[Source: Sport Event Denmark / Wonderful Copenhagen] This year’s Tour de France started in Tivoli Gardens in Copenhagen, when the teams were presented in front of 10,000 cheering fans, and ended with Jonas Vingegaard returning triumphantly dressed in yellow.

Vingegaard however, is not the only Dane thinking back at Tour de France with fond memories. A new report shows how the Danish Grand Départ had great impact both in terms of tourism income, exposure, and not least in engaging the whole nation.

Of the 1,665,789 spectators for the three Tour de France stages in Denmark, 722,167 were tourists, both domestic and international, spending more than EUR 100m.

The event also generated massive media attention, with Denmark and Tour de France mentioned together in 80,000 editorial articles from June 2021 to July 2022.

“For us, Tour de France was an engine boosting our focus on promoting everyday cycling and showcasing the infrastructure solutions we have in Copenhagen. And these numbers just show what a powerful platform a major event can be. We have hosted major medias from all over the world, including The Guardian, Le Monde, and The Times returning home sharing stories showing what the transformation bike infrastructure can do for a city and how it helps Copenhagen to become a healthier, cleaner, and less congested city, says Lars Vallentin, senior manager at Wonderful Copenhagen, the Official Destination Management Organisation of Copenhagen.

However, the biggest success of the Danish tour start was probably the enormous local engagement and the many projects, carried out in relation to Copenhagen and Denmark hosting the Tour de France – Grand Départ. In the last 100 days before the event, a total of 744 Tour de France related events were carried out all over Denmark engaging everything from schools to shops and even a hospice, where the visitors helped knit an enormous yellow jersey.

Sport Event Denmark are very happy for the huge impact of Tour de France in Denmark and believe this is the perfect platform for attracting big events for the future.

“We must take advantage of the fact that we have created such a strong image of our unique cycling DNA and hosting role in Denmark. We at Sport Event Denmark dream of Denmark hosting even more big cycling events. The UCI Road World Championships could be an option. Denmark successfully staged the event in 2011 so why not repeat it with the insights we have now from the staging of the Grand Départ Tour de France?” says Lars Lundov, CEO, Sport Event Denmark.

Lundov and Vallentin both point to the close collaboration with the rights holders, ASO, as an important part of the Danish success bringing the event to life all over Denmark, with everything from bike shops and bakers to events using the official city dressing.

A design developed in collaboration with the French organization. A partnership which helped create an unprecedented celebration of everyday cycling and Denmark as a cycling nation and destination.

[Source: ASOIF] The Association of Summer Olympic International Federations (ASOIF) have released a new report which, for the first time, establishes a standard set of data points for event stakeholders to cost-effectively assess the value of sporting events.

Overseen by ASOIF’s Commercial Advisory Group (CAG), the report consolidates relevant and easily available data in a clear way to ensure consistency of data gathering and reporting between events, with the intent of helping the industry deliver, and demonstrate, true value to investors and policy makers. It provides event professionals with a practical tool throughout the lifecycle of events, including a defined set of 30 “input”, 50 “output” and 10 “outcome” Key Performance Indicators from which rights owners and partners can gather data relevant to their own event objectives.

Click here to read the full report.

ASOIF President Francesco Ricci Bitti said about the report: “Through previous projects in this field we knew about the lack of systematic approach to IFs’ sporting event data collection and analysis. However, consistent data reporting is essential to build trust amongst all stakeholders seeking to benefit from the staging of sporting events, whether that be for tangible economic gain or less tangible benefits to society. At a time when communities start to recover from the COVID-19 pandemic, it has never been more important for events to show their value.”

The indicators and guidance align with international best practice and intergovernmental work linked to the UN Sustainable Development Goals (SDGs). They support other global initiatives such as the OECD Recommendation on Global Events and Local Development, that calls for “rigorous criteria that enables comparison across different types of events in different geographic areas which should be set to monitor public expenditure and impact at all levels”.

As more organisations use these common indicators, it will become easier to learn from past experience, become more cost effective to gather data and improve how events deliver, and report on, a return on investment for their investing partners.

The report is authored by Iain Edmondson, Founder and Managing Director at Legacy Delivery, commissioned by ASOIF to aggregate the perspectives of key players in the sporting event evaluation industry. For this purpose, three workshops were conducted between July and October 2020, with more than 40 participants from IFs, host cities, commercial entities and academic experts.

In May 2021, in a joint commitment to implementing the common indicators amongst both event host organisations and international rights owners, ASOIF signed a Memorandum of Understanding (MoU) with the International Association of Event Hosts (IAEH) to endorse the content of this report and support their members in implementing it.

The Chair of IAEH, Susan Sawbridge, said about the new report: A common view of event impact measurement standards is something event hosts have been eager to have in place for a long time. The partnership between the IAEH and ASOIF to build this shared language has reached a significant milestone this week, with the publication of the report. We expect this work will help hosts and rights holders to better understand the social and economic benefits events generate for many years to come.

As a next step, ASOIF and IAEH will collaborate to obtain additional support from third-party organisations to enhance the tools available for sporting event impact evaluation.

[Source: IAEH] ASOIF signed a Memorandum of Understanding with the International Association of Event Hosts (IAEH), aimed at jointly establishing appropriate "common event impact measures" which will be widely accepted and can be applied to all major sports events.

Common data standards for measuring tangible impacts of major sport events enable event stakeholders to cost-effectively assess the value of events and their return on investment. They also facilitate the comparison between events within the same sport over time as well as across different sports. Impacts to be measured include economic, reputational, social and environmental. 

 The common measures will be finalised in the second half of 2021. ASOIF and IAEH will then jointly endorse recommendations, guidance and tools to help their members implement the common event impact language. As a next step, both organisations will collaborate to obtain additional support, research and funding from third-party organisations to enhance the tools available for robust measurements of impacts currently regarded as intangible. 

ASOIF Executive Director Andrew Ryan will join IAEH members at the 2021 IAEH AGM on 15^th June to speak about the landscape of IF events in the coming years and introduce the MoU signed between the associations. 

The Chair of IAEH, Susan Sawbridge, said of the partnership with ASOIF: “The IAEH exists, in part, for event hosts to share knowledge and generate greater long term social and economic benefits from hosting events. A common view of event impact measurement standards is extremely helpful if we are to do this well, building a shared language for understanding and growing international events as they move from destination to destination.”

The IAEH provides a platform for ‘not-for-profit’ event hosts to collaborate on generating the best possible value from hosting major sporting and cultural events. IAEH members can learn from successes and challenges in delivering major events, sharing knowledge and generating greater long term social and economic benefits from hosting events.

ASOIF Executive Director Andrew Ryan commented: “This is a significant step for the project’s progress, as ASOIF members and IAEH members, the International Federations and City Hosts, represent the key stakeholders in major sports event delivery and hosting.”

ASOIF began to facilitate and support better impact evaluation of its member federations’ major events in 2017.  This was thorough impact evaluations made by an external provider. In light of the experience and the outcomes identified, ASOIF decided to encourage and initiate the development of common event impact measurement standards across major sports events.  

Click here to read the full text of the MoU.

Watch the Host City 2020 Workshop: Event Impact Measures, ASOIF & IAEH here - and register for Host City Americas to join the next workshop on Hosting Events with International Federations. 

As we celebrate our partnership with Host City 2019, we look forward to sharing with those attending the conference our insights into the broader impacts that the public, private and third sectors are seeking, achieving, measuring and communicating from hosting some of the world’s largest and highest profile events.

Through our extensive work with rights holders and hosts, running procurement processes, negotiating optimum commercial deals, leading event bids and advising hosts on how to build a tailored event calendar, we have developed unique insights and carried out in-depth research into how to improve host partnerships that work for all stakeholders. That is to say, partnerships where host, rights holder and all other stakeholders are able to achieve their short and long-term objectives through a well-delivered event.

We have also witnessed first-hand how the major events landscape is changing as rights holders embrace new technologies and consumer trends whilst hosts seek events that speak to wider city and national priorities. This is impacting the way that hosts are evaluating opportunities and measuring impact.

At Host City 2019, we will share more about how we will be building on this insight as we utilise The Sports Consultancy’s extensive network of hosts and rights holders to research current and future trends in event hosting. This research will bring together data in a new way to benefit rights holders and hosts in their future hosting relationships.

Global trends

We have gathered and analysed the data on how global trends are affecting the major events industry. Urbanisation and demographic shifts, ageing populations and increasing inequality are affecting the design and content of cities as governments prioritise inclusion and welfare. Global talent is more mobile, meaning that cities are competing to attract and retain it. Attracting new businesses and inward investment are increasingly important in a competitive and connected international marketplace. Climate change is a growing concern resulting in a rising focus on sustainability, as well as an increased scrutiny on public spending. Technology is also a significant factor in how cities are changing, working towards being ‘smarter’ and demonstrating their innovation credentials.

All of these macro trends are impacting the initiatives that governments choose to invest in and how they seek to use events to benefit their economies and populations. We are seeing a shift in objectives as event investment is less outward focused and gradually more targeted towards providing for existing citizens. This means a reduced focus on tourism and visitation and more of a focus on social impact, community cohesion and building a city with a great quality of life.

However, economic impact is still the primary measure of success in many cases (for the time being at least) as new priorities are not supported by our ability across the industry to measure social impact in a way that can justify substantial public sector expenditure. Developing effective measurement approaches for social and community impacts is a priority for hosts. A number of rights holders have recognised this and are investing in detailed social impact studies of their largest events, along with measuring economic and media impacts. We will share further insights into impact measurement in Glasgow in November.

Consumer behaviour

Further trends specific to the sports and entertainment industries are impacting rights holders. This is affecting the events that they are taking to market and how those events are positioned to engage and entertain the public.

Consumers are following more sports less avidly and sports events compete with an array of leisure and entertainment properties and activities. Digital media is an increasingly popular form of consumption of events, competing even with live attendance. More niche events and sports have a new avenue to market through over-the-top (OTT) coverage. Whilst this may lead to reduced live audiences it provides more opportunities to reach a younger audience. However, content demand is changing and events have to be creative in how they build awareness and generate engagement.

Finding the right hosts

For rights holders, finding the right hosts that understand their ambitions and can enhance their offering as aligned partners, is increasingly important. Rights holders are being more targeted geographically, but are also becoming more open to changing their hosting models to ensure the benefits are there for hosts and to open up their events to new territories and emerging markets. Our host procurement processes are incorporating new approaches to allow flexibility and build the most effective partnerships, while protecting interests on both sides of the hosting relationship.

This is balanced by a need to ensure that premium events are contributing to rights holder finances, particularly for International Federations where flagship events can support the organisation for multiple years. This may need to be accompanied in future with a greater appetite from the rights holder to share risk and, therefore, reward.

We look forward to sharing further insight in the build up to Host City 2019 and offering those attending the conference, unique insights from our work and research, into the ever-evolving relationship between rights holders and host cities and the solutions we are creating and applying for our clients. We also look forward to learning more from hosts and rights holders about their evolving challenges and the solutions they are employing to combat them.

Super League Triathlon (SLT) is gearing up for the start of its 2019 Championship Series as the eyes of the multisport world turn to Jersey.

The Channel Island is one of the original SLT venues and has been further improved for this year’s event on September 28-29 to deliver one of triathlon’s most thrilling race weekends that will be watched around the globe.

Super League has reinvented the swim-bike-run format to produce short, sharp and hugely engaging races that are made for broadcast and a modern-day global sporting audience.

Jersey and SLT have formed a winning partnership as part of Super League’s ongoing collaborative efforts to recognise the uniqueness of all venues and provide value to the wider community who buy into the hosting.

It all starts with a desire to be part of the community, ensuring there is not widespread disruption to the host city and creating an amphitheatre feel around an 800-metre loop, so spectators are up close and personal with the action.

Also key to Jersey or any host city is a guarantee of world’s best athletes who are committed to not only achieving their sporting potential but also engaging in Super League’s extensive outreach programme.

The athletes spend the days building up to the weekend of racing in local schools and communities, providing role models to inspire health and wellness, social integration and diversity, and when the event goes live Jersey is seen across the world as a lifestyle destination.

And that’s all before you consider a few of the numbers. Nielsen Sports report that a Super League race is picked up by 104 broadcasters reaching 1.16 billion households with a media value of nearly £14 million.

There has also been huge growth in Super League’s digital footprint with an expectation that global reach from an event will grow to 42 million in 2019.

Super League remains focussed on delivering direct economic benefits to a host city – with Jersey estimated at around £1m last year – while also providing the intangible advantages that come via being associated with a globally recognised and game changing sports brand that aims to fit seamlessly into the local community and its culture.

Super League Triathlon has 2019 races planned in Jersey on September 28-29 and Malta on October 19-20. For more information visit superleaguetriathlon.com

[Source: Super League Triathlon] 

Michael D’Hulst, CEO of Super League Triathlon, is speaking at Host City 2019 in Glasgow on 26-27 November, under the conference theme “Innovate; Reformulate; Co-create”