Gsi Event Study / Fyn 2018 Itu Multisport World Championships

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GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

GSI Event Study

Fyn 2018 ITU Multisport World Championships Fyn, Denmark 6 July – 14 July 2018

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

GSI Event Study Fyn 2018 ITU Multisport World Championships Fyn, Denmark

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Sportcal has prepared this Event Study using reasonable skill, care and diligence Author for the sole and confidential use of International Triathlon Union, Sport Event Denmark and Sport Event Fyn for the purposes set out in the Event Study. Andrew Horsewood, Beth McGuire Sportcal does not assume or accept or owe any responsibility or duty of care to Research and editorial support any other person. Any use that a third party makes of this Event Study or reliance thereon or any decision made based on it, is the responsibility of such third Colin Stewart party. Market research The Event Study reflects Sportcal’s best judgement in the light of the information Sportcal, Sportcal India available at the time of its preparation. Sportcal has relied upon the completeness, accuracy and fair presentation of all the information, data, advice, Additional statistics opinion or representations (the “Information”) obtained from public sources and from International Triathlon Union, Sport Event Denmark and Sport Event Fyn, Statistics Denmark, Visit Fyn the local organising committee (“LOC”) and various third-party providers. The Images findings in the Event Study are conditional upon such completeness, accuracy and fair presentation of the Information. Wagner Araujo, International Triathlon Union, Getty Images, Takahiro Mishina All figures are stated in US Dollar unless otherwise specified. Exchange rates to US Dollar have been taken on the last day of the competition in question.

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GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Table of Contents Contents

1 EXECUTIVE SUMMARY

2 OVERVIEW

3 STAKEHOLDERS

4 ECONOMIC

5 TOURISM

6 EVENT EXPERIENCE

7 MEDIA

8 SOCIAL MEDIA

9 SPONSORSHIP

10 SPORTING

11 COMPARATIVE DATA ANALYSIS

Executive Summary

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Executive Summary Fyn 2018 ITU Multisport World Championships

Date Cities, Nation Key Statistics 6 July – 14 July 2018 Middelfart, Odense and

Svendborg (Fyn), Denmark ECONOMIC

Spectator attendance 3,723 Owner Organisers International Triathlon Union (ITU) Danish Triathlon Federation Sport Event Denmark TOURISM Sport Event Fyn Origin of participants

Fyn 3% Event Frequency Denmark (outside Fyn) 9% Every year International 88%

Tourism spend The three cities of Middelfart, Odense and Svendborg on the island of Fyn in Total $ 7.8m Denmark hosted the second edition of the ITU Multisport World Championships Fyn $ 5.2m between 6 July and 14 July 2018. Denmark (outside Fyn) $ 2.6m

It was first time that the island had hosted an ITU event, let alone in any of the three host cities. The duathlon (sprint and standard), aquabike and long distance EVENT EXPERIENCE triathlon races took place in Odense, while the cross triathlon race was held in Participants Svendborg, and the aquathlon race was staged in Middelfart. Positive experience 87% Attend future edition 85% The total spectator attendance during competition days was calculated to be

3,723, with 2,856 unique people attending the event over the five days of races. MEDIA It was calculated that 67% of spectators originated from outside of Fyn. Due to Live streaming the layout of the start and finishing areas at each host city, as well as to Live views (of races) 35,750 encourage attendance from all-comers, the event was non-ticketed. Live minutes viewed 229,478 In terms of participants, there were 3,043 entries for events at Fyn 2018 from Event website traffic (Fyn 2018) 2,738 different participants representing 48 nations and the ITU. The majority of Users 69,487 participants originated from outside of Fyn, with international participants Page views 233,352 comprising almost 88%. Male athletes comprised 64% of participants with female athletes accounting for the other 36%. SOCIAL MEDIA It was calculated that the total tourism spend from Fyn 2018 was DKK 49.66 Posts 248 million ($7.8 million), of which over two-thirds was spent on the island of Fyn Likes / Favourites 110,054 (DKK 33.14 million / $5.2 million). New followers 3,382

According to the survey taken by participants, 87% of respondents indicated that SPONSORSHIP they had a good overall experience at Fyn 2018, while 85% of participants Commercial partners 14 indicated that they would be likely to participate at a future edition of the ITU

Multisport World Championships. SPORTING

In the spectator survey, it was found that having attended Fyn 2018, 39% of Entries 3,043 respondents would follow the sport of triathlon more, while almost 29% of Athletes 2,738 respondents would train more for and participate in more triathlon-specific Male 1,759 events. Female 979 Competing nations 48 NB: Totals in right-hand table may not add up as individual figures have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Executive Summary Fyn 2018 ITU Multisport World Championships

STAKEHOLDERS ITU key objectives

The key stakeholders for the Fyn 2018 ITU Multisport World Championships  Develop the worldwide profile of were: the individual race disciplines featured in the event • Governing body: International Triathlon Union (ITU)  Unite the triathlon family • National federation: Danish Triathlon Federation (DTF) together and promote new • National sports event organisation: Sport Event Denmark (SED) disciplines to try • Regional sports event organisation: Sport Event Fyn (SEF)  Demonstrate the wide-ranging

• Host municipalities: Middelfart, Odense and Svendborg benefits of the overall event • Event organiser: Racemakers  Find new hosts for events

DTF key objectives ORGANISATION

• The DTF signed the hosting contract with the ITU and acted as the main  Increase the awareness of and body of the local organising committee participation in the sport of • The local organising committee was comprised of the DTF, SED and SEF triathlon in Denmark  • The competition side of the event was coordinated by Racemakers, a Danish Deliver a successful and memorable event for attendees event organiser  Host more athletes from more • The host municipalities of Middelfart, Odense and Svendborg were involved nations than Penticton 2017 in the staging in the event, and worked closely with SEF in particular  Host triathlon events across • There were an estimated 1,000 volunteers who supported the running of the different parts of Denmark event • The event was non-ticketed, with the a large proportion of the total attendance gathering at the start and finishes of the competition, as well as lining the routes in city centres SED key objectives • Three commercial sponsors were secured with an additional 11 commercial  Host major sporting events in suppliers Denmark • About 1,000 volunteers were recruited to help with the organisation of the  Become a leading host nation of event sports events in the world  Provide sufficient support to Danish sports federations and cities to successfully host events

SEF key objectives

 Develop reputation as event destination through hosting major sports events  Host events that generate strong economic and tourism benefits  Maximise the benefits of hosting

sports events across the whole island of Fyn  Encourage participation and activity in the citizens of Fyn

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Executive Summary Fyn 2018 ITU Multisport World Championships

ECONOMIC Economic - Detail

• The total spectator attendance on the five competition days of the 2018 ITU Spectator attendance 3,723 Multisport World Championships was 3,723 Average number of • Based on the survey responses of spectators, it was calculated the 1.32 days attended spectators attended 1.32 competition days Unique spectators 2,856 • The total number of unique spectators was estimated to be 2,856

TOURISM

• There were 4,584 unique visiting participants and spectators at Fyn 2018, of Tourism – Detail which 71% were from overseas; international participants comprised 88% of all participants • There were an additional 163 accredited persons who were considered Origin of participants visitors Fyn 3% • The total tourism spend generated by all visiting attendees of Fyn 2018 was Denmark (outside Fyn) 9% DKK 49,657,378 ($ 7,767,862) International 88% • The total tourism spend generated in Fyn was DKK 33.14 million ($ 5.2 Origin of spectators

million) Fyn 33% • Additionally it was calculated that the tourism spend generated in other Denmark (outside Fyn) 12% parts of Denmark outside Fyn was a further DKK 16.52 million ($ 2.6 million) International 55% • It was calculated that there were 20,497 paid bed nights generated on the Tourism impact in Fyn island of Fyn because of Fyn 2018 Tourism spend $ 5.18m • Visiting participants and spectators stayed on average over 5 nights in Fyn Visiting participants $ 5.14m • Over 87% of survey respondents were visiting Fyn for the first time and spectators • Over 95% of survey respondents rated their visit to Fyn positively Accredited persons $ 0.04m • Almost 89% of survey respondents would recommend visiting Fyn to friends Bed nights 20,497 and family Totals may not add up as individual percentages have been rounded up

EVENT EXPERIENCE Event experience – Detail • 87% of participants indicated that they had a positive experience at Fyn

2018 Participants • 85% of participants stated that they would be likely to participate in a future Positive experience 87% edition of the event, regardless of the location Likelihood to • 89% of participants believed that the concept of the ITU Multisport World participate in future 85% Championships appealed to them edition • The run element of the course and the ceremonies received the most Ratings (out of 5, participants) favourable score for the on-course and non-competition elements Event concept 4.54 respectively Race course – run 4.37 • 56% of spectators from Fyn would like to see another edition of the event Race course – bike 4.26 take place on the island • 50% of all Danish spectators believed the event had a positive impact for Race course – finish 4.26 Denmark Event experience 4.22 Race course – swim 3.44

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Executive Summary Fyn 2018 ITU Multisport World Championships

MEDIA Media - Detail

• Live streaming of the duathlon, cross triathlon and long distance triathlon Live streaming disciples was made available without charge through TriathlonLive and Facebook Live Live views (of races) 35,750 • Over 3,800 hours of live coverage of races were viewed on the two Live minutes viewed 229,478 platforms Event website traffic (Fyn 2018) • The event website received a significant number of users when taking into Users 69,487 account the number of participants and spectators who were present at Fyn New users 48,745 2018 Sessions 71,780 • There were 233,352 page views from almost 70,000 different users Page views 233,352

SOCIAL MEDIA Social media - Detail

• Seven official social media accounts, including three belonging to ITU were Posts 248 measured by Sportcal around Fyn 2018 Likes / Favourites 110,054 • Over a period of 23 days (from seven days pre- to post-event) these accounts combined contributed to 248 posts, 110,054 likes and favourites, Shares / Retweets 1,511 1,511 shares/retweets and 1,727 comments Comments 1,727 • 3,382 new followers were gained New followers 3,382 Average follower • There was an average increase of 0.6% in followers across all seven accounts 0.60% increase

SPONSORSHIP Sponsorship - Detail

• The event was supported by a total of 14 commercial partners Commercial partners

• The commercial partners comprised of three sponsors and 11 suppliers Sponsors 3

• The local bank Fynske Bank was the title sponsor of Fyn 2018 Suppliers 11

• The two main commercial sponsors of the event were F2C Nutrition and Sponsorship recognition by Heineken 0.0 participants and spectators • 79% of survey respondents were aware of Fynske Bank’s sponsorship of the Fynske Bank 79% event Heineken 0.0 73% • Heineken 0.0 was the next most recognised sponsor, with 73% awareness F2C Nutrition 51% by respondents, followed by F2C Nutrition with 51% awareness

SPORTING Sporting - Detail • Fyn 2018 featured 2,738 athletes representing 48 countries from all six

continents Entries 3,043 • The 48 competing nations represented 28.1% of the ITU’s total member Athletes 2,738 federations Male 1,759 • The number of athletes was a 11.2% decrease on Penticton 2017 • At Fyn 2018, 1,759 athletes were male (64%) and 979 were female (36%) Female 979 • There were a total of 189 world championships on offer Continental reach 6 • Aquathlon was the discipline with the most world champions (40) Competing nations 48 • Great Britain was the nation with the most world champions (41) World championships 189

Overview

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Overview Event History ITU Multisport World Championships

The concept of the ITU Multisport World Championships was first launched in Continental hosting distribution of ITU January 2015 by the ITU to raise the awareness of its secondary disciplines. It Multisport World Championships would combine the world championships of five disciplines into a single event, (2017-2021) offering elite, age group and mass participation races.

For the ITU, the ITU Multisport Championships could be hosted in locations of varying sizes, encouraging tourism to host locations, and would promote global participation in the sport. Moreover the event would present a development 1 opportunity from athletes of different level, and would be a ‘visual spectacle designed to inspire and motivate, from the experienced to the newcomer’.

In May 2015, the ITU announced the hosts for the first two editions – Penticton (Canada) was awarded the inaugural edition in 2017, while the Island of Fyn was 1 3 selected to stage the 2018 competition. In December 2015, the Spanish city of Pontevedra was announced as the host of the 2019 event.

In April 2018, the ITU opened the bid process for future editions of the event. In September 2018, the Executive Board of the ITU awarded the 2020 competition to Almere in the Netherlands.

In March 2019, the ITU announced that the Australian city of Townsville would host the fifth edition of the event, to be held in August 2021. It is expected that Europe it will be the largest ever sporting event to be held in the city North America

Oceania ITU Multisport World Championships hosts (2017-2021)

YEAR LOCATION NATION CONTINENT

2017 Penticton Canada North America 2018 Fyn* Denmark Europe 2019 Pontevedra Spain Europe 2020 Almere Netherlands Europe 2021 Townsville Australia Oceania

* 2018 edition in Fyn was held across three cities: Odense, Middelfart, and Svendborg

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Overview Event Format ITU Multisport World Championships

The ITU Multisport World Championships consist of five disciplines, four of which Key Statistics include elite races, which are contested over a period of nine or ten days. The 2018 edition was contested over nine days. SPORTS

Sports 1  Aquabike (age group only)  Aquathlon Disciplines 5  Cross triathlon  EVENT LENGTH Duathlon (Sprint + Standard)  Long distance Official event days 9 Competition days 5 The schedule for the ITU Multisport World Championships allows for a rest day to follow each day of competition, in part to allow athletes who wish to compete in more than one discipline more recovery time, but also to encourage athletes to see more of the host city/cities and the surrounding areas.

With the 2018 edition held across three cities – Middelfart, Odense, Svendborg – the intervening rest day between competitions also allowed participants and accompanying persons sufficient time to commute between the different cities.

Fyn 2018 ITU Multisport World Championships schedule of events

DATE Location Events

Opening Ceremony 05 July Odense Parade of Nations I Pasta Party I 06 July Odense Races: Duathlon (Standard) 07 July Rest Day 08 July Odense Races: Duathlon (Sprint) 09 July Rest Day 10 July Svendborg Races: Cross Triathlon Welcoming Ceremony 11 July Odense Parade of Nations II Pasta Party II 12 July Middelfart Races: Aquathlon 13 July Rest Day Races: Aquabike; Long Distance Triathlon 14 July Odense Closing Ceremony

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Overview Previous Edition 2017 ITU Multisport World Championships

Key Statistics

ECONOMIC

Spectator attendance * 10,000 Budget US$ 1.2m

SPORTING

Athletes 3,085 Female / Male 1,248 / 1,837 Elite / Non-Elite 151 / 2,934 Domestic / Overseas * 36% / 64%

Competing Nations 41 Date City, Nation

18 August – 27 August 2017 Penticton, Canada SOCIAL

Volunteers * 1,500 Event Owner Event Organiser International Triathlon Union City of Penticton MB Events Estimates marked with an asterisk

Triathlon Canada Exchange rate of US$ 1 = Canadian $ 1.24775 as of 27 August 2017

The Canadian city of Penticton hosted the inaugural edition of the ITU Multisport World Championships in August 2017. While it was the biggest sporting event ever hosted in the city, Penticton has had a rich tradition of hosting various triathlon events since the 1980s.

The budget for the event was reported to be CAD$ 1.5 million (US$ 1.2million).

There were 3,085 athletes from 41 different nations who competed at the event, with female athletes comprising over 40% of the total. Of this total number of athletes, 151 were elite athletes. It was estimated that international athletes comprised 64% of all athletes.

Media coverage of the competition was limited to online streaming of the races, as well as domestic news.

Highlights of the event were made available on the internet through various platforms of the ITU and the local organising committee, as well as video news releases for certain broadcasters.

It was estimated that there were about 1,500 volunteers who assisted in the running of the event.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Overview Host Profile Denmark

Key Facts

Size 43,560 km2 Population (2017) 5,769,603 GDP (PPP) (2017) $56,308 Capital Copenhagen

GSI Nations Index* 14th (2018)

* GSI Nations Index is Sportcal’s proprietary index which analyses the hosting and bidding of major sports events and ranks nations by the cumulative score of the events that nation Denmark has a strong sports culture in sports, and in particular summer sports. As has hosted.

th of the 2018 edition of the Sportcal’s GSI Nations Index, it ranked in 14 position www.sportcal.com/GSI with 19 scoring events across 14 cities over the 14-year period of 2012-2025.

The ITU Multisport World Championships was one of three scoring events that the country hosted in 2018, alongside ice hockey’s IIHF World Championships and the Sailing World Championships. The Sailing World Championships was projected by Sportcal as the most valuable event under Denmark’s allocation.

In the coming years, Denmark will host world championships in artistic gymnastics, curling, cyclo-cross cycling, and handball.

Selected events hosted in Denmark (2014-2021)

YEAR SPORT EVENT CITY

2014 Badminton BWF World Championships Copenhagen Women's World Handball 2015 Handball Various Championships 2015 Archery World Archery Championships Copenhagen ISA World Standup Paddle and 2017 Surfing Various Paddleboard Championship 2018 Ice hockey IIHF World Championships Various 2018 Sailing Sailing World Championships Aarhus 2018 Triathlon ITU Multisport World Championships Various 2019 Curling World Women's Curling Championship Silkeborg Cycling – 2019 UCI Cyclo-Cross World Championships Bogense cyclo-cross 2019 Handball Men's World Handball Championship Various Gymnastics Artistic Gymnastics World 2021 Copenhagen – artistic Championships

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Overview Host Profile Fyn

Key Facts

Size 3,100 km2 Population (2018) 466,284 Middelfart 15,246 Odense 178,210 Svendborg 27,324

Located in the central part of Denmark, Fyn is the third largest island in Denmark. The biggest city by population on the island is Odense (178,210), which played host to three of the five disciplines contested at the 2018 ITU Multisport World Championships. The cities of Svendborg and Middelfart, which each staged one discipline, are the second-largest and fourth-largest cities respectively in Fyn.

Since 1999, over 250 national and international sporting events have been hosted in Fyn, of which the biggest events have been held in Odense.

Fyn has also launched a cycling tourism strategy called “Bike Island 2020” with the objective to become the most popular cycling holiday destination in northern Europe by 2020.

Selected events hosted in Fyn (2015-)

YEAR SPORT EVENT CITY

Annual Badminton Denmark Open Odense Annual Athletics HCA Marathon Odense Annual Cycling – road Fyen Rundt (Tour of Fyn) Various ISAF Women's Match Racing World 2015 Sailing Middelfart Championship Trampoline & Tumbling World 2015 Trampoline Odense Championships 2016 Archery Archery World Cup Final Odense 2018 Triathlon ITU Multisport World Championships Various Cycling – 2019 UCI Cyclo-Cross World Championships Bogense cyclo-cross

takeholders

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Overview

Governing Body – International Triathlon Union

National Federation – Danish Triathlon Federation

National sports event organisation – Sport Event Denmark

Local sports event organisation – Sport Event Fyn

Local municipality – Odense

Local municipality – Middelfart

Local municipality – Svendborg

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders International Triathlon Union (ITU)

The idea of the ITU Multisport World Championships was evolved by the ITU to Key objectives combine world championships events that had previously been held individually in order to strengthen and evolve each discipline. It would also unite the triathlon  Develop and increase the family of various ages and abilities who otherwise would not compete together worldwide profile of the and provide them with the opportunity to try new disciplines, all under the notion individual race disciplines that of a ‘festival’ that would provide an enhanced experience for attendees. make up the overall event

Furthermore, the merging of several discipline-specific world championships  Unite the triathlon family means that the event is able to generate significant tourism numbers due to the together and promote new traditional profile of triathletes. Triathlon has a reputation of being an expensive disciplines to try hobby, due to the quantity and quality of attire and equipment needed; as a result, the typical athlete will have a reasonable amount of disposable income to  Demonstrate the wide-ranging sustain this pastime. Moreover, the desire of triathletes to compete in different benefits of the overall event competitions around the world further explains why the ITU believes that this  event will generate a significant tourism impact from the participants alone, both Encourage new hosts of triathlon events in the host city and the host nation.

While the tourism impact generated by these athletes would be enough to  Persuade smaller cities to host encourage interest from big international cities, the duration of the overall event triathlon events and different logistics required for each discipline means that the concept is in fact better suited for “smaller” cities. Moreover, the merging of different INTERVIEW triathlon disciplines requires just the one local organising committee, facilitating logistics and communications. In the eyes of the ITU, the relatively low investment required to bid for the event (at time of publication) compared to the potential return on investment, as well as the ITU’s desire to focus on these locations, provide further encouragement for these destinations to bid for event.

While the multisport concept is generally recognised as still being in its infancy, the ITU believes that the concept has great potential and could become one of Antonio Fernández Arimany the most lucrative events that the ITU offers. Secretary General

In January 2015, the ITU launched the concept and invited bids for the inaugural 2017 edition, which received bids from Fyn (Denmark), Okinawa Islands (Japan), Penticton (Canada), and Poznan (Poland). While Penticton was ultimately awarded the 2017 event in May 2015, the ITU Executive Board saw great potential from the Fyn bid, awarding the second edition to the region. The ITU hopes that by hosting the event in Fyn, it will encourage future triathlon events to take place on the island and in other locations across Denmark.

The initial interest shown by destinations has encouraged the ITU to continue to promote the combined event, awarding the Spanish city of Pontevedra the 2019 edition in November 2015. It is hoped that the 2018 event in Fyn can provide yet more clarity on the wide-ranging impacts of the multisport concept – building on from the findings from Penticton 2017 –, which will ultimately help to inform the ITU hosts as to which bid cities could best maximise the benefits of hosting. By the start of Fyn 2018, interest for future events had already emerged from countries in Asia, Europe and Oceania. In September 2018, based on assessments of Penticton and early findings of Fyn 2018, the ITU Executive Board awarded the 2020 edition to Almere, Netherlands.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Danish Triathlon Federation (DTF)

For the 2018 ITU Multisport World Championships, the Danish Triathlon Key objectives Federation held a dual role both as the host national federation and as part of the Local Organising Committee tasked with the delivery of the event. It worked with  Increase the awareness of and governmental organisations at both a national and regional level to plan, organise participation in the sport of and execute the event. The DTF also received financial contributions from triathlon in Denmark governmental institutions to help fund the event.  Deliver a successful and The Danish Triathlon Federation (DTF) was selected as the host of the 2018 ITU memorable event for attendees Multisport World Championships in May 2015. Although the DTF had bid for the inaugural 2017 edition, which was awarded to Penticton, Canada, its bid was  Host more athletes from more deemed to be sufficiently worthy for the 2018 edition, allowing it to implement nations than Penticton 2017 the project that it had envisaged for the event. It also gave the DTF another year to prepare for the event, as well as to allow it to learn from Penticton 2017.  Provide a competitive edge for Danish athletes The DTF’s decision to bid for the event had been a combination of its desire to maintain its standing in the world of triathlon, as well as the encouragement and  Give exposure of international initiative of Sport Event Denmark (SED), the national sports event organisation, competition to Danish athletes to host major international sporting events. For several years, Denmark has been classified as one of the leading triathlon nations, both in Europe and in the world  Host triathlon events across – this assessment has been based on the state of triathlon clubs and members, different parts of Denmark financial situation of the federation and the quantity and performances of athletes at continental and international competitions. Between 2008 and 2015, the DTF saw a 269% increase in registered triathlon members; while this number INTERVIEWS has fallen in recent years, as of 2017 it had 7,608 members enrolled at 92 clubs, and a further five thousand people who are considered recreational triathletes.

As a result, the DTF has ambitious plans for the sport in the country, and the hosting of major triathlon events would enhance its position as a leading national federation within Denmark. The ITU Multisport World Championships, through the offering of multiple disciplines incorporated into one event, was seen as a great way to support these ambitions, and it would provide great exposure and Mads Freund experience for domestic age group athletes. President

However, the DTF had had a bad experience when hosting the ETU Triathlon European Championships 2007 in Copenhagen. This had made the DTF realise that its role in event hosting should not be to act as the financial guarantor, but instead to implement the sporting and developmental aspects of events. As a result, it would require the input and funding from local partners in order to Morten Fenger successfully deliver future events. Managing Director For the 2018 ITU Multisport World Championships, Sport Event Fyn (SEF) emerged as a very willing and accommodating local partner, with the idea of staging the event across several cities to maximise the benefit of the event across the island. Although the setup and liaison across three different host cities would require more preparation and logistics than if the event had been held in one city, the DTF was happy to see the event shared among several cities to reinforce its objective to increase awareness of the sport among the Danish population.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Danish Triathlon Federation (DTF)

In order to overcome some of the operational issues of hosting the event across Continental and international triathlon three cities, the DTF and its partners hired a specialised event organiser, events held in Denmark (2005-2018) Racemakers, to organise the sport-specific elements of the race. Racemakers was ITU Long Distance in charge of all operational logistics for the ETU Challenge Middle Distance 2005 Triathlon World Triathlon European Championships 2017 in Herning, so it was seen as a trusted Championships and proven partner for the DTF. While having an entity dedicated to the delivery of the competition, the staging of the event across three cities means that both ETU Triathlon European the DTF and Racemakers had to make preparations from start to finish in each of 2007 Championships the three cities, essentially tripling the amount of work in comparison to other events. ETU Triathlon Nordic Another major challenge for the DTF has been attracting locals to the event. This 2016 Championships includes both Danish athletes, as well as spectators who may not necessarily have had a prior interest in the sport. While it is pleased with the number of international athletes in attendance, matching original expectations, it had ETU Powerman Long Distance Duathlon hoped to see more Danish athletes participate, bringing the overall number of 2016 European participants to around five thousand. Spectator numbers have also been lower Championships than anticipated, especially in Odense; this outcome has been somewhat offset by the stronger proportion of local spectators at events held in Middelfart and Svendborg. A key reason for the lower than expected domestic participants and ETU Challenge Middle Distance Triathlon attendees was the timing of the event (e.g. school holidays), which will be an 2017 European important consideration when deciding the dates of future competitions that will Championships be organised by DTF.

Nevertheless, the DTF has been very happy with the outcome of the event. It has ETU Triathlon Nordic 2017 been pleasantly surprised at how quickly the concept has worked, and with the Championships overall feedback from competitors. It has received positive feedback from participants about the course as well as the standard of competition. This last point has been aided by Denmark’s relative centrality compared to Penticton, ETU Powerman Middle Distance Duathlon meaning that more overseas athletes and more competing nations have taken 2017 European part in Fyn 2018. Media coverage of the event has also been greater than Championships expected, which has in part been aided by some strong performances by Danish athletes. ITU Multisport World 2018 Based on the experiences from hosting the ITU Multisport World Championships Championships, the DTF would be prepared to host future continental and international triathlon events within the same framework as Fyn 2018. While this ETU Triathlon Nordic would require the support and input from local and national governmental 2018 Championships institutions, it believes that Fyn 2018 will ultimately prove to be a very strong selling point to future host cities.

It is also hoped that Denmark could become home to a regular triathlon event in the future, such as a leg on the annual ITU World Cup series, which would help to keep the sport regularly in the public’s radar.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Sport Event Denmark (SED)

Sport Event Denmark (SED) is the national sports organisation of Denmark, which Key objectives was established and is supported by the Danish government. Its primary objective is to bid for and host major continental and international events across a wide  Host major continental and variety of sports – as of 2018, the organisation has been successful in over 80% of international sporting events in its bid campaigns for international sporting events. As of Fyn 2018, SED has Denmark helped to support around 350 major international sporting events since 2008,  working closely with Danish cities and national sports federations to support them Become one of the leading host nations of sports events in the in the delivery of these events. world The idea to bring the ITU Multisport World Championships to Denmark was originally proposed by SED, as it identified that the event would further enhance  Provide sufficient support to the country’s offering of hosting big international sporting competitions. Danish sports federations and Danish cities to successfully host Triathlon is considered a key sport for SED, in part due to the Danish Triathlon events Federation’s (DTF) reputation relative to other national federations in the sport, as well as the increasing popularity of mass participation triathlon events in Denmark over the years, most notably the annual IRONMAN Copenhagen. INTERVIEWS However, SED has a large focus to hosting sports and competitions belonging to members under the umbrella of the Association of Summer Olympic International Federations (ASOIF), which meant that SED was willing to provide its support to bring the ITU Multisport World Championships to Denmark.

Moreover, due to the concept of the event being hosted in smaller cities, it enabled an event of its magnitude to be hosted outside the Danish capital of Kim Mejnert Frydensbjerg Copenhagen, thus further showcasing its desire to bring big events to cities Event Consultant across all of Denmark.

With these points in mind, SED encouraged the DTF to consider the proposition and source interest in the event from possible host destinations in Denmark.

The decision to have the island of Fyn host the event allowed SED to work with a regional partner in Sport Event Fyn (SEF) with whom it has a particularly good working relationship. Although SEF was created in 1999, its development as a sports event host has grown significantly since the creation of SED in 2008, whereby Fyn has become an increasingly recognisable name and reliable event hosting destination. Furthermore, as the international profile of the event fitted in with SEF’s vision of the type of big sporting events it wants to host, this meant that SED and SEF shared the same objective in this regard; this made negotiations and planning between the two entities much easier.

As with many of its other projects, SED’s usual role is focused on providing financial investment and strategic advice to the sporting events that it supports. While this was also the intention for Fyn 2018, its practical involvement was increased due to the overall complexity of the event. Although this ultimately required more input from SED, it believes that the event has been an overall success; moreover the whole experience will help SED in terms of its planning and strategy for sporting events that it will plan to support and deliver in the future.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Sport Event Fyn (SEF)

Sport Event Fyn is the regional sports event organisation for the island of Fyn. Key objectives While it was originally created in 1999 as a standalone institution for the development of sports events in Fyn, in 2012 it was incorporated into the larger  Host major international sports body of Udvikling Fyn (Developing Fyn). Its main objective is to work with the events to enhance its reputation various municipalities on the island to bid for, plan and host major international as an event destination sporting events in Fyn. Since 1999, Fyn has hosted over 250 sports events.  Provide financial support to The hosting of sports events fits in with the overall strategy of Udvikling Fyn to event organisers in order to make the island a leading destination within Denmark, whereby these events will deliver successful events increase the stature and awareness of Fyn, which will subsequently lay the foundations for hosting bigger and better events. SEF believes that these  Host events that will generate aspects will lead to greater financial returns for the island as a whole, including strong economic and tourism domestic growth and job creation, but also to an increased sense of pride for the benefits and returns residents of Fyn.  Maximise the benefits of hosting A standout feature of SEF’s approach is its desire to share the wide-ranging sports events across the whole benefits of any given event across the island as a whole, not just within the host island of Fyn cities. The eight municipalities on the island all contribute to an overall fund allocated for event hosting. In return, SEF works with the various municipalities  Use sports events as a platform to help them deliver on their respective goals and strategies. While larger to activate and develop other municipalities such as Odense will contribute and receive most of these funds, local businesses the system allows other municipalities to contribute and receive benefits,  Host events that gives the regardless of the size of their investment in event hosting. citizens of Fyn access to world Such a framework was in place for the ITU Multisport World Championships, class sporting experiences – and which was the biggest sporting event ever to be held on the island of Fyn. The events that provide a local pride promotion of an event of this magnitude across the whole island, not just in the among the residents three cities, meant that the other municipalities were able to benefit from the event, through tourism and overnight stays. This allowed for the large majority of INTERVIEWS the tourism impact from the event to be contained within the island.

In terms of its involvement in event hosting, the SEF’s usual role is to act as a governmental partner, relating more to financial investment and working with the municipalities in order to ensure a smooth delivery of events. Its involvement at the ITU Multisport World Championships was anticipated to take a similar trajectoty. However, SEF saw its practical involvement increase significantly, due Jakob Lund Staun to the overall complexity of the event and logisitcal complications encountered Head of Events by the LOC.

Its increased role in the organisational aspects of the event led to a stretch of resources and changes to its priorities. A number of side-events and festival activities as well as planned city-activation elements were unfortunately cancelled, due to a priority of the delivery of the sporting elements of the event.

One of the main consequences of this was reduced interaction and coordination with local municipalities, especially in Odense, which led to a lack of awareness about the event. This led to a relatively low attendance at events by local spectators – especially in the city of Odense – as well as complaints about traffic congestion and road closures. 21 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Sport Event Fyn (SEF)

In order to devote more time to event delivery, the LOC also hired an official accommodation partner to engage with local hotels in the three host cities to faciliate the reservation process for attendees. Although a lower proportion of rooms were actually booked through the accommodation partner than was first calculated, it was still anticipated that many visitors would still stay in Fyn, regardless of the method used to book accommodation for the event. This meant that the majority of the tourism beneifts would still be captured within the island.

In spite of a number of drawbacks encountered by SEF, the event has provided many lessons which can be learnt and that will only serve to enhance the type of events that SEF will host in the future, as well as ones that it would like to get involved in. In general, the event has been well-received by participants and spectators, which bodes well for both SEF and Udvikling Fyn in their wish to make the island a recognisable and desirable destination for all.

Moreover, SEF believes that the large scale of the event has helped to bring prosperity and growth to Fyn as a whole, especially through – but not limited to – the tourism impact created by the participants and their accompanying persons. It is also believed that the benefits have extended to stimulating job creation and experience for those who were contracted to work the event.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Odense Municipality

The staging of a large part of the 2018 ITU Multisport World Championships in Key objectives Odense was seen as a logical fit for the municipality’s sports event hosting strategy, as it continued its recent track record of staging international  Host bigger and better sporting competitions, including those in archery, badminton, equestrianism, and events in Odense each year trampoline and tumbling.  Host sporting events that will These events have become increasingly bigger in size and stature in recent enhance the image and years, reflecting Odense’s rise in status and experience in event hosting. A main reputation of Odense objective for staging events has been to increase the sense of pride amongst citizens. Until about 15 years ago, it was generally recognised that Odense had  Provide sporting events that been stagnant in its development, especially in comparison to other locations inspire pride in the citizens of within Denmark. Since then however, Odense has undergone an extensive Odense transformation to modernise itself, including a significant investment to become  a cycling municipality. The staging of sports and cultural events – and the Encourage citizens to become more active prestige associated with them – are seen to play an important role in raising the profile of the city and the pride of its citizens, but also bring considerable  Help other locations in Fyn financial returns to the local economy. through the hosting of sports Pre-event and post-event assessments are carried out to better understand events in Fyn whether there is a reasonable return on investment, a method which has helped the city successfully bid to host sports events that are within its capacity and budget. While it is difficult to accurately calculate the budget for event hosting in INTERVIEW Odense (as it is distributed from an overall budget for Fyn on a case-by-case basis), it is estimated that Odense has a budget of around DKK 30-40 million ($5-6 million) per year to spend on sporting and non-sporting events held in the city. Odense also has a role to play as the ‘big brother’ in Fyn, whereby the benefits that Odense gains from hosting sports events is shared with other parts of the region; and the case of Fyn 2018 is further proof of this. This includes the Jane Jegind boost to local businesses and accommodation in surrounding areas of Odense Mayor of Culture, Sport and Urban where participants and accompanying persons have been encouraged to stay. Development Another incentive for Odense to stage sports events has been to further encourage local citizens to be more active. At the time of the event, the annual allocation of funding for clubs and citizens to engage in sport was worth around DKK 100 million ($15 million). While the motivation that sporting events can inspire in citizens is largely intangible, it is an element that the city considers in its event strategy. It was hoped that Fyn 2018 would be an illustration of this, with different disciplines, involving various combinations of cycling, running and swimming, taking place along the streets of the city in plain view of citizens.

In spite of its proactive approach with event hosting, it has been recognised that there was a lack of engagement with Odense locals at Fyn 2018, which will need to be assessed ahead of future events. This has resulted in a smaller than expected local attendance at the event. Moreover, authorities have received criticism from citizens for road closures and traffic issues caused by the need to have road space for the participants. A further consideration recognised is the need to recruit a sufficient number of volunteers, whose contributions are deemed invaluable in the financial feasibility and delivery of any event.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Middelfart Municipality

The hosting of the Aquathlon races of the ITU Multisport World Championships in Key objectives Middelfart was another opportunity for the town “to attract the world’s attention to its unique location and surroundings”, which would encourage repeat tourism  Promote Middelfart as a unique to the area from those who were present at the event, as well as the sharing of destination for tourists their experiences with friends and family.  Prove that Middelfart can host The decision to stage the aquathlon discipline specifically – consisting of major sports events swimming and run components – in particular fitted in with Middelfart’s location by the sea and previous experience of hosting sporting events. The biggest  Create local engagement with an international sporting events that Middelfart has hosted have been sailing international sporting event competitions, including Melges 24 and the Women's Match Racing World Championship. Additionally, its largest annual event is the Lillebælt Half  Showcase the event to the city’s Marathon (a run between the towns of Middelfart and Fredericia), with the 2018 partners edition attracting about 4,500 participants (of which about 1% hailed from outside Denmark).  Promote investment into the region Because of these experiences of water-based and running events, the municipality was willing to try a new sport, but with similar sporting INTERVIEW requirements, which would enhance its reputation as a sports event destination and attract tourism to the area. Local organisers worked very closely with Sport Event Fyn, local tourism bodies (VisitMiddelfart and Visit Lillebælt) to be ready to receive over 500 athletes, as well as hundreds of spectators – the majority of whom would be visitors to Middelfart.

Such a high number of tourists to Middelfart would have a clear tourism impact on the municipality, especially as a sizable proportion would have stayed in Mette Engleson Middelfart itself for at least one night for comfort and ease of access. Middelfart Coordinator at the Mayor’s Office hopes to showcase this impact to business partners to help promote investment into the region, as well as to encourage the hosting of triathlon events in future.

To ensure the successful organisation of the event, it was important for Middelfart to engage with locals and encourage them to get involved with the event. Due to the demographics of the region, Middelfart recognised that social media and email marketing would not really work; it therefore decided to post flyers through the doors of residents to raise awareness.

In addition to locals lining the running route and the harbour area for the aquathlon races, Middelfart held a five kilometre race the day before the aquathlon competition to encourage active participation and increase publicity for the triathlon races the next day. In total, the race saw 200 locals participate, which met the expectations of organisers. Following the success of the race, Middelfart may also consider hosting a similar race annually, which would be a tangible legacy of Fyn 2018 in Middelfart.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Stakeholders Svendborg Municipality

Svendborg Municipality hosted the Cross Triathlon races during the 2018 ITU Key objectives Multisport Championships in Fyn, which primarily allowed it to showcase the way of life in Svendborg, and to demonstrate its extensive cycling routes – including  Create and encourage a positive mountain biking routes – to bolster its tourism strategy, which includes helping perception of Svendborg the island of Fyn to be recognised as the best cycling destination in Northern Europe.  Demonstrate the way of life in Svendborg Sport is a concept that is heavily encouraged in the daily life of Svendborg citizens, which is demonstrated by a weekly quota of six hours of sport at  Enhance Svendborg’s tourism schools, as well as its hosting of sports events – the latter includes the mountain strategy bike event Bissen MTB that regularly attracts 400-500 riders, as well as boat races that make use of the harbour.  Use existing infrastructure and hosting experience to encourage With sport playing such a big role in the day-to-day life of Svendborg, hosting an repeat tourism international event in a different sport – triathlon – that can make use of its existing infrastructure was a logical decision. This was because it would help to  Help Fyn become the best diversify its offering both to local citizens who may not have considered triathlon destination for cycling in as a sport, even though the summer is the peak season for local citizens to take Northern Europe vacations away from Svendborg. On the other hand, it would attract tourists to Svendborg who may not have otherwise visited the municipality.  Increase turnover in local restaurants and bars Svendborg is one of the highlights of Fyn’s concept of a “Bike Island” and it is recognised that an international event such as Fyn 2018 would create good INTERVIEWS stories and publicity for Svendborg (and Fyn as a whole), which can highlight the scenery and routes of the local area, and in turn have a positive impact on tourism, including a return of participants from Fyn 2018 to take part in future editions of Bissen MTB.

While it is expected that there will be a tourism boost from the hosting of the cross triathlon races, it was recognised that Svendborg is already a popular tourism destination – between 2014 and 2017, year-on-year hotel occupancy Bo Hansen increased by about 30%. It was expected that there would be a sizable influx of Mayor tourists in July, regardless of Fyn 2018. As a result, in terms of measuring the tourism impact of Fyn 2018, Svendborg authorities will be satisfied as long as the hotels are fully booked during the period of the event.

However, while a key consideration is seeing visitors come to Svendborg, and ultimately make repeat trips in the future, the most important factor when assessing the success of an event is people’s perception of Svendborg. With this in mind, Svendborg consulted with various stakeholders and business partners Anja Mia Haas involved with and affected by the event, and will take into consideration their Event Director feedback in post-event assessments. In the eyes of the municipality, if the feedback from the stakeholders is positive and the overall perception is that the event went well, Svendborg will consider the event as a success. On the day of the event, in spite of some complaints about road closures, it was felt that the overall reaction from the local community and media was very positive.

Economic

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Economic Attendance Overview

The total spectator attendance of Fyn 2018 is estimated to have been 3,723 Spectator attendance at the 2018 ITU across the five competition days. Calculations of attendances were based on Multisport World Championships simultaneous counting of spectators at selected ‘hotspots’ around the course of each race. Total attendance 3,723 6 July 438 The highest attendance was recorded on the last day of competition, which 8 July 522 featured the races for the aquabike and long distance triathlon disciplines. 10 July 358 On each day of competition, overseas spectators accounted for the majority of 12 July 665 those in attendance. The last day of competition was the day which saw the 14 July 1,740 greatest proportion of both Fyn residents and Danish citizens from outside Fyn attend the event.

It was found that spectator respondents attended 1.3 days of competition on average. Out of those who attended more than one day, respondents attended 2.6 days of competition.

Breakdown of daily attendance at Fyn 2018 by origin of spectator

100%

90%

80% 48.8%

70% 62.5% 68.3% 68.2%

60% 80.9%

50%

14.3% 40% 4.2% 30% 2.3% 10.9% 20% 36.9% 4.3% 33.3% 29.5% 10% 20.8% 14.9%

0% Odense Odense Svendborg Middelfart Odense

06-Jul 08-Jul 10-Jul 12-Jul 14-Jul

Fyn Denmark (outside Fyn) Overseas

NB: Breakdown of origin of participants based on Sportcal’s GSI survey

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Economic Event Budget Local Organising Committee

The operating expenditure of the local organising committee of Fyn 2018 totalled DKK 16.16 million ($2.53 million), which was slightly higher than the pre-event projections of DKK 16.06 ($2.51 million) caused by an increase in expenditure on non-race services and the race course in Odense. The event was supported by over DKK 9.37 million in public funding (58% of all income), as well as almost DKK 6 million in race entry fees (36% of all income).

Revenues generated by the LOC of Fyn 2018 (in Danish Krone)

CATEGORY BUDGETED ACTUAL DIFFERENCE Danish Triathlon Federation DKK 0 DKK 300,000 DKK 300,000 Entry fees DKK 7,825,250 DKK 5,849,802 - DKK 1,975,448 Other income DKK 583,325 DKK 344,570 - DKK 238,755 Public funding DKK 6,000,000 DKK 9,365,287 DKK 3,365,287 Sponsors DKK 650,000 DKK 300,000 - DKK 350,000 Total revenue DKK 15,058,575 DKK 16,159,658 DKK 1,101,083 Totals may not add up as individual figures have been rounded up

Expenditure generated by the LOC of Fyn 2018 (in Danish Krone)

CATEGORY BUDGETED ACTUAL DIFFERENCE Administration, salaries & ITU fees DKK 6,839,882 DKK 6,712,770 DKK 127,112 ITU costs DKK 284,100 DKK 229,031 DKK 55,069 Marketing & Communication DKK 922,936 DKK 778,993 DKK 143,943 Non-race services & volunteers DKK 2,223,085 DKK 3,339,041 - DKK 1,115,956 Race services DKK 1,642,649 DKK 1,280,022 DKK 362,627 Venue – Middelfart DKK 413,125 DKK 306,648 DKK 106,477 Venue – Odense (course) DKK 2,216,856 DKK 2,641,940 - DKK 425,084 Venue – Odense (non-course) DKK 1,354,900 DKK 753,875 DKK 601,025 Venue – Svendborg DKK 160,700 DKK 117,338 DKK 43,362 Total expenditure DKK 16,058,233 DKK 16,159,658 - DKK 101,425 Totals may not add up as individual figures have been rounded up

Tourism

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Overview

The analysis in this section looks at the tourism impact generated by visitors to the Methodology island of Fyn who were a participant, spectator or accredited person at the 2018 ITU Multisport World Championships. The tourism survey was conducted between July and September 2018 A series of surveys were used to assess the tourism impact from participants and by Sportcal, in collaboration with a spectators, from which the answers were analysed and extrapolated. Participants team of surveyors contracted by and spectators were broken down into different groups, based on how far they Sport Event Fyn. had to travel to attend Fyn 2018: within Fyn; from Denmark and outside Fyn; and from outside Denmark. The tourism impact from accredited persons was For spectators, the process consisted calculated through information provided by the ITU and LOC. of short intercept surveys conducted on spectators at the event, followed In total, there were 4,584 visiting participants and spectators, and a further 163 by an invitation to take a more visiting accredited persons. It was calculated that all visiting persons spent DKK extensive online survey. Participants 49,657,378 ($ 7,767,862) related to their visit to Fyn 2018, of which over two- were directly emailed an invitation to thirds (DKK 33,135,277 / $ 5,183,324) was spent on the island of Fyn. the online survey. Findings from both the participant and spectator surveys showed that almost Due to the character of the event, two-thirds of all respondents indicated that their perspective of Fyn had participant respondents could cover positively changed because of their attendance and/or participating at Fyn 2018, the costs of themselves, fellow while 90% of respondents would recommend visiting Fyn to friends and family. participants and some spectators; Fyn 2018 – Breakdown of tourism spend (in Danish Krone) similarly, spectator respondents could cover the costs of themselves, fellow spectators and some DENMARK TOTAL GROUP PEOPLE FYN participants. (outside Fyn) VISITOR In order to best illustrate the findings Visiting in this section, the results from both participants and 4,584 DKK 32.86m DKK 16.52m DKK 49.38m surveys taken by participants and spectators spectators have first been calculated Accredited 163 DKK 0.27m - DKK 0.27m persons separately, before being combined to allow for representation across all TOTAL 4,747 DKK 33.14m DKK 16.52m DKK 49.66m visiting participants and spectators.

Fyn 2018 – Breakdown of tourism spend (in US dollar)

DENMARK TOTAL GROUP PEOPLE FYN (outside Fyn) VISITOR

Visiting participants and 4,584 $ 5.14m $ 2.58m $ 7.73m spectators Accredited 163 $ 0.04m - $ 0.04m persons TOTAL 4,747 $ 5.18m $ 2.58m $ 7.77m

Totals may not add up as individual figures have been rounded up Spend figures provided in Danish Krone (DKK). Conversion rate used for 14/07/2018: $ 1 = DKK 6.39267

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Origin and gender

Origin and gender of participants

 Almost 88% of participants came from overseas  Just under 3% of participants were from Fyn  Female participants accounted for 36% of all participants

Fyn resident 3%

36%

Female

Denmark visitor 9% Male

64%

Overseas visitor 88%

Origin and gender of spectators

 The majority of spectators to Fyn 2018 came from overseas  One in ten spectators were Danish visitors to Fyn  The majority of spectators were female, with international female spectators comprising over one-third of all spectators

Fyn resident 33%

43% Female

Denmark visitor 12% Male 57%

Overseas visitor 55%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Age

Age profile of participants

 When compared to the demographics of the individual host cities and Danish population as a whole, this event had significantly more appeal to those aged between 35-54  The age category that had the lowest proportion of participants was that of those aged 65 and above

15-24

25-34

35-44

45-54

55-64

65+

0% 5% 10% 15% 20% 25% 30%

Fyn 2018 participants Middelfart population Odense population Svendborg population Denmark population

Age profile of spectators

 When compared to the demographics of the individual host cities and Danish population as a whole, this event had significantly more appeal to those aged between 45-54  While the sport of triathlon is growing in popularity among the so-called millennials, spectators aged specifically between 15- 24 were the smallest represented age group of spectators at Fyn 2018

15-24

25-34

35-44

45-54

55-64

65+

0% 5% 10% 15% 20% 25% 30% 35%

Fyn 2018 spectators Middelfart population Odense population Svendborg population Denmark population

Demographic data for populations in Danish cities provided by Statistics Denmark

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Accompanying persons

With whom did participants attend Fyn 2018

 One in every two participants brought their spouse/partner with them  Other family members and friends were the next most common types of people to accompany participants

Spouse/Partner 50%

Other family members aged over 16 27%

Friends 24%

Children aged under 16 12%

Colleagues 3%

Other 2%

With whom did spectators attend Fyn 2018

 Around 53% of spectators attended the event with their spouse/partner  Over 75% of all spectators attended the event with at least one participant of Fyn 2018

Spouse/Partner 53%

Other family members aged over 16 27%

Children aged under 16 19%

Friends 17%

Triathlon community 3%

Other 2%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Group size

Average size of group for participant respondents

 The most common group size was two (almost one in three respondents attended with one other person)  The average group size of overseas visitors was just below 2.0, while the average group size for Danish visitors was 2.1  The average group size of participant respondents from Fyn was 3.2

1 19%

2 33%

3 15%

4 13%

5 6%

6+ 14%

Average size of group for spectator respondents

 The most common group size was two (37.7% of respondents attended with one other person)  The average group size of overseas visitors was 2.3, while the average group size for Danish visitors was 1.8  The average group size of spectator respondents from Fyn was 1.5

1 12%

2 38%

3 20%

4 13%

5 12%

6+ 6%

Totals may not add up as individual percentages have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Accommodation arrangements

Where did visiting participants stay during Fyn 2018?

 Almost 89% of visiting participants stayed in paid accommodation in Fyn  4.4% of respondents stayed in paid accommodation outside of the island

Paid accommodation in Fyn 89%

Paid accommodation outside Fyn 4%

With friends/family in Fyn 3%

Mobile accommodation staying in Fyn 3%

With friends/family outside Fyn 1%

Commuting between hometown and event 1%

Mobile accommodation staying outside Fyn 0%

Where did visiting spectators stay during Fyn 2018?

 Almost 84% of respondents stayed in paid accommodation in Fyn  Over 5% of respondents stayed with friends and family living on the island  3.4% of respondents stayed in paid accommodation outside of the island

Paid accommodation in Fyn 84%

With friends/family in Fyn 5%

Commuting between hometown and event 5%

Paid accommodation outside Fyn 3%

Mobile accommodation staying in Fyn 2%

Other 1%

Totals may not add up as individual percentages have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Duration of stay in Fyn

Number of nights stayed in Fyn by visiting participant respondents

 43% of visiting participant respondents stayed six or more nights in Fyn  The average length of stay in Fyn was 5.7 nights  Overseas participants tended to stay 5.9 nights in Fyn as opposed to Danish visitors who spent 3.6 nights

4% 7% 6+ nights 5 nights 21% 43% 4 nights 3 nights 2 nights 1 night 25%

Number of nights stayed in Fyn by visiting spectator respondents

 22% of visiting spectator respondents stayed six or more nights in Fyn  Overseas visitors to Fyn tended to stay 4.9 nights in Fyn  Danish visitors spent 2.8 nights on the island

13% 22% 6+ nights 5 nights 4 nights 16% 3 nights 18% 2 nights 1 night

26%

Totals may not add up as individual percentages have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Paid accommodation in Fyn

Type of paid accommodation in Fyn used by visiting participant respondents

 Of the visiting participant respondents who stayed in paid accommodation, 61% resided in a hotel or a hostel  Short-term rentals were also popular, accounting for 27% of respondents

4% 8% Hotel / hostel

Rented private house / apartment / Airbnb 27% Guest House 61% Mobile accommodation

Type of paid accommodation in Fyn used by visiting spectator respondents

 The breakdown of paid accommodation used by visiting spectator respondents largely reflected that of participants  Almost 62% of visiting spectators to Fyn who were in paid accommodation stayed in a hotel or a hostel 1% 3%

Hotel / hostel 9% Rented private house / apartment / Airbnb Guest House 26%

62% Mobile accommodation

Other

Totals may not add up as individual percentages have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Nights in paid accommodation

Average number of nights stayed in Fyn in paid accommodation by visiting participant respondents

 The average number of nights stayed by all visiting spectators in paid accommodation in Fyn was 5.8 nights  Those renting private accommodation in Fyn (house, apartment, Airbnb) or possessing mobile accommodation tended on average to stay almost one night more than those in hotels or guest houses  55.8% of all bed nights in paid accommodation came from stays in hotels

Denmark visitor 3.7

Overseas visitor 5.9

Average 5.8

Average number of nights stayed in Fyn in paid accommodation by visiting spectator respondents

 The average number of nights stayed by all visiting spectators in paid accommodation in Fyn was 4.7 nights

Denmark visitor 2.6

Overseas visitor 4.9

Average 4.7

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Previous visits to Fyn

Previous visits to Fyn by visiting participant respondents

 89% of visiting participant respondents were visiting Fyn for the first time  Almost 95% of overseas respondents were visiting Fyn for the first time, as opposed to one in six Danish respondents

11%

First Visit to Fyn Visited Fyn before

89%

Previous visits to Fyn by visiting spectator respondents

 71% of visiting spectator respondents were visiting Fyn for the first time  85% of all overseas respondents were visiting Fyn for the first time, while all Danish respondents had previously visited Fyn

29%

First Visit to Fyn Visited Fyn before

71%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Fyn as a place to visit

Rating of Fyn as a place to visit by visiting participant respondents

 Over 95% of respondents positively rated Fyn as place to visit

Very good 59%

Good 36%

Neither good nor poor 4%

Poor 0%

Very poor 0%

Rating of Fyn as a place to visit by visiting spectator respondents

 Almost 99% of respondents positively rated Fyn as place to visit, including all respondents from other parts of Denmark

Very good 68%

Good 31%

Neither good nor poor 1%

Poor 0%

Very poor 0%

Totals may not add up as individual percentages have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Likelihood to revisit Fyn

Likelihood by visiting participant respondents to revisit Fyn

 All respondents from other parts of Denmark indicated that they would be likely or very likely to return to visit Fyn in future as opposed to 43% of overseas respondents

Very Likely 13%

Likely 30%

Neither likely nor unlikely / Difficult to say 31%

Unlikely 16%

Very unlikely 6%

Don't know 5%

Likelihood by visiting spectator respondents to revisit Fyn

 All respondents from other parts of Denmark indicated that they would be likely or very likely to return to visit Fyn in future as opposed to 43% of overseas respondents

Very Likely 11%

Likely 30%

Neither likely nor unlikely / Difficult to say 41%

Unlikely 6%

Very unlikely 3%

Don't know 9%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Likelihood to recommend Fyn

Likelihood by visiting participant respondents to recommend Fyn as a place to visit

 Over 88% of both Danish and overseas respondents indicated that they would recommend Fyn as a place to visit to family and friends

Very Likely 48%

Likely 40%

Neither likely nor unlikely / Difficult to say 9%

Unlikely 2%

Very unlikely 1%

Don't know 0%

Likelihood by visiting spectator respondents to recommend Fyn as a place to visit

 About 91% of overseas respondents indicated that they would recommend Fyn as a place to visit to family and friends

Very Likely 54%

Likely 39%

Neither likely nor unlikely / Difficult to say 4%

Unlikely 2%

Very unlikely 1%

Don't know 0%

Totals may not add up as individual percentages have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Findings Perception of Fyn

Change in perception of Fyn by participant respondents after Fyn 2018

 Almost two-thirds of visiting participant respondents stated that their perception of Fyn had positively changed because of Fyn 2018

32% Positively changed

Negatively changed

Perception has not 66% changed 2%

Change in perception of Fyn by spectator respondents after Fyn 2018

 Just under 60% of visiting spectator respondents stated that their perception of Fyn had positively changed because of Fyn 2018

Positively changed 37%

Negatively changed

59% Perception has not changed 4%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Participant and Spectator Survey Breakdown of attendees

Breakdown of participants at Fyn 2018

Based on race lists provided by ITU, there were 3,043 race Based on this analysis, there were 2,406 overseas athletes, entries, from which it was calculated that 2,738 athletes and 256 Danish athletes who originated from outside Fyn. It participated in at least one race at Fyn 2018. can be deduced therefore that 2,662 athletes were visitors to Fyn, accounting for 97.2% of all participants.

TOTAL OTHER TOTAL FYN OVERSEAS ALL DENMARK VISITOR % of entries 100% 2.8% 9.3% 87.9% 97.2% No. of entries 3,043 86 290 2,667 2,957 No. of unique participants 2,738 76 256 2,406 2,662 % of unique participants 100% 2.8% 9.3% 87.9% 97.2%

Totals may not add up as individual figures have been rounded up Calculations for proportion of Danish athletes from Fyn based on proportion of triathlon members in Fyn compared to the rest of Denmark

Breakdown of spectators at Fyn 2018

Based on the total attendance of 3,723 at Fyn 2018 and on It is estimated that 2,856 unique individuals attended races the responses of the survey, it is estimated that visitors to Fyn at Fyn 2018, of which 1,922 spectators were from outside comprised 70.4% of this attendance. Fyn (67.3% of the total).

TOTAL OTHER TOTAL FYN OVERSEAS ALL DENMARK VISITOR % of attendance 100% 29.6% 10.5% 59.9% 70.4% Total attendance 3,723 1,102 391 2,230 2,621 Average no. of days attended 1.32 1.18 1.11 1.42 1.38 No. of unique spectators 2,856 934 352 1,570 1,922 % of unique spectators 100% 32.7% 12.3% 55.0% 67.3%

Totals may not add up as individual figures have been rounded up

Breakdown of participants and spectators at Fyn 2018

In total, there were 5,594 unique participants and spectators at Fyn 2018. Of this amount, almost 82% (4,584) were visitors to Fyn.

TOTAL OTHER TOTAL FYN OVERSEAS ALL DENMARK VISITOR No. of unique participants 2,738 76 256 2,406 2,662 No. of unique spectators 2,856 934 352 1,570 1,922 No. of unique visitors 5,594 1,010 608 3,976 4,584 % of unique visitors 100% 18.1% 10.9% 71.1% 81.9%

Totals may not add up as individual figures have been rounded up

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Region Spend Within Fyn Participant and spectator spend

Total participant and spectator spend in Fyn

It has been calculated that the 4,584 visiting participants and The average spend per visitor was DKK 7,169 ($ 1,121). spectators at Fyn 2018 combined to spend almost DKK 33 Food and drink was the highest expenditure spend, worth million ($5.1 million) during their time on the island of Fyn. almost DKK 12.6 million, accounting for over 38% of all spend.

OTHER TOTAL OVERSEAS DENMARK VISITOR % of persons in paid accommodation in Fyn 48% 87% 82% Bed Nights 812 18,713 19,524 Average spend per person (DKK) DKK 1,149 DKK 2,896 DKK 2,761 Accommodation in Fyn (DKK) DKK 333,003 DKK 10,009,973 DKK 10,342,975 % of persons spending on food & drink in bars/restaurants in Fyn 98% 90% 91% Average spend per person (DKK) DKK 1,019 DKK 3,333 DKK 3,005 Food & drink in bars/restaurants in Fyn (DKK) DKK 604,942 DKK 11,969,453 DKK 12,574,395 % of persons buying merchandise 34% 59% 56% Average spend per person (DKK) DKK 402 DKK 654 DKK 634 Merchandise in Fyn (DKK) DKK 84,205 DKK 1,548,134 DKK 1,632,339 % of persons using transport in Fyn except car hire 64% 74% 73% Average spend per person (DKK) DKK 456 DKK 735 DKK 702 Transportation in Fyn (DKK) DKK 178,840 DKK 2,156,832 DKK 2,335,672 % of persons using car hire in Fyn 0% 31% 27% Average spend per person (DKK) DKK 1,329 DKK 1,645 DKK 1,645 Car hire in Fyn (DKK) DKK 3,452 DKK 2,001,487 DKK 2,004,939 % of persons using car parking in Fyn 41% 30% 32% Average spend per person (DKK) DKK 99 DKK 272 DKK 242 Car parking in Fyn (DKK) DKK 24,746 DKK 329,920 DKK 354,667 % of persons visiting tourist locations in Fyn 12% 41% 37% Average spend per person (DKK) DKK 124 DKK 498 DKK 481 Visiting tourist locations in Fyn (DKK) DKK 9,083 DKK 808,040 DKK 817,123 % of persons with other spend in Fyn 35% 35% 35% Average spend per person (DKK) DKK 1,102 DKK 1,830 DKK 1,735 Other in Fyn (DKK) DKK 233,455 DKK 2,566,913 DKK 2,800,367 Total spend by participants and spectators in Fyn (DKK) DKK 1,471,725 DKK 31,390,752 DKK 32,862,477 Average spend per participant / spectator in Fyn (DKK) * DKK 2,421 DKK 7,893 DKK 7,169

Total spend by participants and spectators in Fyn ($) $ 230,221 $ 4,910,429 $ 5,140,650 Average spend per participant / spectator in Fyn ($) * $ 379 $ 1,235 $ 1,121

Totals may not add up as individual figures have been rounded up Spend figures provided in Danish Krone (DKK). Conversion rate used for 14/07/2018: $ 1 = DKK 6.39267 * Average spend per participant / spectator takes into account 3,977 international persons and 608 persons from other parts of Denmark

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Nation Spend Denmark (outside Fyn) Participant and spectator spend

Total participant and spectator spend in Denmark (outside Fyn)

It has been calculated that the 3,977 international visitors The average spend per visitor in Denmark (outside Fyn) was from Fyn 2018 combined to spend over DKK 16 million ($2.6 DKK 4,154 ($650). Expenditure on accommodation million) in other parts of Denmark, outside of Fyn. accounted for almost 43% of all visitor spend, while spend on food & drink accounted for over 31% of all spend.

TOTAL OVERSEAS VISITOR % of persons in paid accommodation in Denmark (outside Fyn) 62% 62% Bed Nights 8,238 8,238 Average spend per person (DKK) DKK 2,876 DKK 2,876 Accommodation in Denmark (outside Fyn) (DKK) DKK 7,088,280 DKK 7,088,280 % of persons spending on food & drink in bars/restaurants in 84% 84% Denmark (outside Fyn) Average spend per person (DKK) DKK 1,511 DKK 1,511 Food & drink in bars/restaurants in Denmark (outside Fyn) (DKK) DKK 5,057,899 DKK 5,057,899 % of persons using transport in Denmark (outside Fyn)except car hire 53% 53% Average spend per person (DKK) DKK 485 DKK 485 Transportation in Denmark (outside Fyn) (DKK) DKK 1,030,348 DKK 1,030,348 % of persons using car hire in Denmark (outside Fyn) 26% 26% Average spend per person (DKK) DKK 1,326 DKK 1,326 Car hire in Denmark (outside Fyn) (DKK) DKK 1,169,156 DKK 1,169,156 % of persons using car parking in Denmark (outside Fyn) 18% 18% Average spend per person (DKK) DKK 475 DKK 475 Car parking in Denmark (outside Fyn) (DKK) DKK 573,765 DKK 573,765 % of persons visiting tourist locations in Denmark (outside Fyn) 44% 44% Average spend per person (DKK) DKK 542 DKK 542 Visiting tourist locations in Denmark (outside Fyn) (DKK) DKK 954,887 DKK 954,887 % of persons with other spend in Denmark (outside Fyn) 20% 20% Average spend per person (DKK) DKK 799 DKK 799 Other in Denmark (outside Fyn) (DKK) DKK 647,765 DKK 647,765 Total spend by visitors in Denmark (outside Fyn) (DKK) DKK 16,522,101 DKK 16,522,101 Average spend per visitor in Denmark (outside Fyn) (DKK) * DKK 4,154 DKK 4,154

Total spend by visitors in Denmark (outside Fyn) ($) $ 2,584,538 $ 2,584,538 Average spend per visitor in Denmark (outside Fyn) ($) * $ 650 $ 650

Totals may not add up as individual figures have been rounded up Spend figures provided in Danish Krone (DKK). Conversion rate used for 14/07/2018: $ 1 = DKK 6.39267 * Average spend per participant / spectator in Denmark takes into account 3,977 international persons only

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Region and Nation Spend Fyn and Denmark (outside of Fyn) Participant and spectator spend

Total visitor participant and spectator spend related to Fyn 2018

It has been calculated that the 4,584 visiting participants and This equated to an average spend of DKK 10,773 ($1,685) spectators to Fyn combined to spend over DKK 49 million per visiting participant / spectator. Spend on food & drink ($7.7 million) during their stay in Denmark. was the highest expenditure, accounting for 35.7% of all spend, followed by accommodation spend (35.3%).

OTHER TOTAL OVERSEAS DENMARK VISITOR Accommodation (DKK) DKK 333,003 DKK 17,098,253 DKK 17,431,255 Accommodation ($) $ 52,091 $ 2,674,665 $ 2,726,757

Food & drink in bars/restaurants (DKK) DKK 604,942 DKK 17,027,352 DKK 17,632,295 Food & drink in bars/restaurants ($) $ 94,631 $ 2,663,574 $ 2,758,205

Merchandise (DKK) DKK 84,205 DKK 1,548,134 DKK 1,632,339 Merchandise ($) $ 13,172 $ 242,173 $ 255,345

Transportation (DKK) DKK 178,840 DKK 3,187,180 DKK 3,366,020 Transportation ($) $ 27,976 $ 498,568 $ 526,544

Car hire (DKK) DKK 3,452 DKK 3,170,644 DKK 3,174,095 Car hire ($) $ 540 $ 495,981 $ 496,521

Car parking (DKK) DKK 24,746 DKK 903,686 DKK 928,432 Car parking ($) $ 3,871 $ 141,363 $ 145,234

Visiting tourist locations (DKK) DKK 9,083 DKK 1,762,927 DKK 1,772,009 Visiting tourist locations ($) $ 1,421 $ 275,773 $ 277,194

Other (DKK) DKK 233,455 DKK 3,214,677 DKK 3,448,132 Other ($) $ 36,519 $ 502,869 $ 539,388

Total spend by participants and spectators (DKK) DKK 1,471,725 DKK 47,912,853 DKK 49,384,578 Average spend per participant / spectator (DKK) * DKK 2,421 DKK 12,047 DKK 10,773

Total spend by participants and spectators ($) $ 230,221 $ 7,494,967 $ 7,725,188 Average spend per participant / spectator ($) * $ 379 $ 1,885 $ 1,685

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Accredited persons spend Total spend in Fyn

Total tourism spend in Fyn by accredited persons at Fyn 2018

There were a total of 822 accredited people at Fyn 2018 It was estimated that there were 163 visiting accredited (excluding volunteers), of which almost half were from the persons, who stay a total of 973 nights in Fyn for the event. LOC, and the vast majority were from the Island of Fyn. It was calculated that they spent a total of DKK 272,800 ($0.04 million), with observers and delegations, including For most accredited persons who were considered visitors, the organisers for the 2019 edition in Pontevedra, Spain, accommodation and food & drink and travel were provided accounting for the largest spend. for and covered within the LOC budget, meaning that no tourism spend could be accredited to them for these The figures included in the table below are for spend on the categories. island of Fyn only.

Length Bed Total spend Group Number of stay nights in Average Daily Spend per person in Fyn (DKK) per group in in Fyn Fyn Fyn

Visitors Food & (out of Days Accommodation Misc Total Total drink total)

LOC staff and 28 (out of 8.9 248 - - DKK 200 DKK 200 DKK 49,600 guests 382) ITU staff and 36 (out of 7.4 266 - - DKK 200 DKK 200 DKK 53,200 guests 36) On-course 64 (out of 5.6 353 - - DKK 200 DKK 200 DKK 70,600 officials 64) Observers 20 (out of and 5.3 106 DKK 500 DKK 200 DKK 200 DKK 900 DKK 95,400 20) delegations 10 (out of VIPs 1 - - - DKK 200 DKK 200 DKK 2,000 260) 5 (out of Media 1 - - DKK 200 DKK 200 DKK 400 DKK 2,000 60) DKK 272,800 163 (out Total spend 6.0 973 of 822) $ 42,674

Totals may not add up as individual figures have been rounded up Spend figures provided in Danish Krone (DKK). Conversion rate used for 14/07/2018: $ 1 = DKK 6.39267 Proportion of visiting persons for some groups based on estimates Number of people, length of stay and bed nights based on accreditation and hotel details provided by the LOC where applicable Accommodation and food & drink spend for those whose costs were not covered by the LOC have been based on estimates provided by those groups Miscellaneous figures based on average spend of DKK 200 per day

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Tourism Tourism Spend Total Participant, spectator and accredited persons spend

Total tourism spend related to Fyn 2018

Based on the information gathered and subsequent Of this total, over two-thirds (DKK 33,135,277 / $ 5,183,324) calculations on a total of 4,747 visitors at Fyn 2018, the was spent on the island of Fyn, while an additional DKK tourism spend generated from Fyn 2018 has been estimated 16,522,101 ($ 2,584,538) was spent in other parts of to be DKK 49,657,378 ($ 7,767,862). Denmark outside of Fyn.

Breakdown of total tourism spend related to Fyn 2018 (in Danish Krone)

Number Accommodation Food & Drink Total spend per Group Misc (DKK) of people (DKK) (DKK) group (DKK) Denmark Denmark Denmark TOTAL TOURISM SPEND Fyn (outside Fyn (outside Fyn (outside VISITOR Fyn) Fyn) Fyn) Visiting participants 4,584 10.34m 7.09m 12.57m 5.06m 9.94m 4.38m 49.38m and spectators Accredited persons 163 0.05m - 0.02m - 0.20m - 0.27m

TOTAL 4,747 10.40m 7.09m 12.60m 5.06m 10.14m 4.38m 49.66m

Totals may not add up as individual figures have been rounded up

Breakdown of total tourism spend related to Fyn 2018 (in US dollars)

Number Total spend per Group Accommodation ($) Food & Drink ($) Misc ($) of people group ($) Denmark Denmark Denmark TOTAL TOURISM SPEND Fyn (outside Fyn (outside Fyn (outside VISITOR Fyn) Fyn) Fyn) Visiting participants 4,584 1.62m 1.11m 1.97m 0.79m 1.56m 0.68m 7.73 m and spectators Accredited persons 163 0.01m - 0.00m - 0.03m - 0.04m

TOTAL 4,747 1.63m 1.11m 1.97m 0.79m 1.59m 0.68m 7.77m

Totals may not add up as individual figures have been rounded up Spend figures provided in Danish Krone (DKK). Conversion rate used for 14/07/2018: $ 1 = DKK 6.39267

Experience Event

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Overview

The event experience survey for Fyn 2018 showed that 87% of spectators had a Methodology positive experience from attending the event. The event experience survey was

conducted on spectators between KEY FINDINGS July and September 2018 by Sportcal, in collaboration with a team  87% of participants indicated that they had a positive experience at Fyn of surveyors contracted by Sport 2018 Event Fyn.  85% of participants stated that they would be likely to participate in a future edition of the event, regardless of the location Respondents were asked to assess  89% of participants believed that the concept of the ITU Multisport World their experience of different Championships appealed to them organisational areas of the ITU  The run element of the course and the ceremonies received the most Multisport World Championships and favourable score for the on-course and non-competition elements score them appropriately. respectively A rating of 1 (very poor or very  56% of spectators from Fyn would like to see another edition of the event unlikely) to 5 (very good or very likely) take place on the island was used. Mean scores were  50% of Danish spectators believed the event had a positive impact for calculated to establish the GSI Denmark Ratings for the event.

GSI Ratings for participants at Fyn 2018 (out of 5) (selected)

QUESTION MEAN

Overall appeal of event concept 4.54

Helpfulness of volunteers 4.48

Race course – Run 4.37

Race course – Bike 4.26

Race course – Finish 4.26

Overall event experience 4.22

Ceremonies 3.93

Race course – Swim 3.44

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Participant survey Overall event experience

How would you rate the overall event experience at Fyn 2018?

 87% of participant respondents indicated that they had a good or very good overall experience at Fyn 2018

Very good 42%

Good 45%

Neither good nor poor 7%

Poor 4%

Very poor 1%

How would you rate your experience at this event compared to other similar events you have attended?

 44% of respondents said that Fyn 2018 was better than other events that they have attended

It was the best event that I have attended 7%

It was better than most other events that I 37% have attended

It was better than some events and worse 41% than others

It was worse than most other events that I 11% have attended

It was the worst event that I have 2% attended

I have not attended any similar events 2%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Participant survey Concept of event

Did the concept of the ITU Multisport World Championships appeal to you?

 Almost 90% of participants indicated that they approved of the overall concept of the event

Definitely yes 69%

Yes 20%

Neither yes or no 7%

No 2%

Definitely not 1%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Participant survey Satisfaction ratings of competition and non-competition elements

How did you rate the course of the Fyn 2018 ITU Multisport World Championships?

 The run course had the highest satisfaction rating during Fyn 2018, with 90%.  The swim course had the lowest satisfaction with 57% of participants being satisfied with the swim

Run 90%

Race officials 87%

Finish 87%

Bike 86%

Transitions 78%

Rule implementations 77%

Post-finish 70%

Swim 57%

How did you rate the non-competition elements of the Fyn 2018 ITU Multisport World Championships?

 The medal, opening and closing ceremonies were ranked highest by participants  Of those that attended the Train Smarter event, only 38% were satisfied with the experience

Ceremonies 74%

Parade of Nations 70%

Concerts 62%

Pasta Party 51%

HIGH5K 49%

Expo 43%

Train Smarter 38%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Participant survey Future participation at event

How likely would you be to attend a future edition of the ITU Multisport World Championships, regardless of location?

 85% of participants stated they would be likely to participate at a future edition of the ITU Multisport World Championships

Very likely 50%

Likely 35%

Neither likely or unlikely 8%

Unlikely 3%

Very unlikely 2%

If you decide to compete in a future edition of the ITU Multisport World Championships, how likely would you be to compete in more races than you did at Fyn 2018?

 Almost 40% of participants indicated that they would be likely or very likely to consider competing in more races at a future edition of the ITU Multisport World Championships than they did at Fyn 2018  Almost 9% of all athletes (237 athletes) competed in more than one race at Fyn 2018 – see page 95 for more details

Very likely 13%

Likely 26%

Neither likely or unlikely 21%

Unlikely 25%

Very unlikely 12%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Spectator survey Following triathlon as a sport

Before the Fyn 2018 ITU Multisport World Championships, how interested were you in following triathlon?

 86% of spectator respondents were interested or very interested in the sport prior to the start of the event

Very interested 62%

Interested 24%

Neither interested or not interested 8%

Not interested 2%

Not very interested 2%

Don’t know 2%

Has attending the event encouraged you to follow triathlon (more)?

 Over 40% of all spectators reported being more interested in following triathlon as a result of attending Fyn 2018  Only 6% of spectators indicated that their interest in the sport was not further piqued having attended Fyn 2018

Definitely yes 12%

Yes 29%

Neither yes or no 53%

No 6%

Definitely not 0%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Spectator survey Participation in triathlon

Before the Fyn 2018 ITU Multisport World Championships, how often did you train for and participate in triathlon events?

 Almost one-third of spectator respondents indicated that they were not actively training for or participating in triathlon events prior to Fyn 2018

Very often 37%

Often 20%

Sometimes 7%

Rarely 6%

Never 26%

Don’t know 4%

Has attending Fyn 2018 encouraged you to participate in triathlon (more)?

 Having attended Fyn 2018, almost 30% of spectators indicated that they would like to participate more in the sport

Definitely yes 8%

Yes 21%

Neither yes or no 31%

No 12%

Definitely not 27%

Don’t know 2%

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience Spectator survey Hosting the event

Which is the most suitable response about Fyn hosting the 2018 ITU Multisport World Championships? (Respondents from Fyn only)

 56% of spectator respondents from Fyn would like Fyn to host another edition of the event

13% The event has had a positive impact for Fyn

The event will raise the profile of Fyn

56% I felt proud about the event being hosted in Fyn 22% I would like Fyn to host another edition of the event

Which is the most suitable response about Denmark hosting the 2018 ITU Multisport World Championships? (Respondents from Denmark outside Fyn)

 50% of spectator respondents from Denmark outside of Fyn believe the event has had a positive impact for Denmark

13% The event has had a positive impact for Denmark

12% The event will raise the profile of Denmark 50%

I felt proud about the event being hosted in Denmark

25% I would like Denmark to host another edition of the event

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience GSI Ratings Full scores (out of five) Participant survey

Pre-event

QUESTION MEAN

Registration through National Federation 4.33

Value for money of entries 4.26

Price of entries 4.21

Race information

QUESTION MEAN

Race packet pickup staff/volunteers facilities 4.56

Helpfulness of volunteers 4.48

Race packet pickup procedure 4.21

Race information 3.85

Race communications 3.81

Race briefings 3.79

Venue information 3.61

Race packet contents 3.50

Training locations

QUESTION MEAN

Run 4.11

Bike 3.78

Swim 3.65

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Event Experience GSI Ratings Full scores (out of five) Participant survey (continued)

Race course

QUESTION MEAN

Run 4.37

Bike 4.26

Finish 4.26

Race officials 4.26

Rule implementations 4.00

Transitions 3.94

Post-finish 3.85

Swim 3.44

Merchandise

QUESTION MEAN

Quality 3.62

Selection 3.14

Price 2.92

Non-competition events

QUESTION MEAN

Ceremonies 3.93

Parade of Nations 3.83

Concerts 3.69

HIGH5K 3.63

Train Smarter 3.42

Pasta Party 3.39

Expo 3.20

Media

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Overview

Due to the nature of the ITU Multisport World Championships, media coverage of Live streaming coverage (event Fyn 2018 was not as prominent as at other ITU events. Facebook was the primary period) medium used to drive coverage of the event, including live coverage of the different race disciplines on the event-specific pages (one in Danish and one in Platforms 2 English), in addition to course previews and race briefings and promotional videos Live views 35,750 around the event. Unique live views 31,229 Total minutes viewed 229,478 Live online streaming of three disciplines – Duathlon (6 July), Cross Triathlon (10 July) and Long Distance Triathlon (14 July) – was made available without charge Figures for Triathlon LIVE and event-specific Facebook page in English on TriathlonLIVE, the ITU’s dedicated media platform, and Facebook. In total, based on the figures provided, viewers combined to watched at least over 3,800 hours of live coverage of Fyn 2018. Magazine Show coverage A recap of the event was also produced by the ITU in the form of a 48-minute highlight show. The episode, which also included the Lausanne leg of the 2018 Broadcasters 14 ITU World Cup, formed part of the annual Magazine Show series about ITU Territories 79 events which was made for television and online viewing. There were a total of Coverage was also made available online to 14 different broadcasters relaying the Magazine Show to 79 territories across all subscribers of Triathlon LIVE six continents. The show was also made available on TriathlonLIVE, the ITU’s dedicated on-demand platform. Fyn 2018 Website Traffic (event Highlights of the aquathlon, cross triathlon, and long distance triathlon races, as period) well as some interviews, were posted on the ITU’s dedicated YouTube platform. There were videos of course previews and race briefings on the event’s specific Users 69,487 YouTube channel. New users 48,745 Sessions 71,780 News coverage, primarily through video news releases (VNR), which was taken Page views 233,352 up by organisations including the European Broadcasting Union, Reuters, Olympic Channel, as well as commercial broadcasters from countries including Austria, Canada, Germany New Zealand and the United Kingdom.

The event-specific website of Fyn 2018 generated 233,352 page views from 69,487 users during the nine days of the event, of which over 70% of users were new users that had not previously used the platform before.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Online Live Streaming Facebook Live and TriathlonLIVE

Live online streaming traffic data: event period (6 July – 14 July 2018)

Facebook Live TriathlonLIVE

Live views 20,144 15,606 Unique live views 19,900 11,329 Live minutes viewed 22,579 206,899 Average live watch 01:07 17:10 time (mm:ss) Data provided by International Triathlon Union

NB: Figures for Facebook Live only account for viewers on the event-specific Facebook page (http://www.facebook.com/ITUMultisport)

Although there were no takers for live or delayed television broadcasts of Fyn 2018, live coverage of Fyn 2018 was made available through TriathlonLIVE, the ITU’s dedicated video platform, and Facebook Live. Both mediums were accessible without charge, allowing for greater coverage of the event.

There was live coverage on three days, showing the following events:

 6 July: Standard duathlon (all categories) + Sprint duathlon (Juniors only)  10 July: Cross Triathlon (all categories)  14 July: Long Distance Triathlon (all categories)

Notifications informing potential viewers of live coverage of the various were made available through the ITU and LOC’s website and social media channels.

Live streams on Facebook were made available on several Facebook pages through the sharing of links to original streams, including the respective event- specific Facebook pages in English and Danish.

While viewing figures were only available for the event-specific Facebook in English, it showed that there were over 20,000 live views with an average live watch time of just over one minute.

As for TriathlonLIVE, it generated over 200,000 minutes of live coverage viewed, and an average live watch time of over 17 minutes.

In total, the two platforms combined to generate over 3,800 hours of live views across the three days of competition shown.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Online and Television Magazine Show 2018 Fyn Multisport World Champs & Lausanne World Cup Magazine Show

Magazine Show traffic data on TriathlonLIVE (5 September – 24 October 2018) – Magazine Show viewers on 2018 Fyn Multisport World Champs & Lausanne World Cup Magazine Show TriathlonLIVE by nation (top 10) – 2018 Fyn Multisport World Champs & Lausanne World Cup Magazine TOTAL Show Views 725 Unique views 650 5 September – 24 October 2018 Total minutes viewed 15,365 USA Average watch time (mm:ss) 23:42 Australia Data provided by International Triathlon Union Canada Coverage of Fyn 2018 was also made available through the ITU’s Magazine Show, United Kingdom an annual series airing post-event recaps and highlights of ITU events. The Spain episode containing Fyn 2018, which also contained coverage of the Lausanne leg Germany of the ITU World Cup, was released on 5 September 2018. It was entitled “2018 France Fyn Multisport World Champs & Lausanne World Cup Magazine Show” Mexico Ireland There were a total of 14 different broadcasters relaying the Magazine Show to Denmark 79 territories across all six continents. As part of the agreement to obtaining the rights to the Magazine Show, all takers had to broadcast all shows, including the episode containing Fyn 2018.

As for coverage on TriathlonLIVE, the show had accumulated 725 views in the six-week period following its release, with an average watch time of almost 24 minutes per unique view.

ITU Magazine Show (2018 season) – broadcaster breakdown

TERRITORY BROADCASTER ACCESS

Fox Sports Asia (44 territories) Fox Sports Asia Pay-TV Fox Sports Australia Fox Sports Australia Pay-TV ORF ORF Free-to-air Balkans (7 territories) TV Arena Sport Pay-TV France L’Équipe Free-to-air Israel Charlton Pay-TV Latin America (18 territories) DirecTV Pay-TV New Zealand Sky NZ Pay-TV Norway TV2 Norway Free-to-air Spain TVE Free-to-air Taiwan ELTA Pay-TV Turkey SporTV Pay-TV United Kingdom BBC Free-to-air USA NBCSN Pay-TV

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Online Website Fyn 2018 (www.fyn2018.com)

Fyn 2018 website traffic data: event period (6 July – 14 July 2018) Fyn 2018 website users by nation (top 5) : event period

TOTAL DAY AVERAGE Denmark Users 69,487 7,721 United Kingdom New users 48,745 5,416 USA Sessions 71,780 7,976 Germany Page views 233,352 25,928 France

Analysis of the event-specific website of Fyn 2018 showed that there was a surge in activity on the first (6 July) and final (14 July) days of the event, which coincided with the taking place of the two of the most popular race disciplines of triathlon– the standard duathlon and the long distance triathlon disciplines.

It was found that the highest proportion of all users came from Denmark, which would in part be explained by the fact that those competing at Fyn 2018 would have used the website to get information about their races and the event during their stay in Denmark. An additional reason could be that there was an increasing curiosity and interest in the event from local Fyn residents, both from a sporting context as well as the implications that the staging of the event would have on traffic and access to public areas and roads.

Users from the United Kingdom represented the second highest proportion of website users, which could be explained by the strong British delegation competing at the event.

Fyn 2018 website traffic data: extended period by day (29 June – 21 July 2018)

20,000 60,000 18,000 50,000

16,000

14,000 40,000 12,000 10,000 30,000 8,000

6,000 20,000 views Page Users & Sessions Users & 4,000 10,000 2,000

0 0

29/06/2018 30/06/2018 01/07/2018 02/07/2018 03/07/2018 04/07/2018 05/07/2018 06/07/2018 07/07/2018 08/07/2018 09/07/2018 10/07/2018 11/07/2018 12/07/2018 13/07/2018 14/07/2018 15/07/2018 16/07/2018 17/07/2018 18/07/2018 19/07/2018 20/07/2018 21/07/2018

Users Sessions Page Views

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Online Website International Triathlon Union (www.triathlon.org)

International Triathlon Union website traffic data: event period (6 July – 14 July International Triathlon Union 2018) website users by nation (top 5) : event period

TOTAL DAY AVERAGE Germany Users 318,230 35,359 Denmark New users 194,375 21,597 United Kingdom Sessions 410,384 45,598 USA Page views 1,629,100 181,011 Canada

Analysis of the event-the ITU’s website showed that there was a noticeable surge in activity on the weekend of 14-15 July. While the long distance triathlon discipline was contested at Fyn 2018 on 14 July, the weekend coincided with the taking place of the Hamburg leg of the World Triathlon Series and the Mixed Relay World Championships, as well as other triathlon events run by ITU and its member continental and national federations.

The event in Hamburg would explain to a large extent why the greatest proportion of website users during the event period of Fyn 2018 came from Germany, in addition to being redirected from the event-specific website to access specific information that were housed on the ITU website, including results from races.

It is noticeable however that the second largest proportion of users on the ITU website came from Denmark, with one main reason being that those redirected from the Fyn 2018 website would look up details stored on the ITU website. International Triathlon Union website traffic data: extended period by day (29 June – 21 July 2018)

120,000 400,000 350,000 100,000

300,000

80,000 250,000 60,000 200,000

150,000 views Page 40,000 Users & Sessions Users & 100,000 20,000 50,000

0 0

09/07/2018 29/06/2018 30/06/2018 01/07/2018 02/07/2018 03/07/2018 04/07/2018 05/07/2018 06/07/2018 07/07/2018 08/07/2018 10/07/2018 11/07/2018 12/07/2018 13/07/2018 14/07/2018 15/07/2018 16/07/2018 17/07/2018 18/07/2018 19/07/2018 20/07/2018 21/07/2018

Users Sessions Page Views

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Online YouTube Triathlon Festival Fyn 2018

YouTube activity summary: event period (6 July - 14 July 2018) Account followers

Start (5 July 2018) 27 TOTAL DAY AVERAGE End (15 July 2018) 57 Videos 2 0.2

Views 67 7.4 New subscribers 30 3.3 (by 15 July 2018)

Sportcal analysed YouTube activity on a dedicated event YouTube channel (Triathlon Festival Fyn 2018) over the event period (6 July– 14 July), during which a total of two videos were posted.

The two videos uploaded were the aquathlon and cross triathlon briefings, which combined to generate 67 views. Videos during the extended period also related to event briefings, as well as course previews, each of which generated fewer than 150 views.

YouTube activity: extended period by day (29 June – 21 July 2018)

4 300

3 250

200

150 Views Videos 2 100 1

1 50

0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Videos Views

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Media Online YouTube World Triathlon

YouTube activity summary: event period (6 July - 14 July 2018) Account followers

Start (5 July 2018) 50,359 TOTAL DAY AVERAGE End (15 July 2018) 50,563 Videos 10 1.1

Views 15,364 1,707 New subscribers 204 22.7 (by 15 July 2018)

Sportcal analysed YouTube activity on the ITU’s YouTube channel (World Triathlon) over the event period (6 July– 14 July), during which a total of ten videos were posted.

All ten videos were posted on the last three days of the event, with six posted on the penultimate day (13 July). The video of the highlights of the men’s race of the cross triathlon event generated the most views, with 7,435 views.

Three videos – two relating to highlights of the men’s and women’s races for the long distance triathlon respectively, and one providing a summary of the whole event – were posted on the day after the final day of competition (15 July), which combined to generate 10,887 views.

YouTube activity: extended period by day (29 June – 21 July 2018)

7 12,000

6 10,000 5

8,000

6,000 Views Videos 3 4,000 2

1 2,000

0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Videos Views

Media Social

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Overview

Over a period of 23 days (from seven days pre- to post-event), the Sportcal India Social media overview team analysed seven social media accounts across Facebook, Twitter and – all accounts (event period) Instagram. Three of the accounts were administered by the International Federation for Triathlon sports (ITU). The other four accounts were administered Posts 248 by the organisers of the World Championships 2018. Posts were monitored for Reactions / Likes 110,054 relevance to the ITU Multisport World Championships 2018 and analysed Shares / Retweets 1,511 accordingly. Comments / Replies 1,727 New followers 3,382

Average follower 0.60% ITU social media accounts increase

Facebook Twitter Instagram /worldtriathlon @worldtriathlon @worldtriathlon

Event organiser social media accounts

Facebook Twitter Instagram /ITUMultisportFestival @ITUmultisport @itumultisport /triatlonfestival

Social media account summary (event period)

REACTIONS SHARES / COMMENTS CHANGE IN % SOCIAL MEDIA ACCOUNTS POSTS / LIKES RETWEETS / REPLIES FOLLOWERS CHANGE

International Total 91 96,851 701 823 1,133 3 0.21% Federation Daily avg. 10.1 10,761.2 77.9 91.4 125.9 ITU Multisport World Total 4 157 13,203 810 904 2,249 0.41% Championships

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Platform Summary

Across the nine-day ‘event period’, Sportcal analysed the seven social media Social media accounts – daily accounts across Facebook, Twitter and Instagram in order to produce a platform average (event period) summary to identify the most successful means of generating exposure for the ITU Multisport World Championships 2018. FACEBOOK Posts 133

Reactions 9,643 FACEBOOK Shares 1,357 Comments 1,427 The World Triathlon Facebook account recorded 3,420 reactions, 567 shares and New followers 2,309 563 comments from its 23 posts during the competition. Average follower 0.86% The ITU Multisport Festival Facebook account achieved 4,157 reactions, 545 increase shares and 546 comments from its 52 posts.

The Triathlon Festival Facebook account achieved 2,066 reactions, 245 shares and 318 comments from its 58 posts. TWITTER Posts 34 TWITTER Likes 860 During the event, the World Triathlon Twitter page recorded 22 posts, 134 Retweets 154 retweets, 732 likes with a decrease of 793 followers. Comments 23 New followers -681 During the event, the ITU Multisport Twitter page recorded 12 posts, 20 Average follower 0.68% retweets, 128 likes with an increase of 112 followers reaching to 7.28% new decrease followers.

INSTAGRAM INSTAGRAM During the event, the World Triathlon Instagram page recorded 46 posts, 240 Posts 81 comments and 92,699 likes with an increase of 1,238 new followers. Likes 99,551 The ITU Multisport account achieved 6,852 likes, 37 comments from its 35 posts Comments 277 New followers 1,754

Average follower 0.89% increase

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Facebook World Triathlon (/worldtriathlon)

Facebook activity summary: event period (6 July – 14 July 2018) Account followers

Start (5 July 2018) 259,750 TOTAL DAY AVERAGE End (15 July 2018) 260,438 Posts 23 2.6

Reactions 3,420 380.0 Shares 567 63.0 Comments 563 62.6 New followers 688 76.4 (by 15 July 2018) (0.26% increase)

Facebook activity: event period by day (6 July – 14 July 2018)

300 1,600

1,400 250

1,200

200 1,000

150 800 Reactions 600 100 400 Posts, Comments and Shares and Comments Posts, 50 200

0 0 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Comments Shares Reactions

Facebook activity: extended period by day (29 June – 21 July 2018)

300 1,600

1,400 250

1,200 200 1,000

150 800 Reactions

600 100

Posts, Comments and Shares and Comments Posts, 400 50 200

0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Comments Shares Reactions

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Facebook ITU Multisport World Championships Festival (/ITUMultisportFestival)

Facebook activity summary: event period (6 July – 14 July 2018) Account followers

Start (5 July 2018) 6,334 TOTAL DAY AVERAGE End (15 July 2018) 7,599 Posts 52 5.8

Reactions 4,157 461.9 Shares 545 60.6 Comments 546 60.7 New followers 1,265 140.6 (by 15 July 2018 (19.97% increase)

Facebook activity: event period by day (6 July – 14 July 2018)

200 1,400

180 1,200 160

140 1,000

120 800

100 Reactions 80 600 60 400

Posts, Comments and Shares and Comments Posts, 40 200 20 0 0 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Comments Shares Reactions

Facebook activity: extended period by day (29 June – 21 July 2018)

200 1,400

180 1,200 160

140 1,000

120 800 100

80 600 Reactions 60 400 40 Posts, Comments and Shares and Comments Posts, 200 20 0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Comments Shares Reactions

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Facebook Fynske Bank Multisport World Championships Festival (/triatlonfestival)

Facebook activity summary: event period (6 July – 14 July 2018) Account followers

Start (5 July 2018) 2,098 TOTAL DAY AVERAGE End (15 July 2018) 2,454 Posts 58 6.4

Reactions 2,066 229.6 Shares 245 27.2 Comments 318 35.3 New followers 356 39.6 (by 15 July 2018) (16.97% increase)

Facebook activity: event period by day (6 July – 14 July 2018)

140 700

120 600

100 500

80 400

60 300

40 200 Reactions

20 100

0 0

Posts, Comments and Shares and Comments Posts, 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Comments Shares Reactions

Facebook activity: extended period by day (29 June – 21 July 2018)

140 700

120 600

100 500

80 400

60 300 Reactions

40 200

Posts, Comments and Shares and Comments Posts, 20 100

0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Comments Shares Reactions

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Twitter World Triathlon (@worldtriathlon)

Twitter activity summary: event period (6 July – 14 July 2018) Account followers

Start (5 July 2018) 97,964 TOTAL DAY AVERAGE End (15 July 2018) 97,171 Posts 22 2.4

Likes 732 81.3 Retweets 134 14.9 Replies 20 2.2 New followers -793 -88.1 (by 15 July 2018) (0.81% decrease)

Twitter activity: event period by day (6 July – 14 July 2018)

8 180

7 160

6 140 120 5 100 4 80 3 60

Posts and Comments and Posts 2 40 Retweets and Favourites and Retweets 1 20 - 0 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Replies Retweets Likes

Twitter activity: extended period by day (29 June – 21 July 2018)

8 180

7 160

6 140 120 5 100 4 80 3

60 Posts and Comments and Posts

2 40 Retweets and Favourites and Retweets 1 20 - 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Replies Retweets Likes

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Twitter ITU Multisport (@ITUmultisport)

Twitter activity summary: event period (6 July – 14 July 2018 Account followers

Start (5 July 2018) 1,538 TOTAL DAY AVERAGE End (15 July 2018) 1,650 Posts 12 1.3

Likes 128 14.2 Retweets 20 2.2 Replies 3 0.3 New followers 112 12.4 (by 15 July 2018) (7.28% increase)

Twitter activity: event period by day (6 July – 14 July 2018)

4 60

3 50

40 2 30 2 20

Posts and Comments and Posts 1

1 10 Retweets and Favourites and Retweets - 0 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Replies Retweets Likes

Twitter activity: extended period by day (29 June – 21 July 2018)

4 60

3 50

3 40 2 30 2

Posts and Comments and Posts 20

1 Retweets and Favourites and Retweets 1 10

- 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Replies Retweets Likes

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Instagram World Triathlon (@worldtriathlon)

Instagram activity summary: event period (6 July – 14 July 2018)) Account followers

Start (5 July 2018) 194,194 TOTAL DAY AVERAGE End (15 July 2018) 195,432 Posts 46 5.1

Likes 92,699 10,299.9 Comments 240 26.7 New followers 1,238 137.6 (by 15 July 2018) (0.64% increase)

Instagram activity: event period by day (6 July – 14 July 2018)

80 40,000

32,000

24,000

16,000 Likes

8,000 Posts and Comments and Posts

0 0 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Comments Likes

Instagram activity: extended period by day (29 June – 21 July 2018)

80 30,000

24,000 60

50 18,000

40 Likes 30 12,000

Posts and Comments and Posts 20 6,000 10

0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Comments Likes

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Social Media Instagram ITU Multisport (@itumultisport)

Instagram activity summary: event period (6 July – 14 July 2018) Account followers

Start (5 July 2018) 3,206 TOTAL DAY AVERAGE End (15 July 2018) 3,722 Posts 35 3.9

Likes 6,852 761.3 Comments 37 4.1 New followers 516 57.3 (by 15 July 2018) (16.09% increase)

Instagram activity: event period by day (6 July – 14 July 2018)

20 40,000 18

16 32,000 14

12 24,000

10 Likes 8 16,000

6 Posts and Comments and Posts 4 8,000 2 0 0 6 7 8 9 10 11 12 13 14 Date: July 2018 Posts Comments Likes

Instagram activity: extended period by day (29 June – 21 July 2018)

10 2,500 9

8 2,000 7

6 1,500

5 Likes 4 1,000

Posts and Comments and Posts 3 2 500 1 0 0 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Date: June - July 2018 Posts Comments Likes

Sponsorship

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sponsorship Overview

Sponsorship rights to the Fyn 2018 ITU Multisport World Championships were Commercial partners breakdown by wholly owned by the local organising committee, meaning that it had the type responsibility to source suitable sponsors and suppliers for the event. Sponsors 3 A total of three commercial sponsors were found, in addition to 11 suppliers. Suppliers 11 This included the local bank Fyn, Fynske Bank, which decided to become the Total 14 title sponsor of Fyn 2018 through its foundation arm, the Fynske Bank Foundation.

Additionally, there were two main sponsors of the event. These were F2C 3 Nutrition, the nutritional supplements brand, and Heineken 0.0, the alcohol free beer brand from Heineken.

There were also 11 suppliers involved in running the event, of which the majority Sponsors of these were security services, technology or transportation services. Suppliers

Commercial partners list 11

TITLE SPONSOR SECTOR Fynske Bank Banking

MAIN SPONSORS SECTOR F2C Nutrition

Heineken 0.0 Alcohol Commercial partners breakdown by sector SUPPLIERS SECTOR 2XU Sports apparel Security services 2 Air Luggage Transportation services Technology 2 AV Center Audiovisual equipment Transportation services 2 Fysio Danmark Health Banking 1 Karma Runner Mobile application Health services 1 MTB Tours Tour operator Mobile application 1 Saferoad Road safety solutions Non-alcoholic beverages 1 SafetyGroup Rescue services Sports apparel 1 Shimano Sports equipment Sports equipment 1 Sportstiming Timekeeper Sports nutrition & supplements 1 Tri-Rejser Transportation services Tour operators 1 Total 14

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sponsorship Sponsor List

Title Sponsor

Main Sponsors

Suppliers

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sponsorship Sponsor interview Fynske Bank

Fynske Bank, a local bank on the island of Fyn that is headquarted in Svendborg, has had a long tradition of sponsoring sports events in Fyn, and in particular in Svendborg. Its portfolio has included the local football and handball teams that compete in nationwide competitions, as well as local community sports awards for best athletes and fair play. This decision to sponsor local sports has derived from a deeply-held view of supporting local communities and the activities that benefit them by reinvesting the profits made by the bank through its community engagement arm, the Fynske Bank Foundation. As a result, the bank has received Key objectives great acclaim from Fyn citizens, who have tended to remain loyal to the bank and have helped it to have a 10% market share in Fyn, in what is generally regarded as  Promote the bank’s foundation a highly competitive banking sector throughout Denmark. and its investment in the local community However, when Fynske Bank was first approached to become a sponsor of Fyn 2018, it originally declined the proposition, in large part due to the timing of the  Reinforce engagement with local event –many people would be away on vacation, meaning that the potential for people in Fyn sponsorship activation and engagement with attendees would not be fully maximised.  Gain local recognition from their initiatives Further discussions with the LOC ensued about what the event could achieve and its bearings on the local community. This included the magnitude and  Support the overall growth and significance of an event such as Fyn 2018 for the region, which was taking place development of Fyn in its main target market, as well as one day of competition in the town of its main branch (Svendborg). Eventually the bank revised its decision and took on  Increase positive community the title sponsorship. atmosphere and pride in Fyn

Its overall rationale to become involved with Fyn 2018 (even in spite of the largely international dynamic of participants and spectators at Fyn 2018) INTERVIEW remained very focused on the Fyn community – it motive was not about attracting new customers or growing its market share in Denmark, but rather about having a connection with the local people on the island of Fyn. As a result, the bank, just as it does with its other sponsorships, will measure the success of its partnership with Fyn 2018 on the overall publicity and engagement with the Fyn community, where people will be inspired by the scale of the event and its success. Petter Blondeau CEO It became apparent that Fyn 2018 could still be a great example for Fyn citizens of the bank being willing to invest and reinvest in events that would reap wide- ranging benefits for Fyn.

As title sponsor of the event, Fynske Bank had activations in each of the three municipalities in which races were taking place. These activations included bouncy castles and pop-up tents, with competitions and prize giveaways taking place. The bank also brought 60 clients on a boat trip during the event to showcase their sponsorship and presence to business partners.

The bank also received branding throughout the event on press banners and flags across the event. Being title sponsor, Fynske Bank hopes that it will be more recognisable compared to other brands. However, the priority for the bank is to have more local recognition for the foundation’s activities. 82 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sponsorship Sponsor interview F2C Nutrition

F2C Nutrition, the Canada-based nutritional supplement brand, was the official on-course nutrition partner at the ITU Multisport World Championships, having reached an agreement with the Danish Triathlon Federation in December 2017, following conversations that had begun at the inaugural edition of the event in Penticton.

One of the main reasons for F2C Nutrition’s decision to sponsor Fyn 2018 was to grow the brand in Europe, at an event and a sport that it knows well – as of Key objectives 2018, the company sponsors around 200 events per year, including bodybuilding, cross-fit, cycling, ice hockey, marathon running, soccer and  Use Fyn 2018 to promote the triathlon events. brand into a new market Based on the company’s experience, sponsorship at sports events is key for its  marketing strategy as it is more beneficial to be on the ground, directly speaking Utilise the event to begin distributing F2C Nutrition to people about its product range, rather than being in magazines and adverts. products into Denmark Moreover, the brand believes that sponsoring triathlon events is valuable as triathletes typically have a lot of disposable income and are focused on their  Be on-the-ground talking to diet, making it more lucrative to be on-site at events selling products. participants directly about the While the majority of events that it has partnered with have been in Canada and product to attract new business

North America, it has received positive feedback and requests for its products  Have the F2C brand become from European athletes, which has prompted its decision to expand its presence deeply entrenched with this type in Europe. Liaising with the DTF and its partners would provide this window of of event and with the sport of opportunity and enable a distribution chain to be set up, not only at Fyn 2018 triathlon in general but beyond the event itself.

A major selling point for the brand’s involvement at Fyn 2018 was to have the INTERVIEW exclusive rights to sample and sell products in the exhibition and athlete zones. As a result, F2C Nutrition had planned to have its product being distributed to Denmark (and other parts of Europe) in time for the event. Additionally, in order to diversify its entry into the European market, F2C Nutrition set up an athlete endorsement deal with the Danish triathlete Michelle Vesterby. As part of this agreement, the brand was able to use the athlete’s image in advertisements around the event and also create a custom product to be sold into the market. Greg Cowan The brand had aimed to have its product available in Denmark by January 2018, CEO and Founder so there would be sufficient time for it to be received and known in the market before Fyn 2018. However, due to complications, the brand was still not available in the market at the time of the event. F2C Nutrition also believed that there were some other missed opportunities in terms of exploiting the full benefits of its sponsorship arrangement for Fyn 2018, which would also have complemented its strategy for the European market.

Nevertheless, the brand would like to continue its association with the event, including sponsoring the next edition in 2019, which is also in Europe. It does recognise though that any agreements would need sufficient negotiating and lead-in time to reap the full benefits of its sponsorship agreement, but it is willing to work find an arrangement that works for all parties involved.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sponsorship Sponsor interview Heineken 0.0

Heineken 0.0 is the alcohol-free beer brand from Heineken, which was launched in February 2018. The sponsorship of Fyn 2018 was the first sporting event that the 0.0 brand had sponsored, with its demographic target group being those who were health-conscious – both participants and non-participants – but still wanted to consume beverages that had the traditional Heineken flavour.

Traditionally, Heineken has targeted spectators in its marketing campaigns at sporting and non-sporting events, with its most notable activation in sport being Key objectives with soccer’s UEFA Champions League. There is a strong presence of the regular

Heineken beer brand at sports events and music festivals through traditional  Use Fyn 2018 to increase pouring licenses. This also applies to Denmark, including the 2018 edition of the awareness of the 0.0 brand as a ice hockey world championships where Heineken was sold at venues. completely alcohol free drink However, through market research and continuous reviews of its strategy,  Target those who are health athletes have been seen as a new demographic to target – especially at mass conscious and do not want to participation events – that also does not impose on the existing markets of its have an alcohol-infused other products. As participants of sporting events would be unlikely to want to beverage drink an alcoholic beverage around the time of competition, the concept of introducing a non-alcoholic beer became increasingly conceivable.  Promote responsible drinking of alcohol While its main competitor in the “alcohol-free” sector – Carlsberg, another internationally-recognised beer brand – has made sizeable inroads into the  Increase number of sales of market, the 0.0 brand is seen as a beverage that can challenge Carlsberg’s Heineken 0.0 in Fyn and position in the market. Unlike Heineken 0.0, Carlsberg’s own edition contains Denmark 0.5% alcohol (0.5% is the highest limit that a beverage can be branded as alcohol-free). By positioning itself as truly alcohol-free – and with one-third of the amount of calories found in a traditional Heineken alcoholic beer – Heineken believes that it can attract health-conscious consumers, and create awareness in INTERVIEW society that one can enjoy the taste of a traditional beer but without any alcohol.

A by-product of the brand’s involvement (albeit not directly linked to the strategy in the Danish market) with Fyn 2018 was the international nature of the event, which would tie in with the brand’s global perspective and potential initiatives to introduce it to other markets in future.

A large aspect of the brand’s activation during Fyn 2018 was providing free Kim Braget Nielsen samples in sizeable quantities – Heineken supplied 30,000 mini cans of the 0.0 Heineken Brand Manager – Denmark beer to be handed out to athletes and spectators. It was stated that the success of the sponsorship would in part be measured by the number of cans distributed during the event, and if there would be a subsequent increase in sales of Heineken 0.0 in the local area, as well as other Heineken products. For Heineken, it was important that attendees recognised that it was not just another Heineken product that was sponsoring Fyn 2018, but the 0.0 brand specifically.

Based on internal assessments about the 0.0 brand’s presence at Fyn 2018 – which, based on early feedback during the first few events, seemed to be positive – Heineken hopes to feature the brand at more events. It has already targeted the Copenhagen half marathon, another popular mass participation event, as another event to offer its products. 84 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sponsorship Awareness Spectators

To evaluate the brand awareness of participants and spectators at Fyn 2018, Methodology attendees were asked to indicate who they recognised as the main sponsors of Online survey the event. Their options included the three actual sponsors – Fynske Bank, Heineken 0.0 and F2C Nutrition – as well a rival company in the same sector of Sample group each sponsor that was not associated with Fyn 2018 at all. Event participants and spectators (726 respondents) The most recognisable brand associated with the event was Fynske Bank, the title sponsor, with 79% of all respondents stating they were aware of the Conducted and analysed by Sportcal sponsorship. Almost 85% of all participants from Fyn recognised the brand’s association as opposed to two-thirds of local spectators.

About 73% of respondents stated that they were aware of Heineken 0.0 as a partner of Fyn 2018, making it the second most recognisable sponsor.

Participants from Fyn and overseas spectators achieved the highest recognition rates; the rate for overseas participants was just under the average of all respondents.

F2C Nutrition, the nutritional supplement brand, was the least recognised of all official sponsors, attaining a 51% recognition rate. Participants from Fyn and from overseas achieved a higher score than the average across all respondents. Spectators, on the other hand, recorded a 21% recognition rate.

Brands not associated with Fyn 2018 (in green below) generally achieved lower awareness scores than the official sponsors. Carlsberg 0.0 was the only brand to register a higher recognition rate than a main sponsor, recording a 22% recognition rate from all spectators, higher than the 21% for F2C Nutrition.

Sponsors by percentage awareness (participants and spectators)

Fynske Bank 79%

Heineken 0.0% 73%

F2C Nutrition 51%

PowerBar 14%

Carlsberg 0.0% 12%

Nordfyns Bank 6%

None of the above 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Official partner of Fyn 2018 Not official partner of Fyn 2018

Sporting

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Overview

Fyn 2018 saw 2,738 athletes represent 48 countries from all six continents. Key Statistics

The number of competing nations was seven more than the 41 present at the Race entries 3,043 inaugural ITU Multisport World Championships in Penticton in 2017. Athletes 2,738 The 48 competing nations represented 28.1% of the 171 eligible International Male 1,758 Triathlon Union members. One athlete represented ITU during the event. Female 979 Competing nations 48 Of the 2,738 athletes, there were 1,758 (64.2%) male athletes and 979 (35.8%) Continental reach 6 female athletes at Fyn 2018. World championships 189 The total number of athletes was an 11.2% decrease on the 3,085 athletes that competed at Penticton 2017.

There were six different disciplines of triathlon contested at Fyn 2018, which received a total of 3,043 race entries.

There were 189 world championships being contested by elite, U23, Junior, Para, age groups competitors, in addition to the open race competitions for each discipline.

ITU Multisport World Championships – Breakdown of athletes and competing nations (2017-2018)

3,500 60 3,085 3,000 2,738 50

2,500 40

2,000 1,837 1,759 30

Athletes 1,500 1,248

979 20 Competing Nations 1,000

10 500

0 0 2017 2018

Female Athletes Male Athletes Total Athletes Competing Nations

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Nations

A total of 48 nations from all six continents were represented by athletes at Fyn ITU Multisport World Championships 2018. This was an increase of 17.0% from the 41 present at Penticton 2017. – Competing nations (2017- 2018)

Europe accounted for over two-thirds of all competing nations (33 out of 48). Asia and North America were represented by four nations each, followed by 60 South America with three. 48 There were two competing nations each from Africa and Oceania. The 50 International Triathlon Union was also represented, due to one athlete in the 41 process of switching representation from one country to another. 40

Fyn 2018 – Breakdown of competing nations 30

NATIONS AT % OF ALL NATIONS CONTINENT 20 FYN 2018 AT FYN 2018

Africa 2 4.2% 10 Asia 4 8.3% Europe 33 68.8% 0 North America 4 8.3% 2017 2018 Oceania 2 4.2% South America 3 6.3% NB: Breakdown here does not include one athlete representing ITU TOTAL 48 100.0%

3 2 2 4 Africa 4 Asia Europe North America Oceania South America

NB: Breakdown here does not include one athlete representing ITU

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Nations National member federations

The International Triathlon Union had a total of 171 national member federations that were eligible to qualify to compete at Fyn 2018.

The 48 nations participating at Fyn 2018 represented 28.1% of all member associations.

Europe was the most represented continent at Fyn 2018 with 33 of the 46 members from the continent present.

Africa had the lowest proportion of competing nations, with only two of the continent’s 36 member associations present.

Fyn 2018 – Proportion of national members federation with competing athletes

Africa 5.6%

Asia 11.1%

Europe 71.7%

North America 13.8%

Oceania 15.4%

South America 27.3%

0 5 10 15 20 25 30 35 40 45 50

Competing Nations ITU National Federations

% OF MEMBER NATIONS AT CONTINENT MEMBERS FEDERATIONS FYN 2018 AT FYN 2018 Africa 2 36 5.6% Asia 4 36 11.1% Europe 33 46 71.7% North America 4 29 13.8% Oceania 2 13 15.4% South America 3 11 27.3% TOTAL 48 171 28.1%

NB: Breakdown here does not include one athlete representing ITU

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Athletes By continent

When breaking down the number of athletes by continent, Europe was the best Fyn 2018 – Breakdown of athletes by represented, accounting for 1,525 athletes (55.7%) competing in Fyn. continent

There were 794 athletes from North America (29.0%) – predominantly from Canada and the USA – and 177 athletes from Oceania (6.5%). 1.5%

Asia provided 117 participants (4.3%), while 83 came from South America (3.0%) 3.0% 4.3% and 41 from Africa (1.5%). There was one athlete who represented the 6.5% International Triathlon Union.

Fyn 2018 – Breakdown of entries and athletes by continent

29.0%

CONTINENT ENTRIES ENTRIES % ATHLETES ATHLETES % 55.7% Africa 44 1.4% 41 1.5% Asia 124 4.1% 117 4.3% Europe 1,672 54.9% 1,525 55.7% North America 877 28.8% 794 29.0% Africa Oceania 231 7.6% 177 6.5% Asia Europe Other 2 0.1% 1 0.0% North America South America 93 3.1% 83 3.0% Oceania TOTAL 3,043 100.0% 2,738 100.0% South America

NB: Breakdown here does not include one athlete representing ITU

Fyn 2018 – Breakdown of entries by continent and discipline

CROSS SPRINT STANDARD LONG CONTINENT AQUABIKE AQUATHLON TOTAL TRIATHLON DUATHLON DUATHLON DISTANCE Africa 1 1 14 3 2 23 44

Asia 2 6 6 87 6 17 124

Europe 157 298 241 377 290 309 1,622

North America 163 139 37 149 203 186 877

Oceania 28 46 34 51 42 30 231

Other 1 1 2

South America 3 45 4 7 27 7 93

TOTAL 354 536 336 674 570 573 3,043

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Athletes By nation Australia – International Triathlon Union

Fyn 2018 – Nation breakdown of entries and athletes

NATION ENTRIES UNIQUE ATHLETES

FEMALE MALE TOTAL FEMALE MALE TOTAL Argentina 1 1 1 1

Australia 54 84 138 44 64 108

Austria 7 20 27 6 18 24

Belarus 1 2 3 1 2 3

Belgium 2 14 16 2 11 13

Brazil 27 64 91 26 55 81

Bulgaria 1 1 1 1

Canada 75 102 177 67 84 151

Chile 1 1 1 1

Croatia 4 4 4 4

Czech Republic 2 6 8 2 6 8

Denmark 107 269 376 94 238 332

Estonia 2 2 2 2

Finland 4 5 9 4 5 9

France 19 67 86 18 64 82

Germany 40 99 139 35 81 116

Great Britain 245 462 707 229 435 664

Greece 2 2 4 2 2 4

Hungary 1 1 1 1

Iceland 2 2 2 2

India 1 1 1 1

International Triathlon Union 2 2 1 1

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Athletes By nation Ireland – Spain

Fyn 2018 – Nation breakdown of entries and athletes

NATION ENTRIES UNIQUE ATHLETES

FEMALE MALE TOTAL FEMALE MALE TOTAL Ireland 15 17 32 14 16 30

Italy 7 25 32 6 19 25

Jamaica 1 1 1 1

Japan 40 81 121 38 76 114

Jordan 1 1 1 1

Kenya 1 5 6 1 5 6

Latvia 1 1 1 1

Liechtenstein 1 1 1 1

Luxembourg 1 1 1 1

Mexico 23 36 59 22 33 55

Netherlands 15 22 37 14 22 36

New Zealand 47 46 93 36 33 69

Norway 4 19 23 4 17 21

Poland 1 5 6 1 5 6

Portugal 2 2 4 1 2 3

Romania 3 3 3 3

Russia 3 11 14 2 8 10

Serbia 1 1 2 1 1 2

Slovakia 1 12 13 1 12 13

Slovenia 4 4 4 4

South Africa 9 29 38 9 26 35

Spain 3 29 32 3 23 26

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Athletes By nation Sri Lanka – USA

Fyn 2018 – Nation breakdown of entries and athletes

NATION ENTRIES UNIQUE ATHLETES

FEMALE MALE TOTAL FEMALE MALE TOTAL Sri Lanka 1 1 1 1

Sweden 28 25 53 25 24 49

Switzerland 7 9 16 7 9 16

Ukraine 5 8 13 5 8 13

USA 280 360 640 256 331 587

TOTAL 1,080 1,963 3,043 979 1,759 2,738

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Athletes By gender

Out of the 2,738 athletes present at Fyn 2018, there were 979 female athletes ITU Multisport World Championships (35.8%) and 1,759 male athletes (64.2%). From the total of 3,043 race entries, – Gender breakdown of athletes 35.5% of them came from female athletes. (2017-2018)

Compared to Penticton 2017, the total number of athletes at Fyn 2018 was 100% 11.2% lower than in Penticton 2017, while the number of female athletes decreased by 21.6%. 90% Oceania had the highest proportion of female athletes, with female athletes comprising 44.7% of all athletes from the continent. Africa had the largest 80% gender disparity, with men representing 75.6% of all athletes from the continent. 70% 1,837 1,759 Aquathlon was the discipline that had the highest female representation (39.4%), while cross triathlon was the discipline with the lowest proportion (30.4%). 60%

Fyn 2018 – Gender breakdown of entries by discipline 50%

40% DISCIPLINE FEMALE MALE TOTAL 30% Aquabike 139 215 354 20% 1,248 979 Aquathlon 211 325 536 10% Cross Triathlon 102 234 336 Duathlon (Sprint) 241 433 674 0% Duathlon (Standard) 187 383 570 2017 2018

Long Distance Triathlon 200 373 573 Female Male TOTAL 1,080 1,963 3,043

Fyn 2018 – Gender breakdown of athletes by continent

100%

80% 449 97 79 1,046 56 60% 31

40%

20% 345 80 38 479 27 10 0% Africa Asia Europe North America Oceania South America

Female Male

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Athletes By number of races

Out of the 2,738 athletes present at Fyn 2018, there were 237 athletes that Fyn 2018 – Number of different races competed in more than one race (8.7% of all athletes), who combined accounted participated in by athletes for 542 entries (17.8% of all entries). One race 2,501 In order to encourage and recognise those who do multiple disciplines at the Two races 191 same ITU Multisport World Championships, the ITU designates the title Three races 28 “Multisport Legend” to all athletes that race in and complete four or more World Four races 14 Championship races (out of the six disciplines – Aquabike, Aquathlon, Cross Five races 4 Triathlon, Sprint Duathlon, Standard Duathlon, Long Distance Triathlon). Total 2,738 In total there were 15 athletes who were bestowed the title “Multisport Legend”. There were a further three athletes who completed four or more races during Fyn 2018; however they did not meet the criteria of completing four or more World Championship races.

Additionally, 191 athletes competed in two disciplines while 28 competed in three different races. There were 2,501 athletes who competed in one race only.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Sporting Performance

There were a total of 189 different world championships on offer across the six Fyn 2018 – Breakdown of world race disciplines that covered elite, U23, Junior, Para, age groups competitors who championships by gender and had qualified to compete at Fyn 2018. Those who participated in the open race continent were not eligible to compete for a world championship. Continent Female Male Aquathlon was the discipline that had the most world champions with 40, Africa 0 1 followed by standard duathlon with 35 world champions. Asia 0 0 Athletes from Europe won over two-thirds of all world championships on offer, Europe 53 74 including 82.9% of all standard duathlon races. Great Britain was the nation with North America 27 17 the most world champions (41). Oceania 7 8 Other 0 2 Fyn 2018 – Breakdown of world championships by gender and discipline South America 0 0

TOTAL 87 102

Aquabike 12 14

Aquathlon 18 22

Cross Triathlon 14 17

Duathlon Sprint 13 15

Duathlon Standard 16 19

Long Distance 14 15

0 10 20 30 40 50

Female Male

Fyn 2018 – Breakdown of winners of world championships by discipline and continent

CROSS SPRINT STANDARD LONG CONTINENT AQUABIKE AQUATHLON TOTAL TRIATHLON DUATHLON DUATHLON DISTANCE Africa 1 1

Asia 0

Europe 12 24 23 19 29 20 127

North America 10 10 3 9 5 7 44

Oceania 3 5 5 2 15

Other 1 1 2

South America 0

TOTAL 26 40 31 28 35 29 189

Data Data Analysis Comparative

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Overview

The findings from this study were compared to data across eight key indicators from 10 selected mass participation events. The events listed were all held in recent years, and were of varying sizes, providing a basis for different comparisons. These include athletics (marathon), cycling, multisport games, orienteering, and triathlon competitions. The list of competitions and a brief description of each event can be found on the next page.

The indicators chosen for comparison are listed in the table below, along with the corresponding data for the 2018 ITU Multisport World Championships, as well as its rank against the other ten competitions. Due to the different scales of competitions, percentages have been used for most comparisons to provide better context and analysis.

Where no confirmed data was available, data was estimated for events, and has been indicated with an asterisk on each respective comparison page. In some cases, no data was available at all, and therefore the number of events considered for the respective data indicators has been reduced.

Due to the nature of the 2018 ITU Multisport World Championships being held across three host cities, the indicators presented in this section relating to tourism will relate to the island of Fyn as a whole for the purpose of comparison, even though other events were hosted in a single host city.

It is recommended that the data is treated with care for comparison due to the different methodologies used and the different approaches for reporting visitor and tourism figures.

All data and sources were compiled through Sportcal research and the existing Sportcal database that forms part of Sportcal’s Global Sports Impact (GSI) Project.

Comparative data overview of 2018 ITU Multisport World Championships and select mass participation events

2018 ITU MULTISPORT WORLD INDICATOR RANK CHAMPIONSHIPS

Competing nations – total 48 6/11 Athletes – total 2,738 7/11 Proportion of mass participation athletes 92% 10/11 Proportion of female athletes 36% 5/8 Proportion of international athletes 88% 2=/11 Proportion of visitor athletes 97% 2=/11 Length of stay of visitor athletes as proportion of 63% 7=/9 duration of event Volunteers – total 1,000 * 4/10 * Estimated figures

NB: Proportion of mass participation athletes includes all those not considered as elite athletes, including U23, Junior, para triathletes categories

NB: For the 2018 ITU Multisport World Championships only, visitors are considered as being from outside the host region (Fyn); for all other events listed here, visitors are considered to be from outside the host city

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Comparison Events

Selected mass participation events chosen for comparison

SPORT EVENT CITY NATION

Athletics – marathon IAAF World Half Marathon Championships Valencia 2018 Valencia Spain Description: Biennial world championship held with annual local mass participation half marathon event Data Source: International Association of Athletics Federations; Sportcal Research; The Sports Consultancy Cycling - road 2018 UCI Granfondo World Championships Varese Italy Description: Annual road-cycling event held for amateurs and masters Data Source: City of Varese; Sportcal Research; UCI Games World Masters Games 2017 Auckland New Zealand Description: Multisport event held every four years for athletes over the age of 30 Data Source: Auckland Tourism, Events and Economic Development; Sportcal Research Orienteering World Orienteering Championships 2015 / Scottish 6 Days Inverness United Kingdom Description: Annual world championship held with annual local mass participation orienteering event Data Source: EKOS; Event Scotland; Sportcal Research Triathlon 2014 ETU Challenge Almere-Amsterdam Almere Netherlands Description: European Long Distance Triathlon Championships held with annual local mass participation event Data Source: Almere Marktonderzoek Advies; Holland Triathlon BV; Sportcal Research; Sportservice Flevoland Triathlon 2018 ETU Multisport European Championships Ibiza Spain Description: Inaugural European edition of multisport concept with elite and mass participation competitions Data Source: European Triathlon Union; Spanish Triathlon Federation; Sportcal Research Triathlon 2018 World Triathlon Series leg – Bermuda Bermuda Bermuda Description: A leg of the annual series with elite and mass participation competitions Data Source: Bermuda Tourism Authority; International Triathlon Union; PwC; Sportcal Research Triathlon 2017 ITU Multisport World Championships Penticton Canada Description: Inaugural international edition of multisport concept with elite and mass participation competitions Data Source International Triathlon Union; MB Events; Sportcal Research Triathlon 2018 ITU Multisport World Championships Various (Fyn) Denmark Description: Second international edition of multisport concept with elite and mass participation competitions Data Source: International Triathlon Union; Sportcal Research; Sport Event Fyn Triathlon 2017 ITU Grand Final Rotterdam Netherlands Description: Finale of the annual World Triathlon Series with elite and mass participation competitions Data Source: International Triathlon Union; Rotterdam Topsport; Sportcal Research Triathlon 2018 ITU Grand Final Gold Coast Australia Description: Finale of the annual World Triathlon Series with elite and mass participation competitions Data Source: City of Gold Coast; International Triathlon Union; Sportcal Research; Tourism Events Queensland 99 © and database right 2019 Sportcal Global Communications Ltd. All Rights Reserved.

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Competing nations Total number of competing nations Selected mass participation events

Total number of competing nations

2018 ITU Multisport World Championships Rank 48 6/11 events

Comparison of the total number of competing nations

World Masters Games 2017 106

IAAF World Half Marathon Championships Valencia 2018 * 84

2017 ITU Grand Final 78

2018 UCI Granfondo World Championships 61

World Orienteering Championships 2015 / Scottish 6 Days * 50

2018 ITU Multisport World Championships 48

2018 ITU Grand Final 46

2017 ITU Multisport World Championships 41

2014 ETU Challenge Almere-Amsterdam 38

2018 ETU Multisport European Championships 29

2018 World Triathlon Series leg - Bermuda * 25

0 20 40 60 80 100 120

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Athletes Total number of athletes Selected mass participation events

Total number of athletes

2018 ITU Multisport World Championships Rank 2,738 7/11 events

Comparison of the total number of athletes

World Masters Games 2017 24,905

IAAF World Half Marathon Championships Valencia 2018 14,692

World Orienteering Championships 2015 / Scottish 6 Days 6,688

2018 ITU Grand Final * 5,000

2017 ITU Grand Final * 4,600

2017 ITU Multisport World Championships 3,085

2018 ITU Multisport World Championships 2,738

2018 UCI Granfondo World Championships 2,709

2018 ETU Multisport European Championships * 2,650

2014 ETU Challenge Almere-Amsterdam * 1,707

2018 World Triathlon Series leg - Bermuda 592

0 5,000 10,000 15,000 20,000 25,000 30,000

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Mass participation representation Proportion of mass participation athletes of all athletes Selected mass participation events

Proportion of mass participation athletes

2018 ITU Multisport World Championships Rank 92% 10/11 events

Comparison of proportion of mass participation athletes

World Masters Games 2017 100%

2018 UCI Granfondo World Championships 100%

2014 ETU Challenge Almere-Amsterdam * 98% 2%

IAAF World Half Marathon Championships Valencia 2018 98% 2%

2017 ITU Grand Final * 98% 2%

2018 ITU Grand Final * 98% 2%

2018 ETU Multisport European Championships * 96% 4%

2017 ITU Multisport World Championships 95% 5%

World Orienteering Championships 2015 / Scottish 6 Days * 95% 5%

2018 ITU Multisport World Championships 92% 8%

2018 World Triathlon Series leg - Bermuda 86% 14%

75% 80% 85% 90% 95% 100%

Mass Participation (%) Elite Participation (%)

* Estimated figures

NB: Proportion of mass participation athletes includes all those not considered as elite athletes, including U23, Junior, para triathlete categories

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Gender representation Proportion of female athletes of all athletes Selected mass participation events

Proportion of female athletes

2018 ITU Multisport World Championships Rank 36% female athletes 5/8 events

Comparison of proportion of female athletes

World Masters Games 2017 * 47% 53%

World Orienteering Championships 2015 / Scottish 6 Days * 46% 54%

2017 ITU Multisport World Championships 40% 60%

2018 World Triathlon Series leg - Bermuda 40% 60%

2018 ITU Multisport World Championships 36% 64%

2014 ETU Challenge Almere-Amsterdam 25% 75%

IAAF World Half Marathon Championships Valencia 2018 * 20% 80%

2018 UCI Granfondo World Championships 15% 85%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Female Athletes (%) Male Athletes (%)

* Estimated figures

NB: Data not available for three events

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis International athletes Proportion of international athletes of all athletes Selected mass participation events

Proportion of international athletes

2018 ITU Multisport World Championships Rank 88% 2=/11 events

Comparison of proportion of international athletes

2017 ITU Grand Final * 89% 9% 2%

2018 ITU Grand Final * 88% 9% 3%

2018 ITU Multisport World Championships 88% 9% 3%

World Orienteering Championships 2015 / Scottish 6 Days * 88% 6% 6%

2018 UCI Granfondo World Championships * 85% 10% 5%

2018 ETU Multisport European Championships * 81% 15% 4%

2017 ITU Multisport World Championships * 64% 21% 15%

World Masters Games 2017 * 56% 21% 24%

2018 World Triathlon Series leg - Bermuda 51% 0% 49%

2014 ETU Challenge Almere-Amsterdam * 26% 27% 47%

IAAF World Half Marathon Championships Valencia 2018 * 18% 29% 53%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

International participants (%) Outside host city participants (from host country) (%) In town participants (%)

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Visitor athletes Proportion of visitor athletes of all athletes Selected mass participation events

Proportion of visitor athletes

2018 ITU Multisport World Championships Rank 97% 2=/11 events

Comparison of proportion of visitor athletes

2017 ITU Grand Final * 98%

2018 ITU Multisport World Championships 97%

2018 ITU Grand Final * 97%

2018 ETU Multisport European Championships * 96%

2018 UCI Granfondo World Championships * 95%

World Orienteering Championships 2015 / Scottish 6 Days * 94%

World Masters Games 2017 * 94%

2017 ITU Multisport World Championships * 85%

2014 ETU Challenge Almere-Amsterdam 53%

2018 World Triathlon Series leg - Bermuda 51%

IAAF World Half Marathon Championships Valencia 2018 * 47%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

* Estimated figures

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Length of stay (nights) Visitor athletes Selected mass participation events

Average length of stay (in nights) of visitor athletes as proportion of duration of event (in days)

2018 ITU Multisport World Championships Rank 63% of competition (5.7 nights) 7=/9 events

Comparison of average length of stay (in nights) of visitor athletes as proportion of duration of event (in days)

3.3 IAAF World Half Marathon Championships Valencia 2018 * 1

5.6 2018 World Triathlon Series leg - Bermuda 2

8.1 World Orienteering Championships 2015 / Scottish 6 Days * 8

3.9 2017 ITU Grand Final * 4

8.9 World Masters Games 2017 10

3.0 2018 UCI Granfondo World Championships * 4

5.7 2018 ITU Multisport World Championships 9

1.9 2014 ETU Challenge Almere-Amsterdam 3

6.0 2017 ITU Multisport World Championships 10

0 1 2 3 4 5 6 7 8 9 10

Average length of stay in host city/region (nights) Duration of event (days)

* Estimated figures

NB: Data not available for two events

GSI EVENT STUDY / FYN 2018 ITU MULTISPORT WORLD CHAMPIONSHIPS

Comparative Data Analysis Number of volunteers

Selected mass participation events

Number of volunteers

2018 ITU Multisport World Championships Rank 1,000 * 4/10 events

Comparison of the number of volunteers

World Masters Games 2017 3,216

2018 UCI Granfondo World Championships 3,175

2017 ITU Multisport World Championships * 1,500

2018 ITU Multisport World Championships * 1,000

IAAF World Half Marathon Championships Valencia 2018 897

World Orienteering Championships 2015 / Scottish 6 Days 800

2018 World Triathlon Series leg - Bermuda * 450

2014 ETU Challenge Almere-Amsterdam * 400

2018 ETU Multisport European Championships 250

0 500 1,000 1,500 2,000 2,500 3,000 3,500

* Estimated figures

NB: Data not available for one event

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