IMPORTANCE OF CLEAR DEFINITIONS FOR THE SUCCESSFUL DELIVERY OF SPORTS TOURISM STRATEGIES. The trouble with sports tourism is that it is so hard to get your arms around. As soon as you think you have a workable definition another element pops up. And when it comes to establishing the benefits of sports tourism it can be just as tricky. The solution is not to imagine you are talking about one thing argues a new report from SportBusiness. The thousands of visitors arriving in Beijing clutching tickets for the 29th Olympic Games were sports tourists, as is the man collecting a set of golf clubs from an airport baggage carousel in the Algarve. But if a visitor to the South Africa World Cup spends more than half their trip on safari do they count? And what about the father and son who take a couple of windsurfing lessons during a beach holiday? Does a family day out at Melbourne Cricket Ground’s National Sports Museum (NSM) count too? Academics involved in this field have paid far more attention to this debate than have those on the ground selling the match tickets, ski passes and travel packages. Yet awareness of the way in which the market is segmented is a cornerstone of any successful sports tourism strategy. This goes for venues and destinations alike, whether aspiring or established. Firstly, each segment differs significantly in its character and requirements. Without a thorough analysis of the make-up of each segment, a sports tourism destination is unlikely to understand or meet its requirements and will therefore fail to achieve its objectives. Secondly, it is impossible to assess the impacts and benefits of a sports tourism strategy if it remains unclear which visitors, participants or spectators are contributing to those gains. In the current economic climate, being able to demonstrate that new tourist dollars were only spent through the existence of a particular sporting event, facility or participation opportunity is the 10

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sole sure-fire means of justifying investment in a sports tourism strategy. Sports tourism spending is notoriously difficult to isolate; clearly delineating where this expenditure begins and ends makes its measurement far more reliable. Humans are notoriously messy creatures and the task of getting a complete picture of sports tourism is made more complicated by individual behaviours. We simply refuse to be defined insisting on using our trips for a variety of purposes. On the one hand, this blurring of boundaries can create difficulties in making precise impact assessments; on the other, it creates opportunities for innovative destinations to increase the sum of their component parts.

Tourism venues In Melbourne, for example, the city’s primary nostalgia sports tourism venue, the NSM, is able to draw on its spectator sector for both marketing and footfall. It works closely with the Victorian Major Events Company to tie in its temporary attractions with the city’s hosting schedule. Exhibition producer Jed Smith describes the marketing advantages of Melbourne’s event host status as simply “massive”, with visitor numbers peaking during the city’s major sports tourism weeks around the likes of the Australian Tennis Open, the Formula 1 Grand Prix and the MCG’s international cricket Tests. He explains: “The press are always looking for different angles when covering the many events taking place in Melbourne, and we also try to tie in our marketing with these events whenever possible; for example, come to the Tennis Open and get into the NSM at reduced rate with your ticket.” Elsewhere, the links are far more formal, both between the individual strands of sports tourism and with other elements of a broader state tourism strategy. Dubai’s all-out, all-sector approach to tourism

development, in particular, means that sports tourism in the Emirate is not seen as a specialist sector but as a contributor in its own right to all the rest. Assistant Professor in marketing and strategy at the Consortium University of Leuven, Belgium, Robert Govers spent four years lecturing on tourism in Dubai and says of the Emirate’s approach: “There most probably is no specific sports tourism strategy but everything that is developed and has been developed over the last few years is ‘multi-purpose’ and includes sports elements. Events are important, but most projects and resorts are linked to sports facilities, so participation is also on the agenda. Then there is a third element which is the strategy they have in attracting international federations, major clubs and professionals.” The examples of Melbourne and Dubai identify the three main types of visitor that can contribute to a sports tourism strategy, either singly or in combination: ● Spectator sports tourism, ● Participation sports tourism, and ● Nostalgia sports tourism Alongside that list should also be considered incidental tourism (general tourism with some sports content), which may not have as intense a sporting focus as the other three, but clearly has a value in its own right. Impacts will vary hugely within individual sectors according to the sport, facility and location assessed, but in terms of the degree to which sport is at the centre of the tourism experience a clear hierarchy can be seen. Among participants, establishing why they are there is easy but within the group there is a clear distinction between recreational and competitive participation. The recreational tourist is the bread and butter of snow sports resorts and golf complexes, while the serious competitor is represented by competitive events (usually amateur) that can be used either as a value

add for recreation-led destinations or as one-off or serial generators of short-term tourism flows. Examples of these are a marathon or junior football tournament and it is interesting to observe that one of the strands of Singapore’s sports tourism strategy revolves around the staging of road running races. When looking at events, the definition of participation tourism takes in visitors whose presence is dependent on their relationship with the competitors - the coaches, family and friends who could be characterised as comprising their support structures - or the functioning of the event - e.g. officials and media personnel.

Measuring benefits When trying to understand the economic and other benefits of sports tourism the one-size approach also fails to paint the full picture of impacts. Some sports tourists are easily recognised; others blend in with the crowd. At one extreme there is the Dutch football fan in the orange boiler suit; at the other, the identikit marathon runner in the race of thousands. The benefits of sports tourism to a destination or venue are equally diverse - not just in their relative ease of identification, but also in their scale, significance and duration. Pinning down these benefits is the essential starting point for the development of any sports tourism strategy, at the heart

of which must sit the rationale for pursuing this course of development: quite simply, why sports tourism? Nine times out of 10, the straight answer is ‘for the money’ and, on the face of it, the bare numbers suggest that is good enough. Tourism Victoria’s data indicate the 320,000 international visitors drawn to the Australian state by major sporting events in 2006 contributed A$1.2 billion to its economy, while EventScotland aims to secure an 8:1 return on its investment in sports tourism generating events. While those headlines offer good news, the devil is in the detail as measuring and assessing benefits accruing from individual events and destination development is complicated by a wide range of factors. Direct expenditure is easier to identify around ticketed spectator events than in participation destinations where sports tourism may be just one aspect of a holiday with a multi-activity focus. But in the spectator sector, the strategist is also faced with the task of identifying which portion of economic impact is truly additional expenditure and not simply spending displaced from either another time period or another tourist group. Professor Dr Holger Preuss, professor of sports economics and sports management at Johannes Gutenberg-University in Mainz, Germany, has identified different types of ‘event affected persons’ whose tourism and travel behaviours are significant

Sports tourism intensity hierarchy

Incidental sports tourism Low

Nostalgia sports tourism

Spectator sports tourism

Intensity of sporting focus

Participation sports tourism High

determinants of economic impact around major multi-sport events. These comprise event visitors who would not be there if the event was not happening, extensioners who have extended a planned trip to take in the event, time switchers who alter their plans to be in town during the event, casuals who would have visited regardless and residents who chose to stay at home and take advantage of the event. Set against these are the avoiders who either abandon or postpone plans to visit due to the event and resident runaways who take additional holiday or change their usual holiday plans to head out of town and avoid the event. The behaviour of these groups can influence economic impact before and after the event as well as during it, but do have distinct positive and negative effects.

Local focus Paul Bush, chief executive of EventScotland, says of his organisation’s path through the minefield: “Our raison d’etre is to bring people in from outside the country, so we only measure people who come from outside Scotland and we take displacement fully into account. And although we invest in things like The Open and the Edinburgh Festival, we don’t count them because they are existing events; we only measure those where without the direct involvement of EventScotland they would not have come to Scotland.” Geography is also a consideration for all types of strategy, both in terms of how far beyond the core destination the ripples of economic impact can expect to be felt and the way in which the same event can have a different impact in two different locations. Typically, the economic impact of spectator sports tourism is largely limited to the immediate event locale, even in the indirect effects of place branding that can build a region or nation’s reputation as a sports tourism destination. A study of Alpine destination management conducted by the University of Milan’s Business Management Department in 2008 examined WO RLD C L ASS Sports Hosts


SpORtS tOuRiSm

the impact of Turin’s hosting of the 2006 Winter Olympics on inbound visitor flows to the city and the surrounding Piedmont region. It found that while both Turin and the designated ‘Olympic Valleys’ saw increases in tourist numbers of 25 and 16 per cent respectively between 2002 and 2005, visits to the other nine nearby Alpine tourism destinations surveyed remained flat.

Uneven returns Bad news, though, travels further, with the negative economic impacts of event hosting being felt much farther afield. Dr John Beech, head of sport and tourism applied research at Coventry University’s Centre for International Business of Sport, cites the experience of the 2000 Sydney Olympics as evidence of the case in point. He says: “Most of the research suggests economic impact does not stretch much further than the host city; maybe to the region around it but not beyond that. The Sydney Olympics are a classic example in that they did Western Australia a great deal of harm by putting non-Olympic tourists off going to the country altogether. In Sydney, the people who didn’t go were compensated for by the sports tourists, but that didn’t happen anywhere else.” This lesson was also identified by Travel Utah in its state-wide strategy to maximise the impact of Salt Lake City’s hosting of the 2002 Winter Olympic Games. They noted that economic returns are uneven and that areas outside the core Games region need to identify ways of associating themselves with the host to maximise their chances of gaining tourism growth. This theme has been picked up again ahead of the 2010 Vancouver Games by the neighbouring US state of Oregon. The state has identified direct impact opportunities in hosting training camps and indirect ones in developing Games travel packages that include a visit extension that takes in time in the state, and generating lifestyle press coverage through non-accredited media reporting the Games. 12

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Measuring the impact of hosting a major sports event purely in terms of the effect on tourism in one season is inadequate as many of the results will only become apparent over an extended time frame. There is now a broad school of thought convinced that the costs of staging almost invariably exceed the direct and indirect economic benefits. For example, while Glasgow expects the 2014 Commonwealth Games to pump £107 million into the Scottish economy, the event is also projected to cost £288 million to stage. The onus is therefore on events to create more indirect benefits either by contributing to a wider programme of regeneration or kick-starting the local economy into a cycle of dynamic growth. The difficulty, however, is that while economic impact assessment may be a science, with regard to many sports events it remains an imprecise one. In 2007,

immediate and long term benefits and have developed the vocabulary of brand equity to talk about value which accrues over long periods. Companies selling financial services or cars or trying to build customer preference for a particular airline recognise that purchasing decisions happen often over months or even years. The job of their sponsorships is to contribute to a potential customer’s understanding of the brand which translates into a positive consideration of its products when a purchase is being made.

Brand equity A city’s equivalent of brand equity can be seen in its appeal over the long term to international visitors. As we have seen, regular tourism during a major sports event can actually decrease making the event difficult to justify in visitor numbers alone. However coverage of the events can help to reduce cultural distance making it much more likely that tourists will come in the future. Television coverage of a city’s landmarks and spectacular events contribute to the picture a potential visitor has in their mind of the destination. Looked at in this way, carefully selected sports events can be part of a sustainable tourism strategy. In deciding which events to bid for, tourism strategists will need to consider which origin markets are likely to be the source of event spectators and future generations of tourists. Targeting events with large numbers of active participants and extensive media coverage in those markets is the most sure-fire way of turning a one-off event into a legacy of future visitors. Then, whether they are coming to future events, making use of sporting facilities or visiting the sites where records have been set, sports tourism will keep on delivering however we define it.

“A city’s equivalent of brand equity can be seen in its appeal over the long term to international visitors.” Mastercard and KRC Research asked senior decision-makers involved in hosting the UEFA Champions League finals of 2001 through to 2006 to assess the economic impact of the event: the lowest estimate was €7 million and the highest €100 million. Even among those who measure impact professionally there can be significant disparities in results, depending on what is included in the assessment. While the Deloitte & Touche study of the 2006 Ryder Cup identified benefits of €143 million to the Irish economy, another by Anderson Economic Group and Amárach Consulting considered the gains that could not be attributed to wider tourism promotion to add up to €100 million less. Perhaps one way of reconciling these differences can be found elsewhere within the business of sport. Sponsors of sports events are very familiar with assessing both

David Walmsley is Author of Sports Tourism: Strategies for Successful Development published in 2009 by SportBusiness.

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The 20,000-seater NRGi Park

A CITY ThAT WAnTS IT ALL AND ACCoMPLiShES MoSt! AArhuS hAS BEEN thE VENuE of MANy SPortS EVENtS froM BiG iNtErNAtioNAL oNES to SoME of thE SMALLESt. Since 1995 Aarhus has, through its professional event organisation, Sport Aarhus Events, worked purposefully at attracting sports events. The list of previous events is long and covers a large variety of sports including the World Standard Dance Championships, the World Artistic Gymnastics Championships, European Table-Tennis Championships and the Volvo Youth Sailing ISAF World Championship. Several international mega clubs such as Manchester United, Manchester City and FC Barcelona have used the city for their pre season preparations and many other organisations have been very satisfied with the facilities and amenities of Aarhus. Aarhus is ready for more - and no challenge is too big. The city

showed this when, on short notice, they took on the draw for the qualifying tournament of the 2011 UEFA Under-21 Championship. The whole city takes part in giving the athletes and their families attractive facilities whether it is as part of the event or during their well earned breaks. Aarhus is known as “The City of Smiles” which shines through in all aspects of the city. A very good example of this was when 600 smiling volunteers made the World Artistic Gymnastics Championships possible. In recent years the city has gained a wealth of experience in partnership working across the various sectors of the culture and events community and together with other public authorities, thereby ensuring the best possible execution of events.

“We would like to thank the city of Aarhus for hosting the qualifying draw for the 2009-11 UEFA Under-21 Championship and for the warm welcoming given to all participants. The event marked a successful start on the road to the final tournament in 2011.” Mikael Salzer, head of national team competitions, UEFA 16

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“Again your knowledge, your commitment and your experience have been the guarantee for successful and unforgettable days in Denmark. The championships will go into the history of EVAA and the veterans’ movement in Europe as well as a great example of what commitment and personal work can achieve” Dieter Massin, president of European Veterans Athletic Association

venues Aarhus has a declared objective to be the number one city of sport in Denmark. The city was, as the only city in Denmark, amongst the 130 cities world wide which were shortlisted by SportBusiness Group as contenders for the title of Ultimate Sports City 2008. You quickly get the feel of the vibrant and dynamic lifeblood in Aarhus with a vast variety of opportunities within easy reach. It is an easy 20 minute walk from the stadium and indoor arena to the pulsating heart of Aarhus. Aarhus has been voted the best shopping city of Scandinavia, with many Danish designer shops and trendy cafés. Furthermore the city has a lot of art and culture on offer - amongst other sights Aarhus is home to one of the largest art museums in Northern Europe - the ARoS Aarhus Kunstmuseum. From all this you only have a short distance to travel before you find yourself in deep, silent forests, desert-like sand dunes, blue fjords cutting far into the land, gently rolling hills, moorland as far as the eye can see, and fine networks of rivers and streams feeding into lakes, large and small. Aarhus is a city that wants it all - and accomplishes most whether your pulse is going up or down. Aarhus is always on the lookout for new challenges. In 2011 Aarhus is to be one of four cities hosting the UEFA Under-21 Final tournament - according to UEFA the biggest national team football event in Europe that year.

events Previous and ongoing 2009 2009 2009 2009 2009 2008 2008 2007 2007 2006 2006 2006 2005 2005 2004 2003 2003 2002 2001

World Match Racing Tour (ongoing) Indoor Free Diving World Championship European Veterans Athletics Championships Draw for the 2011 UEFA UNDER-21 CHAMPIONSHIP Professional European Dance Championship Volvo Youth Sailing ISAF World Championship Women’s European Skater Hockey Championship Tall Ship Races European Latin Championships UCI Women’s Road Cycling World Cup World Orienteering Championships World Artistic Gymnastics Championships European Table-Tennis Championships Women’s Handball World Cup (ongoing) European Veterans Athletics Championships Denmark Open Badminton Championships (until 2006) Football Festival® Denmark (ongoing) Women’s European Handball Championship Dressage World Cup Final

Future 2009 2010 2011 2011 2011 2013 2013

IDSF World Standard Championship The International 505 World Championship UEFA UNDER-21 Final Tournament A-Catamaran Worlds X-35 World Championship European Indoor Shooting Championship The Tall Ships Races WORLD CLASS Sports Hosts


Volvo Youth Sailing ISAF World Championship

AArhuS AS A City of KnOWhOW Aarhus is the number one growth centre in Western Denmark. The city is working tirelessly to become one of the most attractive knowledge centres of Northern Europe. Aarhus is an exciting place to live, work and study. Around 40,000 of the 300,000 inhabitants are students and the university is one of the top 100 in the world. Aarhus-

based companies thrive upon this easy access to the latest knowledge and highly qualified employees - as do international companies which have chosen the city as their base. Aarhus sees it as a natural part of hosting events to use this centre of knowledge to add new technology and ideas to them. For example, at the Volvo Youth Sailing ISAF World Championship 2008, when

educational institutions, the business community and sports associations of the city pulled together to adapt a GPStracking system to accommodate this world class sailing event. The system has since been met with great enthusiasm in the international sailing community and has, amongst other events, been used in the Volvo Ocean Race.

“ISAF received a lot of positive comments about the organisation of the event. Everyone was impressed by the way the event was organised and the high level of the organisation both on the water and ashore - this is the most well prepared Youth Sailing Worlds ever.” Helmut Czasny-Bonomo, manager, ISAF competitions department

CONTACTS Sport Aarhus Events NGRi Arena Stadion Allé 70 DK - 8000 Aarhus C Event Manager Finn Lyck Phone +45 8940 4825 Mobile +45 2920 9047 Eventcoordinator Mariann Vinding Phone +45 8940 4824 Mobile +45 2920 9088


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AARHUS IS A CITY THAT WANTS IT ALL – AND ACCOMPLISHES MOST! Aarhus has been the venue of many sports events from big international ones to some of the smallest.

To Live And pLay on An iSLAnd of deLighTS The preSidenT of SporT evenT fyn, Jane JeginD, reveALS juST why odenSe in denmArk iS eSTAbLiShing An enviAbLe repuTATion for hoSTing SporTing evenTS.

As Deputy Mayor in Odense and President of Sport Event Fyn it is a great pleasure for me to introduce you to our beautiful island and its ‘capital-city’ Odense. Fyn is an island placed between Sealand and Jutland just off the coast of Denmark. With nearly 500.000 inhabitants and an area as great as London, we are the perfect place for hosting international sports events. For Odense, as the main city and community on the island, sporting events have given the city a focus and extra dimension. It has adopted the motto ‘To Play is to Live’, because where else other than in sport, at any level, is playing the main element? \ Not to mention the enjoyment that sport brings to both athletes and spectators. Odense is a modern and full service city with the University of 20

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Southern Denmark and Odense University Hospital as two of our main institutions. On the cultural scene the citizens can enjoy Odense Theatre and our symphonic orchestra. We are an active city. Our 40 public sports halls and more than 100 other public sports facilities are the base for our hundreds of sports clubs in all kind of sports. To secure the long term development in this area the city has a policy for the entire sports sector. Odense is also a ‘bike-city’ – with hundreds of kilometres of cycle lanes. This fact qualified Odense to be a part of the “best performance” area at the EXPO 2010 in Shanghai. With our experience and well trained staff, it is our promise to all right holders and sports federations that we, together with our many volunteers, can deliver well planned and well organised events with the efficiency you can expect of a Danish host city. So welcome to Fyn – ‘Island of Events’ and the city of Odense where ‘to play is to live’.



Sport Event Fyn has hosted the following major sports events: • World Championships squash, September 2009, Odense • Hans Christian Andersen Marathon, September 2009, Odense Odense’s own city marathon with 5,000 participants competing in marathon, and a half marathon only for women and children’s marathon. • European Championships Matchrace, August 2009, Middelfart First open championships for both women and men, entering 32 participating boats from all over Europe. The biggest match race event ever held. • Super Series Badminton, Denmark Open, October 2007 & 2008, Odense The Super Series is a 12-tournament series designed to attract the top 32 players from around the world. Europe has four of the tournaments: the All England, Swiss Open, French Open and Denmark Open. • World Cup, dressage, October 2007 & 2008, Odense The World Cup-event offers a wealth of experiences for equestrian enthusiasts at all levels; jumping and dressage, a stallion show, auctions and different championships. • European Championship bowling, June 2008, Odense • Ladies European Tour, golf, September 2006, Odense • World Championship team bowling, February 2003, Odense • World Championship trampoline, July and August 2001, Odense Sport Event Fyn is also hosting the following major sports events: • European Championships 7s rugby, June 2012, Odense • Hans Christian Andersen Marathon, September 2010, Odense • World Championships R:SX windsurfing, September 2010, Kerteminde • Eurogym, July 2010, Odense Gymnastics festival with over 5,000 young participants from all over Europe. • Super Series Denmark Open badminton, October 2009 & 2010, Odense • World Cup, dressage, October 2009, Odense

KEY STAKEHOLDERS Sport event fyn is an independent, non-profit organization which, actively and in collaboration with local and danish sport, works on attracting and holding big international

population Fyn (Funen) has 484,000 inhabitants Bid History In 2007, Sport Event Fyn was runner-up for hosting the 2009 World Air Games, losing to the city of Torino. In 2008, the organisation was also part of a united Danish bid for the 2011 European Championships in volleyball for men. Austria and the Czech Republic won the bid. Sport Event Fyn is planning to be a part of a new bid for the 2013 Volleyball Championships.

Odense has two main sports facilities - Arena Fyn and Odense Sport Centre. Arena Fyn was built in 2007 in collaboration, primarily, between Odense Congress Centre (now Odense Sport & Event) and the Municipality of Odense. The arena is 3,000m2, has 4,000 seats and is the biggest hall in the entire complex, which also contains three other halls, totalling some 13,500m2 in all. The Arena is just five minutes from the highway. The Arena complex is a modern, flexible facility that can easily be transformed to hold a conference, a concert or a tournament like badminton’s Denmark Open. Furthermore, a four-star hotel - with 109 double rooms, modern meeting facilities and a restaurant - is located in the complex. Meanwhile, at the Odense Sport Centre, you can engage in a wide variety of sports. Odense Sport Centre has a broad variety of different sports facilities, a service minded outlook and flexible facilities. Odense Sport Centre, renovated in 2007, comprises of: • Odense Sports Hall – competition hall with 2,300 seats. A practice hall (44 x 24m), gymnastics hall (1,400m2), facilities for strength training, plus facilities for VIP events and meetings. • Odense Ice Stadium – competition hall for 3,000 spectators and 1,000 seats. A practice hall for 1,250 spectators (and 350 seats), plus facilities for VIP events. • Odense Cycling Track – currently has room for 8,000 spectators. • Odense Athletic Stadium – room for 8,000 spectators (1,200 seats) • Odense Cricket Stadium – features a cricket pitch and artificial pitch for up to 1,000 spectators, plus a pavilion with dressing room facilities. • Odense Football Stadium, Fionia Park – facilities for 15,761 spectators (13.963 seats) In addition, the Odense Sport Centre has 11 modern changing rooms, fitness room, two medical rooms, a café (150 seats) and six flexible conference and VIP rooms – all with projectors and information screens.

sports events on funen (fyn). Sport event fyn is financially supported by the ten communities on the island. furthermore, the organisation receives financial support from the danish ministry of Culture.

The organisation is led by a board of ten members, who represents the three main partners; the danish sports clubs and federations, the regional economic life and the supporting cities on funen.

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HigHLigHts In November this year Sport Event Fyn will celebrate its tenth anniversary. During this decade we have been involved in more than 100 international events. From small international events to world championships in minor sports, to Olympic disciplines. Sport Event Fyn is owned by the ten communities on the island, which gives a good and solid background financially and in terms of promoting the events. We have 12 experienced and engaged employees to help clubs and sports federations to bid, plan and organise international sports events of a high standard. As the native city of the famous fairytale writer Hans Christian Andersen, we have always been used to an international audience. With the creation of Sport Event Fyn it became actively involved in the world of sports events. In the first years, it was national championships and smaller international events that were on the agenda. The first major international event was the Trampoline World Championships 2001 with more than 2,000 participants. In 2007, Arena Fyn opened. With hotel, congress facilities and more than 10,000 m2 of exhibition area – all under one roof – the complex gave new possibilities for hosting international sports events. Badminton’s Denmark Open, and a Dressage World Cup were the first events in the opening 22

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“During this decade we have been involved in more than 100 international events.” year and have been on the calendar ever since. In 2008 trampolining was back in Odense with the European Championships. In 2010 the Windsurfing World Championships, the Olympic class R:SX, will be held on Fyn and Odense will host its largest event ever, when we welcome 5,000 participants to the seventh EUROGYM; a gymnastics festival for young people from all over Europe. Our team is ready to help bring your modern fairytale to life. Sport Event Fyn – Island of Events.

CONTACT US Find out more about Sport Event Fyn and what Funen can offer in the hosting of major national and international sporting events by contacting it direct. Its managing director is Erik J Mogensen. He can be reached at: Sport Event Fyn Gråbrødre Plads 3, 1. 5000 Odense C Denmark Telephone: +45 30 59 24 40 Mail: Web: Tourist office:

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Venice was the dramatic host venue for the opening stage of the 2009 iShares Cup - Mark Lloyd, Lloyd Images

TICKING ALL THE BOXES EDWARD GORMAN, FORMULA 1 CORRESPONDENT FOR ‘THE TIMES’, EXPLAINS WHY OC EVENTS, RIGHT HOLDERS OF THE EXCITING EXTREME SAILING SERIES KNOWN AS THE iSHARES CUP IN EUROPE, HAS THE ‘HOTTEST PROPERTY IN TOWN’ FOR POTENTIAL HOST VENUES AROUND THE GLOBE… Going from strength-to-strength - that would sum up the state of play in the short and successful history of the Extreme Sailing Series, including the highly successful European iShares Cup. An innovative extreme sailing circuit, it is setting the standard for presenting the sport in a way that sponsors, host venues, sailors and the public can enjoy and get the maximum return. Talk to anyone involved with the circuit, now in its third season, under the management of OC Events, and you get the same vibes; this is state-of-the-art sailing action packaged for the 21st century. This sailing series offers exciting competition in powerful boats racing on short courses right next to the shore, featuring some of the world’s top inshore and offshore grand prix sailors. And, like the America’s Cup, a VIP guest or member of the press, can race onboard 24

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- not dissimilar to riding shotgun with Jenson Button. The balancing act that is key to the success of the Extreme 40 sailing format is providing a spectacle for the public, while also maintaining the credibility of the series as a sporting event, and at the same time giving a great return on investment for partners and host venues. This year, as the circuit expands further within Europe, that balance is being maintained, as evidenced by the quality of skippers taking part, the sponsors supporting the circuit, the host venues and the media coverage it delivers. Mark Turner, the CEO of OC Group that includes OC Events, is not content to allow the European series to rest on its laurels but is looking to broaden the scale of the entertainment package offered to the public and sponsors and take the circuit further afield: “In our own format with

“The iShares Cup is just like Formula 1, it combines high technology, great team work and accessible entertainment for the fans. It’s a great commercial platform for sponsors,” Nick Fry, CEO Team Brawn F1 GP the iShares Cup, we are still at the beginning of Gilles Chiorri. “The boats accelerate quickly the development curve for the entertainment and even in light to moderate winds the boats package,” says Turner. “But depending on the lift their hulls which they are designed to do, host venue we have the ability to customise the and that makes the racing and the experience package to work with the ‘natural amphitheatre’ for the onboard guest very entertaining. Once of the venue. This year we have staged a sixyou get any kind of decent breeze, the racing round iShares Cup European circuit, growing becomes very intense and exhilarating - you the number of venues year on year since 2007, can literally hear the crowd gasp as the fleet and one-off events in Sydney, San Francisco, race in close quarters, keeping clear of each Dubai and Oman. other or the solid harbour wall by just inches.” “The process of development is continuing But sometimes they don’t and that just adds Amsterdam 2008 - Vincent Curuchet, DPPI/OC Events within Europe, and with the addition of an to the drama of the series, and the kind of action inaugural Asian Extreme Sailing Series this that keeps spectators coming back year after year. winter, as we look to develop the circuit on a global platform.” “Kiel.Sailing City has hosted a round of the iShares Cup for two The 2009 iShares Cup criss-crossed Europe with three-day years in a row and it is one of the major events for the north German events hosted by leading cities and venues, including Almeria region,” commented Pit Horst, director from Kiel-Marketing GmbH. (Andalucia, Spain) - a new host venue for 2009 which will host “We have seen over 130,000 members of the public visit the events the finale on October 10-12 as part of a new five-year deal with a big part of the attraction is the extreme sailing and the race village OC Events - Venice (Italy), Hyères-TPM (France), Kiel (Germany), itself. We believe it delivers a good level of economic and tourism Amsterdam (Holland) and Cowes (UK). impact, and is an important business and media platform for Kiel Hubert Falco, président de la Communauté d’Agglomération, TPM and the region.” (Toulon Provence Mediteranée) that hosted round two of the 2009 The host venue tender process for 2010-11 has already begun, iShares Cup commented: “This event provides an amazing opportunity and already over 50 venues have expressed interest: “In the current for our fellow citizens to witness these Formula 1 machines of the sea economic climate, the Extreme Sailing Series events offer host venues performing in a high-level competition just a few metres from the a great return on investment,” concluded Mark Turner. “The rights fee shore with our incredible Hyères islands as background. to host an event is great value compared to many other professional “This great sailing event that allows public participation fits events in sailing and elsewhere, and we believe we can deliver what we perfectly in our desire to combine tourism and economic activity for promise - a great entertainment sports package with extensive media a sustainable and quality development of our region.” coverage and a high-level of economic return for a host venue partner.” Finding host venues that can provide a ‘sailing stadium’ setting for the events, close to large population centres is not always easy To receive the tender document for future Extreme Sailing Series but the beauty of this type of racing is that even in very light airs events and the European iShares Cup, register at www.iSharesCup. the light-weight 40-foot catamarans can ‘fly’: “We have never had to com/opportunities or contact Susie Walker at OC Events on cancel or delay racing in three years,” stated OC Events race director, +44 (0)1983 282 797

“This event that allows public participation fits perfectly in our desire to combine tourism and economic activity for a sustainable and quality development of our region.” Hubert Falco, Président de la Communauté d’Agglomération, TPM

SPONSOR BENEFITS A big part of the package is the B2B opportunities it offers to sponsors and host venues. Rick Andrews, the head of Europe marketing at iShares, title sponsors to the European circuit, believes the series is more than fulfilling the brief they set out for it. “It’s been phenomenal,” says Andrews. “Client response from surveys has been phenomenal. They are just absolutely blown away by lots of different elements.

“Previously sailing has been about wealthy people jumping on big boats and everyone standing on the dockside and waving them off. Here we are bringing 40ft racing catamarans within 20ft of the shore and people can actually see these things and they can get up close. From a client perspective, we can actually put them on the boats and they can experience racing first hand which is such a rare opportunity in sport today.”

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The Team Aqua Extreme 40 boat sails off the Dubai waterfront - Mark Lloyd, Lloyd Images

VITAL STATISTICS Venues to date:

Return on investment:

2007: Starnberg, Germany Marseille, France Cowes, England Amsterdam, The Netherlands

OC Events is currently undertaking an Economic Impact Report based on the 2009 iShares Cup Kiel event. The report will be available October 2009.

2008: Lugano, Italy Hyères, France Cowes, England Kiel, Germany Amsterdam, The Netherlands 2009: Venice, Italy Hyères, France Cowes, England Kiel, Germany Amsterdam, The Netherlands Almeria, Spain


VIP entertainment: 93% of guests agreed that the iShares Cup fell within the top three events they had ever attended.

Media return 2008:

Estimated number of spectators:

The 2008 iShares Cup media coverage was measured by independent monitoring and evaluation agency Sports Marketing Surveys at €5,520,703* with over 9 hours of TV news coverage alone (all values exclusively for AB25+ audiences).

2007 57,000 spectators 2008 150,000+ spectators 2009 estimated 250,000+

*Media monitoring was restricted to each European

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territory for a period around the iShares Cup event only and does not include year-round global monitoring.

Worldwide TV series 2008: Six-part iShares Cup television series distributed in 119 territories with a value of over €1.45 million across 16 international TV networks to an audience reach of 229.9 million homes per programme with 40 hours of programming each month. News features on five Gillette World of Sports programmes - the World’s most watched sport magazine show. Inclusion in five Seamaster Sailing programmes, the internationally distributed grand prix sailing magazine show distributed in 137 countries across 28 international TV networks.

CONTACTS OC Events, part of the OC Group owned by Mark Turner and Dame Ellen MacArthur, is responsible for organising the Extreme Sailing Series events including the European iShares Cup. It originated in 1997 with the Offshore Challenges Sailing Team, managing the campaign of Ellen MacArthur in establishing a new solo, non-stop round the world record in 2005. OC Events began with The Transat in 2004, the oldest transatlantic solo race in history and launched a new concept in offshore racing – the Barcelona World Race - a double-handed, non-stop, round the world race in November 2007. OC Events also established a circuit encompassing the Far East, when Ellen MacArthur completed the inaugural Asian Record Circuit.

Changing the way sailing is seen

Extreme pro sailing, designed to entertain After a decade of success in professional sailing, OC Events has developed an innovative shoreside sporting event - the Extreme Sailing Series, known as the iShares Cup in Europe. A spectacular event for the public, outstanding experiential client entertainment and dramatic mainstream content on a global media platform. European and Asian series partnerships Opportunities exist for host venues, event partnerships and race team sponsorships in Europe, Asia and beyond.

Tel: +44 (0)1983 282 797

OC Events is part of OC Group which is dedicated to turnkey solutions in sponsorship, marketing, communication and event management.

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FOOTBALL IN TURKEY The Future is Now and We are Ready ! Growing the Game for Women With one of the youngest populations in Europe, we are working hard to improve the quality and quantity of women’s football across Turkey. The same life lessons and opportunities offered by football apply uniquely to young women. Playing football offers new ways of selfexpression and a new world of career possibilities for young women everywhere.

United in Football Turkey is a country of many cultures and football is a common language that unites us all. From the Black Sea coast in the east to the Mediterranean in the west, football is played in every backyard.

Soccer on the Beach Beach Soccer was born on Brazil’s famous Copacabana beach. This version of football, played on sand, offers the athletes and spectators alike a new twist on the world’s favorite Game combining the best of sun, sea, sand and soccer! Turkey is blessed with many beautiful beaches as well as a nation of devoted football players and fans; so, beach soccer is a natural and unique way to engage youth in football activities and lifestyles. Beach Soccer is actually managed under the auspices of FIFA and is a vibrant and growing game around the world. It is an excellent way to improve young talent and attract the best athletes to the game of football.


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The Next Generation Football is game that teaches teamwork, fair play and good character to boys and girls. Our many youth programmes ensure quality play and life skills for the next generation.

MAHMUT ÖZGENER TFF PRESIDENT The final of last UEFA Cup was an amazing night of football in Fenerbahçe Sükrü Saraçoglu Stadium. We were really looking forward to 20 May 2009 as it was “the” oppurtunity for us to show the organizational capacity of Turkish football and the hospitality for which the Turks are well known. During the days building up to the final we tried to give utmost importance to “Road To The Final” events. We believed that those events were our unique chances to show what we were capable of during the final.

AHMET GÜVENER TFF GENERAL SECRETARY Would you tell us about TFF’s plans to spread football throughout Turkey? The Turkish Football Federation knows that its responsibility covers much more than professional football. We, at the TFF, are aware of our social responsibility and have accordingly adopted the mission of providing football services to millions of people in all the 81 cities of Turkey every year within the framework of our philosophy of grassroots. With the sole aim of spreading football to every corner of our country and advocating the fact that football has nothing to do with violence and means much more than just winning and that everyone can be a part of this game. The Grassroots Programme of TFF includes the following categories of football: Amateur football, School and grassroots football, Beach soccer, Futsal, Disadvantaged football (played by homeless people, street children, prisoners, children in need of

The Cup Handover Ceremony in Esma Sultan Residence was a true success. The natural backdrop of Bosphorus helped us a lot in organizing a unique beauty flawless ceremony. The interest of world media to this fantastic event really encouraged us for doing our best in the final. The matchday was perfect. I remember seeing the stadium for the very first time as I entered into the VIP lounges. It was like a dream coming true. Turkey’s 4 year wait for a club final ended that night and it ended perfectly. Again a great night of football, a match full of excitement and lessons we have learned for future organizations. Now the Turkish Football Federation is more eager than ever to host other tournaments and finals in our stadiums rising in Anatolia. We look forward to seeing all of you in our country where we live with football.

help, etc.), Disabled football (played by blind, deaf, mentally disabled and physically disabled sports people), Veterans football, Women’s football. 1.5 million children across Turkey will savour football with the support of Ministry of Education. It’s being planned that grassroots events for U12 throughout Turkey will be realized by the Grassroots Directors of Provinces . We want to reach everyone through our joyful football events and provide high level football training to skilled students. Also, we will attract many more people to football and create funds for elite football. How will the programme be funded? From European Union funds? We are in the process of application to European Union funds for the development projects in South Eastern part of Turkey. Moreover to that Turkish Football Federation backs this project by all means and takes it quite seriously. For example our budget for this program is 3.5 times more than last year’s budget – and that’s just the start. Don’t forget that we are not only training players, we will be training coaches, administrators, etc., to help grow the sport of football at every level. Not every child can grow up to be an elite player, but there are many careers in football beyond the field of play. This is an additional and powerful benefit of the program.

ORHAN R. GORBON TFF DEPUTY GENERAL SECRETARY - EURO 2016 BID TEAM PROJECT MANAGER Turkey as the stage of last UEFA Cup Final, how is Turkey’s approach to international events? Hosting events like UEFA Champions League Final in 2005, U17 European Championship in 2008 and UEFA Cup Final in 2009 taught us a lot in terms of organizing big sports events. The three events, ,if you add UEFA Medical Congress and ExCo meetings, the five events made us show the potential of Turkey in organizing events of high caliber to the necessary parties. We were successful in organizing those events because

organization-wise, we connected world famous Turkish hospitality with a professional working environment. We always do great project management and leave no surprises at the last minute. As we asked our counterparts about their organizational experience in Turkey after the events, the answers we get are remarkable, fantastic, surprisingly good and flawless. What about the benefits of these organizations to Turkey? The benefits of these organizations are can be put into two categories. Economic and promotion. Economic impact is certainly huge but in the case of Turkey I believe promotional benefits are more important. We are aware of all aspects of benefits we can get from an illustrious event such as Euro 2016, we also know the responsibility of this organization and we are ready and up for the challenge.

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Summer Paradise, Winter Football Haven When football clubs are searching for camps to train between the competition season, obviously an ideal climate is one of the key factors for consideration. During the winter months, the Antalya averages 11.5 degrees in December, 9.9 in January, 10.4 in February and 12.6 in March. Another key to selecting the ideal camp is infrastructure. Antalya is fortunate to have a strong and vibrant tourism industry that attracts 19 million visitors annually and provides any and all advantages a club would need in addition to ideal climatic conditions for training. There are 170 full size football training grounds in the Antalya region.

Football is King Antalya, Turkey’s seventh largest city, is constantly investing in new football infrastructure. With over 350.000 hotel beds, it is well suited for Football tourism. A new sports complex is under construction on 60 acres that will include a fully FIFA/UEFA accredited 40.000 seat stadium. Football clubs, fans and players come to Antalya from Germany, Austria, Russia, Switzerland, Netherlands, Ukraine, Bulgaria, China, South Korea, Azerbaijan and Belgium to enjoy the weather and world-class facilities and friendly Turkish people. Super League teams prefer Antalya for their camps between the circuits. 30

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Antalya and Football • Turkey’s 7th largest city with a population of 1.9 million • Located on the Mediterranean coast the city has hot summers and mildly warm winters • Turkey’s top international tourist destination due to its location, assorted natural beauty and top level accomodation facilities • Antalya international airport annually serves almost 19 million tourists arriving in 130.000 planes • Antalya and its surrounding district boasts nearly a thousand touristic accomodation facilities with almost 350,000 beds • Due to its nature, accessibility, quality of facilities and climate the city has become the destination for national and international sports organizations and team training camps • Focusing on football, the Antalya region has around 170 full size football training grounds • The WOW football center by itself has 6 natural and 1 synthetic turf grounds • In association with Mardan Palace Hotel the WOW Football Center hosted the Under 17 UEFA football championship in May 2008 • The U17 championship was held with 8 international teams and was aired on TV by Eurosport • To meet the ever increasing demand for sporting events the city has developed a plan to build a new sports complex on 60 acres which will also include a 40.000 seat capacity stadium


Kayseri Kadir Has Stadium

Technical Facts

This stunning, state-of-the-art stadium has over 31,000 seats, all covered and all climate controlled for any weather. The stadium is the pride of the historic city of Kayseri and is close to its center and easily accessed via public transport. The stadium is part of the Atatürk Sports Complex that includes an Olympic Swimming Pool, a 1,000-person training gym, a 1,500 seat capacity grasssurfaced football pitch and 3 tennis circuit courts. The stadium was planned for Turkey’s bid for Euro 2012.

• Kayseri Kadir Has Stadium, Groundbreaking January 6, 2007 • First official match played on March 8, 2009 between Kayserispor and Fenerbahçe • The stadium is close to the city centre and easily accessible via the light rail system or by public buses. • The stadium has 31.064 seats which are all covered and there is also overhead heating • The stadium is home to two teams, KayseriErciyesspor (founded 1932) and Kayserispor (founded 1966) • The biggest success in the history of these teams is Kayserispor winning the Turkish FA Cup in 2008 • The stadium has hosted matches of the Turkish National team, however an international club match is yet to be played • The city of Kayseri is in Central Anatolia and with apopulation of 1.2million is Turkey’s 16th largest city. • The level of industry in Kayseri is amongst Turkey’s top ten. • The symbol of the city is the 3917m high Mount Erciyes. • Mount Erciyes currently has modest winter tourism facilities however a newly developed project aims to increase accomodation capacities to 5000 beds and greatly increase accessibility to various ski slopes. • The city also acts as an international gateway to the Cappadocia region which is famous for its unique geological, historic and cultural features. • The city itself is rich in historical monuments that especially date from the Seljuk period (11th Century)

WORLD CLASS Sports Hosts



Formula 1 Australian Grand Prix

A CITY THAT LIVES AND BREATHES SPORT BRENDAN MCCLEMENTS, HEAD OF MELBOURNE’S MAJOR EVENTS BUSINESS EXPLAINS JUST WHY MELBOURNE IS THE ULTIMATE SPORTING DESTINATION. A century of playing host to the world’s biggest sporting events including the Olympics, the Commonwealth Games, the Rugby World Cup, the Cricket World Cup, Australian Open Tennis and Formula 1 has created a city passionate about sport and determined to retain its title of the world’s ultimate sport city. With the biggest names in the world, comes a reputation which continues to grow year in, year out - all backed up by passionate spectators and a sound understanding of the business mechanisms which need to be in place to deliver results. As the head of Melbourne’s major events business, Brendan McClements says this history has created a city that provides the perfect stage for major events. “Melbourne truly is the world’s events city,” he explains. “A strong and sustained commitment by the city’s civic leaders for over 100 years has created a city purpose-built for major sports events. “The venues and facilities, transport infrastructure, hotels, natural assets and population mean that international event owners, competitors 32

WORLD CLASS Sports Hosts

and sponsors have an outstanding experience in Melbourne. “In recent years our focus has been on creating a year round events calendar which drives tourism and supports our events industry. “Annual pinnacle events such as the Formula One Australian Grand Prix, Australian Open Tennis, Australian Masters Golf and Melbourne Cup Racing Carnival have trained a generation of top flight event managers and firms. “These annual blockbuster events thrive alongside outstanding international events including the 2011 Presidents Cup, the 2010 UCI Road World Championships, the 2009 FIH Champions Trophy, the 2007 FINA World Championships and 2006 Commonwealth Games.” Melbourne has already proved itself capable of standing tall; of hosting the biggest global events, of ensuring those events are showcased for a global audience. But it is the future it now concentrates on - and making upcoming events even more impressive and itself an even more essential destination.

VENUES Existing ● The

iconic Melbourne Cricket Ground, a 100,000 seat sporting stadium which has hosted fierce contests in football, rugby, cricket and Australian rules, as well as track and field events and opening and closing ceremonies for the 1956 Olympic Games and 2006 Commonwealth Games. ● Etihad Stadium, with a 55,000 seat capacity and retractable roof. ● Melbourne and Olympic Park, featuring Rod Laver Arena (home of the Australian Open Tennis, a 15,000 seat stadium with retractable roof) and Hisense Arena (a multi-purpose roofed, 10,500 seat stadium suitable for track cycling, basketball, gymnastics and many other sports). ● Melbourne Convention and Exhibition Centre, the world’s first six-star green rated conventions complex including a 5,000 seat Plenary Hall (and home of the International Press Centre, badminton, weightlifting and boxing during the 2006 Commonwealth Games). ● The State Netball & Hockey Centre, with a 3,000 seat indoor court and a 1,000 seat outdoor hockey pitch. ● The Melbourne Sports & Aquatic Centre, a multipurpose venue featuring a 50m outdoor competition pool with seating for 3,000, a 75m indoor competition pool with seating for 2,000, a 14-board diving facility and an indoor 1,800 seat show court. ● Melbourne’s iconic Sand Belt region, boasting worldrenowned golf courses including Royal Melbourne, Kingston Health, Metropolitan and Victoria Golf Clubs.

Population Melbourne: 3.9 million State of Victoria: 5.1 million

EVENTS Present 2009 September Australian Football League Finals Series October

Melbourne has been twice ranked “World’s Ultimate Sports City” in terms of hosting major events, by SportBusiness International (2007, 2008)

Planned New infrastructure developments include: ● Melbourne Rectangular Stadium will be part of the Melbourne and Olympic Park precinct with Rod Laver Arena adjacent, and the Melbourne Cricket Ground within a few minutes walk. This new venue, with a seating capacity of 31,000 and state-of-the-art corporate and player amenities, provides the perfect solution for football, rugby union and rugby league events. Scheduled for launch in the first half of 2010. ● A new home for athletics with a dedicated facility just minutes from the city centre is planned for the near future.

KEY STAKEHOLDERS Victorian Major Events Company (VMEC) provides a one stop shop for event owners and promoters. “Our unique partnership approach is Melbourne’s competitive advantage - Victorian Major Events Company takes the stress out of organising a major event by bringing together all the key organisations to support a successful project, from local and state government, tourism and sports agencies, media and corporate partners, to venue,

Jayco Herald Sun Tour (cycling) Australian Motorcycle Grand Prix

November Melbourne Cup Carnival (horse racing) Australian Masters (golf) UCI Track Cycling World Cup December FIH Men’s Hockey Champions Trophy Australian Dancesport Championship ISAF Sailing World Cup - Sail Melbourne Boxing Day Test (cricket) 2010 January Australian Open (tennis) Audi Week (sailing) February

One Day and Twenty/20 Cricket Internationals SBK Superbike World Championship


Formula 1 Australian Grand Prix


Rip Curl Pro (surfing)


Bledisloe Cup (rugby union)


UCI Road Cycling World Championships

In future years, major international events secured for Melbourne include the Presidents Cup golf in 2011 and UCI Track World Cycling Championships in 2012.

Past Highlights on Melbourne’s event calendar in recent years include; 2008 IDSF World Latin Championships 2007

FINA World Swimming Championships


ILS World Life Saving Championships


Melbourne Commonwealth Games


Volvo Ocean Race (Melbourne Stopover)


ICC Cricket Super Series


FIG Artistic Gymnastic World Championships


UCI World Track Cycling Championships


FAI World Hot Air Balloon Championships


IDSF World Ten Dance Championship


IRB Rugby World Cup


World Masters Games

police and transport,” explained Brendan McClements. “There is a real and hearty appetite in Melbourne for major events and we are well positioned to convert this enthusiasm into genuine event outcomes for our partners - the international federation, event owner or promoter,” he added. VMEC was established in 1991, as part of a Victorian Government initiative to attract international cultural and sporting events that require global state-of-the-art facilities and infrastructure.

WORLD CLASS Sports Hosts


Above: Melbourne will host the 2009 Australian Masters, featuring Tiger Woods, and the 2011 Presidents Cup Below: Victoria will host the UCI Road World Cycling Championship in 2010

Melbourne Cup - the horse race that stops the nation

CONTACT US To find out more about Melbourne and what it can offer simply contact the head of the Victorian Major Events Company direct. Brendan McClements is VMEC’s chief executive officer and can be contacted by any of the following methods: Post: 1 Albert Road Melbourne 3004 Victoria Australia Phone: +61 3 9868 4600 Fax: +61 3 9866 5460 Email: Web:


WORL D CLASS Sports Hosts

“Melbourne - World’s Ultimate Sports City” SportBusiness International 2007, 2008. If your event is ready to be seen on one of the world’s biggest stages, talk to the people with the passion for sport, the experience with international events, and the expertise to make everything happen in Melbourne, Australia - the Victorian Major Events Company. To find out more about Melbourne contact Brendan McClements, CEO, Victorian Major Events Company Tel +61 3 9868 4600 Email


FIS Cross-Country World Cup at the Rhine promenade

GETTING TO THE HEART OF OLYMPIC SPORTS DUSSELDORF HAS TRANSFORMED ITSELF INTO A SPORTING CITY WITH EXCELLENT PROSPECTS. CHRISTINA BEGALE, MANAGING DIRECTOR OF SPORTAGENTUR DÜSSELDORF, EXPLAINS JUST HOW THE CITY HAS HANDLED THE METAMORPHOSIS. In the middle of central Europe, a big heart beats for Olympic sports. Having hosted world championships, world cups, Grand Prix and Olympic qualifying events, Düsseldorf - dubbed the ‘city of sports’ has become an international brand name synonymous with the biggest events. The capital of Germany’s NRW state has worked hard for this excellent reputation. The metropolis on the Rhine, boasting 587,000 inhabitants, has been investing heavily in sports and boasts world class facilities. Since 2000, 140 million Euros have been channelled into sport infrastructure. At its centre is the sportAgentur Düsseldorf GmbH; a municipal enterprise unique in Germany, designed to ensure optimal marketing and positioning of sports 36

WORLD CLASS Sports Hosts

and takes care of the perfect planning and delivery of events as well as their effective public promotion. Numerous national and international To find out more about Düsseldorf, the city, its position in Germany, and its increasing role in hosting the world’s top sporting events, contact sportAgentur Düsseldorf. The company has been set up to support its sporting endeavours as well as help their organisation and delivery. Write to: sportAgentur Düsseldorf GmbH, State Capital Düsseldorf, Arena-Str. 1, K6, 2. Floor 40474 Düsseldorf, Germany. Or contact via telephone on: +49 (0)211/172 02880 Email: Or simply log-on to the website:

associations have seen the proof they needed to be convinced. The organisation of the annual FIS Cross-Country Skiing World Cup, attracting up to 350,000 spectators to the Rhine embankment, is highly praised by the international skiing association. The volleyball association the FIVB also enjoyed perfect conditions during the Olympic qualification tournament in Düsseldorf last year. The state capital’s close ties with Olympic sports will be an important topic at the Winter Games in Vancouver, when sportAgentur will highlight to those in attendance just what it can offer to world sport, in addition to the 400 sports clubs with their 112,000 members who reside within the city. Düsseldorf provides everything required for the successful organisation of top events because sport is at its very heart.



Düsseldorf’s reputation for hosting the biggest sports and the most exciting action is growing. Numerous top-class sporting events attract hundreds of thousands of spectators to the city every year. Here are just a few examples... With 400,000 fans lining the distance, the METRO Group Marathon is always a crowd puller. So is the FIS Cross-Country Skiing World Cup. The annual event, staged in December, attracts up to 350,000 on-lookers to the Rhine embankment every year, making it the world’s best-attended winter sports event. The fourth staging of the German touring car championship, the DTM, in Königsallee in 2009, boasted a record 210,000 spectators. The ARAG World Team Cup that has been fascinating around 75,000 tennis fans every year since 1978. It has established itself as successfully as the International Athletics’ PSD Bank indoor event and the ladies’ international amateur golf championships at Düsseldorf Golf Club. Meanwhile, the world’s best judo experts will compete for the Grand Prix at the Philipshalle from 2010 to 2012. Table-tennis has long had a strong position in the city and when German star Timo Boll won a contest as part of the Liebherr Europe Top 12 tournament, 5,500 fans turned out to watch. All that plus the very best soccer, hockey, volleyball and much, much more besides. Is it any wonder Dusseldorf has become the ‘city of sports’?

Of course, for any great city to stage great events, it requires great venues. And Dusseldorf meets that criteria. Modern stadiums such as the ESPRIT arena holds up to 66,000 spectators, while the ISS Dome can accommodate 13,400. Both of which are complimented by an excellent transport infrastructure, delivering an international airport, motorways and train connections. Not to mention a generous amount of hotels vital ingredients demanded for any sporting occasion. And it’s an attraction not only for athletes - sports administrators are flocking too. The Deutscher Olympischer Sportbund DOSB (German Olympic association) will be holding its general meeting - to be attended by around 450 participants - at the Düsseldorf Hilton Hotel in December 2009. German soccer association the DFB also held its annual meeting in the city earlier this year. Staging such events which bring the dignitaries from behind the scenes to the city of Dusseldorf - to allow them to see first hand what the city can offer - is something sportAgentur is keen to further promote and facilitate. For many, the ESPRIT arena will be best known for hosting matches by the German national soccer team as well as hosting events staged by the DFB. And these are just a few of the facilities Dusseldorf has to offer - ideal for both spectators, decision-makers and athletes alike. Düsseldorf is full of charm and character - a metropolis which is popular with both its residents and its many visitors. The multi-cultural destination of NRW is home to people from some 180 countries, while the state capital’s catchment area houses around 11m inhabitants within a 200km radius.

sportAgentur Düsseldorf As the central link for Düsseldorf ’s sporting events network, the sportAgentur is competent contact point and source of ideas for event organizers, sport associations, sponsors and the public. Marketing its diversified programme of events in this set-up, the sportAgentur is putting across the dynamic, cosmopolitan image of the city of sports. sportAgentur Düsseldorf GmbH Tel.: +49 (0)211/1 72 02-8 80

WORLD CLASS Sports Hosts



The Alpine village of Gstaad is an attractive tournament venue, popular with players and spectators alike

PICTURESQUE PANORAMA GETS RESULTS BEAUTIFUL SWISS VILLAGE GSTAAD IS SERVING UP A REPUTATION WHICH OUTWEIGHS ITS SIZE. Game, set and match: Gstaad and world class events are an unbeatable combination. This is the message which internationally renowned sporting and cultural events get across to the world year after year. The fabulous Alpine panorama and the enthusiastic spectators provide the players with a splendid backdrop. After the tournament, the car-free promenade is the perfect place to sit back and relax. Gstaad’s outstanding position as an internationally renowned tournament venue was also confirmed by Andy Anson, the CEO of ATP Europe, on his visit to Gstaad in 2008. He surprised the organisers with the good news that the Allianz Suisse Open Gstaad as a top 38

WORLD CLASS Sports Hosts

Alpine tennis event now has a permanent slot on the tournament calendar of the ATP Tour.

Hollywood actress Julie Andrews once said: “Gstaad is the last paradise in a crazy world”. So find out what makes the Swiss village so popular by finding out for yourself simply visit the village’s website at Or phone: +41 33 748 81 81 Fax: +41 33 748 81 83 Email:

The rustic and fashionable Alpine charm represents an almost exotic element in the series of world class tournaments. Attractive tournament venues with a unique character which are well-received by players and spectators alike are of great importance to the sporting world. Andy Anson certified that Gstaad has these special characteristics. International events enjoy widespread support in Gstaad at all levels of public life. The village inhabitants not only support Gstaad’s top events emotionally, but also politically and form a big family during major sporting events, to which the guests are warmly invited. After all, up to 22,000 people stay in Gstaad during the high season.



With less than 12,000 inhabitants and a history of tourism dating back more than 100 years, the holiday destination of Gstaad has an offering of cultural and sporting events which would be extraordinary even for urban regions. Every year, visitors can choose from more than 1,000 different events. Some of them are events with a top international format: in addition to the cultural highlights, such as the Menuhin Festival (40 concerts from July to September) or the Country Night (September), one of the most highly acclaimed festivals in this musical genre in Europe, and Sommets Musicaux (February), sport is also very popular. Tennis and Gstaad have had an inseparable connection with each other for more than 90 years. Throughout the decades, top tennis events have been held in Gstaad. But there’s more here than just tennis. In 2007, Gstaad was the successful host of the Beach Volleyball World Championships. In February 2009, the ice hockey international between Switzerland and the Czech Republic held outdoors caused quite a sensation. Other high-calibre sporting events include the Hublot Polo Gold Cup and the Glacier 3000 Run, the only mountain running race that leads over a glacier up to an altitude of 3,000 metres above sea level and attracts up to 700 competitors. Then there’s the Gstaad Classic Audemars Piguet, a vintage car race which made its debut in September 2009.

Unlike sporting highlights in big cities, where usually austere sporting arenas are often located on the outskirts, Gstaad’s tournament venue is right in the heart of the Alpine holiday village. The spectators have a clear, unobscured view of the glaciers, chalets and green mountain meadows. The tension during the matches disappears when you go for a leisurely stroll along the relaxing promenade. Culinary taste sensations round off the positive attitude to life. The restaurants range from cosy pubs to the ultimate in first-class restaurants with GaultMillau classification. Just under 50 per cent of tourists visit the destination in summer. The variety of leisure activities on offer all year round to visitors is truly unique. The wide selection ranges from an extensive network of walking trails and bike routes to outdoor experiences and adventures and excellent wellness infrastructure, which the Swiss Tourism Association has awarded the quality seal Wellness Destination. Gstaad also has an exceptional supporting programme to offer sportsmen and women; excursions to the Glacier 3000 or a whey bath on an Alpine pasture. It is not without reason that top athletes have already voted Gstaad one of their favourite tournament venues on several occasions. Whether on the Alpine pasture or at a luxury five-star hotel - the region is rich in unusual locations for after-match, sponsors’ or media parties. Event organisers specialise in organising such events and have an impressive all-round service that is very comprehensive.

GSTAAD The alpine capital of world class sporting and cultural events


WORLD CLASS Sports Hosts



FEEL THE SPIRIT OF THE OLYMPIC CAPITAL AT THE HEART OF EUROPE, OFFERING EASY ACCESS TO THE WORLD, LAUSANNE IS BOTH THE OLYMPIC CAPITAL AND A RECOGNISED CENTRE OF EXCELLENCE FOR SCIENTIFIC, CULTURAL AND SUSTAINABLE DEVELOPMENT. The International Olympic Committee (IOC) and Lausanne’s history have been closely intertwined since the IOC settled in Lausanne in 1915. With a prestigious and unique status, the Olympic capital is the headquarters and residence of the International Olympic Committee and all its institutions. That includes the famous Olympic Museum - as well as around 40 federations and other international sports organisations, making Lausanne the world administrative centre for sport. The Olympic emblem is the source of numerous sports congresses, festivals and events on a national and international scale. Lausanne lives to the rhythm of sport, let the Spirit of the Olympic Capital be your guide. 40

WORLD CLASS Sports Hosts

“The contact with the IOC is vital for good cooperation during the Olympic Games. The fact that we are together with other federations makes it possible to have close contacts, information sharing and to work together in several areas and on the highest level.” Tom Dielen, Secretary General of the International Archery Federation (FITA)

snow-capped Alps and the countryside, Lausanne boasts a backdrop of scenic beauty that is truly breathtaking. Thanks to a genuine policy of sustainable development, Lausanne can offer high quality of life to its visitors in terms of cleanliness, green spaces, energy saving policy and battle against pollution. The town is also an ideal departure point for many lake cruises and excursions.

GENEROUS CULTURAL LIFE SUSTAINABLE DEVELOPMENT AND QUALITY OF LIFE Life in Lausanne is in perfect harmony with its surroundings. In its splendid natural setting between Lake Geneva, the Lavaux vineyard terraces - UNESCO’s World Heritage site - the majestic splendor of the

There is also a cultural life of rare depth and great diversity, as demonstrated by the international reputation of institutions like the Béjart Ballet Lausanne, the European theatre hall of Vidy-Lausanne, the Lausanne Opera, the Chamber Orchestra (OCL) and the University of Art and design (ECAL), in addition to about twenty themed museums.


sports federations; allowing them to work together, cultivate contacts, share experience and exploit synergies in the Olympic capital.

CITY OF EDUCATION AND CONVENTIONS Lausanne features numerous private schools and the country’s largest university campus with the Federal Institute of Technology and the University of Lausanne. As an academic city of education, but also a research center in the medical and biotechnological field, Lausanne hosts many congresses and conferences of the very highest scientific standard. An efficient public transport system, state-of-the-art facilities and professional meeting services draw numerous seminars and conventions to Lausanne each year. is the official one-stop shop for meeting and event planners.

MSI: THE RIGHT PLACE FOR THE RIGHT CONTACTS The Maison du Sport International (MSI) - or the House of International Sport - is a unique modern complex that brings together several of the leading players in international sports administration under

For more information please visit or contact Mrs Danielle Honegger, Sports Department (+41 21 315 14 17)

EVENTS September 2008 in Lausanne: Roger Federer and Stanislas Wawrinka earned Switzerland promotion into next year’s elite Davis World Cup group

one roof. Conveniently located by the shores of Lake Geneva, the MSI hosts the headquarters of more than 20 international sports federations and organisations, together with a dozen or so companies active in the field of sport. The new complex was so eagerly awaited the entire offices immediately found takers and the construction of a fourth building started in September 2009. Strategic, modern and advantageous, the MSI constitutes a remarkable opportunity for international

MAJOR EVENTS CITY Over several years Lausanne has forged itself a reputation as an organising city for major events - among them, of course, some of the biggest from the world of sport. Among the sports choosing to stage their showpiece events - including numerous European and world championships - are gymnastics, skating, triathlon, curling and athletics. International trials are also held in Lausanne every year, such as athletics’ Athletissima meeting, the Lausanne Marathon, the Triathlon World Cup and the international Beach Volleyball Tournament.

Lausanne – Experience

the magic of sport at first hand !

Every year, the capital of the Olympic Movement becomes a staging venue for numerous national and international sports events that range from recreational sports through to spectator sports. Be it track and field athletics or cycling, figure skating or beach volleyball – Lausanne has the requisite infrastructures as well as the necessary expertise

and commitment to also organise your sports event and turn it into an unforgettable success. We’ll be thrilled to assist you in making best use of the advantages of this Olympic Capital. Turn to us for the organisation of your next congress or sports event and experience the magic of sport at first hand in Lausanne.

Sports Department Chemin des Grandes-Roches 10 CH – 1018 Lausanne 18 Phone +41 21 315 14 14 - Fax +41 21 315 14 19

Lausanne Tourisme & Convention Bureau Avenue de Rhodanie 2 - CH-1000 Lausanne 6 Phone +41 21 613 73 51 - Fax +41 21 616 86 47

• 2008 Davis World Cup • 2008 European Men’s Artistic Gymnastics Championships • 2006 World Triathlon Championship • 2002 European Figure Skating Championship • 2000 Curling World Championship • Athletissima Meeting

WORLD CLASS Sports Hosts




Sprinting action from the Bupa GreatCity Games in Manchester City Centre

HOME OF THE WORLD’S MOST FAMOUS SOCCER CLUB, THE CITY OF MANCHESTER IS FAST BECOMING KNOWN FOR ITS RANGE OF TOP LEVEL SPORTS FACILITIES AND IMPRESSIVE TRACK RECORD. 2009 has already become another unforgettable sporting year for the city of Manchester. The city centre was struck by ‘lightning’ when it provided an atmospheric back-drop to the record-breaking exploits of triple Olympic gold medallist, Usain Bolt at the Bupa GreatCity Games. More recently it became the sporting stage for the city’s own residents during the first of a series of national Skyride cycling events which saw 15,000 people take part in an event designed to raise participation. Such events epitomise Manchester’s reputation for creativity and innovation, exemplified in 2008 by the staging of the 42

WORLD CLASS Sports Hosts

FINA World Swimming Championships in the world’s busiest entertainment venue, the Manchester Evening News Arena. Equally, it reinforces the commitment the city has to maximising benefits for its CONTACTS To find out more about Manchester’s sporting heritage, its facilities and a flavour of what lies in store, contact the city’s Sports Events Team. Telephone: +44 (0)161 953 2795 Or email: Or simply log on to the website:

residents, businesses and visitors through the staging of world class sports events. Sir Richard Leese, leader of Manchester City Council, explains: “Manchester was delighted to receive the SportBusiness Sports City Award last year after successfully hosting the Manchester World Sport 08 events. The city continues to build on its sports partnerships and is strengthening its sporting infrastructure, which will cement Manchester’s position as a leading, global sports destination.” The City dazzled when it hosted the 2002 Commonwealth Games. Manchester has built on that success and looks to continue to delight on the global stage.



Following the acclaimed ‘Manchester World Sport 2008’ programme which saw the city host six world class sporting events including three world championships, Manchester has maintained the momentum in 2009. As well as attracting global stars in the form of Usain Bolt and Haile Gebrselassie, the Bupa GreatCity Games also saw a record entry in the Bupa Great Manchester Run whilst soon after the city celebrated British women’s water polo success in the LEN European Nation’s Trophy. Earlier this year the BT Paralympic World Cup celebrated its fifth year as the biggest multi-sport disability competition outside the Paralympic Games, whilst Manchester also witnessed the return of England’s rugby union side after a 10-year absence to play Argentina at Old Trafford, a taster for 2015. This autumn Manchester will host a Festival of Cycling with back-to-back cycling events in the shape of the National Track Championships, UCI Track World Cup Classic and UCI ParaCycling World Championships. The Co-operative World Netball Series, staged at the MEN Arena this October, features the World’s top 6 Netball nations. Attention will return to the MEN Arena in April 2010 for the European Individual Badminton Championships. Britain’s ‘Decade of Sport’ offers a unique opportunity for the nation to be inspired by sport and Manchester will be at its heart. The city will host Olympic football and World Cup rugby and is supporting England’s 2018 FIFA World Cup bid.

Existing Less than two miles from the city centre, Sportcity is the largest concentration of sporting venues in Europe, comprising the 48,000seat City of Manchester Stadium, home to Manchester City Football Club; the 6,500-seat Manchester Regional Arena and the National Squash Centre, as well as the famed National Cycling Centre, the Manchester Tennis Centre and the English Institute of Sport. Away from Sportcity, the state of the art Manchester Aquatics Centre recently played host to Swimming Australia’s preparations for the FINA World Championships in Rome, the first pre-2012 training camp to take place in the UK and a partnership that will see the Australians return to the city in 2012 and 2014. Manchester United’s Old Trafford Stadium, with a capacity of 76,000, will host Olympic football in 2012 whilst nearby, Old Trafford Cricket Ground is currently undergoing ambitious redevelopment work due for completion in late 2012. The MEN Arena and Manchester Central continue to provide city centre solutions for major events and conferences, such as the Soccerex European Forum.

Planned Building on the city’s reputation as the ‘Home of British Cycling’ Manchester will soon see work commence on a new indoor BMX arena, the first of its kind anywhere in the world. In tandem with the adjacent velodrome, the National BMX Centre will serve as both a training facility and events venue for Britain’s elite cyclists as well as providing community access for the city’s schools and residents.

Manchester is the world’s leading sport city, renowned for staging record-breaking, heart-stopping international sporting events. From our world class sports stadia to the city’s streets, Manchester has created a unique and innovative events programme. Manchester has it all. To check out the full sports programme visit

WORLD CLASS Sports Hosts



Château Frontenac: Camirand photo

A WORLD CLASS SPORTS DESTINATION RÉGIS LABEAUME, MAYOR OF QUÉBEC CITY, BELIEVES HE KNOWS THE SECRET OF WHY QUEBEC CITY HAS BECOME SUCH A SUCCESSFUL DESTINATION ON THE WORLD’S SPORTING MAP. “the Québec City region and its people have decades of experience and know-how, in hosting, organising and delivering successful events. “Today, their commitment to continuing to do so is stronger than ever. Top-level infrastructures and sports facilities, competent and versatile specialists, and an armada of enthusiastic volunteers are key ingredients that help make these events a success.” That’s the viewpoint of Québec City Mayor Régis Labeaume - and there’s 44

WORLD CLASS Sports Hosts

little doubt Québec City is a world class destination. But don’t just take the city’s word for it. Readers of the prestigious American Travel + Leisure magazine ranked the city and its surrounding area third top tourist destination in North America and nineteenth top destination in the world for its qualities as a tourist destination. Meanwhile, its accommodation capacity and quality are second to none. Not to mention the other facilities on offer for both competitors, spectators and administrators. The Québec City Convention Centre became the recipient of the acclaimed 2006

APEX Award for Best Convention Centre in the World by the International Association of Congress Centres a mere ten years after its opening. There’s rich history here too. Old Québec’s 400 years of history is apparent through its architecture and narrow winding streets, giving Québec City a unique charm. The unparalleled quality and variety of restaurants puts Québec City on the gourmet map too. Outdoor enthusiasts are always impressed to find nature at their doorstep with a wide variety of activities and breathtaking scenery in all seasons.



A few recent events hosted with great success and events to come: l World Police & Fire Games 2005 l IIHF Championship 2008 l FIS Snowboard World Cup Yearly since 1996 l UCI Mountain Bike World Cup Yearly since 1991 l ISU Short Track Speed Skating World Cup 2003 & 2007 l FIG World Tunmbling & Trampoline Championships 2008 l UCI World Mountain Bike & Trial Championships 2013 l Vanier Cup 2009 & 2010 (Canadian University Football Championships)

Quebec plays host to many national and international event across its region each year. Surrounded by mountains, lakes and rivers, the city’s borders take in some picturesque scenery which makes the ideal setting for sporting events. Typically, winter sports have put Quebec on the map and its downhill facilities allow us to host FIS Alpine races in downhill, giant slalom, Super G and slalom as well as an Olympic-standard half-pipe for many different snowboard events. But there’s more to Quebec than just world class winter events. Our biathlon centre located in CFB Valcartier is being refurbished to international standards and will be in place for 2010. What’s more, there’s an $85m expansion of the sports complex at University Laval under construction. The development will add a second 50m ten-lane pool and a 3500-seat basketball/volleyball auditorium. It all adds up to making Quebec ideal for a vast array of sports. And with its natural, breathtaking, scenery - it bills itself to tourists as the perfect destination for outdoor enthusiasts and a healthy lifestyle, it is the ideal backdrop for TV coverage of the biggest events in world sport.

ContaCt US Denis Paquet is the sport tourism project manager for Québec City Tourism. He is responsible for implementing a sport tourism oriented framework for Québec City, maintaining different committees and partnerships with several actors of the sports community as well as the different levels of government and private sectors. For more information on hosting an international event in beautiful Québec City, please contact: Denis Paquet Project Manager - Sport Tourism Québec City Tourism Telephone: 1-418-641-6654 ext. 5405

Québec City (Qc) Canada:

World Class for Sports!

Québec City and Area boasts a winning combination of top-notch sports facilities and hosting experience. From state-of-the-art stadia and sports centres to international calibre ski resorts, Québec City takes gold when it comes to planning the perfect sports event. Beautiful Québec City has hosted a string of national and international events involving just about everything from mountain biking to speed skating, ice hockey and snowboarding. Contact us today and let us turn your sports event into a triumph! A Québec City Tourism advertisement.

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Every year the Tiree Wave Classic attracts the world’s top windsurfers to the small Island of Tiree, off the West coast of Scotland

A STRENGTH IN DEPTH SCOTLAND’S REPUTATION AS A WORLD LEADING EVENT DESTINATION HAS BEEN ENHANCED BY EVENTSCOTLAND’S DRIVE TO ATTRACT, GENERATE AND SUSTAIN A GROWING PORTFOLIO OF WORLD CLASS SPORTS EVENTS. Scotland is a vibrant and visually stunning destination with an ambitious events industry and a proven track record in attracting, sustaining and growing worldclass events. From stadium and arena-based sports like rugby and tennis to outdoor landscape based events such as cycling and windsurfing, Scotland provides the perfect stage for world class tournaments, championships and events which raise the nation’s international profile and generate economic impact for the country. Using Scotland’s famous and dramatic landscapes to host events like the Mountain Bike World Cup at Nevis Range, Fort William and the Tiree Wave Classic off the west coast, Scotland provides a backdrop for spectators and broadcast footage which is unrivalled anywhere else in the world. 46

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Scotland is also home to a range of iconic built facilities including Murrayfield Stadium in Edinburgh and Kelvinhall International Sports Arena in Glasgow. Future venues which will provide facilities for upcoming events include the Chris Hoy Velodrome, which will take pride of place inside the new National Indoor Sports Arena, which is to be constructed for the 2014 Commonwealth Games in Glasgow. EventScotland, the national events agency, is leading Scotland’s events industry and cultivating the nation’s reputation as a world class host. EventScotland supports a wide portfolio of sports events including those with their roots and heritage firmly in Scottish culture like golf, to events which are evolving and new such as adventure racing to ensure that the nation is always at the forefront of the world’s events industry.

For further information on Scotland’s events industry go to Find out more about what Scotland can offer by contacting EventScotland. Established in 2003, EventScotland works to generate, bid for, attract and sustain events which will drive tourism and create international profile for Scotland. Contact the organisation: EventScotland 5th Floor, Ocean Point One, 94 Ocean Drive, Edinburgh EH6 6JH. Email: Telephone: +44 (0) 131 472 2313 Website:



Scotland has hosted some of the world’s biggest sporting events and, Scotland boasts a rich natural landscape as well as impressive with the support of EventScotland, continues to attract events which architecture and cityscapes and a range of cutting edge sports play host to participants and spectators from all over the world. facilities and arenas. Over 2007-2008 it hosted five world championships: the 36th From the awe-inspiring Nevis Range at Fort William where the IAAF World Cross Championships 2008, the UCI Mountain Bike Mountain Bike World Cup has been held annually since 2002, to and Trials World Championships in 2007, the World Adventure the PGA Centenary Course at Gleneagles where the 40th Ryder Racing Championships 2007, 10th World Team Badminton Cup Matches will be held in 2014. Championships - Sudirman Cup 2007 and the World Rowing The 67,000 capacity Murrayfield Stadium in Edinburgh offers Under-23 Championships 2007. state of the art infrastructure for major rugby events and Glasgow’s In 2009 Scotland is hosting the inaugural Rally of Scotland, Kelvinhall International Sports Arena has hosted the International the twelfth and final stage of the prestigious Intercontinental Rally Gymnastics Grand Prix and the Snooker Grand Prix. Challenge. EventScotland has secured this event for the next three In preparation for the 2014 Commonwealth Games in Glasgow, years. there are a whole host of new facilities planned. For 2010, EventScotland has secured the World Duathlon For example, The Chris Hoy Velodrome, which will be part of Championships and Archery World Cup Final for Edinburgh and the National Indoor Sports Arena, is due to be completed in 2011. in 2011 Edinburgh will host the Golden Oldies World Hockey The arena itself will hold 5,000 spectators and host the badminton Festival. In 2011 and 2013 the Women’s British Open will be held at competition. Cathkin Braes Country Park will be another world Carnoustie and St Andrews and in 2012 Nairn Golf Club will host class cycling venue. the prestigious Curtis Cup; all leading up to the 2014 Ryder Cup The Scottish National Arena, will be a new 12,500 seat indoor matches. entertainment and sports arena which will form part of the EventScotland has also been instrumental in the bid to bring Scottish Exhibition and Conference Centre in Glasgow. the 2014 Commonwealth Games to Glasgow and is currently Kelvin Hall International Sports Arena will be refurbished working to identify, bid for and support test events which will between 2011 and 2013 and will be used for the Games’ boxing utilise the city’s new Games venues such as the World Indoor Track events while Edinburgh’s Royal Commonwealth Pool is Cycling Championships 2012/2013. undergoing an extensive upgrade. ES2820 Sportbusiness 115x180_FINAL:115x180 31/07/2009 15:31 Page 1

Scotland The Perfect Stage

For more information on how Scotland can provide the perfect stage for your event, log onto

WORLD CLASS Sports Hosts



SPORTING SINGAPORE: TRANSFORMING THE GAME SINGAPORE HAS NEVER BEEN A CITY TO REST ON TRADITION OR WAIT FOR THE FUTURE WHICH IS WHY IT HAS MADE SO MUCH SPORTS HISTORY IN THE PAST FEW YEARS. “We have made great strides in building a sports legacy for Singapore, and we’re still transforming the way we play sports and do sports business,” says oon Jin Teik, the former olympian who has been chief executive officer of the Singapore Sports Council since 2004. located one degree north of the equator, Singapore is affectionately known as ‘The little red dot’ - a modest little moniker that alludes to its small physical size on the world map. However, Singapore is no pip-squeak in terms of excellence in events management and hosting or as a regional training hub for international sports teams. in addition, Singapore has been the recipient of many awards as the number one city in asia for organising meetings and 48

WORLD CLASS Sports Hosts

conventions, and for ease of doing business. The readers of Business Traveller asia Pacific have ranked Singapore as the best business city in the world for ten years in a row. The World Bank also awarded the top spot to Singapore for the third consecutive year for ease of doing business. Singapore has a business-friendly government with competitive tax rates and transparent regulations. The country also has the most extensive network of Free Trade agreements to ensure regional and global market access. That is why sports investors, rights holders, broadcasters and other sports companies such as mP & Silva, eSPn STarsports and World Sport Group have chosen Singapore as their springboard into asia. riding on Singapore’s expertise in the meetings and conventions business,

the SSC offers an assistance scheme for companies holding sports meetings, conventions and exhibitions.

DO YOU KNOW? ● Singapore

won its second olympic medal, the silver medal in the olympic women’s table tennis team event at the 2008 Beijing olympic Games. ● The national Sports Participation index 2008 revealed that 52% of Singaporeans regularly took part in sports at least once a week. ● Singapore’s

strategic location at the heart of the asia-Pacific region puts some 3 billion people within a 7-hour flight radius.



Singapore hosted the first-ever night race in the history of the Formula one™ Grand Prix to huge fanfare and great applause in September 2008. The unique concept of a night street race was an ingenious marketing tactic that ensured lucrative worldwide broadcast rights. The race hit every benchmark for excellence in sporting events management, receiving accolades from the public and awards from the motorsports industry. in June 2009, the country delivered the inaugural asian Youth Games Singapore 2009 from June 29 to July 7 to rave reviews, despite being given only eight months of lead time. Co-hosted by the Singapore Sports Council (SSC) and the ministry of education (moe), the asian Youth Games featured 90 events in nine sports for youth aged 14-17 at ten facilities, as well as a heartfelt cultural and educational programme at the Games Village. international visitors such as lord Sebastian Coe, chairman of the london 2012 olympics and Fina president Julio Cesar maglione, all complimented the organisers on the efficiency of the sporting events, the quality of the venues and the value of the cultural programmes. in august 2010, Singapore will welcome some 5,000 athletes and officials from the 205 national olympic Committees to her shores for the first-ever Singapore 2010 Youth olympic Games (YoG). With a total of 26 sports, the inaugural YoG is expected to have 20,000 local and international volunteers and will attract more than 500,000 spectators. This be yet another FA_SSC_Mag.pdf 1 will 8/11/09 4:06 PM milestone in Singapore’s quest to become the leading sports city in asia.

despite its size, doing sports is a highly-accessible activity in Singapore as the country has 19 stadiums, 90 olympic-sized swimming pools and 442 football pitches, as well as facilities for almost every other sport. it is, therefore, suitable to be a viable high-performance training hub for visiting teams and athletes. Several major sports and leisure projects in the works will further bolster Singapore’s position as the sports city for asia. The SSC has plans to build a sports hub in the Kallang area of the city, which will serve as a premier land and sea sports, entertainment and lifestyle hub. This unique cluster development of integrated world-class sports facilities within the city will accelerate the development of the sports industry, excellence and participation, and take sports to the next level in Singapore. in late march 2009, the SSC also formally requested proposals from consortia to construct a permanent racetrack facility on the north-eastern tip of the island. Building on the latent demand for motorsports in Singapore and the overwhelming success of the 2009 Formula one™ SinGTel SinGaPore Grand Prix, the SSC plans to create a new mega-complex specifically for motorsports, which will be further enhanced by leisure, retail and entertainment components.









WORLD CLASS Sports Hosts


iLUKA WITH LESS THAN THREE YEARS BEFORE THE EYES OF THE WORLD ARE FOCUSED ON LONDON 2012, THE PREPARATIONS AND PLANNING FOR NATIONAL OLYMPIC COMMITTEES (NOCS) AND SPORTING FEDERATIONS ALIKE, ARE WELL AND TRULY UNDER WAY. In the past, initiatives around the Olympic Games have been criticised for diverting the focus of attention and resources away from the athletes towards political issues and commercialism. Helping sporting bodies to maintain their athlete focus, London-based, strategic sport and logistics agency iLUKA, understands the ground operational requirements of NOCs and international federations (IFs) and provides a turn-key, one-stop streamlined solution for London 2012. “We appreciate that NOCs may require more assets than they are entitled to by the Organising Committee,” says Jon Hillman, iLUKA’s managing director. “We create a flexible and varied service and asset offering, allowing you to focus on the performance of your teams rather than drain important resources and funding.” By centralising needs, iLUKA creates the opportunity to not only secure the best assets and

streamline operational efficiency, but also allows for greater negotiation power and ultimately the security of fair pricing. iLUKA is a highly-regarded, reputable and established Olympic agency with 12 consecutive Olympic Games experience and a unique understanding of the British environment. They are also extremely-well connected: 95 per cent of the staff have a minimum of three Games’ experience, with backgrounds working for the IOC, NOC, OCOGs, sponsors and host broadcasters. Their 360-degree view of the Games environment enables them to provide a full support and logistic offering, from accommodation sourcing, travel and logistics management, team ‘houses’, hospitality programmes for sponsors and athlete families, to providing advice on commercial opportunities and sponsorship alliances.

Find out what iLUKA can offer you by contacting the firm at its London headquarters You can write to: Eliza Foord iLUKA Ltd iLUKA House 16 High Street Hampton Wick London KT1 4DB UK Or visit the firm’s website: Telephone: + 44 (0)208 614 1800 Fax: 44 (0)208 614 1801 Email:

N.O.C. YOU IN LONDON! iLUKA will centralise your needs to secure the best assets and streamline your on the ground operational efficiency in London. • • • • • • • • •

London based Olympic agency Olympic Games Intel Venue portfolio Accommodation sourcing ‘Home away from home’ team lounge, Country House venue finding and overlay installation On-site logistic coordination including accreditation support and vehicle fleet management Athlete family and friend programmes Sponsor hospitality programmes On-line operational management system

Contact us: T: +44 (0)2086141800

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Sports Event Bidding Report How to select and attract sports events to boost economic and legacy benefits For more information or to order contact: T: +44 207 954 3481 E:

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World Class Sports Host  

Welcome to World Class Sports Hosts; a celebration of the leading role that communities play in staging sports events. When a city, region o...

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