Sports Management Q3 2012
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www.sportsmanagement.co.uk MANAGEMENT VOLUME 16 Q3 2012 TOP TEAM Lord Coe & 2012 N LO London 2012's O N D D N O O N L stakeholders 2 0 2 SOUVENIR 1 1 2 0 ISSUE 2 L O N N THE FIRST SOCIAL O D MEDIA OLYMPICS DELOITTE REPORT CAPITALISING ON THE 2012 OLYMPIC AND Olympic venues & PARALYMPIC post-Games legacy GAMES PAUL DEIGHTON LOCOG’s CEO on delivering the Games PARTNER READ SPORTS MANAGEMENT ONLINE: WWW.SPORTSMANAGEMENT.CO.UK /DIGITAL TWITTER: @SPORTSMAG Steps to 2012 Success At Cadbury we’ve got some fantastic initiatives to help you maximise the biggest sales opportunity* of our lifetime. So don’t miss out! Read the following and get them working. It’s never too early to get started. t(FUJOWPMWFEXIFSFWFSZPVBSFThe London 2012 Olympic and Paralympic Games are not just confined to London. Events are happening all over the UK, including Cadbury Spots v Stripes community activities. (visit www.cadbury.co.uk/london2012/community for more information) t5BLFBEWBOUBHFPG$BECVSZ/1%BOEQSPNPUJPOT by stocking early and placing them in promotional displays. Want more advice? Visit www.deliciousdisplay.co.uk t$SFBUFTPNFBUNPTQIFSF in your outlet with our London 2012 inspired confectionery display material and official licensed product. It won't just help your confectionery sales,es,s it will show everyone you're supporting Team GB as well. t(FUJOWPMWFEXJUIZPVSDPNNVOJUZ. It’s rewarding in itself, but always a good idea from a commercial perspective. It strengthens the uniqueness of your operation and appreciation of yourur services, driving customer loyalty. Visit www.deliciousdisplay.co.uk Did youu know? Wenlock is the mascot of the London 2012 Olympic Games and Mandeville is the mascot of the London 2012 Paralympics Games. London 2012 Emblems, mascots and mascot logos TM © LOCOG 2007 – 2010 * Visit Britain, LOCOG, Golden Bear OV6041 EDITOR’S LETTER Inspired by London 2012 elcome to our London 2012 Olympic Souvenir issue. This entire edition of Sports Manage- W ment is dedicated to telling the story of how you – our readers, supporters and advertisers – have created this once in a lifetime event, and to celebrating your achievements. The arrival of London 2012 has unleased an exciting wave of reports and debates on exercise and wellness, as agencies and research bodies take advantage of the high profile afforded by the Games. The House of Lords Select Committee on Science and Technology has just entered the fray by releasing an exciting and thought provoking report, Sport and exercise science and medicine: building PHOTO CREDIT: GETTYIMAGES.CO.UK PHOTO CREDIT: on the Olympic legacy to improve the nation’s health. This examines the Olympic legacy and calls on the Seb Coe and his team have delivered world class government to place more emphasis on preventative healthcare through increases in physical activity. facilities for London 2012 It says there’s a “causal link between physical activity and health benefits for a very wide range of diseases” highlighting that the bill for inactivity in the UK is £5bn a year in direct costs and an e-mail: please use contact’s additional £8.2bn a year in indirect costs. It calls for further research into this and recommends “the [email protected] National Institute for Health Research (NIHR) and other research funders should stimulate research to SUBSCRIPTIONS translate the findings of sport and exercise science and medicine into public health benefits”. Denise Gildea The Committee was obviously underwhelmed by Sports Minister Hugh Robertson, saying his interest +44 (0)1462 471930 was in increasing participation in sport rather than improving the nation’s health, “the latter being the EDITOR Liz Terry Paying doctors to prescribe exercise effectively through the Quality +44 (0)1462 431385 MANAGING EDITOR and Outcomes Framework is the one thing above all other we can do Karen Maxwell to make the most difference to the health of the nation +44 (0)1462 471920 PUBLISHER responsibility of the Department of Health”, saying “We find it remarkable DCMS is not concerned with David Hunt the health benefits of sport...we recommend the Government takes a strong, joined-up approach to +44 (0)1462 471902 promoting the health benefits of exercise and physical activity and that DCMS plays an active part in this.” NEWS EDITOR We’ve known for years that nothing will radically change until GPs are trained in sports science and Tom Walker +44 (0)1462 471934 financially incentivised to prescribe exercise and the Select Committee report hits the nail on the head JOURNALISTS by recommending that “the National Health Service, medical schools and the General Medical Council... Pete Hayman ensure appropriate training is available for health professionals to support the prescription of exercise as +44 (0)1462 471938 a preventative measure and treatment – both at undergraduate level and in CPD opportunities.” PRODUCTS EDITOR Further reinforcing this point, in its representation to the Select Committee, Sport England argued Martin Nash that exercise prescription should “sit alongside pharmaceutical and surgical interventions,” and made +44 (0)1462 471933 a case for a “cultural change to improve national physical activity levels...led by the NHS”. DISPLAY ADVERTISING Most excitingly, the Select Committee “invites the NHS to consider adding physical activity to the John Challinor +44 (0)1202 742968 Quality and Outcomes Framework (QOF)” (the system of performance Jan Williams management and payment of GPs). This is great news indeed. +44 (0)1462 471909 I’m sorry to be cynical, but I’ve always believed that as soon as doctors are DESIGN paid to prescribe exercise, it will happen super fast – as if by magic. Paying Ed Gallagher GPs to prescribe exercise effectively is the one thing above all other that we +44 (0)1905 20198 can do to make the most difference to the health of the nation. Andy Bundy +44 (0)1462 471924 And just to round out the argument nicely, new research, published in a INTERNET most timely fashion in The Lancet the same week as the Select Committee Michael Paramore report, found that inactivity kills as many people globally as smoking – +44 (0)1462 471926 5.3million deaths a year. There really isn’t much more to add. Dean Fox +44 (0)1462 471900 Tim Nash Liz Terry, editor [email protected] twitter: elizterry +44 (0)1462 471917 CIRCULATION MANAGER Michael Emmerson the leisure media company publishes +44 (0)1462 471932 FINANCIAL CONTROL Sue Davis +44 (0)1395 519398 FINANCIAL ADMIN Denise Gildea +44 (0)1462 471930 Issue 3 2012 © cybertrek 2012 Read Sports Management online sportsmanagement.co.uk/digital 3 IN THIS ISSUE ISSUE 3 2012 OLYMPIC SPECIAL 22 The London 2012 top team in the run-up to the Games 18 LOCOG’s team player Paul Deighton 32 Reviewing the design and legacy plans for London 2012 sports venues 55 Wimbledon to Olympics conversion 3 EDITOR’S LETTER 22 TOP TEAM: London 2012 50 GRASSROOTS: The 2012 Effect Key people charged with delivering the Tim Lamb looks at how sport NGBs are 6 LETTERS London Games talk to Karen Maxwell making the most of Olympic inspiration about their roles in ensuring a successful 8 THOUGHT LEADERS summer of international sport 55 CONVERTING THE AELTC Comments from John Goodbody, John INTO AN OLYMPIC VENUE Steele, Jennie Price and Matt Hampson 32 BUILDING THE LONDON 2012 Kath Hudson finds out how the iconic GAMES VENUES home of Wimbledon is being trans- 10 INDUSTRY NEWS A round up of London’s new and formed into an Olympic tennis venue converted Olympic and Paralympic 16 2012 PROFILE: Debbie Jevans, venues and their post-Games legacies 58 SHOW PREVIEW: IOG SALTEX LOCOG’s director of sport, talks to Karen The open space management show will Maxwell about delivering London’s 42 RESEARCH: Capitalising on showcase machinery, tools and artefacts Olympic and Paralympic Games London 2012 from the 1908 and 1948 Olympic years Heather Hancock highlights Deloitte’s 18 INTERVIEW: Paul Deighton view of the opportunities for Brand 60 THE GREENWICH PARK Karen Maxwell interviews the CEO of Britain post-Games TRANSFORMATION LOCOG and finds out why he believes STRI’s Lee Penrose talks about the team work is an important factor in 46 OLYMPIC SOCIAL ENGAGEMENT challenge of converting London’s oldest delivering the UK’s most ambitious How the Olympic message is spread royal park into an Olympic equestrian global sporting event this century throughout the world via social media and modern pentathlon venue 4 Read Sports Management online sportsmanagement.co.uk/digital Issue 3 2012 © cybertrek 2012 NEWS AND JOBS UPDATED DAILY ONLINE AT WWW.SPORTSMANAGEMENT.CO.UK ISSUE 3 2012 digital magazine See Sports Management online www.sportsmanagement.co.uk/digital 50 Encouraging people into sport 60 Transforming Greenwich Park news and jobs: For jobs and news visit www.sportsmanagement.co.uk or sign up for e-news on www.leisuresubs.com subscribe: Sign up for Sports Management at www.leisuresubs.com or call: +44 (0)1462 471915 42 Deloitte looks beyond the Games for long-term gains 62 OLYMPIC PLAY LEGACY 70 GAME ON: The latest news and Former director of the Children’s Play views from the Sport and Play Council (now Play England), Tim Gill, Construction Association (SAPCA) explains the post-Games plans for play attention buyers! provision within the Olympic Park and 71-74 GAME ON: SAPCA Expertise Creates fi nd suppliers and innovation updates promotes the benefits of risky play in World-Class Facilities www.sport-kit.net natural surroundings A round-up of SAPCA members’ involvement in the design, build, buyers’