Sports & Big Cities

Prof Greg Clark CBE & Borane Gille

March 2019 Content 1 Big Cities and Sport: an overview

2 Sports as a new urban sector

3 5 Imperatives for Sports in Big Cities

4 7 tensions and dilemmas in Sports and Cities 5 City Case Studies 6 Appendix 1 Big Cities and Sports: An Overview What is a city?

◆ A population centre, and an economic unit, a hub of activity

◆ A centre of systems: mobility, services, food, energy, water, waste, housing, education

◆ A place of flows, movement but also a gathering place for people to fulfil their daily functions

◆ A hub of business innovation, test markets, microcosms of global markets

◆ A place where decisions are made, where the public gets to meet the decision-makers

◆ A place of discovery, where people experience high-intensity, collective moments

◆ What is a big city? Cities v metros? 5M? 10M? 15M? 20M? What is a sport?

“A game, competition or activity needing physical effort and skills that is played or done according to rules, for enjoyment and/or as a job” – Cambridge English Dictionary Skills “All forms of physical activity, which through casual or organised & Talent participation, aimed at expressing or improving physical ability and mental well-being, forming social relationships or obtaining results in competition at all levels” – Council of Europe (2001)

According to the Global Association of International Sports Federation Physical effort (GAISF), sports can be : • Primarily physical & Health • Primarily mind (e.g. bridge, chess, go…) • Primarily motorised (e.g. Formula 1) • Primarily coordination (e.g. billiard) • Primarily animal-supported (e.g. equestrian sports) Competition & Non-competitive activities like jogging, exercising, yoga, are classified as Participation active recreation – activities engaged in for the purpose of recreation, health and well-being or enjoyment with the primary activity requiring physical exertion and the primary focus on human activity. 5 Common elements to sport Sport Citizens Cities Education Belonging Gender Health Equality & Identity Culture Public Right to participation city & & civic sport governance

Participation Citizens Grass Roots Economic Sport & Social Inclusion Tourism & Public Hospitality Space Mobility Events Big Venues Sport Facilities Cities Public Competition Health

Media Advertising Brand Sponsorship Manufacturing and retail Visitor Identity Gambling sporting goods Economy Visibility 6 Sport and the DNA of Cities

Athens Barcelona Auckland

Delhi Paris Rio de Janeiro

7 The Metropolitan Centuries Global Population & Urban Population over 200 years: 1880-2080 More than 2/3 of the 12.000.000 world’s population is More than 50% of the urbanized world’s population is 10.000.000 urbanized

More than 30% of the 8.000.000 world’s population is World's urbanized Population

6.000.000 Urban Population

4.000.000 Population figuresPopulation(thousands)

2.000.000

0

Source: UN Urbanization Prospects 2018 The New Metropolitan Century: 1980 to 2080

1. 1980 to 2080: A Great Human Trek. 2. Urbanisation from 45% to 85% 3. A new global urban system intrain. 4. Synchronised with wider changes. Technology, Globalisation, Climate, Demographics, Geo-politics, Security. 5. New economics of trade, production, innovation, and investment. 6. 600 metropolitan areas, nearly all growing and competing 7. 30 multi-city mega-regions emerging 8. 150+ high income Asia-Pacific metros by 2050. Race for quality. 9. Challenge is to make urbanisation work, economically, socially, environmentally. 10. Some countries are adjusting better than others. Some businesses are more proactive than others. Good Urbanisation v Bad Urbanisation 9 The Metropolitan Century The Metropolitan century is defined by 10 megatrends For the sports sector, this means:

Demographic disruption: soaring demand, changing expectations, stress on cities Sport as identity, belonging, participation. Sport as health, wellbeing, citizenship New financial/sponsorship models New ways to consume/experience sport

And Also:

Greater reputational risks and exposure

Better tactics needed to promote sport in cities

10 Sport in the Metropolitan Century

The Metropolitan Century • Urbanisation is synchronised with wider changes in technology, globalisation, demographics that are also affecting the sport industry: • Greater media coverageof sport events • More spectators travelling to big events • Use of new technologies to strengthen fan engagement

Potential for successful, Global Active city & Evolution of healthy cities with strong urbanisation citizens sports sense of belonging New Edges for Sport in Cities Emergence of new urban sports • Reclaiming the city’s spaces: parkour, skateboarding, urban climbing, urban trekking, slacklining, river surfing and paddling… • Adapting to urban constraints: 5x5 football, 3x3 basketball, • Getting recognition: Glasgow’s Youth Urban Games in 2018, Los Angeles to host world’s first World Urban Games in 2019 Sport as a new urban business • Creating jobs, driving the visitor economy, supporting the experience economy • Digitally-enabled citizens with higher expectation of services • New infrastructure and facilities Sport in the new experience and sharing economies The experience economy is fuelling growth in sports tourism and boosting the number of urban sporting events and clubs – e.g. The Color Run, combining intense workout with nightclub sound systems, dedicated classes in unique places Companies use new technologies (VR, AR, wearable) to offer personalised experiences and products to consumers Platforms to rent sporting equipment and clothes Sharing resources, staff or space in sport facilities for meetings, events… Sport as an identity and participation tool • Sport as a tool of social cohesion, connecting people, creating local loyalty • Sports events contribute to cities’ identity and visibility strategies as they attract huge interest from many audiences • Promoting social inclusion, gender equality, widening access to marginalised groups Sport as a form of mobility • Walking, cycling, rollerblading, skateboarding, cross-country skiing are considered as active transport • Encouraged by city governments and businesses to reduce GHG emissions and promote healthy living: “Bike-to-work” schemes…12 2 Sport: A New Urban Sector? The Global Sports Sector • Estimated size of the global sports industry in 2018: US$ 1.3 trillion

• 2.2 billion people are engaged in sport worldwide

• More than 820,000 sport organisations worldwide.

• More than 150 world championships

• Nearly 4 800 stadia in the world

• Largest global media audience for a sport event: 3.26bn people watched at least one minute of the 2018 Football World Cup

• Exponential rise in events approved/organised by International Federations: from 90 in 1970 to more than 8,400 over the 2013-2016 period. The 4 pillars of the sports value chain 14 The Sports Sector: evolution & disruption Digital Disruption

Better fan experience • Enabling people at the stadium or trackside to experience sports in new ways: use of AR & VR to connect people around the world to live action in most immersive ways • Big Data to leverage loyalty to tailor experiences to individual preferences

New revenue drivers • Streaming platforms, eSports, VR Apps and other tech innovations are quickly becoming new crucial revenue drivers for sports alongside media rights, event attendance, sponsorship and merchandising • Using data to understand fans’ habits, demographics and preferences as well as to improve business operations • Commercialising anonymised data

Increased sponsor engagement • New era of commercial growth for broadcasters, rights and sports organisations • Digital analytics can inform sponsors on what types of ads and engagement models work for specific audiences • Sponsors can also use data analytics to better tailor the timing, content and delivery of messaging for greater effectiveness 15 Measuring the Sports Sector

•93% of sport is watched live The number of people The world’s 100 best-paid athletes • Change in content and format practicing sports is expected to Spectator Professional made $3.8billion, including Leisure in response to changing reach 1,269.9million by -ship endorsements in 2018. consumers preferences: rise of 2023. fan zones

Global sport sponsorship • There are more than 100 franchises Ownership Asia & Middle East account for worth more than $1bn. & spending is accelerating: it is Franchises 76.2% of global sport Sponsorship • The world’s top 50 most valuable Investment forecast to exceed $65bn in investments. franchise are worth $137bn. in clubs 2018

The global sports equipment Driving visitor traffic and Media The global media right spends Retail market is expected to reach Hospitality improving year round seasonal have reached $45bn in 2017. $90bn by 2025. spread of the visitor economy

• Creation and renovation of • The sport industry employs The global sport betting industry Jobs, Stadia, sport facilities was valued at $105bn in 2017 Enterprise over 12million people Pool, • Major sport venues becoming Betting globally in a variety of sectors. and holds more than 70% of & Supply Courses & leisure destinations • There is a rising demand for the global gambling revenue. Chain Pitches • Rise of temporary higher quality talent infrastructure 5 Imperatives for Sports in 3 Big Cities: Our Congress Themes 1. Facilities The emergence of new sport facilities is one key trend in urban development: new sport facilities enable growth in urban environments. • Stadia-led urban regeneration: use of bed tax to develop new sport facilities, development of transport infrastructure and housing around stadia, mixed-use development • Major sport venues as new leisure destinations: expansion of F&B offer, fan-centric design… Wembley stadium A renewed focuson local level sports facilities • Neighbourhood sports facilities and local clubs • Social networks as a new source for active local sports • Demand for local space and facilities for sport • Conversion of golf courses into multi-purpose sport complexes that can serve local groups and attract tourism- driving tournaments

Rise of temporary infrastructure for major events • 95% of infrastructure used for Paris 2024 is already existing Temporary Grand Palais in Paris to host the judo and or will be temporary wrestling competition during the Olympic Games 2024 2. Sport and Governance

International sport competitions Roles and responsibilities of International Federations • Globalisation of sports through international federations 1. Governing/Ruling • Competition between cities in the bidding process for hosting 2. Organising competitions events 3. Promotion of sports • Sports federations e.. IOC or FIFA set rigorous requirements for 4. Protecting the integrity of sports cities hosting events: 5. Ensuring good governance • Pushing for unfair developments 6. Protecting athletes’ health & well-being • Driving new priorities for cities 7. Adapt to and integrate sport technology • Regulation for sports affect the growth and location of the sport 8. Generating revenues from commercial activities industry: drug regulation, sport betting… 9. Facilitate and oversee media rights distribution Source: ASOIF Role of International Federations expert group Sports governance in cities • Sport is plural and diverse: how to convene and provide leadership to sport in the cities? • City governments are increasingly more involved with the promotion and activation of sports in cities • Barcelona: the city aligned 1992 Olympic Games with the city’s strategic plan, to include citizens and renew the city Pyramidal structure of BUT sport governance is often very fragmented at the local level. European model of sport

New governance imperative: coordinate and organise all actions regarding sport in cities 3. Public Space Public space provide venues, arenas for spectators, Trends natural environment in which sports can occur • Marathons, charity walks… • • Use of public funds for sport-related infrastructure development and Provision of safe cycling and walking routes • Reclaiming rivers and unused lands: swimming mega-projects which are necessary both to retain existing major basins in river waters… professional sport franchises or entice new ones to move in • Creation or improvement of access to places for physical activity can result in a 25% increase in the percentage of people who exercise at Shifts least 3 times a week. • Shift from large sport facilities to public sport facilities, closerto citizens • Planning of recreational sport facilities considered as an integral partof urban planning • Provision of accessible and affordable recreation and sport facilities Public • Conservation and development of green spaces, Sport ensuring equal access forall income groups space • Elite sport facilities no longer prioritised at the expense of facilities forthe general public

Examples Sports can: • 300-metre rooftop track and football pitch in a • Provide resources back to the public sector to support public space shoppingmal inOsaka, • No Car Day in Geneva 2km exercise circuit around • Help create new public space its existing urban infrastructure • BUT can also raise conflict of interests btw sports and other public activities 4. Active Cities Sport to enhance health and well-being • Physical inactivity as the 4th leading risk factor for global mortality, causing approximately 3.2m deaths every year.

• Sports play a crucial role in the prevention of chronic diseases and obesity. • Physical activity can also improve mental health and people’s happiness. • Sport as a means of participating to the urban life • Sport creating social connections • Sport integrating people to the social realm of cities

Cities’ engagement • Active Cities Network: last may 2018, cities of Auckland, Singapore and London to transform the physical activity profiles of their cities

• Global Active City label awarded to cities having implemented a Physical Activity and Sport for All management system, improving governance and efficiency • Buenos Aires, Hamburg, Lillehammer, Liverpool, Ljubjlana and Richmond (BC) to be the 1st cities awarded the GAC label

• Policies to encourage people to be more active • Integrating sport to the city’s strategy • Make urban space more exercise-friendly: construction and preservation of sports facilities, recreational and park facilities, biking and walking paths 5. Big Events • Mixed history in the competition to host events: To a new period of From active bidding.. to a decline in competition competition focused on sustainable major events • Since the 1992 Barcelona Olympics, gradual realisation that major sport events can lead to urban development but ONLY if they are well planned and managed

Why host major events? • Mega events bring massive public investments to expand general Top 10 sports cities Top 10 hosting cities urban infrastructure. • Major events as a way for cities to introduce themselves to the world 1 London 1 Tokyo and connecting to a global circuit of media interest, visitors, and 2 Los Angeles 2 London positioning for other activities – e.g. Beijing, Qatar… 3 Paris 3 Rio de Janeiro • Or a way to remind the world about what they are good at – e.g.: Los 4 Tokyo Angeles, Glasgow, Tokyo… 4 Paris 5 Lausanne 5 Doha Hosting mega events 6 New York 6 Moscow • Mega events favour megacities who have the infrastructure to host 7 Barcelona 7 Budapest them at the expense to smaller cities. 8 Madrid • New model of regional hosting is gaining ground: spreading out an 8 Copenhagen event over multiple cities offer greater potential to involve more 9 Beijing 9 Beijing people and reduces the financial risk put on a single host city 10 Manchester 10 Nanjing Source: 2019 Ranking of Sports Cities, Source: Sportcal’s GSI Cities 22 Burson Cohn & Wolfe Index, April 2018 5. Legacy of Big Events in cities 1992 in Barcelona set a new standard: use the games to develop the city, to accelerate the implementation of a strategic plan.

Since then many cities have followed: • More central focus on citizen’s benefit and community value for legacy priorities • Optimise the infrastructure, urban development, reputation, and facilities for the city. • The new era of hosting major events should be defined by the use of existing or temporary venues. • Maximising the host city’s operational efficiency, minimising cost and increasing affordability • Reducing the risk of unused venues post- Games (Arup)

23 5. Big Events: OECD Inter-Governmental Agreement

Agreed by OECD Council of 36 Member States in May 2018, incl Spain.

24 Paris Sports as a means to reintroduce a More than 5 regular events yearly and home to the successful city to the world : Tokyo 2024 Olympics and Paralympics Games Sports as a means to promote tourism, higher Creation of a new urban district in St Denis, education and cultural exchange: promoting Tokyo as leveraging the proximity to CDG Airport anopen city “Paris is a playground” Driving a visitor economy to support a demographic Pedestrianisation of the Quais deSeine deficit, attract younger people Sport and innovation viz performance, medicine, rehabilitation, science…

Sports as an identity tool: Philadelphia • 100-year plus of living with professional sport teams • One in 9 US Cities that hosts a team in the major sports league • Creation of Get Healthy Philly, the Philadelphia division for chronic diseases prevention. Actions include the creation of safespacefor physical activity incommunities. Sports in the policy agenda: Melbourne Melbourne Strategic Plan highlights the need to link Milan school development with local sports infrastructure Sporty Milan: discovery itinerary for visitors to to maximise the benefits gained from co-location discover the city’s ‘monuments to sport’ Creation of a Sports & Entertainment Precinct as a More than 200,000 citizens train in one of the 5,000 way to overcome limitations of seasonality in sports Milanese sport clubs event, using facilities for other events Zoom on Barcelona Sports & Public space • Barcelona established the new paradigm of Olympic games and sports & public space. • Use of the 1992 Olympic Games as a vehicle for city-wide reforms: Reclamation of green spaces and ocean fronts, radical transformation of neglected inner city districts

Sports & Visitor Economy • Branding legacy: Barcelona as a visitor destination, strategic city • Very strong year round calendar of international sports competitions Sports was included in Barcelona • Host to FC Barcelona, second most visible football club in the Metropolitan Strategic Plan “as an world important instrument for reinforcing the Barcelona brand” Sports, Identity and Public Participation • Clubs as a social grassroot structure important for the social cohesion of the neighbourhoods and the identity of the neighbours and citizens. • Policy of improving social capital and reducing crimes Zoom on London Sport & Visitor economy • London is host of many regular events: Wimbledon, Twickenham, Wembley, Premier League games • London was 2018’s Sport Business Ultimate Sport City

Sport & Health • Strategy for Sport in London was launched in 2018. • 3 themes: • Sport for social integration • Active Londoners • London: Workforce, Tech & Capacity Building

Legacies of mega events: London 2012 Summer Olympics • Aim: regeneration of East London • On-site reuse of modular cabines into a community hub • Creation of the London Legacy Development Corporation, responsible for planning for, and delivering, the future development of the Olympic Park • Re-use of materials no longer needed after the Games Olympic stadium was acquired by West Ham and is now • Youth Sport Strategy and London School Games to promote used for multiple sport events such as the 2018 Athletics World Cup, in addition to West Ham home games sports at school Zoom on Melbourne Sports & Visitor Economy • Each year, Melbourne hosts the Australian Open tennis tournament, one of the four Grand Slam tournaments, the famous Melbourne Cup horse race and the Australian Masters golf tournament. • It has hosted the 1956 Summer Olympics and 2006 Commonwealth Games, as well as many occurrences of the FIBA Oceania Championship

Sports & higher education • Melbourne Strategic Plan highlights the need to provide active open space and sports fields in neighbourhoods to support healthy communities. • School development to be linked with local sports infrastructure to maximise the benefits gained from co- location

Sports & Entertainment • Creation of a Sports & Entertainment Precinct as a way to overcome limitations of seasonality in sports event and create something else, using facilities for other events such as music events Zoom on Paris Hosting events • More than 5 regular events yearly: Paris Marathon, Tour de France, Roland Garros, Paris Judo Grand Slam • Paris won the bid for 2024 Olympics and Paralympics Games

Creating a new urbandistrict • St Denis as a new urban quarter • Used for the Euro, the Olympics • Leveraging the proximity to CDG Airport to develop the corridor between the airport and the city centre

Urban planning • “Paris is a playground” gave athletic stakeholders the opportunity to take seven unused plots of land and create temporary experiences, import innovative athletic practices or showcase projects or disciplines. They can occupy sites awaiting development for a duration between several months to up to 5 years • Pedestrianisation of the Quais de Seine to increase walkability and boost physical activity 4 7 Tensions & Dilemmas for Sport in Cities 1. What counts as ‘sport’? Are these sports? Defining sport • Criteria for an activity to qualify as ‘sport’? • Physical activity, technical ability, element of luck; • Set of rules, a governing body… • Who can define it? • IOC and GAISF, sport associations, civil society, media… • Being defined as a sport is essential for activities, as an essential step to receive state funding or tax relief, get recognition, attract more media coverage, as well as for the players’ pride

The rise of eSports • Global eSports economy expected to exceed $1bnin 2019 • More than 450 million viewers, 737 major events in 2018 • The development of eSports requires new facilities such as gaming training facilities or eSport arenas with enhanced connectivity. • eSports is a means to engage younger fans • Controversy: promotionof violence and discrimination • Risk of changing popularity in focusing on any one game • No recognised governing body for now: should it be used by Federations or be an entity by itself? 31 2. Affordability of Sports in stressed cities • Popular protests resulting from exorbitant or uncontrollable public spending, legacy promises never fulfilled, negative externalities (forced removals, congestion, environmental damage) • Leading to a recent shift to the BRICS and Asian world in host cities, as they face less protests • Of the 6 finalists for the 2022 Winter Olympic Games, 4 withdrew due to public backlash and cost concerns

• Mutually exclusive interests? • Desire from sport federations (and city governments) to boost their brand and attract as many spectators as possible ≠ public expectations of new buildings, roads and infrastructure • Building of unwanted or unused facilities, waste of public resources and often city governments saddled with debts • Cape Town Stadium, built for the 2010 World Cup, loses £10m annually

• Can we make sport pay? • Can Federations contribute instead and how? The Olympic Softball stadium (above) and the Olympic Aquatic Centre in Athens, built for the 2004 OlympicGame → Need for affordable events with long-lasting benefits for citizens 32 3. Sport for whom? Inclusion in Sport

Gender equality and the rise of female sports • Rise of female participation at local level • Recent effort towards visibility of women sports • Focus on equality and safety

Making sport accessible to all Qualifications for the 2019 FIFA Women’s • Paralympic Games, calling for equal treatment for all Football World Cup athletes • 93% of women with disabilities are not involved in sport. • Making sports venues and facilities accessible for disabled people to use both as participants and as spectators • Increasing the awareness of children and young people to change attitudes towards disability

Musholm sports resort in Denmark is one of the world’s most accessible 4. Whose Public Space? • Conflict in public space for sport • Loss of public sporting space in inner cities, resulting from more competitive land uses • Competition for public space, with sport emerging as a dominant use: e.g. beaches… • City councils renting out public space to clubs

• Public money spent on large stadia construction rather than improvements and maintenance of public space

• Negative externalities diminishing the value of public space • Air pollution • Damage to green space • Noise pollution (decibels levels in stadium often exceeds 100 db, formula 1’s peak noise level is 130db) Formula 1 circuit in Singapore 34 5. Sport or Mobility? Both?

• New forms of active transport that allow for greater flexibility at a cheaper cost

• Running and cycling as mobility-as-a-service • Integration of active transport modes to navigation and transport apps Least car Most car dependent city dependent city • Bike share schemes: the global bike sharing globally* globally* market is expected to grow 20% annually 100 through to 2021 80 60 • Impact on urban design: planners need to encourage 40 20 those new active transports by building cycle lanes, (%)split Modal 0 safer pedestrian facilities, and better integration of transport modes.

*Out of 54 global cities included in the study 35 Source: Deloitte City Mobility Index 2018 6. Corruption, Cheating, and Fairness

• Match fixing: the growth of the betting industry is associated with a rise in match fixing incidents

• Bribery to win hosting rights • Qatar allegedly won the 2022 World cup hosting rights with a $100m bribe

Recent headlines on drug taking and doping scandals • Drug taking • Doping has happened in all sports, from cycling to pétanque to bridge • Sanctions: bans from major events • Rewards are still greater than the sanctions

36 7. Obsessive Competition?

• Does sport encourage cities to compete when they might better Barcelona Madrid collaborate?

• Cities might feel like they have to compete with each Turin Milan other instead of collaborating because they have a sporting competition – but the complementarity should lead to cooperation Melbourne Sydney

• Example of collaboration: Amsterdam & Rotterdam.

37 The promise of urbanisation

Potential for successful, Global Active city & Evolution of healthy cities with strong urbanisation citizens sports sense of belonging

But only we can resolve these dilemmas… ! That is why we are here together in Barcelona. 38