Major Sporting Events overview

(Last updated: 30 May 2013)

The planning and delivery of major sporting events is a global growth sector. Genuine opportunities for Australian expertise and capability exist across all stages of the 10 year major sporting event lifecycle which includes: bidding; planning; event staging services; operations/management; cultural/ceremonies and venue design/construction.

Major sporting events are linked closely to government/public sector support and operations in host countries and it can be difficult for private enterprise to gain the trusted access that comes with being a Government agency.

Australia is recognised internationally as a world-leader in major sporting event delivery. Over 140 Australian companies and major sporting event specialists have played pivotal roles shaping every major sporting event around the world since the Olympics in Sydney in 2000.

Focus

The objective of Austrade’s major sporting event strategy is to reinvigorate and raise the profile of Australia’s global expertise and capability in the planning and delivery of major sporting events, by:

• educating/reminding key decision makers behind the world’s future major sporting events of the significant contribution Australian’s have made to major sporting events around the world and in Australia since 2000
• providing access and establishing high-level connections for Australian major sporting events businesses primarily in Brazil, Qatar, Republic of Korea and Russia, as well as in Japan, the United Kingdom and the 2020 Olympic bid cities (Istanbul, Madrid, Tokyo)
• assisting Australian major sporting event companies and specialists gather insight into future major sporting event contracts
• uniting Australia’s ‘nomadic’ major sporting events ‘industry’
• promoting major sporting events Australia is hosting: Asian Football Confederation (AFC) Asian Cup Australia 2015; International Cricket Council (ICC) Cricket World Cup 2015; and the Gold Coast 2018 Commonwealth Games*

* The extent of Austrade’s engagement will be announced in late July, linked to activities in Brazil for the FIFA 2014 World Cup (pending Socceroos qualification).

A Lowy Institute Policy Brief (March 2013) outlines how Australia’s membership of the Asian Football Confederation offers new opportunities to strengthen economic, political and community ties with the region.

The value

The value of the global sporting events industry is difficult to quantify. PwC predicts global sports market revenues will rise by 3.7 per cent per annum to A$142 billion in 2015, while global management consultancy group, A.T. Kearney, estimates the industry value is between A$440 billion and A$566 billion.

A.T. Kearney also note that the sports industry is growing faster than the GDP of the rapidly expanding BRIC economies (Brazil, Russia, India and China) and even the more mature markets in Europe and North America.

2020 Olympics

Austrade has a presence in the three remaining cities bidding to host the 2020 Olympics (Istanbul, Madrid and Tokyo) as well as established relationships with the respective bid committees. To varying degrees, Australian bid specialists are also engaged with these three remaining bid cities.

How can we help you in a ‘host country’?

Australian companies can get involved in major international sporting events by bidding for Games and event contracts through a number of dedicated and tailored services which Austrade offers.

With an extensive network backed by highly experienced and qualified staff, particularly in those countries hosting a major sporting event over the next decade, your local Australian Trade Commission office can connect you to those decision makers who are responsible for staging a particular major sporting event.

How can we help you during a major sporting event?

During a major sporting event, Austrade endeavours to achieve business outcomes for Australian companies by providing a platform for business networking to occur between Australian and international executives. This has occurred for a range of major sporting events around the world, from the Olympics in Sydney in 2000 to the London Olympics in 2012.

The international competition

Austrade’s strategy has been replicated by other Trade Promotion Organisations through their Business Club programs including the United Kingdom, India, Canada, New Zealand and Scotland. This in part is due to the case study on Business Club Australia in 2009 by the International Olympic Committee (IOC).

With other countries following Australia’s lead and increasing implementing competing business leveraging programs around major sporting events, it is important that Australian activities continue to be united to create an impact and to ensure Australia remains competitive in this sector.

It is anticipated that plans for the Olympics in Rio in 2016 will be announced in late 2013.

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