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Global Sports Impact Report 2016

Masthead / Global Sports Impact Report 2016

© and database right 2015 Sportcal Global Communications Ltd. All Rights Reserved2

© and database right 2016 Sportcal Global Communications Ltd. All Rights Reserved 3

Global Sports Impact Report 2016

No part of this publication may be reproduced, distributed or transmitted in any form or by any means, or stored in any retrieval system of any nature, without prior written permission, except for permitted fair dealing under the Copyright Designs and Patent Act 1988.

Application for permission for use of copyright material including permission to reproduce extracts in other published works shall be made to Sportcal Global Communications Ltd. Full acknowledgement of Sportcal Global Communications Ltd must be given.

Data is published in good faith and is the best information possessed by Sportcal Global Communications Ltd at the stated date of publication.

The published data does not constitute advice and should not be relied upon by any person in making (or refraining from making) any decision.

All figures in US dollars unless otherwise indicated.

Copyright and Database Right 2016 Sportcal Global Communications Ltd All rights reserved

ISBN: 978-1-5262-0581-0

Allington House 25 High Street Wimbledon Village London SW19 5DX

T: +44 20 8944 8786 F: +44 20 8944 8740 E: [email protected] W: www.sportcal.com

PUBLISHED SEPTEMBER 2016 BY SPORTCAL GLOBAL COMMUNICATIONS LTD Publisher/Editor Mike Laflin

Deputy Editors Colin Stewart Tim Smith

Editorial Team Callum Murray Jonathan Rest Simon Ward

Research Team Daphne Chan Krzysztof Kropielnicki Daniel Smith Sam Limbert Vesela Ilarionova Matt Greenlees Matt Nichols Guntur Dwiarmein

Production Team Sarah Danbury Gordon Berry Alex Clay

Design and Production Whistle

GSI Report 2016

The Global Sports ImpactReport 2016

GSI Report 2016

Contents

Contents / Global Sports Impact Report 2016


1 INTRODUCTION 6

2 THE GLOBAL SPORTS IMPACT PROJECT 8

3 EVENT HOSTING AND BIDDING 18

Event hosting 20

Event bidding 35

Understanding what your fans want 38

4 GOVERNANCE OF SPORT 42

FIFA & IAAF 45

Anti-doping 52

Match-fixing 62

Organisation governance 66

5 ECONOMIC IMPACT 72

Economic impact 74

Economicimpactfactfiles 78

Attendance - world championships and multisport games 88

Attendance - major annual sports properties 97

6 SPORTS TOURISM 118

Participants and media bed nights 122

Spectator bed nights 129

The sport tourism experience 130

7 MEDIA IMPACT 138

Audience data - understanding the basics,

avoiding the pitfalls 141

Broadcast data 146

Accredited media 154

Case studies 158

8 SOCIAL MEDIA IMPACT 164

Platform overviews 168

Understanding the full value of social media 178

Understanding public opinion on the web 182

GSI Social Media Index 184

9 SPONSORSHIP IMPACT 200

A turbulent year for sponsors 202

A sponsor’s view 208

Most active sponsors and sectors 210

Global Sports Impact Report 2016 / Contents


10 SPORTING IMPACT 212

Competing nations analysis 216

Athletes analysis 220

Summer vs winter world championships 226

The global athlete reach of events 232

Women in sport 246

11 SOCIAL IMPACT 254

Social impact of major events hosted in 2015 258

Volunteering 266

12 LEGACY 274

What is legacy 277

Legacy case study – London 2012 280

Legacy case study – Rio 2016 296

13 CONCLUSIONS 304

14 EVENT ANALYSIS 320

15 CREDITS & ACKNOWLEDGEMENTS 410

16 SPORTS & EVENTS 416

17 TABLES & CHARTS 422

212

Sporting impact

Sporting Impact / Global Sports Impact Report 2016


The global athlete reach of events Long gone are the days when Spain’s La Liga featured mostly Spanish players, or the Tour de France was dominated by the French.

Analysis of some of the world’s major sports properties on a continental level shows that the athlete base is no longer restricted to just the continent the event is held in.

By measuring the global athlete reach, that is the number of nations and/or continents which are represented by those competing at certain events, we can see just how truly international sport is.

Global athlete reach - WTA Tour 2015

1,330TOTAL

ATHLETES

Africa1.6%

17.2%

11.1%

5.0%

3.3%

61.7%

9.6%

18.1%

7.2%

12.0%

4.8%

48.2%

Asia

North America

Nations

Athletes

Oceania

Europe

South America

83NATIONS

Source: Sportcal Research


Global Sports Impact Report 2016 / Sporting Impact

Global athlete reach – La Liga 2014-2015

19AFRICA

13AFRICA

360EUROPE

20EUROPE

2ASIA

2ASIA

66SOUTH

AMERICA

9SOUTH

AMERICA

5NORTH

AMERICA

1NORTH

AMERICA

0 OCEANIA

0OCEANIA

ATHLETES

NATIONS



Global athlete reach – Tour de France 2015 v La Course by Le Tour

AthletesTour de France 2015 La Course by Le Tour

Africa6 1

1 1

167 90

5 15

7 0

12 13

Asia

Europe

North America

South America

Oceania

198TOTAL

ATHLETES

120TOTAL

ATHLETES

32NATIONS

26NATIONS


Global Sports Impact Report 2016 / Sporting Impact

13NATIONS

Global athlete reach – Big Bash League 2014-2015

Nations represented in Big Bash League 2014-2015 by continent

184ATHLETES

159FROM

OCEANIA

Africa

1

4

2

0

3 3

Europe South America

Asia North America

Oceania




30+70+K32.7%

Global athlete reach – PGA Tour 2015

Athletes competing on PGA Tour 2015 by continent

5+8+10+67+6+4+KAfrica

Asia

Europe

North America

Oceania

South America


OF PARTICIPANTS ARE FROM OUTSIDE NORTH AMERICA

24NATIONS

260ATHLETES

5%8%

9.6%

67.3%

6.9%3.1%

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