Global opportunities for sports marketing and consultancy services to 2022 Ardi Kolah A management report published by IMR Suite 7, 33 Chapel Street Buckfastleigh TQ11 0AB UK +44 (0) 1364 642224 [email protected] www.imrsponsorship.com Copyright © Ardi Kolah, 2013. All rights reserved. Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publisher. 2 About the Author Ardi Kolah BA. LL.M, FCIPR, FCIM A marketing and communications practitioner with substantial sports marketing, business and social media experience, he has worked with some of the world’s most successful organisations including Westminster School, BBC, Andersen Consulting (Accenture), Disney, Ford, Speedo, Shell, The Scout Association, MOBO, WPP, Proctor & Gamble, CPLG, Brand Finance, Genworth Financial, ICC, WHO, Yahoo, Reebok, Pepsi, Reliance, ESPN, Emirates, Government of Abu Dhabi, Brit Insurance, Royal Navy, Royal Air Force, Defence Academy, Cranfield University, Imperial College and Cambridge University. He is the author of the best-selling series on sales, marketing and law for Kogan Page, published worldwide in 2013 and is a Fellow of the Chartered Institute of Marketing, a Fellow of the Chartered Institute of Public Relations, Liveryman of the Worshipful Company of Marketors and Chair of its Law and Marketing Committee. He is a former Board Director of the CIPR and the European Sponsorship Association and holds a master’s degree in international law from King’s College and University College, London. He can be contacted: [email protected] +44 (0)208 542 8786 +44(0)77100 77941 www.guruinabottle.com 3 Acknowledgements David Chattaway and Matt Hannagan of Brand Finance who provided research, analysis and expert commentary on UK sports marketing and consultancy sector. Rachael Church-Sanders of Zagzig Media who provided research, analysis and expert commentary on the global outlook for UK sports marketing and consultancy firms within 24 global markets. Frank Saez of SMG-Insight/YouGov who provided guidance and advice throughout the preparation of the Report. Christopher Hutchings for the info graphics used in the Report. Special thanks The author would like to express gratitude and special thanks to all those who participated in the research for this Report: Alaa Shadid, Grant Thornton; Andrew Bacchus, UK Trade & Industry; Andrew Hodson, Icon; Andy Westlake, Fast Track; Beth Garcia, Approach; Chris Satterthwaite, Chime Communications; Dennis Mills, Major Events International; Duncan Hall, PKL; Eloy Mason, 4 global; Fiona Pelham, Sustainable Events; Gilbert van Kerckhove, Beijing Global Strategy Consulting; Jeremy Summers, Pitmans SK Sport & Entertainment; Joe O’Neill, Arena Group; Jon Sellins, Wembley Stadium Consultancy; Julie Clark, PwC; Karen Earl, European Sponsorship Association; Lesa Ukman, IEG; Madeleine Blankenstein, Grant Thornton Brazil; Matthew Wheeler, Sports Investment Partners; Mickey Charles, The Sports Network; Mike Lee, Vero; Nicholas Reynolds, Populous; Peter Schad, PKL; Rob Mason, IMG; Simon Cummins, Odgers Berndston; Simon Rines, Sponsorship Today; Steve Madincea, PRISM; Teri van Schooten, Verve Consulting; Tom Mayo, Mayo & Co; William Vitale, Vital Communications. 4 CONTENTS About the Report ............................................................................................................. 7 Executive summary .......................................................................................................... 8 Section 1: Evolving capabilities of sports marketing and consultancy services in the UK .. 14 Section 1.1: Description of the UK sector ......................................................................................... 14 Section 1.2: Thriving but highly fragmented sector .......................................................................... 20 Section 1.3: Content is King .............................................................................................................. 24 Section 1.4: London 2012 Olympic Games effect on growth of UK sector ....................................... 32 Section 1.5: Main growth drivers for the UK sector over next decade ............................................ 38 Section 1.6: Estimated level of turnover of the UK sports marketing and consultancy sector over last five years and projected growth to 2022 ................................................................................... 47 Section 1.7: Macro-economic factors ............................................................................................... 49 Section 1.8: Barriers to growth of UK sector .................................................................................... 54 Section 1.9: Employment prospects within UK sector ...................................................................... 60 Section 1.10: Future developments in UK sector ............................................................................. 62 Appendix 1.1: Profile of the UK sector analysed for this Report ...................................................... 64 Appendix 1.2: Alphabetical list of UK sports marketing and consultancy firms analysed ................ 71 Appendix 1.3: Selection of profiles of companies in UK sector ........................................................ 75 Appendix 1.4: Research methodology .............................................................................................. 82 Section 2: Opportunities in global markets for services to 2022 ....................................... 85 Section 2.1: Summary of global market opportunities (2013-22) .................................................... 85 Section 2.2: Global outlook for UK sports marketing and consultancy sector by region (2013-22) 88 Section 2.3: Top 5 countries offering biggest new business opportunities for UK sector (2013-22) ........................................................................................................................................................ 101 Section 2.4: Key competitors for the UK sector in regional markets .............................................. 108 Section 2.5: Key strategies for overcoming barriers to market opportunities 2013-22 ................. 126 Section 2.6: Overview of Western and Northern Europe market opportunities (2013-22) ........... 133 Section 2.7: Overview of Central, Eastern and Southern Europe market opportunities (2013-22) ........................................................................................................................................................ 135 Section 2.8: Overview of Middle East market opportunities (2013-22) ......................................... 138 Section 2.9: Overview of North America market opportunities (2013-22) .................................... 141 Section 2.10: Overview of South America market opportunities (2013-22) .................................. 145 Section 2.11: Overview of Africa market opportunities (2013-22) ................................................. 149 Section 2.12: Overview of Asia market opportunities (2013-22) ................................................... 152 5 Section 2.13: Overview of Oceania market opportunities (2013-22) ............................................. 155 Appendix 2.1: Current sports events, host bids and construction in Ireland 2013-22 ................... 157 Appendix 2.2: Current sports events, host bids and construction in Spain 2013-22 ..................... 159 Appendix 2.3: Current sports events, host bids and construction in France 2013-22 ................... 165 Appendix 2.4: Current sports events, host bids and construction in Italy 2013-22 ....................... 171 Appendix 2.5: Current sports events, host bids and construction in Sweden 2013-22 ................. 173 Appendix 2.6: Current sports events, host bids and construction in Denmark 2013-22 ............... 176 Appendix 2.7: Current sports events, host bids and construction in Germany 2013-22 ............... 179 Appendix 2.8: Current sports events, host bids and construction in Netherlands 2013-22 .......... 181 Appendix 2.9: Current sports events, host bids and construction in Hungary 2013-22 ................. 183 Appendix 2.10: Current sports events, host bids and construction in Poland 2013-22 ................. 186 Appendix 2.11: Current sports events, host bids and construction in Russia 2013-22 .................. 189 Appendix 2.12: Current sports, host bids and construction in Turkey 2013-22 ............................. 199 Appendix 2.13: Current sports events, host bids and construction in Middle East 2013-22 ......... 203 Appendix 2.14: Current sports events, host bids and construction in Canada 2013-22 ................ 214 Appendix 2.15: Current sports events, host bids and construction in USA 2013-22 ...................... 219 Appendix 2.16: Current sports events, host bids and construction in South America 2013-22 ..... 226 Appendix 2.17: Current sports, host bids and construction in Mexico 2013-22 ............................ 235 Appendix 2.18: Current sports events, host bids and construction in Africa 2013-22