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World Amateur Team Championships Ireland 2018 Carton House, Maynooth, Republic of Ireland 29 August – 8 September 2018 GSI Event Study GSI EVENT STUDY / WORLD AMATEUR TEAM CHAMPIONSHIPS IRELAND 2018 GSI Event Study World Amateur Team Championships Ireland 2018 Carton House, Maynooth, Republic of Ireland This Event Study is subject to copyright agreements. No part of this Event Study PUBLISHED FEBRUARY 2019 may be reproduced distributed or transmitted in any form or by any means or BY SPORTCAL GLOBAL stored in any retrieval system of any nature without prior written permission. COMMUNICATIONS LTD Application for permission for use of copyright material shall be made to Sportcal Global Communications Ltd (“Sportcal”). Sportcal has prepared this Event Study using reasonable skill, care and diligence Authors for the sole and confidential use of the International Golf Federation (“IGF”), the Golfing Union of Ireland (GUI) and the Irish Ladies Golf Union (ILGU), for the Tim Rollason purposes set out in the Event Study. Sportcal does not assume or accept or owe Colin Stewart any responsibility or duty of care to any other person. Any use that a third party makes of this Event Study or reliance thereon or any decision made based on it, Research and editorial support is the responsibility of such third party. Krzysztof Kropielnicki The Event Study reflects Sportcal’s best judgement in the light of the information Andrew Horsewood available at the time of its preparation. Sportcal has relied upon the completeness, accuracy and fair presentation of all the information, data, advice, opinion or representations (the “Information”) obtained from public sources and Market research from the IGF, GUI and ILGU and various third-party providers. The findings in the Event Study are conditional upon such completeness, accuracy and fair Sportcal & Sportcal India presentation of the Information. Imagery IGF Golf Flickr Data provided by: Getty Images 2 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / WORLD AMATEUR TEAM CHAMPIONSHIPS IRELAND 2018 GSI Event Study / World Amateur Team Championships 2018 Contents 1 EXECUTIVE SUMMARY 4 2 OVERVIEW 10 3 ECONOMIC 18 4 TOURISM 23 5 EVENT EXPERIENCE 37 6 MEDIA & SOCIAL MEDIA 44 7 SPONSORSHIP 57 8 SPORTING 61 3 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved. Executive Summary 4 GSI EVENT STUDY / WORLD AMATEUR TEAM CHAMPIONSHIPS IRELAND 2018 Executive Summary World Amateur Team Championships 2018 Date City, Nation Key Statistics 29 August – 8 September 2018 Maynooth, Republic of Ireland ECONOMIC Venues Organiser Spectator attendance 3,600* Carton House Golf Club Golfing Union of Ireland & The Unique attendance 1,836 Irish Ladies' Golf Union Accredited attendance 935 Direct economic impact $1.35m Event Frequency Owner Every two years International Golf Federation (IGF) TOURISM Origin of spectators The Carton House Golf Club in Maynooth, Republic of Ireland hosted the World Maynooth 31.9% Amateur Team Championships 2018 (WATC 2018) between 29 August and 8 Ireland (outside Maynooth) 55.8% September 2018. Northern Ireland 5.8% It was the 11th time that the event had been hosted in Europe and the first time International 6.5% that Ireland had hosted the World Amateur Team Championships. The WATC EVENT EXPERIENCE 2018 was held at the Carton House Golf Club and utilised the Montgomerie and O’Meara courses during the championships. Positive experience Spectators 99.2% The total spectator attendance is estimated to have been 3,600. This figure suggests a unique spectator attendance of 1,836, whilst a further 935 event MEDIA & SOCIAL MEDIA participants were present at Carton House for the Espirito Santo Trophy (women) (event period) and Eisenhower Trophy (men) competitions. TV Slots 6 The majority of spectators were Irish, with 31.9 per cent residing in Maynooth or Print media reach 1.28m within 30-minutes’ drive of the venue and 55.8 per cent travelling from Radio slots 166 elsewhere in Ireland. Spectators travelling from Northern Ireland made up 5.8 Accredited media 48 per cent of all spectators with the remaining 6.5 per cent coming from overseas. Social media accounts 6 Visitors from outside of Maynooth contributed more than 5,800 bed nights to Posts 168 the local economy. Visiting accredited event participants are estimated to have Reactions / likes 4,592 contributed $0.62 million (€0.54 million) in direct expenditure to the local area. Shares / retweets 744 The 1,362 unique spectators, categorised as out-of-town visitors, are estimated Comments / replies 130 to have contributed a further $0.16 million (€0.14 million). New followers 835 The total direct economic impact is estimated at $1.35 million (€1.17 million). SPONSORSHIP More than 99 per cent of spectators surveyed stated that they were either Sponsors 6 satisfied or very satisfied with their event experience. Institutional Partners 2 Despite there being no television production at the event, news coverage was SPORTING aired across the island of Ireland, including dedicated sport segments which featured interviews with the teams. There was a strong social media presence, Athletes 385 with targeted adverts used to attract spectators prior to the event. Male 215 Female 170 There were 79 unique nations represented at the WATC 2018. The 385 athletes Officials 134 were accompanied by 120 team officials. Competing nations 79 The delivery of the event was supported by 332 volunteers, the majority of which Continents 6 were recruited from the GUI, ILGU and local golf clubs in the area. *estimate provided by GUI 5 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / WORLD AMATEUR TEAM CHAMPIONSHIPS IRELAND 2018 Executive Summary World Amateur Team Championships 2018 Stakeholders STAKEHOLDERS Key objectives The key stakeholders for the WATC2018 were: Deliver an event which highlights • Governing body: The R&A the best amateur men’s and United States Golf Association (USGA) women’s teams in the world • Host organisation: Golfing Union of Ireland (GUI) Develop the sport using the event Irish Ladies Golf Union (ILGU) as a pathway for amateur golfers • Conducting organisation: International Golf Federation (IGF) Provide opportunity for all nations • Government organisations: Sport Ireland to compete with the best around Fáilte Ireland the world • Host institutions: Carton House & Maynooth University INTERVIEWS INTERNATIONAL GOLF FEDERATION Antony Scanlon The International Golf Federation (IGF) is the governing body for the sport of golf, Executive Director recognised by the International Olympic Committee and the International International Golf Federation Paralympic Committee, and was established in 1958. It was initially called the World Amateur Golf Council (WAGC) before the name was changed to the IGF in 2003. Today, the IGF represents 151-member associations from 146 nations, encompassing more than 60 million golfers. The IGF is a small organisation that works closely with the USGA and R&A to share expertise, resource and responsibility of governance in order to meet their objectives and organise competitions under consistent rules. The IGF was created to develop the sport of golf and to grow participation in golf globally. The World Amateur Team Championships (WATC) aligns with these aims by providing an international golf event that features the best amateur golfers and golfing nations. The WATC is also a recognised pathway for amateur golfers to play against the best opponents in the world, which provides a strong opportunity to develop the sport globally. The number of IGF national member associations has grown in recent years and a new format for the championships may need to be created to ensure more members can compete. With only one bidder for the 2018, 2020 and 2022 editions, the IGF wants to investigate ways that the event can be made more cost effective and more commercially attractive for hosts. 6 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / WORLD AMATEUR TEAM CHAMPIONSHIPS IRELAND 2018 Executive Summary World Amateur Team Championships 2018 Stakeholders GOLFING UNION OF IRELAND & IRISH LADIES GOLF UNION Key objectives The WATC 2018 was awarded to Ireland in 2014, after the GUI and ILGU Organise and host a world level submitted a joint bid to host the championships in 2013. The GUI / ILGU acted as event the main organiser of the championships. Generate a number of legacies The opportunity to host an international golf event in Ireland was a key motivator from hosting the WATC 2018 for the two golf unions of Ireland to submit its bid to the IGF. The two organisations had previous experiences of hosting national and continental events and saw the WATC as the perfect opportunity to deliver its INTERVIEW first world-level event. Through hosting the championships, the golf unions of Mark Wehrly Ireland were able to expose their prominent and up and coming athletes Championship Director to a world class event, providing the athletes with valuable experience for the Golfing Union of Ireland future and creating a high performance legacy for golf in Ireland. The LOC also sought to create an economic legacy for the host economy by generating bed nights and tourism spend from hosting an international event. Sport Ireland and Fáilte Ireland provided funding for the event and included some economic KPIs, which if met, will unlock further funding for the GUI and ILGU. The WATC 2018 was delivered on one of the smallest budgets of recent WATC editions. The organisers hoped to re-create an Olympic Village for the athletes, known as the Championship Village. Although this was successful in many ways, with around 85 per cent of athletes residing there, the budget did not allow for all planned activities to take place at the Championship Village. Generating revenue through commercial sponsorship was an issue for the LOC. The lack of TV broadcast exposure was highlighted as a key issue that impacted the LOC in this regard.
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