October 2016

Sport continues to have a massive global impact,
generating millions of spectators and billions of hours of media coverage.

Sportcal, a leading sports market intelligence provider, has published its annual Global Sports Impact Report for 2016, detailing the impact of global sport in 2015. The findings were to be expected: sport continues to have massive global impact as well as the potential to drive social change and economic growth.

The report shows that 2015 saw more than 83 world championships and multisport games taking place in 119 cities and 38 countries. According to analysis by Sportcal, these 83 events alone generated a potential net impact of US$400 million before a single ticket was sold and an overseas tourism impact well in excess of US$2 billion. According to some reports, the Rugby World Cup generated over US$3 billion (£2.4 billion) of economic impact.

The Global Sports Impact Report 2016 looks closer at how sport is driving one of the fastest-growing sectors of tourism and how cities are using sport to drive economic development and tourism, looking at everything from economic and social impact to media, sponsorship and sporting trends.

One of the areas, on which this year's report shines the light, is governance. With so much impact and with billions of people watching billions of hours of sport every year, sport has a unique and important responsibility to adhere to good governance, concludes the report. It looks at how the industry can regain its global credibility, while remaining independent and transparent after corruption, doping, match-fixing and major governance issues dominated the headlines in the past 12 months.

A few figures from the report:

  • US$3 billion: Combined direct economic impact of participants, media and spectators, across 83 world championships and multisport games in 2015.
  • US$437.5 million: Direct economic impact of participants and media.
  • US$2.6 billion: Direct economic impact of overseas spectators and additional visitors.
  • US$396.9 million: FIFA Women's World Cup 2015 economic impact.
  • 406,000: Number of international visitors during the Rugby World Cup 2015, hosted in England.
  • US$3,740: Average spend per person during the Rugby World Cup 2015, based on an average stay of 14 days.
  • 34,000: Number of jobs and volunteering roles across the UK as a result of the Rugby World Cup 2015.

Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.

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