LEADING THE SPORTING EVENT MARKET PRESENTED BY BENOIT GIRARDIN-CSTA 2013 WHO ARE WE: We are a Canadian international sport consultancy firm with offices in , and Annecy (France).

WHAT DO WE DO: We are strategic advisors involved in sports, leisure & active living, sport tourism and sporting events.

WHO DE WE WORK WITH: More than 200 provincial, national and international pro & amateur sport organisations, Canadian & foreign sport cities, event sponsors, event rights holders and event organisers. OUR SPORTING EVENT PROJECTS (as of April 2013) ATP/WTA Rogers Cup 2018 FEI World Equestrian Games 2013 ISU Figure Skating World Championships in London 2014 U-19 American football world championships in Montreal 2014 Pan Pacific Championships in Richmond, BC 2014 FINA Masters Worlds World Championships 2016 Finales of Jeux du Québec in Montréal 2013 2010 IAAF World Junior Championships in Moncton 2009 ICF World Senior Championships in Halifax 2010 in in Montreal 1999 Pan American Games in 2000 Summer Olympic Games in , Australia 2002 Winter Olympic Games in Salt Lake City, USA Tennis national championships FEI world cups in dressage and jumping in Blainville and Bromont 2009 ISU speed skating short and long track cups in Montreal and WHO DO WE WORK WITH IN THE PUBLIC SECTOR GOVERNMENT OF CANADA GOVERNMENT OF QUEBEC GOVERNMENT OF CBC-SRC CITY OF MONTREAL TOURISM MONTREAL CITY OF GATINEAU CITY OF LAVAL CITIES OF THE LAURENTIANS REGION CITY OF BROMONT CITY OF LONDON, ONTARIO CITY OF MISSISSAUGA CANADIAN INTERUNIVERSITY SPORT UNIVERSITY OF MONTREAL MCGILL UNIVERSITY UNIVERSITY OF OTTAWA UNIVERSITY OF PUERTO RICO, USA UNIVERSITY OF MUNSTER, GERMANY WHO DO WE WORK WITH IN THE SPORT SECTOR

INTERNATIONAL SPORTING INDUSTRY NATIONAL SPORTING INDUSTRY FÉDÉRATION ÉQUESTRE INTERNATIONALE (FEI-LAUSANNE) CANADIAN OLYMPIC COMMITTEE (COC) UNION CYCLISTE INTERNATIONAL (UCI-LAUSANNE) FÉDÉRATION INTERNATIONALE DE NATATION AMATEUR (OTP) (FINA-LAUSANNE) CANADIAN COACHING ASSOCIATION (CCA) ASSOCIATION OF NATIONAL ANTI-DOPING CANADIAN CENTER FOR ETHICS IN SPORTS (CCES) ORGANISATIONSWH (ANADO-UK) CANADIAN INTERUNIVERSITY SPORT (CIS) COURT OF ARBITRATION FOR SPORT (CAS-LAUSANNE) CANADIAN SPORT TOURISM ALLIANCE (CSTA) SAUDI ARABIA AQUATIC FEDERATIONS (SAAF) SPORT DISPUTE RESOLUTION CENTER OF CANADA (SDRCC) ATP/WTA ROGERS CUP (TC) SPORTS AGENTS & PROFESSIONAL ATHLETES NATATION CANADA (SNC) CANADA (WPC) SYNCHRO CANADA (SC) (RC) GYMNASTICS CANADA GYMASTIQUES (GCG) CANADA (TC) CANADA (CFF) CANADA (JC) (KC) (SSC) SKATE CANADA (SC) (EC) CANADIAN CYCLING ASSOCIATION KAYAK CANADA DRAGON BOAT CANADA ARE YOU A MARKET LEADER?

6 YOU WANT TO BE A MARKET LEADER? FIRST ANSWER THOSE QUESTIONS?

WHY WHAT HOW

7 WHY ?

WHY HOSTING SPORTING EVENTS?

8 WHAT?

WHAT EVENTS DO WE WANT OR CAN HOST?

9 HOW?

HOW TO TAKE A LEAD IN THE MARKET ?

10 THE EVENT MARKET

11 WHAT’S IN THE EVENT MARKET

. TYPES OF EVENTS . THE RED OCEAN: ALL FIGHTING FOR THE SAME ONES . THE BLUE OCEAN: INNOVATING & CREATING NEW EVENT PROPERTIES

12 SOME OF THE TRENDS ! . The emergence & popularity of new sports or events more spectacular where extreme sports play an important role . The importance of offering a great & innovative value proposition to the participants & the fans . The growth of sporting events for targeted clienteles (masters, youth, specialized clientele, parasports, etc.). . The exponential increase of operational costs, hosting fees & Media/commercial rights and more professional requirements of rights holders . The rights Holders’ interest in developing and expanding in unexploited and emerging market . The increased number of cities (all size) competing for sporting events 13 WHAT NSOS & IFS SAY ABOUT GRANTING SPORTING EVENTS . Criteria that guide the selection of the host- city for national events: . Expertise, vision and leadership . Accessibility and transportation . Financial offer and sport legacy . Criteria that guide the selection of international events: . Financial offer . Experience

. Legacy 14 WHY ?

WHY HOSTING SPORTING EVENTS?

15 WHY INVESTING IN ATTRACTING, BIDDING & HOSTING SPORTING EVENTS ?

• TAKE 5 MINUTES TO SHARE WHY IT’S IMPORTANT TO HOST SPORTING EVENTS & WHY WE ARE IN THE SPORTING EVENTS BUSINESS

16 WHY HOSTING SPORTING EVENTS ?

• SPORTS EVENTS GENERATE SOCIAL MOBILIZATION AND PRIDE IN THE HOST CITY • SPORTS EVENTS GENERATE SPORT RELATED LEGACIES • SPORTS EVENTS HAVE POSITIVE ECONOMIC SPIN-OFFS AND TOURISM IMPACTS • EVENTS GIVE A UNIQUE VISIBILITY & PUBLICITY FOR THE HOST CITY • SPORTS EVENTS IMPROVE & OPTIMIZE SPORTS FACILITIES & VENUES • SPORTS EVENTS CONTRIBUTE TO THE ADOPTION OF A PHYSICALLY ACTIVE AND HEALTHY LIFESTYLE • THE SPORT & EVENT INDUSTRY IS GROWING

17 WHAT?

WHAT ARE WE OR WANT TO BE ? WHAT DO WE WANT TO HOST? WHAT CAN WE HOST ?

18 WHAT ARE WE OR WANT TO BE? • A MULTI-SPORTS DESTINATION • A TARGETED SPORTS DESTINATION • A DESTINATION FOR TARGETED CLIENTELE • AN OLYMPIC SPORTS DESTINATION • A PRO SPORTS DESTINATION • OPPORTUNIST • LEADER IN A COUNTRY, A REGION, A CONTINENT, IN THE WORLD 19 WHAT DO WE OFFER TO THE RIGHTS HOLDERS? • A VISION • EXPERIENCE & EXPERTISE • MODERN & EVENT FRIENDLY SPORTING VENUES • ACCESSIBILITY & TOURISM CAPACITY (TRANSPORT-LODGING-F&B) • SPORT MARKET-POPULATION-BUSINESS SECTOR • VISIBILITY & MEDIAS • SPORT LEGACIES • GREAT COMMERCIAL RETURNS 20 • SUSTAINABILITY HOW ?

HOW DO WE TAKE A LEAD IN THE MARKET (POSITIONNING & OFFERING) ? WHAT ARE THE LEADING SPORT CITIES DO?

EVENTS STRATEGIC PLAN

TOURISM, SOCIAL AND LINK WITH ECONOMIC LOCAL EVENTS LEVERAGE LEADER IN EFFECT HOSTING SPORTING EVENTS

COORDINATION DECISIONS OF PARTNERS CRITERIA

PRIVATE AND PUBLIC FUNDING 22 WHAT ARE THE LEADING SPORT CITIES DO?

SUCCESS INDICATORS-ULTIMATE SPORTS CITY LEADERSHIP & VISION READY TO GO : EFFECTIVE BIDDING & HOSTING STRATEGIES INVESTING IN EVENT EXPERIENCE NUMBER OF EVENTS IN THE PIPELINE ATTRACTING NATIONAL & INTERNATIONAL ORGANISATIONS HOSTING CAPACITY OF SPORTS VENUES PUBLIC & TOURISM CAPACITY PUBLIC SECTOR SUPPORT SAFE & WELCOMING ENVIRONMENT A PLACE TO LIVE PUBLIC INTEREST AND FANS 23 MEDIA’S ATTENTION TO SPORTING EVENTS GREAT LEGACY PLANS & ECONOMIC SPIN-OFFS INNOVATIVE & CREATIVE VALUE PROPOSITION

24 DIFFERENTIATE YOURSELF DIVERSIFY

26 GO AFTER POPULAR & TELEVISED EVENTS 27 CREATE SIGNATURE EVENTS 28 MARKET YOU CITY - USE YOUR ICONS

29 30 BUILD RELATIONSHIPS BELIEVE

31 DECISIONS CRITERIA OF THE SPORTS CITIES

FINANCIAL VIABILITY

SPORTS AND ORGANISATION COMMUNTY CAPACITY LEGACY

TOURIST TIMING RELEVANCE

DEMONSTRATED ECONOMIC 32 SUPPORT IMPACTS 5 KEY STRATEGIES

POLITICAL WILL

MARKETING MOBILIZE AND VISIBILITY

LEADERSHIP

IMPACTS TARGETED EVENTS 33 THE 2012 ULTIMATE SPORTS CITIES ARE:

• Amsterdam-EUROPE • Berlin-EUROPE The Top 10 rankings • Budapest-EUROPE • -AMERICAS • London (Europe) • Copenhagen-EUROPE • Doha-MIDDLE EAST • Melbourne (Oceania) • Durban-MIDDLE EAST • Glasgow-EUROPE • Sydney (Oceania) • Istanbul-EUROPE • Kuala Lumpur-ASIA • New York (Americas) • London-EUROPE • Madrid-EUROPE • Manchester (Europe) • Manchester-EUROPE • Melbourne-OCEANIA • Singapore (Asia) • Moscow-RUSSIA • New York City-AMERICAS • Berlin (Europe) • Paris-EUROPE • PyeongChang-ASIA • Copenhagen (Europe) • -AMERICAS • Singapore-ASIA • Glasgow (Europe) • Sochi-RUSSIA

• Sydney-OCEANIA • Paris (Europe) 34 • Tokyo-ASIA • Vancouver-CANADA CITY BRAND • WORLD CLASS SPORTING CITY • EVENT CITY • HOME OF INTERNATIONAL SPORT • INTERNATIONAL SPORT CITY • SPORT METROPOLIS • ULTIMATE SPORTS CITY • MAJOR EVENT CITY • OLYMPIC CITY • ACTIVE, FESTIVE, SPORTIVE CITY • THE WINTER SPORTS CITY • SPORTS TOWN • THE HORSE TOWN 35 • THE WATER SPORT CITY SINGAPORE SPORTS HUB & VISION

Singapore - Asia's City for the Business of Sports SINGAPORE LAUSANNE - SWITZERLAND DENMARK Discover Düsseldorf: The Sports City

DOHA - QATAR

GLASGOW - ENGLAND

• Vision of Glasgow Life: “To inspire Glasgow’s citizens and visitors to lead richer and more active lives through culture, sport and learning.”  Glasgow 2014 –Commonwealth Games  Youth Olympic Games  To be a leader in Europe DUBAI’S VISION “To create one of the world's premier sporting destinations in line with the overall vision of Dubai to create world class sporting infrastructure and become a destination for the sporting world.” MELBOURNE - Australia’s Sports capital Tourism Victoria – Events 10 Year Tourism and Events Industry Strategy Finished 2nd as Ultimate sports city TOKYO - JAPAN

• Tokyo is city where anyone and everyone can enjoy sports - anytime, anywhere and no matter what age! • Tokyo is promoting dreams, hopes, aspirations, energy and enthusiasm, and aims to revitalise Japan through the endless Power of Sports. • Tokyo Launches its bid for the 2020 Olympic and Paralympic Games. ISTANBUL - TURKEY

• 2020 Olympic Bid • European Capital of Sports for 2012 • Best European destination RIO DE JANEIRO - BRAZIL

• 2014 FIFA World Cup™ Sustainability Strategy will guide our efforts towards staging a sustainable event and, ultimately, contributing to building a better future • Olympics Games in 2016 - USA

Los Angeles Sports Council’s Mission Statement: • On behalf of the community, the Sports Council bids against other cities for the right to host major sporting events, often staging or helping to stage events after successful bids. • Founded in 1988, the Sports Council's efforts represent more than $1 billion in overall economic impact for the region and range from NCAA Championships to the Super Bowl, and from the U.S Olympic Trials to the World Cup. • The Council also works in support of each of the area's established sports teams and facilities. BERLIN

• Berlin - a city of sports • Sports Metropolis Berlin • http://www.youtube.com/watch?f eature=player_embedded&v=8rAt uMUCA9I LONDON - ENGLAND

• London and Partners We aim to create a diverse, inspirational and dynamic programme of major events that complements London as the world's leading city.

• Attract incremental visitors and expenditure • Attract global media exposure • Promote environmental sustainability • Support the legacy of the London 2012 Olympic and Paralympic Games • Inspire and increase active participation • Showcase and increase inward investment opportunities • Seek commercially sustainable solutions BE A REAL PLAYER

DIFFERENTIATE YOURSELF QUESTIONS ? Thank you!

Benoit Girardin MARCH 14, 2013 450 979 2230 www.lbbstrategies.com [email protected]