It’s how you play the game: Matching a region’s priorities with the right mega – or not so mega – event

It’s how you play the game: Matching a region’s priorities with the right mega – or not so mega – event

PwC presents a framework to help host cities match their development priorities with the right sporting event

The appeal of marquee sports mega-events such as the Olympics and football’s FIFA World CupTM is undeniable. Cities the world over jockey to host these high-profile events, undeterred by the substantial costs, extensive planning, and inflexible timelines. 

What motivates the fierce competition to host these events? Are the risks worth the rewards?

8 April, 2014, Belek/Antalya, Turkey – Today at SportAccord Convention 2014 in Belek/Antalya Turkey, PwC presented its latest Thought Leadership publication on how the hosting of sporting events can contribute to regional and city development. The presentation took place at a special break out session by PwC following the annual City to City Breakfast, which is a private meeting of city administrators from around the world who gather at the convention each year.

The publication, entitled “It’s how you play the game: Matching a region’s priorities with the right mega – or not so mega – event”, was presented by PwC’s Cities and Local Government Sector Leader Hazem Galal and PwC’s Asia Pacific Head of PPP and Infrastructure Yumiko Noda. During the break out session, Hazem and Yumiko led a discussion among panelists David Simon of the Los Angeles Sports Council, Iain Edmondson of London & Partners and Rakel Liew of Auckland Tourism, Events & Economic Development on the role of sports events in city and regional development.

Hazem Galal, stated: 

“The appeal of marquee sports events such as the Olympic Games and football’s FIFA World Cup is undeniable, with cities the world over compete to host these high-profile events, undeterred by the substantial costs, extensive planning and inflexible timelines. However, not every city or region is ready or able to host a marquee mega-event. Some may not have the resources, the infrastructure, or the capacity. Instead, cities and regions are better served by assessing their long-term priorities for development and then bidding on the events that best correlate with those priorities.”

PwC’s new publication presents a framework for helping a city or region decide which event to host, based on key questions under the categories of overall readiness, venues, legacy, supporting infrastructure and intellectual capital. The publication then goes on to explore a number of key aspects on hosting sports event, including ways in which a city or region can maximize the impact of hosting events.

PwC’s insights on maximising the impact of sports events on city and regional development are illustrated within its mega-events publication in five case studies:

  1. 2014 FIFA World Cup and 2016 Olympics and Paralympics in Brazil
  2. 2014 Super Bowl in New York/New Jersey
  3. 2013 Universiade in Kazan
  4. 2013 America’s Cup in San Francisco
  5. 2012 Olympics and Paralympics in London.

About SportAccord Convention

SportAccord Convention is the world's premier annual event at the service of sport, focused on driving positive change internationally, and dedicated to engaging rights holders, organising committees, cities, businesses and other organisations in the development of sport.

Owned by SportAccord, ASOIF and AIOWF, SportAccord Convention annually brings together representatives from more than 100 international sports federations and organisations affiliated to SportAccord (General Association of International Sports Federations), ASOIF (Association of Summer Olympic International Federations), AIOWF (Association of the International Olympic Winter Sports Federations), ARISF (Association of IOC Recognised International Sports Federations), AIMS (Alliance of Independent Members of SportAccord), in addition to the International Olympic Committee Executive Board.

About PwC

PwC firms help organisations and individuals create the value they’re looking for. The group is a network of firms in 158 countries with over 180,000 people who are committed to delivering quality in assurance, tax and advisory services.

PwC has a proud history of providing professional services to the organisers of sports mega-events around the world.

For more information on PwC's Global Sports Mega-Events Centre of Excellence, including access to PwC’s Thought Leadership publications related to sports mega-events, please visit us at www.pwc.com/sports-mega-events

PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.