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32-34 Universaide.Indd EVENT FOCUS RIGHT PLACE, RIGHT TIME How do you organise, promote and execute a global sports event in just 18 months? Devid Loss, sponsorship and merchandising executive of the FISU (International University Sports Federation) 2013 Trentino winter Universiade organising committee, explains how government legislation is central to the Italian city’s preparations. THIS SUMMER’S UNIVERSIADE in Kazan something that could be a good model for “It is an ambitious challenge that we ended with a magnificent closing ceremony others to use in the future. accepted from FISU to organise the 2013 in July - a celebration of, without doubt, This December’s Universiade is a winter Universiade,” says Sergio Anesi, one of the most impressive Universiades unique challenge, primarily because the president of the Trentino 2013 local ever held. event was originally awarded to Maribor organising committee, referring to The scale of organisation and the in Slovenia. However, due to economic the fact Trentino actually withdrew its substantial budget invested helped make and logistical reasons, FISU decided to 2017 Universiade bid a week before Kazan 2013 a huge success. However, strip Maribor of the event (see box), and in FISU made its awarding decision due to there are different ways to organise a April 2012 hosting duties went to Trentino, the poor economic situation in Italy. A year global sports event, and Trentino 2013 will the Italian city in the middle of the Alps later, Italian capital Rome withdraw hopefully prove it can also be done with a that originally planned to bid for the 2017 its bid for the 2020 Olympic Games in flexible workforce and a limited budget - edition of the winter Universiade. similar circumstances. 32 WORLD CLASS SPORTS HOSTS HOSTING CHANGE In March 2012, FISU stripped the “When the ultimatum expired on Slovenian city of Maribor of the right to March 2, 2012, FISU had received no host its 2013 winter Universiade. FISU response from the partners of the 2013 said there had been serious delays in the winter Universiade. It was therefore construction of venues and, one month decided to submit the transfer of the previously, the Slovenian government organisation of the 2013 games to withdrew its financial support of the another location to the voting members event, criticising the work of Maribor’s of the FISU Executive Committee, who local organising committee. unanimously approved the proposal on March 5, 2012.” “It would be irresponsible to invest more public money in a project that In its bid, Maribor had earmarked has been prepared so badly,” said Ziga around €250 million to build new Turk, Slovenia’s education, science and sports venues and accommodation to culture minister, at the time. host the event. Val di Fiemme in Trentino - Getty Images Sport “We knew we had the knowhow but, at international event featuring 57 nations, administrative powers were awarded by the same time, we needed to be sure we 11 venues, 10 different sports, more than the Italian government in 1948 due to the could achieve the goals that we listed in 2,200 athletes and 1,800 officials in only a province’s location in north Italy, where it the original 2017 bid candidature. These year-and-half and on a strict budget? sits at a crossroads of international cultures, included involving young people in the Having a strong winter sports tourism languages and traditions. organisation of the event, a focus on the industry helps, meaning in particular that This governmental support means the environment, and leaving a legacy for there is a wide and rich supply of varied organisation of the event is not only locally- future generations.” accommodation - and winter sport venues efficient, but is of great benefit to those “Trentino’s withdrawal of its 2017 bid - in place. living in Trentino. Two examples of how came just in time [to switch to 2013], and What also helps, however, is ‘fare ‘fare sistema Trentino’ has played a major also at a very delicate moment during sistema Trentino’ legislation that gives part of Trentino 2013’s organisation are in the Italian political climate,” adds Filippo the autonomous province of Trentino mobilising locally-based personnel with Bazzanella, general secretary of the the power to directly control legislative, sports-event hosting experience to work Trentino 2013 local organising committee. administrative and financial decisions in on the event, and in offering employment “This made an excellent impression inside fundamental areas, allowing the province resources to the organising committee. FISU and the choice to replace Maribor to administer 90 per cent of direct and The unique set up of Trentino was was the direct consequence.” indirect income generated within its also beneficial when looking for sponsors, So how is it possible to organise a major borders. The unique legislative and with the Trentino 2013 local organising WORLD CLASS SPORTS HOSTS 33 EVENT FOCUS The Trentino 2013 branding committee adopting a “two-pronged” “During the years, we have organised a BRAINS AND BRAWN approach. The first approach, classically, wide variety of global events in different was to target brands using specialised sports. Earlier this year, Val di Fiemme Trentino is aiming to put its stamp sponsorship agencies and selling hosted the 2013 Nordic World Ski on the university sports landscape for years to come by hosting them visibility at the event. The second Championships, which allowed us to the ‘University Sport: Inspiring approach, however, followed the theme improve on our event-hosting knowhow; Innovation’ conference, an event that of ‘fare sistema’ by selling partnerships to that has been fundamental in our will discuss how university sports companies within the province. preparations for the Universiade.” can contribute to the future growth For many local companies, their major Trentino’s tourist industry is also of sport and the sports industry. stakeholder is the Trentino government something the 2013 Universiade local itself, which meant that an event organising committee wanted to integrate A formal declaration is expected as a potential outcome of the conference representative was present during almost into the brand image of the event. - a proposed manifesto to support every business meeting and was able “The winter Universiade is an integral sports as a source of inspiration for to convey how the Universiade is the perfect part of the Trentino tourism offer,” says innovation in advanced training and representation of the district and its people. Mirko Franceschi, Trentino 2013’s image, research - which will be signed by event-look and advertising manager. rectors and the representatives of Long-Term Legacy “Co-ordinated with [London-based design universities and research institutes Trentino’s tourism economy has been agency] Minale Tattersfield, we used from all over the world. A permanent International Observatory on a major factor in, not only the organisation Trentino’s usual branding to create the University Sport and Innovation of the event, but also in pinpointing the official 2013 winter Univerisiade branding.” will also be established, which will long-term legacy of the 2013 Universiade. The colours of Trentino 2013’s logo monitor the role of university sports “Our development strategy for a long are blue, to represent the sky, turquoise in inspiring innovative projects, time now has been to focus on sports to represent lakes and green to represent products, services and career tourism,” says Maurizio Rossini, director grazing fields, adds Franceschi: “We opportunities. of marketing for the province of Trentino. wanted to improve the awareness of The event will be held in the lead up “We have hosted training camps for Trentino internationally by combining the to the opening ceremony of the 2013 major Serie A football teams - such as Inter association of the Universiade and our winter Universiade on December 9 Milan, Napoli and Fiorentina - and UEFA district. Our plan is to promote Trentino and 10. Champions League holders Bayern Munich. through both sport and nature.” 34 WORLD CLASS SPORTS HOSTS.
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