LEADING THE SPORTING EVENT MARKETPRESENTED BY BENOIT GIRARDIN-CSTA 2013

WHO ARE WE: We are a Canadian international sport

consultancy firm with offices in Montreal, Ottawa and

Annecy (France).

WHAT DO WE DO: We are strategic advisors involved

in sports, leisure & active living, sport tourism and

sporting events.

WHO DE WE WORK WITH: More than 200 provincial,

national and international pro & amateur sport

organisations, Canadian & foreign sport cities, event

sponsors, event rights holders and event organisers.

OUR SPORTING EVENT PROJECTS (as of April 2013)ATP/WTA Tennis Canada Rogers Cup2018 FEI World Equestrian Games

2013 ISU Figure Skating World Championships in London

2014 U-19 American football world championships in Montreal

2014 Pan Pacific Gymnastics Championships in Richmond, BC

2014 FINA Masters Worlds

World Artistic Gymnastics Championships

2016 Finales of Jeux du Québec in Montréal

Canada Games 2013

2010 IAAF World Junior Championships in Moncton2009 ICF World Senior Championships in Halifax

2010 Pan American Games in Karate in Montreal

1999 Pan American Games in Winnipeg

2000 Summer Olympic Games in Sydney, Australia

2002 Winter Olympic Games in Salt Lake City, USA

Tennis national championshipsFEI world cups in dressage and jumping in Blainville and Bromont

2009 ISU speed skating short and long track cups in Montreal

and Calgary

WHO DO WE WORK WITH IN THE PUBLIC SECTORGOVERNMENT OF CANADA

GOVERNMENT OF QUEBEC

GOVERNMENT OF ONTARIO

CBC-SRC

CITY OF MONTREAL

TOURISM MONTREAL

QUEBEC CITY

CITY OF GATINEAU

CITY OF LAVAL

CITIES OF THE LAURENTIANS REGION

CITY OF BROMONT

CITY OF LONDON, ONTARIOCITY OF MISSISSAUGA

CANADIAN INTERUNIVERSITY SPORT

UNIVERSITY OF MONTREAL

MCGILL UNIVERSITY

UNIVERSITY OF OTTAWA

UNIVERSITY OF PUERTO RICO, USA

UNIVERSITY OF MUNSTER, GERMANY

WH

INTERNATIONAL SPORTING INDUSTRYFÉDÉRATION ÉQUESTRE INTERNATIONALE (FEI-LAUSANNE)

UNION CYCLISTE INTERNATIONAL (UCI-LAUSANNE)

FÉDÉRATION INTERNATIONALE DE NATATION AMATEUR

(FINA-LAUSANNE)

ASSOCIATION OF NATIONAL ANTI-DOPING

ORGANISATIONS (ANADO-UK)

COURT OF ARBITRATION FOR SPORT (CAS-LAUSANNE)

SAUDI ARABIA AQUATIC FEDERATIONS (SAAF)

ATP/WTA ROGERS CUP

SPORTS AGENTS & PROFESSIONAL ATHLETES

NATIONAL SPORTING INDUSTRYCANADIAN OLYMPIC COMMITTEE (COC)

SPORT CANADA

OWN THE PODIUM (OTP)

CANADIAN COACHING ASSOCIATION (CCA)

CANADIAN CENTER FOR ETHICS IN SPORTS (CCES)

CANADIAN INTERUNIVERSITY SPORT (CIS)

CANADIAN SPORT TOURISM ALLIANCE (CSTA)

SPORT DISPUTE RESOLUTION CENTER OF CANADA (SDRCC)

TENNIS CANADA (TC)

SWIMMING NATATION CANADA (SNC)

WATER POLO CANADA (WPC)

SYNCHRO CANADA (SC)

RUGBY CANADA (RC)

GYMNASTICS CANADA GYMASTIQUES (GCG)

TRIATHLON CANADA (TC)

FENCING CANADA (CFF)

JUDO CANADA (JC)

KARATE CANADA (KC)

SPEED SKATING CANADA (SSC)

SKATE CANADA (SC)

EQUINE CANADA (EC)

CANADIAN CYCLING ASSOCIATION

CANOE KAYAK CANADA

DRAGON BOAT CANADA

WHO DO WE WORK WITH

IN THE SPORT SECTOR

ARE YOU A MARKET LEADER?

6

YOU WANT TO BE A MARKET LEADER?

FIRST ANSWER THOSE QUESTIONS?

7

WHY WHAT HOW

WHY ?

8

WHY HOSTING SPORTING EVENTS?

WHAT?

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WHAT EVENTS DO WE WANT OR

CAN HOST?

HOW?

10

HOW TO TAKE A LEAD IN THE MARKET ?

THE EVENT MARKET

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WHAT’S IN THE EVENT MARKET

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TYPES OF EVENTS

THE RED OCEAN: ALL FIGHTING FOR THE

SAME ONES

THE BLUE OCEAN: INNOVATING &

CREATING NEW EVENT PROPERTIES

SOME OF THE TRENDS !

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The emergence & popularity of new sports or events more

spectacular where extreme sports play an important role

The importance of offering a great & innovative value

proposition to the participants & the fans

The growth of sporting events for targeted clienteles

(masters, youth, specialized clientele, parasports, etc.).

The exponential increase of operational costs, hosting fees

& Media/commercial rights and more professional

requirements of rights holders

The rights Holders’ interest in developing and expanding in

unexploited and emerging market

The increased number of cities (all size) competing for

sporting events

WHAT NSOS & IFS SAY ABOUT GRANTING

SPORTING EVENTS

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Criteria that guide the selection of the host-

city for national events:

Expertise, vision and leadership

Accessibility and transportation

Financial offer and sport legacy

Criteria that guide the selection of

international events:

Financial offer

Experience

Legacy

WHY ?

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WHY HOSTING SPORTING EVENTS?

WHY INVESTING IN ATTRACTING, BIDDING

& HOSTING SPORTING EVENTS ?

• TAKE 5 MINUTES TO SHARE WHY IT’S

IMPORTANT TO HOST SPORTING EVENTS

& WHY WE ARE IN THE SPORTING EVENTS

BUSINESS

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WHY HOSTING SPORTING EVENTS ?

• SPORTS EVENTS GENERATE SOCIAL MOBILIZATION AND PRIDE

IN THE HOST CITY

• SPORTS EVENTS GENERATE SPORT RELATED LEGACIES

• SPORTS EVENTS HAVE POSITIVE ECONOMIC SPIN-OFFS AND

TOURISM IMPACTS

• EVENTS GIVE A UNIQUE VISIBILITY & PUBLICITY FOR THE HOST

CITY

• SPORTS EVENTS IMPROVE & OPTIMIZE SPORTS FACILITIES &

VENUES

• SPORTS EVENTS CONTRIBUTE TO THE ADOPTION OF A

PHYSICALLY ACTIVE AND HEALTHY LIFESTYLE

• THE SPORT & EVENT INDUSTRY IS GROWING

17

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WHAT ARE WE OR WANT TO BE ?

WHAT DO WE WANT TO HOST?

WHAT CAN WE HOST ?

WHAT?

WHAT ARE WE OR WANT TO BE?

• A MULTI-SPORTS DESTINATION

• A TARGETED SPORTS DESTINATION

• A DESTINATION FOR TARGETED CLIENTELE

• AN OLYMPIC SPORTS DESTINATION

• A PRO SPORTS DESTINATION

• OPPORTUNIST

• LEADER IN A COUNTRY, A REGION, A

CONTINENT, IN THE WORLD19

WHAT DO WE OFFER TO THE RIGHTS HOLDERS?

• A VISION

• EXPERIENCE & EXPERTISE

• MODERN & EVENT FRIENDLY SPORTING VENUES

• ACCESSIBILITY & TOURISM CAPACITY

(TRANSPORT-LODGING-F&B)

• SPORT MARKET-POPULATION-BUSINESS SECTOR

• VISIBILITY & MEDIAS

• SPORT LEGACIES

• GREAT COMMERCIAL RETURNS

• SUSTAINABILITY20

HOW ?

HOW DO WE TAKE A LEAD IN

THE MARKET (POSITIONNING & OFFERING) ?

WHAT ARE THE LEADING SPORT CITIES DO?

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LEADER IN HOSTING SPORTING

EVENTS

EVENTS STRATEGIC

PLAN

TOURISM, SOCIAL AND ECONOMIC LEVERAGE

EFFECT

DECISIONS CRITERIA

PRIVATE AND PUBLIC

FUNDING

COORDINATION OF PARTNERS

LINK WITH LOCAL EVENTS

WHAT ARE THE LEADING SPORT CITIES DO?

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SUCCESS INDICATORS-ULTIMATE SPORTS CITY

LEADERSHIP & VISION

READY TO GO : EFFECTIVE BIDDING & HOSTING STRATEGIES

INVESTING IN EVENT EXPERIENCE

NUMBER OF EVENTS IN THE PIPELINE

ATTRACTING NATIONAL & INTERNATIONAL ORGANISATIONS

HOSTING CAPACITY OF SPORTS VENUES

PUBLIC & TOURISM CAPACITY

PUBLIC SECTOR SUPPORT

SAFE & WELCOMING ENVIRONMENT

A PLACE TO LIVE

PUBLIC INTEREST AND FANS

MEDIA’S ATTENTION TO SPORTING EVENTS

GREAT LEGACY PLANS & ECONOMIC SPIN-OFFS

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INNOVATIVE & CREATIVE

VALUE PROPOSITION

DIFFERENTIATE YOURSELF

DIVERSIFY

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GO AFTER POPULAR &

TELEVISED EVENTS 27

CREATE SIGNATURE

EVENTS 28

MARKET YOU CITY - USE YOUR ICONS

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BUILD RELATIONSHIPS30

BELIEVE

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DECISIONS CRITERIA OF THE SPORTS CITIES

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FINANCIAL VIABILITY

ORGANISATION CAPACITY

TOURIST RELEVANCE

ECONOMIC IMPACTS

DEMONSTRATED SUPPORT

TIMING

SPORTS AND COMMUNTY

LEGACY

5 KEY STRATEGIES

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LEADERSHIP

POLITICAL WILL

MARKETING AND

VISIBILITY

TARGETED EVENTS

IMPACTS

MOBILIZE

THE 2012 ULTIMATE SPORTS CITIES ARE:

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The Top 10 rankings

• London (Europe)

• Melbourne (Oceania)

• Sydney (Oceania)

• New York (Americas)

• Manchester (Europe)

• Singapore (Asia)

• Berlin (Europe)

• Copenhagen (Europe)

• Glasgow (Europe)

• Paris (Europe)

• Amsterdam-EUROPE

• Berlin-EUROPE

• Budapest-EUROPE

• Buenos Aires-AMERICAS

• Copenhagen-EUROPE

• Doha-MIDDLE EAST

• Durban-MIDDLE EAST

• Glasgow-EUROPE

• Istanbul-EUROPE

• Kuala Lumpur-ASIA

• London-EUROPE

• Madrid-EUROPE

• Manchester-EUROPE

• Melbourne-OCEANIA

• Moscow-RUSSIA

• New York City-AMERICAS

• Paris-EUROPE

• PyeongChang-ASIA

• Rio de Janeiro-AMERICAS

• Singapore-ASIA

• Sochi-RUSSIA

• Sydney-OCEANIA

• Tokyo-ASIA

• Vancouver-CANADA

CITY BRAND• WORLD CLASS SPORTING CITY

• EVENT CITY

• HOME OF INTERNATIONAL SPORT

• INTERNATIONAL SPORT CITY

• SPORT METROPOLIS

• ULTIMATE SPORTS CITY

• MAJOR EVENT CITY

• OLYMPIC CITY

• ACTIVE, FESTIVE, SPORTIVE CITY

• THE WINTER SPORTS CITY

• SPORTS TOWN

• THE HORSE TOWN

• THE WATER SPORT CITY35

SINGAPORE SPORTS HUB & VISION

Singapore - Asia's City for the

Business of Sports

SINGAPORE

LAUSANNE - SWITZERLAND

DENMARK

Discover Düsseldorf: The Sports City

DOHA - QATAR

GLASGOW - ENGLAND

• Vision of Glasgow Life:

“To inspire Glasgow’s citizens and visitors to

lead richer and more active lives through

culture, sport and learning.”

Glasgow 2014 –Commonwealth Games

Youth Olympic Games

To be a leader in Europe

DUBAI’S VISION

“To create one of the world's premier sporting destinations in line

with the overall vision of Dubai to create world class sporting

infrastructure and become a destination for the sporting world.”

MELBOURNE - Australia’s Sports capital

Tourism Victoria – Events

10 Year Tourism and Events Industry Strategy

Finished 2nd as Ultimate sports city

TOKYO - JAPAN

• Tokyo is city where anyone and everyone can

enjoy sports - anytime, anywhere and no matter

what age!

• Tokyo is promoting dreams, hopes, aspirations,

energy and enthusiasm, and aims to revitalise

Japan through the endless Power of Sports.

• Tokyo Launches its bid for the 2020 Olympic and

Paralympic Games.

ISTANBUL - TURKEY

• 2020 Olympic Bid

• European Capital of Sports for 2012

• Best European destination

RIO DE JANEIRO - BRAZIL

• 2014 FIFA World Cup™ Sustainability

Strategy will guide our efforts towards

staging a sustainable event and,

ultimately, contributing to building a

better future

• Olympics Games in 2016

LOS ANGELES - USA

Los Angeles Sports Council’s Mission Statement:

• On behalf of the community, the Sports Council bids

against other cities for the right to host major sporting

events, often staging or helping to stage events after

successful bids.

• Founded in 1988, the Sports Council's efforts represent

more than $1 billion in overall economic impact for the

region and range from NCAA Championships to the

Super Bowl, and from the U.S Olympic Trials to the World

Cup.

• The Council also works in support of each of the area's

established sports teams and facilities.

BERLIN

• Berlin - a city of sports

• Sports Metropolis Berlin

• http://www.youtube.com/watch?f

eature=player_embedded&v=8rAt

uMUCA9I

LONDON - ENGLAND

• London and Partners

We aim to create a diverse, inspirational and dynamic programme of major

events that complements London as the world's leading city.

• Attract incremental visitors and expenditure

• Attract global media exposure

• Promote environmental sustainability

• Support the legacy of the London 2012 Olympic and Paralympic Games

• Inspire and increase active participation

• Showcase and increase inward investment opportunities

• Seek commercially sustainable solutions

BE A REAL PLAYER

DIFFERENTIATE YOURSELF

MARCH 14, 2013

QUESTIONS ?Thank you!

Benoit Girardin

450 979 2230www.lbbstrategies.com

benoit@lbbstrategies.com