GSI Event Study FIS Nordic World Ski Championships 2017 Lahti, Finland 22nd February – 5th March 2017 2 © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 GSI Event Study FIS Nordic World Ski Championships 2017 Lahti, Finland This Event Study is subject to copyright agreements. No part of this Event Study PUBLISHED SEPTEMBER may be reproduced distributed or transmitted in any form or by any means or 2017 BY SPORTCAL GLOBAL stored in any retrieval system of any nature without prior written permission. Application for permission for use of copyright material shall be made to Sportcal COMMUNICATIONS LTD Global Communications Ltd (“Sportcal”). Sportcal has prepared this Event Study using reasonable skill, care and diligence Publisher/Editor for the sole and confidential use of the Finnish Ministry of Culture and Education, GSI Event Study Production Team the Finnish National Olympic Committee, the City of Lahti, Lahti Region and Lahti Mike Laflin Events for the purposes set out in the Event Study and Sportcal does not assume Tim Smith or accept or owe any responsibility or duty of care to any other person. Any use Colin Stewart that a third party makes of this Event Study or reliance thereon or any decision Andrew Horsewood made based on it, is the responsibility of such third party. Matt Finch Callum Murray The Event Study reflects Sportcal’s best judgement in the light of the information Tim Rollason available at the time of its preparation. Sportcal has relied upon the completeness, Beth McGuire accuracy and fair presentation of all the information, data, advice, opinion or Callum Man representations (the “Information”) obtained from public sources and from FIS, Lahti City, Lahti Region, Lahti Events, the Finnish National Olympic Committee and Market Research various third party providers The findings in the Event Study are conditional upon Sportcal India such completeness, accuracy and fair presentation of the Information. Sport MR Eurovision Meltwater EcoCompass Design and Production Whistle Agency Data provided by: © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. 3 GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 4 © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 GSI Event Study / FIS Nordic World Ski Championships 2017 Contents 1 FOREWORD 06 2 EXECUTIVE SUMMARY 12 3 OVERVIEW 20 4 STAKEHOLDERS 32 5 ORGANISATION 46 6 ECONOMIC 58 7 TOURISM 66 8 EVENT EXPERIENCE 82 9 MEDIA 90 10 SOCIAL MEDIA 114 11 SPONSORSHIP 124 12 SPORTING 138 13 SOCIAL 150 14 ENVIRONMENT 166 15 LEGACY 176 16 COMPARATIVE DATA ANALYSIS 190 © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. 5 GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 Executive Summary FIS Nordic World Ski Championships 2017 Date Event Frequency Key Statistics 22 Feb - 05 Mar 2017 Every two years ECONOMIC City, Nation Venues Total Attendance 270,000 Ticketed Attendance 180,000 Lahti, Finland Lahti Sports Centre Non-Ticketed Attendance 40,000 (Salpausselkä) Medal Plaza 50,000 Owner Economic Impact €22.01m International Ski Federation Organiser TOURISM (FIS) Lahti Events Origin of spectators Lahti Region 40% Outside Lahti 48% Overseas 12% EVENT EXPERIENCE Positive Experience All Spectators 95% Overseas Spectators 99% MEDIA TV Broadcasters* 22 TV Territories* 18 TV Continental Reach* 3 (* Excludes Eurosport) Lahti hosted the FIS Nordic World Ski Championships between 22 February and SOCIAL MEDIA 5 March 2017. The event was entitled the ‘Centenary Championships’ to mark the Posts 2,616 100 year celebrations of Finland’s independence in 2017. Likes/Favourites 628,773 New Followers 27,638 Lahti was hosting the event for a record seventh time, having previously hosted it in 1926, 1938, 1958, 1978, 1989 and 2001. SPONSORSHIP Sponsors 13 The event was split between three main venues: the competition venue at the Suppliers 18 Lahti Sports Centre, the medal plaza in the Lahti Market Square, and the Lahti Fair Institutional Partners 15 Centre. SPORTING In total 663 athletes and 884 officials from 60 nations participated. Athletes 663 Male 423 There were 1,497 accredited media who covered the event, while 3,163 Female 240 volunteers, the most for a Nordic World Ski Championships ever, supported Competing Nations 60 the event. SOCIAL In terms of attendance, 220,000 spectators attended the main stadium, with Volunteers 3,163 180,000 tickets sold and 40,000 guest tickets. 50,000 people visited the medal Finnish 96% plaza, generating a total figure for the entire event of 270,000. ENVIRONMENT Environmental Rating 48/50 14 © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 Executive Summary FIS Nordic World Ski Championships 2017 STAKEHOLDERS Stakeholders’ objectives The key stakeholders for Lahti 2017 were: • Engage the country in the Centenary Celebrations Governing body • Stimulate investment and • FIS – International Ski Federation business growth in Finland • Act as a catalyst for long-term Host organisations growth • City of Lahti • Leave a legacy for Finnish • Finnish Ski Association sport • Lahti Ski Club • Put the ghost of 2001 to rest • Positive impact of winning Event organiser medals on home soil • Lahti Events • Improve the lives of Lahti people Regional organisation • Promote positive interest in • Lahti Region sport • Celebrate the ‘Love of Sport’ Government organisations • Encourage children to take an • Finnish Ministry of Culture and Education interest in sport • Finnish National Olympic Committee EVENT ORGANISER • Customers should have a great Organiser’s objectives • The organiser of Lahti 2017 was experience from the moment they Lahti Events arrived in Lahti to the moment they • Sell 250,000 tickets • Lahti Events was formed to left • Part of Centenary represent the interests of the three • The focus was on creating more Celebrations key host organisations than a sporting event, with themes • Make everyone ‘feel at home’ • The top priority was to sell 250,000 for each day of the championships in Lahti tickets • A strong volunteer programme was • Create a new model for • The aim was to make everyone feel created organising events in Finland ‘at home’ in Lahti and to be part of • Lahti 2017 would be one of the • Provide the best event the Centenary Celebrations most environmentally friendly experience to the customer • Lahti Events developed a new events ever • Create more than a sporting model for organising sporting event events in Finland, with the aim • Create the best customer of providing the best customer experience experience at the event • Create a volunteer benefit programme © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. 15 GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 Overview FIS Nordic World Ski Championships EVENT FORMAT Key Statistics The FIS Nordic World Ski Championships were first held for men in 1925, and for women in 1954. From 1925 through to 1939, they were held every year, and from Sports 3 1950 through to 1982, every four years. Medal events 21 Total event days 12 From 1985 through to the current year they have been held biennially, in odd- numbered years. MOST TIMES HOSTED Finland 7 The event consists of three disciplines: ski jumping, cross-country skiing and Norway & Sweden 5 Nordic combined (a combination of ski jumping and cross-country skiing). Germany, Austria & Italy 4 EVENT HISTORY CONTINENTAL HOSTING Lahti 2017 was the 39th edition of the FIS Nordic World Ski Championships. Lahti, DISTRIBUTION - 1925-2021 and Finland, have hosted the event the most times with seven editions. This is followed by Norway and Sweden, with five editions each, and Germany, Austria and Italy, with three each. 2 1 Europe has hosted the event 36 times, North America twice and Asia once. Europe will also host the 2019 and 2021 editions NORDIC WORLD SKI CHAMPIONSHIPS: HOSTS 2001-2021 YEAR CITY NATION CONTINENT 38 2001 Lahti Finland Europe 2003 Val di Fiemme Italy Europe Asia Europe North America 2005 Oberstdorf Germany Europe 2007 Sapporo Japan Asia CONTINENTAL HOSTING DISTRIBUTION - 2001-2021 2009 Liberec Czech Republic Europe 2011 Oslo Norway Europe 1 2013 Val di Fiemme Italy Europe 2015 Falun Sweden Europe 2017 Lahti Finland Europe 2019 Seefeld Austria Europe 10 2021 Oberstdorf Germany Europe Asia Europe 22 © and database right 2017 Sportcal Global Communications Ltd. All Rights Reserved. GSI EVENT STUDY / FIS NORDIC WORLD SKI CHAMPIONSHIPS 2017 Overview | Venues Lahti Sports Centre (Salpausselkä) Key Facts Venue Type Permanent, Multi-Sport Constructed 1931 Original 1980 Football 1991 Athletics 1997 3 Ski jump hills Renovated 1939, 1957,1970-1977, 1985, 2013, 2015-2017 Capacity - Total 80,000 The Lahti Sports Centre is an all-year-round multifunctional sports event venue Lahti 2017 Usage Ski jumping which is located near the city centre. With its spectator facilities, sports arenas and Nordic combined media and additional facilities, the area is suitable for major events that attract Cross-country skiing tens of thousands of people each year. Closing ceremony The Lahti Sports Centre includes an athletics and football stadium, a ski jumping Lahti 2017 Renovation stadium and a martial arts arena. The area also has several restaurants, in addition Budget (2012-17) to the Ski