SPORTCAL GSI EVENT STUDIES

Transcription

1 SPORTCAL GSI EVENT STUDIES

2 9% 3% Africa Europe Oceania 9% 8% 52% 53% 4% 2% 24% Asia North America South America 23% 2 Sportcal 217 BACKGROUND Working with a wide variety of stakeholders and experts worldwide, through its Global Sports Impact (GSI) Project, Sportcal has developed a methodology to measure the holistic impact of events and a standard to capture the narrative coming from these events to produce comprehensive and informative event studies. Sportcal has developed a knowledgesharing portal that enables rights holders, hosts and stakeholders to understand more about the wider impacts of their events, providing greater insight into the benefits of hosting major sporting events. Sportcal provides a range of services through the GSI Project that helps Economic Attendance Continued According to past championship data compiled by World Archery, the total attendance at Copenhagen 215 was the fourth highest of the last five editions. It was 145% greater than the last World Archery Championships in 213 in Belek, Turkey. However, it was still 11,64 less than the highest event attendance of the last five years, at Ulsan 29. Copenhagen 215 had a higher ticketed attendance than the last world championships (Belek 213 was a wholly non-ticketed event), but had a lower ticketed attendance than Leipzig 27 and Turin 211; albeit, fewer tickets were available for Copenhagen. 47.3% of the total attendance at Copenhagen 215 comprised ticketed spectators. The highest percentage of ticketed spectators out of the last five editions was at Turin 211, where the proportion was 76.5%. Ticketed and non-ticketed attendance breakdown was not available for Ulsan 29. Ticketed and non-ticketed attendance, , 19, 16, 12, 9,66 8,5 8, 7,36 4, 3, Leipzig Ulsan Turin Belek Copenhagen Ticketed Non-ticketed Not specified Media Social Media stakeholders capture information about their events, analyse the data and benchmark against other events. Part of this suite of services are the GSI Event Studies that have been developed to provide event owners and hosts with a better understanding of the holistic impacts their events generate. GSI Event Study World Taekwondo Grand Prix Final 215 Attendance Online breakdown, World Archery Sponsorship World Archery page likes Leipzig One 27 week before the start of Copenhagen 215, World Archery Copenhagen Facebook 215: World Archery Start (27 Jul 215) 115,223 End (3 Aug 215) 115,958 Total Attendance 9,66 Sporting launched its new website, which was restructured to be more user World Archery website statistics Ticketed friendly and content driven. 4,86 for week World of event Archery Facebook activity: week of event summary (27 Jul 2 Aug 215) Sponsors Non-ticketed 4,8 (27 Jul 2 Aug 215) % Ticketed One of the key outcomes 5.3% was that the website can now be accessed World Archery 52 posts Ulsan and 29 viewed more easily across different devices; upon launching the Page views 4,442 A total of nine sponsors were signed for the WTF World Taekwondo Athletes Sponsors breakdown Continued by Which gathered: Total Attendance 19, industry site, World Archery noted that the split of desktop-mobile usage went Sessions 16,11 Grand Prix Final 215. Three sponsors are WTF sponsors and the Ticketed - 17,82 likes Industry Number from 8:2, to 5:5. Users 73,639 remaining six LOC sponsors. The number of competing nations at Copenhagen 215 (92) was Automotive 1 Non-ticketed comments also a record, beating the previous best of 84 at Turin 211 by 9.5%. World Taekwondo Federation sponsors Sector Beverages Sports Drink 1 % Ticketed Over the week of the championships, - the World Archery website 735 new page likes Construction 2 Turin 211 AzGroup Construction Total athletes and competing nations, recorded 4,442 page views, and was accessed by 73,639 users. World Archery website statistics Financial Services 1 Total Attendance 8,5 World Archery Facebook activity: week of event by day (27 Jul 2 Aug 215) Taking into account the week before and after the championships, for three-week event span Booyoung Construction Governmental 7 Organisation 3 1 Ticketed 6,5 this rises to 623,238 page views by 12,419 users. Non-ticketed 2, (2 Jul 9 Aug 7 215) 5, Taekwondo-related Taekwondo-related Kukkiwon 6 1 4,5 organisation Organisation % Ticketed 76.5% Web traffic peaked on the first day of the event (Monday 27 July) at Local Organising 4, Committeee Belek 213 Page views 5 623,238 Sector WTF 4sponsors: 6 sponsors/partners 3,5 11,121 page views, 54.8% higher than the second highest recorded Sessions 162,721 Total Attendance 3, 4 3, 3 Governmental 4 total, 71,131 page views on Tuesday 28 July. Users 12,419 CDMX (City of Mexico) 2,5 Ticketed organisation 2 3 2, 2 Non-ticketed 3, 1 Totals are not comparable to previous World Archery website data, 2 CONADE (National 1,5Committee of Physical Governmental % Ticketed % Culture and Sports) 1, organisation due to previous usage of different analytics software. 1 Copenhagen Beverages - Sports Total Copenhagen Attendance 215: World 7,36 Gatorade Archery website ( page views, sessions and users Drink Athletes Competing Nations Ticketed (2 Jul 9 Aug 215) 3,482 Governmental Posts Comments Likes Mover A México (Presidency of Mexico) Non-ticketed 12, 3,878 organisation Seven nations took part in the championships for the first time: % Ticketed 47.3% Nissan Automotive World Archery Facebook activity: five-week span by day (13 Jul 16 Aug 215) Bolivia, Fiji, Kyrgyzstan, Malawi, Uganda, United Arab Emirates and 1, Value Grupo Financiero Financial services the LOC Virgin sponsors/partners: Islands. 8, 1 5, 9 Sponsorship revenue from 4,5 local sponsors totalled $2,. Over the last five editions of the World Archery Championships 6, 8 4, (27-215), 12 different nations have entered athletes into the Sponsors of the event received publicity via sponsor hoardings around 7 3,5 event. 4, 6 the field of play and throughout 3, the competition venue. 5 2,5 Over half of athletes from Europe in 215 2, 4 2, Of the total number of athletes, 51.5% came from Europe. This is a 3 1, , lower proportion than in 213, when 53.3% of athletes came from 1 5 European nations. Date: July - August Page views Sessions Users Asian athletes made up the second-largest proportion, at 24.1%. Posts Comments Likes Understandably, the highest proportion of Asian athletes recorded in the last five editions of the championships was at Ulsan in 29, where they made up 28.2% of the field. Posts / comments Posts / comments Likes Likes Athletes Competing Nations Nations participating at their first World Archery Championships in 215 Bolivia South America Fiji Oceania Kyrgyzstan Asia Malawi Africa Uganda Africa United Arab Emirates Asia Virgin Islands North America Athletes by continent, Copenhagen 215 Belek 213 3% 1% It is important to note that of all championships reviewed for this study (last 1 events, ), each championships had athlete representation from every continent. 2

3 217 Sportcal 3 SPORTCAL GSI EVENT STUDIES Sportcal has undertaken a number of GSI Event Studies on a wide range of major sporting events that have taken place across three continents; Asia, Europe and North America, in the last few years. Completed and confirmed studies include: World Archery Championships 215 Copenhagen Denmark WTF World Taekwondo Grand Prix Final 215 Mexico City Mexico FAI World Air Games Dubai 215 Dubai UAE FISU World University Championships 216 Various Various IFF Men s World Floorball Championships 216 Riga Latvia Winter Universiade 217 Almaty Kazakhstan World Baseball Classic 217 Various Various Sailing World Cup Series & Final 217 Various Various Summer Universiade 217 Taipei City Taiwan

4 4 Sportcal 217 GSI EVENT STUDIES PROGRAMME (217-22) Sportcal is embarking upon a four-year programme during the next Olympic cycle, , which will bring federations, rights owners, host cities, governments and key stakeholders together to work with Sportcal and engage in the GSI Project. The four-year programme will involve the development of annual studies from a diverse range of sports and events, to help event owners and hosts understand the true impact of their events across a wide range of sectors and to support them in the further development of their event strategies. The GSI Events Studies Programme will engage with academic institutions throughout the world and will sponsor academic research into the area of sports impact. To date, GSI Event Studies have been commissioned to achieve the following objectives: To understand and develop holistic impacts of event To understand the full value of the event, across all pillars For event hosts, to improve impacts of hosting future events For event owners, to develop event formats to increase impact and value of event To develop event bidding processes To showcase impacts of event to future potential hosts To share with prospective media and sponsorship partners, and other third parties Knowledge transfer Over 3 international federations have already engaged in the programme, including an agreement signed between ASOIF and Sportcal, to support ASOIF members via the studies programme over the Olympic cycle.

5 217 Sportcal 5 GSI EVENT STUDY OPTIONS GSI Event Studies are produced in a series of chapters, reflecting the pillars of the different aspects of impact. Four options of study are offered; Data, Standard, Advanced and Bespoke. Each option provides a different level of assessment, with the Bespoke GSI Event Study offering a flexible option to meet the needs of different stakeholders. Chapters become progressively more detailed with more advanced studies, featuring more impact drivers, indicators and narrative. GSI Event Studies are not a monitoring service. The studies aggregate all data being collated around an event from the event owner, event organiser, host city and government and third party providers. The studies then standardise the data using the GSI Methodology, which allows the data to be analysed and compared. For primary data research, bespoke options are available. Sportcal works with a range of dedicated partners, selected to provide compatability with the GSI Methodology, to achieve the best results. All studies feature an event and host specific summary. Standard and Advanced studies feature Comparative Data Analysis - benchmarking core data from the event against similar event types.

6 6 Sportcal 217 GSI EVENT STUDY DATA DATA ONLY STANDARD DATA & NARRATIVE ADVANCED DATA & NARRATIVE BESPOKE Economic Tourism Financial Technology Media Social Media Sponsorship Sporting Social Legacy Environment Comparison Advanced study plus integrated primary research options: Tourism impact surveys & advanced assessment Fan engagement/experience survey Media monitoring Social media advanced monitoring Sponsorship monitoring Athlete & participant survey National market survey Overseas market survey Recommendations & consultancy View page 1 for more detail. Other bespoke options can be examined upon request. More information on the drivers included within each chapter at each study level can be requested by ing: gsi@sportcal.com

7 217 Sportcal 7 GSI EVENT STUDY DATA Data GSI Event Studies summarise the core impacts of an event in a data-only format, providing a clear and concise summary on the holistic impact of any given event. Data studies must be commissioned at least two months in advance. Data is required within three weeks of the end of the event, and the study is finalised within two months. 1 DATA DATA ONLY ECONOMIC Data studies will cover up to 75 indicators across approximately 15 indicator groups, from the six core impact pillars: Economic, Media, Social Media, Sponsorship, Sporting and Social. Sportcal s Intelligence Team will report remotely and provide the rights owners and the organisers with the materials they need to gather the data around their events. Data studies are an effective way of gathering data across a multi-event series, ensuring consistent analysis across the events, with the data combining to form one standard or advanced study on the whole series. MEDIA SOCIAL MEDIA SPONSORSHIP SPORTING SOCIAL More information on Data studies can be requested by ing: gsi@sportcal.com

8 8 Sportcal 217 GSI EVENT STUDY STANDARD Standard GSI Event Studies provide a holistic view of the impact of an event by using the six core pillars developed by the GSI Project. Economic, Media, Social Media, Sponsorship, Sporting and Social impacts are measured and analysed using up to 15 indicators within 3+ indicator groups, supported by narrative. Tourism analysis can be added if data has already been collated by the event owner, organiser or host. Sportcal s Intelligence Team will provide the rights owners and the organisers with the materials they need to gather the data around their events. The team will also go on-site to conduct observations and gather narrative around the event. For Standard and Advanced studies, a post-event de-brief will be organised to discuss the findings of the study and any observations from the on-site team. 2 STANDARD ECONOMIC MEDIA SOCIAL MEDIA SPONSORSHIP SPORTING The preparation period for a Standard GSI Event Study typically begins three months prior to the event. Data collection takes place within three weeks of the event ending and the study is finalised within three months. SOCIAL COMPARISON More information on Standard studies can be requested by ing: gsi@sportcal.com

9 217 Sportcal 9 GSI EVENT STUDY ADVANCED Advanced GSI Event Studies provide a more comprehensive holistic view of the impact of an event by using 11 pillars developed by the GSI Project. Advanced studies require a higher level of engagement between Sportcal, the rights owners, organisers and the host city and government. 3 ADVANCED ECONOMIC Economic, Tourism, Financial, Technology, Media, Social Media, Sponsorship, Sporting, Social, Legacy and Environmental impacts are measured and analysed using up to 3 indicators across 8+ indicator groups. Preparation typically begins at least six months prior to the event, with data collection taking place within two months of the event ending and the study is finalised within six months. TOURISM FINANCIAL TECHNOLOGY In addition, organisers will be provided with a template to measure the Tourism Impact at the event. The template would be used by the event owner or organiser to gather the data required. Alternatively, Sportcal can be commissioned to carry out the primary data collection, and conduct a more advanced analysis, via bespoke agreement (additional cost). Sportcal s Intelligence Team will go on-site to observe the event and meet with key representatives of all stakeholders to fully understand their aims and objectives, as well as the impacts created by their events. For Standard and Advanced studies, a post-event de-brief will be organised to discuss the findings of the study and any observations from the on-site team. MEDIA SOCIAL MEDIA SPONSORSHIP SPORTING SOCIAL LEGACY ENVIRONMENT COMPARISON More information on Advanced studies can be requested by ing: gsi@sportcal.com

10 1 Sportcal 217 GSI EVENT STUDY BESPOKE Bespoke GSI Event Studies offer the opportunity to expand the depth and breadth of the study and to focus on key aspects of the study that require more detailed, primary research. These expanded studies are developed in collaboration with GSI Preferred Suppliers. The bespoke study elements can be integrated into an Advanced GSI Event Study to provide a fully comprehensive event impact assessment. For all bespoke elements, a quote would be provided based on requirements. Bespoke studies require a longer preparation period to ensure that the aims and objectives of the client are fully understood and addressed during the event delivery and data recording period. More information on Bespoke elements can be requested by ing: gsi@sportcal.com

11 217 Sportcal 11 BESPOKE OPTIONS Tourism impact surveys & advanced analysis Tourism impact analysis establishes the impact of tourism on the host economy, through measuring: visitation and region/nation of origin; travellers and means of travel; length of stay and activity during stay; and daily expenditure. As part of an Advanced study the event owner will receive a template questionnaire to enable them to collate this information. If you wish for Sportcal and its partners to initiate a team to collect this data, and ensure analysis of tourism in greater depth, this is a bespoke option. Fan engagement/ experience survey Media monitoring Social media advanced monitoring Sponsor monitoring Athletes & participants survey National market survey Overseas market survey Recommendations & Consultancy Fan engagement/experience surveys establish what the spectators thought of the event and their level of engagement, achieved via surveys tailored to the event s requirements. Feedback can be sought on areas including: in-venue experience; outside-of-venue experience; food and beverages; merchandising; accommodation; travel and transport; organisation; hospitality; and security. The format will usually comprise onsite intercept interviews and online survey follow-up. Monitoring can assess the overall media impact of the event across multiple platforms including the key TV coverage indicators: the number of broadcasters, territories covered, number of broadcasts, amount of broadcast coverage and estimated audience. Measurements are accumulated by means of digital recording. Monitors and analyses social media in detail including causation analysis. Further examines social trends and user sentiments across agreed social media platforms and accounts. The evaluation would examine the sponsors visibility and the advertising value it would have gained through the event, through analysis of media outputs across TV, print, online and social media. Surveys can be used to gain valuable event feedback from stakeholders within the event, including: athletes, media, VIPs and officials. Different surveys would be used depending on the stakeholder to get the insights that the event owner, host, or other stakeholders require. Survey the regional and national population of the event host to investigate: event awareness and interest; event perception and image; event support; civic pride; and legacy influences of the event to the local population. Survey event attendees across key international tourism markets to investigate: satisfaction with event and the host city/region; perception of host city/nation; likelihood to revisit; and likelihood to recommend to others. Using the findings from the GSI Event Study, receive recommendations on how the event can be evolved to meet revised objectives. This includes event format, commercial revenues, media reach and fan/sponsor/participant engagement.

12 12 Sportcal 217 SUMMARY The GSI Event Studies Programme will help event owners and hosts understand more about the broader, more holistic, impacts that a sporting event generates, which all contribute and add value to the hosts of major sporting events. Understanding more about these impacts will help event owners evolve their product offering, and provide additional benefits to host cities and governments. By joining the GSI Event Studies Programme, event owners and hosts alike can benefit from consistent reporting on the holistic impact of their sporting events, constructed using the standardised GSI Methodology, developed in partnership with federations, hosts, practitioners and academics. Events are evaluated using a consistent approach, which means that the results are comparable on a global basis with other major sporting events. Sportcal s on-site teams (for Standard and Advanced studies) will examine event strengths, opportunities and areas for consideration drawing upon years of fieldwork experience in events and research to produce an Observation Report, which adds value to the final study. The GSI methodology is always being refined and improved. Programme members have the chance to input into the on-going development of the GSI methodology via regular meetings, workshops and networking sessions. The GSI Event Studies Programme, running from 217 through to 22, will bring together all the key stakeholders to help event owners and hosts to understand the true, holistic, impacts their events generate and to help them communicate these impacts to their governments, the media and to the general public.

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