2013 Annual - SportAccord Convention

SBapril 6-11, 2014sportaccord conventionbelek/antalya, turkeywww.sportaccordconvention.com

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contentsSportAccord Convention 2013 3

IntRoDUctIon 44 ........................................................................................................................... foreword5 .......................................................................... executive committee statements7 .................................................................... sportaccord convention welcome8 ....................................................................................sportaccord annual review10 .................................................................................................. asoif annual review12 .................................................................................................aiowf annual review14 ................................................................................partner acknowledgementspIctURe galleRIes 16

16 ......................................................................................................opening ceremony18 ....................................................................2020 candidate city presentations19 ....................................................................................................... sports demo zone20 ..........................................................................................around the conventionconfeRence sUmmaRIes 28

27 ..........................................................................................sustainability campaign28 ............................................................... sportaccord spirit of sport awards29 ...................................................................................................... lawaccord reviewcIty foRUm30 .........................................................keynote address: whats your position?32 ...panel session: the right fit - matching events with city priorities34 ..................................................................... event watch: swedens vasaloppet38 ............................ panel session: using social media to maximise benefit42 ........................................ case study: a Quick guide to multi-sport eventsconfeRence Day one44 . keynote address: winning the future - sport as inspirational player45 .............................................................post-match analysis: how fit is sport?47 ....................................... discussion: gains and gambles for government49 ..................debate: meeting the challenges of an economy in reverse51 .................................................interview of the day: a legends perspectiveconfeRence Day two53 .... industry insight: smile, youre on camera (but frown if youre not)55 ................................................................................................sochi in the spotlight57 ..............................super human - sport, and the athletes of the future59 ............................debate: brave new world - bionic sport of the future62 ....................................................... interview of the day: life in the fast lane

spoRtaccoRD conventIon lIstIngs 6464 .......................................................................................................listings directory66 .................................................................................................................... city listings86 ............................................................................................................... games listings92 ............................................................................. if & associate member listings

golD paRtneRs host cIty paRtneRs

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4 SportAccord Convention 2013

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SportAccord Convention 2013 Executive Committee Statements 5

a fter our time together in the beautiful city of Saint Petersburg, I hope that you will enjoy this annual reminder of the 11th edition of SportAccord Convention. It was a significant week for the world of sport, and I trust that you had an enjoyable and productive week.

We were honoured to be presenting the Convention in Russia for the first time, and this monumental meeting would not have been made possible without the steadfast support of President Putin and the Russian Federation. I would like to take the opportunity to acknowledge all our colleagues at the Saint Petersburg Organising Committee, for their dedication, passion and determination as we worked together to bring the Convention to life.

It was enjoyed thoroughly. I would also like to thank our friends at SportAccord, ASOIF, AIOWF and the IOC, for their continued

support and guidance as we continue traveling the world together with this event.

We are also most appreciative of our Gold Partners: CONTEMPORARY GROUP, MACAU SPORT DEVELOPMENT BOARD, PRICEWATERHOUSECOOPERS, SPORTFIVE and SPORT EVENT DENMARK, who played such a huge role in making this event successful and meaningful for all of us. My sincere thanks also go to all of this years speakers and presenters, who provided a memorable conference programme, from which we all benefitted enormously.

This years event was very special to me, as it was my last as Chairman of SportAccord Convention and President of SportAccord. As the event in Saint Petersburg has now came to a close, I can truly say we have officially begun our second decade, and are one of the highlight dates on the international sporting calendar.

I now take the opportunity to reflect on

the growth and changes that have taken place during my tenure with SportAccord Convention. I look back with fondness on the amazing cities we have visited, the strong friendships that have come about, and the partnerships and initiatives that have flourished as a result of this annual gathering.

2013 has been, and will continue to be a year of change for many organisations within our sporting community. With change, unity and understanding are vital. Dialogue between individuals, organisations and countries remains an integral component in driving positive progress throughout the world, and helps us all make the most of our time together.

Thank you once again for being a part of SportAccord Convention this year, and we look forward to seeing you next year in Belek/Antalya.

hein verbruggenChairman, SportAccord Convention

a peRfect settIng

lookIng foRwaRD

as I have stated several times during the months preceding SportAccord Convention 2013, this years Convention was an important moment for all sports and all people involved in activities related to sports.

St. Petersburg offered a perfect setting for the numerous and significant decisions taken during the time of the Convention, for the many meetings that hopefully will end in strategic and key partnerships that will all contribute to the common goal that unites us: development of sport.

I would like to thank for and emphasize the importance of the local government and officials support during the entire period. I believe that all participants, be it delegates or exhibitors, officials or media representatives were satisfied and finally able to carry out their activities without any impediments. As always, Russia proved that they are a nation who loves sport and a country that is ready to accommodate the most important sports events at any level.

It is equally important to mention the contribution of the SportAccord Convention stakeholders SportAccord, ASOIF, AIOWF and to thank the IOC for their presence and support.

For me personally, SportAccord Convention 2013 coincides with my election as President of SportAccord. It is my intention to develop the concept of the Convention and take it even further in the years to come. We all know how important it is for all the stakeholders to meet, enhance dialogue and create networks we live in a globalized world

where all this is essential for progress. Hopefully, the future editions of

SportAccord Convention will bring about even more participants, more interest from the media and of course, offer more opportunities and the best services for the world of sports.

In 2014, I hope to see you all again, along with a great number of newcomers in Belek/Antalya for another successful edition of the SportAccord Convention!

marius l. vizerPresident, SportAccord

I t is an honor and pleasure for me to be proposed unanimously by the SportAccord Council and then elected into the SportAccord Convention Executive Committee, an inclusion that was made this year on the 3rd of July by decision of the SportAccord Convention General Assembly

The Saint Petersburg Convention has been a great success, a direct result of the Russian local organizers, the SportAccord Convention management and the over 2,400 participant members of the International Sport World.

The increase in participation from the previous Convention in Qubec City is driven by many factors. This increase is also direct evidence of the increased importance that sport is taking in society.

Following the success of the Saint Petersburg Convention, the bar has been raised and I am looking forward to SportAccord Convention 2014 in Belek/Antalya, it will be the task of the Executive

Committee and the management to ensure the Convention continues its growth with increased professionalism and quality.

arkady Romanovich Rotenberg

Executive Committee Member

saint petersburg offered a perfect setting for the numerous and significant decisions

following the success of the saint petersburg convention, the bar has been raised and i am looking forward to sportaccord convention 2014 in belek/antalya


IncRease the scope

anotheR sUccess

continuing to promote the unity of the IFs for the collective enhancement of the Olympic and sports movement, whilst preserving the authority, independence and autonomy of the Summer Olympic IFs remains the main priority for ASOIF and our partnership as one of the three stakeholders of the SportAccord Convention helps us achieve that.

The 2013 edition in Saint Petersburg was the biggest event in the Conventions history reflecting the importance of the IFs to the sports industry and their success on the international sporting stage.

ASOIF will continue to increase the scope of its representation and develop further major common projects for the benefit of our members in a proactive and robust manner aimed at enhancing the place of the summer Olympic IFs at the centre of decision-making in sport in all areas.

The knowledge, expertise and experience that our members collectively possess is unrivalled and when harnessed effectively, can

be of great benefit to the Olympic and sports movement and the sports industry at large and contribute to the continued growth and development of SportAccord Convention.

As an umbrella organization ASOIF has access to specialists and experts in all fields from within its membership.

The creation of six specialist Consultative Groups has been a recent major step towards harnessing the wealth of expertise for the collective benefit of all. These groups, consisting of experts representing all 28 IFs, have been created to ensure that the interests

of all IFs are represented as fully as possible and they perform a number of key functions.

The groups are already significantly contributing to increasing our in-house capability in many key areas, as well as enhancing inclusion and unity amongst our members, all of which strengthens the Convention and raises its importance to our members and the sports industry alike while building on the success of the event in Saint Petersburg.

francesco Ricci BittiPresident, ASOIF

Dear Colleagues and Friends,The 2013 edition of SportAccord Convention was another success and Russia proved to be a warm and hospitable host for thousands of participants from around the world.

SportAccord Convention has grown into the annual event for all stakeholders of the sports industry and has served year after year not only as a platform to hold productive meetings amongst IFs and future Organising Committees, but also as a birthplace for game-changing ideas and innovations in sport.

After Saint Petersburg, the next time many of us will visit Russia will be in February 2014.

The Sochi Games are an important milestone for AIOWF and it is with great anticipation that we look forward to Russias first Winter Olympics in history.

The Conventions recent edition has also brought about a change in the leadership of SportAccord.

Mr Marius Vizer has replaced long-time President Hein Verbruggen at the helm of the

organisation. On behalf of all International Olympic Winter Sport Federations, I would like to seize this opportunity to convey our thanks to Hein Verbruggen for his many years of hard work and enthusiasm that turned the Convention into the big success it is today.

At the same time, we extend a warm welcome to President Vizer who will undoubtedly continue the positive trajectory of SportAccord and the annual SportAccord

Convention. Im sure that Mr Vizers passion for sport will spark many successful new projects for the good of sport around the world.

We look forward to seeing the Sports World soon again at the 2014 SportAccord Convention in beautiful Turkey.

Ren faselPresident, AIOWF

the knowledge, expertise and experience that our members collectively possess is unrivalled

we extend a warm welcome to president vizer who will undoubtedly continue the positive trajectory of sportaccord

Executive Committee Statements SportAccord Convention Welcome 7

Dear friends, thank you for joining us for the 11th edition of SportAccord Convention. I hope you all enjoyed a successful and productive week in Saint Petersburg. I know everyone appreciated the hospitality shown by the Saint Petersburg Organising Committee, encompassing senior level officials from the Russian Federation who were our very close and invaluable partners as we created and delivered the Convention at the Lenexpo Exhibition Complex.

Our hosts certainly made the week a memorable one, including giving us the once-in-a-lifetime opportunity of a private tour of the Hermitage Museum, among many other opportunities to see their beautiful city.

This years event was our largest to date. Over 2400 delegates, 88 exhibitors, 34 partners and 52 speakers participated throughout the week. The Convention was also honoured to host many prominent international figures including Russian President, Vladimir Putin, and saw the election of the new SportAccord President, Marius L. Vizer.

We are most grateful to our partners, exhibitors and delegates who return year after year as valued partners in this endeavour. Their contribution to our success cannot be

understated. This years Conference Programme was truly remarkable, and made possible by some extraordinary speakers who were enthusiastic about sharing their expertise, and committed to delivering value.

A special thank-you goes to the SportAccord Convention team for their hard work and dedication this year, and to SportAccord, ASOIF, AIOWF, and our colleagues at the International Olympic Committee, whose involvement and support continue to play an integral part in the success of the Convention.

Numerous initiatives came to fruition this year. International coverage of the Convention reached new heights, with help from our Official TV Production and Content Distribution Partners, who delivered daily broadcast-quality coverage that was picked up by a number of international TV stations. We will continue this endeavour going forward, in order to bring the activities and interests of

the IF community to a wider audience. This year, we were pleased to be able to deliver the SportAccord Convention Daily every morning via email, in addition to print. If you missed one of the editions, they are available via our website (www.sportaccordconvention.com).

The popular Sports Demo Zone continued to be a hotspot for IFs to showcase their sport disciplines. Judging by the reactions, it looks as if several sports gained some new fans over the course of the week!

It was a pleasure delivering the Convention this year, and being welcomed into the International Sports community. I now look forward to seeing you in stunning Belek/Antalya for SportAccord Convention 2014!

nis hattManaging Director,

SportAccord Convention

i hope you all enjoyed a successful and productive week in saint petersburg


spoRtaccoRD pRogRessIng

SportAccord Convention 2013 SportAccord Annual Review 9

sportAccord has continued to make remarkable progress and the evidence of its wide range of activity and ambition was on full display during the 2013 edition of SportAccord Convention in Saint Petersburg. Our delegation from Lausanne appreciated the great organisation and atmosphere of the event. Numerous meetings pushed ahead a wide range of initiatives.

On 31 May, the annual SportAccord General Assembly elected the new President Marius Vizer and accepted two new members in the organisation the International Cheer Union (ICU) and Federation Internationale de lAutomobile (FIA).

Multi-Sports Games by SportAccordSportAccord continues developing the Multi-Sports Games concept and events portfolio. SportAccord has completed a strategic review of the Multi-Sports Games concept in order to enhance the positioning of these events in the marketplace and optimise the benefits to its key stakeholders including the International Sports Federations, the host

cities and the sponsors. In 2013, SportAccord will deliver two events: the 2nd edition of the World Combat Games in Saint Petersburg (Russia) on October 18-26 and the 3rd edition of the World Mind Games in Beijing (China) on December 12-18.

The upcoming World Combat Games will feature 15 martial arts and combat sports: Aikido, Boxing, Fencing, Judo, Jujitsu, Karate, Kendo, Kickboxing, Muaythai, Sambo, Savate, Sumo, Taekwondo, Wrestling and Wushu. The event will incorporate a cultural programme that reflects the ancient traditions of martial arts as well as the social and cultural values of the sports on display and the event as a whole. The World Mind Games, dedicated to the gymnasium of the mind, will feature again some of the worlds top players who will compete in Bridge, Chess, Draughts, Go and Xiangqi (Chinese Chess).

The mid-to-long term development of the Multi-Sports Games includes the launch of the World Beach Games (2014-15), the World Artistic Games (2014) and the World Urban Games (2015). The locations and dates of the first editions will be confirmed in the next coming months.

.sport InitiativeWe have now launched our formal bid to acquire the domain name .sport on behalf, and in the interest of, the sports movement thanks to the formal support we have received from the IOC and our membership. We hope for a successful conclusion of this bid during the late part of 2013 in order to be in the position to assist your organisation with the usage of .sport.Community PlatformWe have recently launched the online community platform which will present our members with a world of new engagement opportunities with several strategic communities. We strongly encourage you to make use of this great tool which is free and was created for the purpose of increasing your exposure and networking opportunities. Visit www.sportaccord.com for more information. Anti-Doping ActionOur Doping-Free Sport Unit has now reached a 100% Code-Compliance rate with the World Anti-Doping Code across our entire IF membership; a rate which will have to be maintained until the next revision of the Code.

This has required an on-going relationship with our members on a series of very important technical issues, and of course constant dealings with WADA and the IOC who are both contributors to this programme.

The other important task has also been the development of our at-cost services, for which now 21 Olympic and non-Olympic IFs are outsourcing to us all or part of their anti-doping programmes. Social Responsibility and IntegrityWe are active on a wide range of projects linked to the fight against

illegal-betting and match-fixing including the launch of a revamped e-learning programme RealPlayer in 2013, developed thanks to the support of our partners, the World and European Lotteries Associations and the coordination of LawAccord 2013 with a focus on match-fixing. Strategic alliances with Peace and Sport, Beyond Sport, WomenWin and the Athletes World Foundation have enabled continued support to the social responsibility efforts of SportAccord members including further development of grassroots programmes. A focus on sustainable event management has led to the development of exciting new tools for our members including sustainability e-learning. Several other programs have been further enhanced including the Spirit of Sport Award, the online Sports Social Responsibility map, the Sporting Goods to Go project, and the sustainability efforts with regards to our Multi-Sports Games.

Spirit of Sport AwardsThe Spirit of Sport Awards were created in 2002 to commend the commitment and humanitarian spirit of SportAccord members. During the SportAccord Convention in Saint Petersburg, the following laureates were revealed: individual award winner Zahra Nemati, the first Iranian woman to win a gold medal at the Olympic or Paralympic level.

The project award winners were Wheelchair Tennis nominated by the International Tennis Federation (ITF), Out of Africa recommended by the International Cycling Union (UCI), and Ping Pong Paix nominated by the International Table Tennis Federation (ITTF). SportAccord hopes that the Spirit of Sport Awards will continue to inspire and promote the use of sport for creating positive social change in communities around the world.


SportAccord Convention 2013 ASOIF Annual Review 11

celeBRatIon tIme foR asoIfthe Association of Summer Olympic International Federations (ASOIF) celebrated its 30th anniversary at SportAccord Convention. Since its founding in 1983, ASOIF has presided over immense growth in the success of the Olympic Games in which its Member Federations have played a central part, while the importance of sport in global society has reached unprecedented heights. ASOIF has made great strides in binding the Summer Olympic sports together and increasing their representation in all aspects of Olympic affairs within IOC Commissions, the Court of Arbitration for Sport (CAS) and the World Anti-Doping Agency (WADA).

ASOIF President Francesco Ricci Bitti said, Celebrating our 30th anniversary at the magnificent Sheremetev Palace in Saint Petersburg as guests of President Alisher Usmanov from the International Fencing Federation was a very memorable experience.

President Ricci Bitti chaired his first ASOIF General Assembly as President in Saint Petersburg. The agenda included elections for three ASOIF Council positions, won by Pat McQuaid (UCI) and Sergey Bubka (IAAF) who re-elected, as well as C.K. Wu (AIBA).

During the General Assembly, IOC Sport Director Christophe Dubi presented the highly anticipated methodology of the review of

the IF groupings, which provide a measure of each sports contribution to the Olympic Games based on extensive data and information collection from the London 2012 Games. ASOIF will now begin the task of determining the IF revenue distribution model for the Rio 2016 Games.

The General Assembly also heard presentations from WADA President John Fahey and Director General David Howman on the progress of the WADA Code Review.

Other items on the agenda were progress reports from the 2014 Youth Olympic Games in Nanjing, and Rio 2016 Sport Director Agberto Guimares. In addition, ASOIF presented a detailed update on the International Sports Information System project (ISIS). President Ricci Bitti stressed the importance of ISIS, and International Olympic Committee President Jacques Rogge reaffirmed the IOCs commitment to the project in the joint ASOIF/IOC meeting held during the Convention.

President Ricci Bitti has made clear that he will continue to promote the unity of the IFs for the collective enhancement of the Olympic and sports movement, whilst preserving the authority, independence and autonomy of the Summer Olympic IFs, placing them at the centre of decision-making in sport.

president francesco ricci bitti has made clear that he will continue to promote the unity of the ifs for the collective enhancement of the olympic and sports movement


SportAccord Convention 2013 AIOWF Annual Review 13

the 2013 SportAccord Convention was a special edition for AIOWF (Association of the International Olympic Winter Sports Federations), one of the three foundation stakeholders of the event. It was the first time the Convention was held in the host nation for the Winter Olympic Games one year ahead of the Games.

Russian Federation President Vladimir Putin, who visited the Sochi 2014 exhibition stand during the Convention, has stated: The Olympic venues and all the necessary infrastructure is at a high stage of readiness. We are determined to organise a real celebration in 2014, a festival of sport, deserving of its unique mission: to unite people around the world with really significant values a healthy lifestyle, tolerance and equality.

During the Convention, the Olympic and Paralympic medals that will be awarded at the XXII Olympic Winter Games in Sochi were shown for the first time in a ceremony attended by IOC Coordination Commission Chairman Jean-Claude Killy and Xavier Gonzalez, CEO of the International Paralympic Committee.

The highlight of the AIOWF General Assembly was a speech by Russian Minister of Sport Vitaly Mutko in which he reiterated his governments support for Russias first Winter Games in Sochi from February 7-23, 2014. Minister Mutkos positive comments made a very good impression on the seven member federations of AIOWF.

The General Assembly heard a detailed presentation on the preparations for the Games by Sochi 2014 Sports Director Irina Gladkikh, as well as presentations on the preparations for the 2016 Youth Olympic Games in Lillehammer (Norway) and the 2018 Winter Olympics in Pyeongchang, the first Winter Games to be held in South Korea.

A team from the World Anti-Doping Agency updated representatives on their efforts and answered questions during the General Assembly.

The focus of the AIOWF Members is now squarely on Sochi. The Torch Relay will start inMoscowon October 7, 2013 before passing through 83 Russian cities and arriving at the host city by the Black Sea.

sochI takIng centRe stage

the highlight of the aiowf general assembly was a speech by russian minister of sport vitaly mutko in which he reiterated his governments support for russias first winter games in sochi


sportaccord convention partners

gold partners

silver partners

bronze partners

official logistics partner

official content distribution partner

sustainability & legacy partner

official television production partner

host city partners

presenting partner

SportAccord Convention 2013 With thanks to our Partners 15

Picture Galleries 1716 Picture Galleries

Picture Galleries

opening ceremony


2020 cAnDiDATeciTy preSenTATionS

SporTS Demo zone

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ArounD The convenTion

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ArounD The convenTionsustainability review 27

S ince 2010 SportAccord Convention has been working in close partnership with CH2M HILL to develop a sustainability programme that can be adapted from year to year, taking into account the new location of the event each year and the challenges and opportunities this presents. Below are some of the highlights from the SportAccord Convention 2013 in Saint Petersburg.

Going social & OnlineSportAccord Convention and CH2M HILL took the sustainability campaign social in advance of the event, highlighting the important link between sport and sustainability, and the role that sport can play in improving sustainability. The campaign took place across Twitter, Facebook and Google+, engaging people on these different platforms through a question and answer approach, asking for the submission of great examples of delivering sustainable sports events.

However, the highlight was the discussion during a Google+ hangout directed by Samantha Connolly, a Sustainability Consultant with CH2MHILL currently based in Rio, which also included Ingrid Beutler, Director, Social Responsibility and Integrity Units, SportAccord, and David McCrae, Vice President of MV Global Transport Logistics. The Google+ hangout can be watched by visiting www.youtube.com/sportaccord

This year the Event Guide, Welcome Kit and each of the five issues of the Daily newspaper were published online, resulting in the same number of copies of both event guide and daily newspapers being printed as in 2012, even though in 2013 there was a 20% increase in the number of people attending. The aim is to reduce SportAccord Conventions print requirements further in 2014 with greater use of technology.

Keeping it localLeftover office materials (paper, pens, envelopes, etc.) were collected and given to a local school, with remaining delegate bags and their contents (note pads, pens, umbrellas, brochures, etc.) being given to the volunteers that assisted in the on-site delivery. Donations were collected from delegates for a local charity called Active Life. The money raised will be used to buy sports equipment for local disabled athletes via the Active Life Association.

The beer served during the exhibition showcase cocktail receptions

was a local beer brewed and produced in Saint Petersburg. All printed materials were sourced locally, including signage, the Event Guide, Daily newspaper, note pads, accreditation badges etc., with various pieces of signage being recycled and reused for future events.

an active conventionEach morning delegates were able to join a morning walk or run from each of the seven hotels being used to keep active during the Convention. On one morning the International Amateur Muaythai Associations annual SportAccord Convention training session attracted approximately 50 delegates.

The Sports Demo Zone inside the exhibition remained active across all three days of the exhibition, introducing delegates to a wide variety of sports and activities promoting inclusion and co-operation between challenged and able-bodied athletes. This was best demonstrated by the International Paralympic Committee during its dance sport and basketball presentations.

transfer of KnowledgeSportAccord Convention was able to assist in the transfer of event management knowledge to various organisations that made up the Local Organising Committee.

Through many site visits and meetings various members of the Local Organising Committee improved their English, and SportAccord Convention staff also learnt some Russian!

SportAccord Convention worked with volunteers that are due to work on the Sochi 2014 Winter Olympic Games and Kazan 2013 Universiade, helping them to gain valuable experience working with sports administrators from around the world in advance of these major events taking place in Russia.

economicIn addition to educational, social and environmental sustainability, SportAccord Convention 2013 was the first time it was able to state it delivers economic sustainability as well. An economic impact study by PwC determined that hosting SportAccord Convention will boost Saint Petersburgs economy by an estimated US$6.83 million and, perhaps more importantly, contribute to Saint Petersburgs achievement of its longer-term development goals by promoting it as a business and cultural destination as well as help it attract future major sports events to the city.

building from year to year

The sustainability week engaged the following numbers of people:

Twitter345,000

Facebook7,225

google+/youTube190 live views


SportAccord Convention 2013

SportAccord Spirit of Sport AwArdS

lAwAccord 2013 29

SportAccords annual Spirit of Sport Awards were presented during the SportAccord Convention on 29 May, in recognition of the use of sport as a tool for positive social change. The Award was created in 2002 to reward the efforts of SportAccord members committed to supporting sports programmes dedicated to social betterment.

The 2013 edition of the Awards were determined based on key criteria that the Award Commission applied chaired by Don Porter, President of the International Softball Federation (ISF) including the promotion of the Millennium Development Goals, contribution to social change, the impact in changing individual lives and communities, sustainability and potential for replication.

Ms Zahra Nemati, the first Iranian woman to win a gold medal at Olympic or Paralympic level, was awarded the prestigious Individual Award. The 2012 Paralympic archery champion, who was nominated by the International Paralympic Committee (IPC), edged out Polish Aikido sensei Piotr Borowski to the top prize for helping to alter perceptions in Iranian society of disabled people and inspiring women to take up para-archery in her native country.

The SportAccord member applications which the Award Commission deemed the worthiest of the Award due to their support to sport programmes dedicated to social betterment were Wheelchair Tennis, Out of Africa and Ping Pong Paix.

The Wheelchair Tennis initiative nominated by the International Tennis Federation (ITF), claimed first prize for its work since 2003 in establishing self-sustaining wheelchair tennis programmes

in 35 predominately developing nations. The Wheelchair Tennis Development Fund (WTDF) aims to establish long-lasting wheelchair tennis programs, providing disabled children and adults with opportunities to enjoy an active and rewarding life. The initiatives help to grow wheelchair tennis predominately in developing nations where the disabled population is often excluded or segregated from society and caught in a cycle of poverty and disability.

Out of Africa, recommended by the International Cycling Union (UCI), took second place for providing equipment, expertise and access to a sport that, while immensely popular in Europe and elsewhere is still on the road to development in Africa. The, until now, untapped cycling talent of Eastern Africa athletes is now being discovered and supported through the inception of Africas first pro team and a UCI-supported development centre. Athletes from all over the world mostly from developing nations are brought to Switzerland, taught skills and provided opportunities to excel.

Ping Pong Paix, proposed by the International Table Tennis Federation (ITTF), was awarded third place for promoting peace through a table tennis programme in the troubled lake region between Burundi and the Democratic Republic of Congo, where children are at risk of being recruited as soldiers. ITTF, Peace and Sport, and partners Butterfly and the German Table Tennis Federation targeted 4 villages, 2 either side of the border using table tennis as a vehicle for ongoing peace. After tapping into local NGOs and training them for sustainability and implementing the projects locally, 1 boy and 1 girl from each village were invited to attend the World Championships in Germany.

coordinated by SportAccords Integrity Unit and chaired by prominent sports lawyer, Steve Townley, LawAccord is an annual hub for the discussion of legal matters of relevance to the international sports movement.

The 2013 edition of LawAccord held on 27 May at LenExpo focused on the growing match-fixing scourge. A high level panel of representatives from international sports organisations (cricket, football, rugby, IOC, SportAccord) exchanged on sports regulations and existing prevention tools. Another session focused on national and international legislation necessary for the global fight with representatives from various jurisdictions (UK, Finland, Switzerland, Australia) and from international organisations (Council of Europe and UNESCO).

The conference was dynamically opened by Dr. Declan Hill, investigative journalist and author of The Fix. Dr. Hill underlined the responsibilities of the sports community to empower its officials and athletes. Provocatively outlining a blueprint for the sports movement to fight organized crimes encroachment in sport, not only did he recommend the institutionalization of the fight against corruption in sport, he also strongly stressed the crucial role of gambling companies.

They should, if they want to sponsor or advertise in sports share information about gamblers with sports integrity units and devote 0.25% of their gross gambling revenues to the fight against corruption in sport.

Voting by the participants on the issues debated is what creates a unique dynamic at LawAccord between experts and the participants attending. During the first session dedicated to regulatory measures, panelists debated whether it should be forbidden to bet on competitions one is involved in, and whether it should also be prohibited to bet on ones own sport. 87% of participants voted in favor of a ban on all betting on your own sport. Not only is it an ethical imperative, it was stressed that when one starts betting on ones own sport,

then it may be a gateway to bet on ones own performance.

It was stressed that the sports bodies should have Integrity Units in place to implement dedicated strategies. 76% of the participants supported this proposition, while those opposing it argued that for smaller organisations, an Integrity Coordinator might be sufficient, especially for those sports that are not subject to betting offers. Dr. Hill stressed that no sport should underestimate its potential to attract betting, and hence potentially be at the risk of fixing. Furthermore, match-fixing can be driven by other motivations than betting stakes.

A key finding of the conference was that once rules are in place, education must be the corner stone of the regulation process. And indeed it is now time to put a real emphasis on education, and even to make it mandatory. SportAccord presented a practical initiative to be implemented at the World Combat Games 2013 in Saint Petersburg, where for the first time ever, it will be make mandatory for athletes to go through the SportAccord RealPlayer e-learning programme.

The second session addressed state regulatory frameworks acknowledging the complexity of the transnational betting paradigm yet betting regulations remain national. In his introductory speech, SportAccord President Hein Verbruggen

noted that international sport can be a driver for universalism, setting the pathway of what responsible sports betting is and implies. 96% supported the proposition that match-fixing should be codified and adopted as an offence in domestic legislation illustrating the solid consensus within the sports movement of the crucial need for the assistance of law enforcement authorities when it comes to fighting organised crime.

86% of the participants supported the proposition that sports federations should receive a financial contribution (economic return from betting operators) that supports the cost of safeguarding sports integrity, while some opposed argued that it would be very complex to implement as the monitoring of the betting markets is hindered by the weight of illegal betting.

While it was also suggested that the sports community should only permit those countries who have implemented laws addressing match-fixing to enter teams or athletes in its major competitions, only half of the participants supported this stance, while those opposing stressed that athletes should not be hindered from taking part in competitions because of the weakness of their governments.

LawAccord 2013 findings will be further presented in a report to be made by SportAccord Integrity Unit. Please contact: [email protected]

WHAT REGULATORY FRAMEWORK IS NEEDED TO COMBAT MATCH-FIXING IN SPORT?

LAwACCord: denis oswald, Ingrid Beutler and Pquerette Grard-Zappeli

ACCoLAde: The winners at the Spirit of Sport Awards


SportAccord Convention 2013 Conference Summaries 31

It is no secret that sporting events can leave a lasting impact on a host city, whether through infrastructural changes, economic developments or perceptional shifts. However, the challenge of finding an event that can provide a destination with a positive legacy is more pressing than ever, particularly given the significant financial outlay that is often required from the public purse.

In opening the City Forum at SportAccord Convention, Dr Beatriz Garcia, the Head of Research at the University of Liverpools Institute of Cultural Capital in England, focused on the main challenges cities are facing in the context of hosting events.

Garcia, who recently wrote a book entitled The Olympic Games and Cultural Policy that was published in 2012, worked at the Olympic Games in Sydney, Athens and Beijing in 2000, 2004 and 2008, respectively.

Having also carried out extensive research into the multiple effects of Liverpool being named the 2008 European Capital of Culture, and having participated in the cultural programme for the London 2012 Olympic and Paralympic Games, Garcia is well placed to give an expert viewpoint of a citys position in the ever-evolving event-hosting sector.

Garcia opened her keynote address, by outlining the task facing host cities, to develop phenomenal and wonderful economic infrastructures and have a positive environmental effect at the same time.

She added that establishing a distinct cultural programme as part of a sporting event can help to maximise engagement with the local community, ensuring long-term legacy and sustainability.

However, Garcia added that cities are finding it increasingly difficult to come up with unique ways to approach the process of bidding for or staging a major event.

Now we are facing the situation where there is saturation and over-standardisation of the process, and that makes it very difficult for a city to stand out, she said.

Different cities have the same approach of dressing and decorating, Garcia added. It is

really important though to involve local communities in the process of preparing for Games.

Garcia warned that if members of the community feel alienated, unintended narratives can emerge.

She highlighted how disgruntled locals altered the tag line of the Torino 2006 Winter Olympic Games, passion lives here, to repression lives here in graffiti daubed on walls throughout the Italian city.

The cultural programme, though, can leave a positive impact on the community, as long as it is developed in line with the context of the region.

In order to do this, those behind such a programme need to ensure that elements of sport are entwined with the local spirit.

In using the example of the Olympics, Garcia insisted that the whole Games and city need to be taken into consideration the ecosystem surrounding the entire event.

Like many people, Garcia highlights the 1992 Barcelona Olympics as having been a game-changer, and said that the competitions at the Piscina Municipal de Montjuic swimming pool, which took place against the backdrop of the city skyline, had provided an enduring image of the Spanish city in connection with the Games.

It is one of the well-known images of the diving pool at the top of the hill, with the Barcelona skyline in the background, she said.

These Olympic Games organisers were the first to develop iconic images that really

blended the city, and integrated the city and its skyline into the sporting activity.

Then, in the case of the London Olympics, we had four years of a cultural programme, and therefore plenty of opportunity for people to get involved in the spirit of the Games.

Garcia also offered some practical advice for cities that want to make the most of the opportunities to develop cultural programmes surrounding an event.

Firstly, cities must make sure that the right infrastructure is in place, so that people can interact with the different spaces and have an opportunity to express themselves and do what they want to do, she said.

Secondly, people should be allowed to interact with the spaces, so that local communities activities are incorporated into the whole make-up of the city.

Garcia gave examples of the 1968 Mexico City and 1972 Munich Olympics, which both made efforts to not only celebrate sports, but also to tell the story of the city.

Thirdly, she underlined the possibilities presented by social media, with the public able to create a mosaic of photos and stories online.

In concluding her keynote speech, Garcia said that preparing a city for a major event takes a huge amount of work and understanding of a citys brand as part of a broad marketing strategy, and a team of experts are the best people to activate the plan.

cIty forum keynote AddreSS: whAtS your poSition?dr Beatriz Garcia, head of research, institute of Cultural Capital, university of Liverpool

Cities must make sure that the right infrastructure is in place, so that people can interact with the different spaces and have an opportunity to express themselves and do what they want to do

dr Beatriz Garcia, head of research, institute of Cultural Capital, university of Liverpool

32 SportAccord Convention 2013 SportAccord Convention 2013 33

finding the right sporting event for your city can be a tough task. For a destination with big ambitions, there is always the danger that the lack of a reality check could lead to a city pledging promises that they are simply unable to keep.

On the other hand, a city needs to find an event that can enhance its own prospects in some way, whilst offering the sporting property a reason for bringing the event there in the first place.

The City Forum panel session, The Right Fit Matching Events With City Priorities, looked at how cities can identify and attract events that will allow them to position themselves in the correct way and fulfil their goals in the long term.

The members of the panel were in agreement from the outset that early planning is crucial when it comes to gauging the ramifications of hosting a sporting event.

Dr Laurine Platzky, Deputy Director General, Strategic Programmes, Western Cape Government, opened the discussion by highlighting the multiple impacts of South Africa hosting the 2010 FIFA World Cup.

For South Africa, hosting the FIFA World Cup was an amazing opportunity, Platzky said.

It gave us not only the opportunity to show the world that we could do it, despite the negativity in the media around and before the actual tournament, but it also gave us enormously important infrastructure.

It was shown in the stadiums and transportation. Our airports were completely

upgraded and our service culture became very important, both in actually welcoming people as well as the general organisational capability.

Returning to the importance of planning, she noted: Legacy doesnt just happen; you have to plan it, you have to strategise it and you have to budget for it.

The panel agreed that the legacy an event leaves behind will depend upon the city and what it needs.

Hazem Galal, Partner, State & Local Government Sector Global Leader, PricewaterhouseCoopers Qatar, offered an insight into one of the most exciting sporting destinations in the world.

If you are looking at a developing city, the legacy is going to be focused a lot more on establishing infrastructure, Galal said. In

cIty forum pAneL SeSSion: the riGht Fit MAtChinG eventS with City prioritieSmoderator: peter Bayer, Managing director, oSMopensportsmanagementAndrew Craig, Ceo, the Craig Company LLChazem Galal, partner, State & Local Government Sector Global Leader, pricewaterhouseCoopers Qatarnils hoch, head of events/Sales department, olympiapark Mnchen GmbhMike Laflin, Ceo, Sportcaldr Laurine platzky, deputy director General, Strategic programmes, western Cape Government

Qatar right now for the 2022 FIFA World Cup, the infrastructure build programme budget has just been increased from $70 billion to $100 billion.

Now the interesting thing is that the budget includes a lot of transportation, the metro, and all of the other infrastructural developments that were already part of Vision 2030 for the city.

So they were going to develop a lot of this infrastructure as part of a long-term development plan and the World Cup has served as a catalyst because it comes with a date and a lot of scrutiny from the international community to actually develop and implement these programmes on time.

Andrew Craig, CEO of The Craig Company, is working as an Advisor to the 2015 European Games, which is taking place in Baku, the capital of Azerbaijan a place that is committed to enhancing its perception in the international community through sport.

We looked for cities that wanted to communicate a very clear, European vision and we selected the city of Baku, Craig said.Baku is an emerging nation in a young, dynamic country with a relatively small population.

Very importantly, this is a nation that looks to the future, and what was important for Baku and for the state of Azerbaijan was to position the nation as being part of Europe, and there is probably no finer product to do that with than the European Games.

Craig also spoke about the reasoning behind the establishment of the European

Games, with the hope that the event will become a major force in the international sporting calendar.

Nils Hoch, Head of Events/Sales Department, Olympiapark Mnchen, moved the discussion forward by explaining the contemporary shift from Munich from staging the Olympic Games in 1972 to hosting the X Games action sports series in the present day after missing out on staging the 2018 Winter Olympics to PyeongChang, South Korea.

We knew in the bidding process that life goes on even if you dont get to host an event like the Olympic Winter Games, so when we heard about the plans of ESPN which hosts the X Games in Los Angeles to spread the X Games worldwide, starting in Europe, we thought it would be a good way for us to move the Olympiapark in a modern direction, Hoch said.

We are trying to get into new target groups, trying to get the young people to

the Olympiapark to show them that we are into new sports, action sports. Thats what we think is the right approach for us in the future.

Mike Laflin, CEO of Sportcal, addressed the difficultly in judging the impact of an event on a host city due to the lack of standardised evaluation methodology.

I think that sport is in a situation where its not just about economics, he said. I see lots of economic impacts obviously, but a sporting event is very holistic and covers lots of different aspects, such as cultural and social, and really trying to understand what sport brings to a city needs more information.

A problem I see frequently in talking to cities is that they havent got the information they need to make these decisions. So what were trying to do is to encourage cities, sports, and International Federations to come together, to create some sort of standard methodology so we can really understand what an event is delivering.

Is the event delivering economic benefits, social benefits, sporting benefits and some media branding benefits for the city? Thats what sport is about.Its not just about people coming into hotel rooms and restaurants.

So were working very closely with International Federations to encourage them to improve the way they gather their data. We frequently see that they are getting one piece of data from one host city and another piece from another host city, which makes knowledge transfer very difficult.

For host cities, it appears that they need to work together in order to maximise opportunities for future destinations to make the most of their sporting events.

Legacy doesnt just happen; you have to plan it, you have to strategise it and you have to budget for it

dr Laurine platzky, deputy director General, Strategic

programmes, western Cape Government,


Every year, some 80,000 people gather for a historic mass participation event that brings together three small Swedish communities, but is now renowned in the wider world of winter sports.

Vasaloppet is the biggest cross-country ski race in the world.

The 90km trek starts in village of Malung-Slen, travels through lvdalen and finishes in the town of Mora. The journey of Swedish King Gustav Vasa on the same route in the 16th century proved the inspiration for the event, which was first held in 1922 thanks to the organisational efforts of local journalist Anders Pers.

Ninety-one years later, the event is still going strong, and has become a much-loved and hugely popular Swedish tradition.

Viewing figures for the race remain huge, with only the Eurovision Song Contest outscoring Vasaloppet in the ratings, according to Anders Selling, the Managing Director of the event.

I think our success has something to do with the snow conditions and the fitness trend, Selling said, addressing delegates at the City Forum.

If you go back a number of years, the Swedish public probably did not show a lot of interest in Nordic skiing, not as much as they do now.

Today we have a summer and a winter

week with more than 10 different events to run.

Aside from the biggest race, which takes place on the first Sunday in March, the winter week includes seven other races, including a shorter race of 45km, a 30km race for women and a race of between 3km and 9km for youngsters.

The summer week is known for its cycling, walking and running events.

Selling explained that the Vasaloppet organisers are trying to focus their efforts on increasing the popularity of the summer events, and are not currently considering expanding the programme of winter events.

We now have 18,000 cyclists and 5,000 runners during the summer week, and we

cIty forum event wAtCh: SwedenS vASALoppetAnders Selling, Managing director, vasaloppet


will increase these numbers, he added. As for running, we see a huge interest in this sphere, so, we will do probably a couple more events on top of the ones we already have.

Vasaloppet is a non-profit organisation with a core team of 30 staff members that is supplemented by up to 3,500 volunteers when it comes to the peak period during the winter week.

Selling outlined the key selling point to sponsors of the event by adding: Of course there is a big difference between a huge event with 65,000 participants and an event featuring the national team, and there are differences in terms of exposure.

However, what we can offer to sponsors is a meeting place with 65,000 potential customers.

Organising such an event is also a way of financing different sports. The contributions, coming from the registration fees, go back into the local sports clubs.

One of the biggest challenges, when it comes to the main race, is accommodation, with the number of participants outnumbering the population of some of the local communities.

Traditionally, people open their doors to everybody, Selling added. Guest beds are found everywhere in hotels, schools and private houses. It is a tradition of Vasaloppet.

Yet if we want the event to attract more tourists in the future we should solve this question by building more hotels and restaurants.

Just 20 years ago, Vasaloppet had a very different outlook, though. The event was purely about the ski race, with little else to entertain spectators, viewers and participants.

In those days the participants could only find out their track time, and it was rather boring, Selling said. However, we have ensured now that not only are participants more excited, but also the viewers.

Spectators are able to follow the progress of particular athletes from beginning to end, and we work closely with television crews so that action can be shown on big screens.

Vasaloppet generates about 30m in annual revenues, but organisers are currently looking at ways to prolong the full schedule of the event beyond two weeks.

We were born with this event and it has been running for 90 years, so today everybody takes it for granted, Selling said.

It is my job to remind people of its meaning. We should understand the tourism and economic impact of the event.

We have the VasaloppsArena, where competitions are held, but we only do it for two weeks of the year.

So we have been saying to local communities: we have the arena lets do something there! This will help small businesses to grow and will attract tourists, and we want to find ways to work with communities in order to support these aims.

For its local communities, Vasaloppet will clearly continue to act as a driver for growth for many years to come.

We were born with this event and it has been running for 90 years, so everybody takes it for granted. It is my job to remind people of its meaning. We should understand the tourism and economic impact

Anders Selling, Managing director, vasaloppet


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Social media continues to evolve at a rapid rate, so it is no wonder that the sporting world is still trying to make the most of this unpredictable, but exciting communication platform.

For the penultimate session of the City Forum, a panel of experts tried to tackle the topic of this temperamental animal, which can provide a real buzz about a brand or organisation if it is utilised correctly, but can bite back in damaging fashion if care is not taken.

In kicking off the Panel Session, Using Social Media To Maximise Benefit, Jens V. Holm, CEO of the International Masters Games Association, insisted that social media can act as a powerful tool for engaging the

public. There is a need for fresh ideas from younger people in the sports business, and social media is a good way to stay in touch with those kinds of people, Holm said.

Without question, athletes and sportspeople should use social media regularly to attract followers, and they should also interact with them.

However, as pointed out by Eline Andersen, SportEvent Denmarks Event and Communications Manager, this is easier said than done.

Andersen said that many professional athletes are still not active on social media platforms, and when it comes to sports organisations, the right sort of content needs to be made available for followers to keep their collective attention. Andersen added that social media had to live up to

its name and actually be social. She said: The new audience expects different content from social media not content that the traditional media can offer them.

That is why the approach needs to be more personal, containing more behind-the-scenes stories.

If companies want to sell their product to the audience of social media services, they have to know what the followers like.

We think that sporting events are very social in their nature, and interacting with people inside the social media sphere can help us to understand what they like and what they want, Andersen added.

Professor Andy Miah, Director of the Creative Futures Institute at the University of the West of Scotland, highlighted the challenge of engaging the right audience on

cIty forum pAneL SeSSion: uSinG SoCiAL MediA to MAxiMiSe BeneFitmoderator: david eades, Journalist and Anchor, BBC world

Lucien Boyer, president & Global Ceo, havas Sports & entertainmentJens v. holm, Ceo, iMGA (international Masters Games Association)eline Andersen, event and Communications Manager, Sportevent denmarkprofessor Andy Miah, director of the Creative Futures institute, university of the west of Scotland

YOUR SPORTOUR PASSIONIn Denmark we are passionate about hosting international

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social media, with the most active users on such platforms generally being of a younger age. Miah said that a tailored social media strategy is required to make the right impression.

To succeed in social media, one needs a team ready to react to any event, according to Lucien Boyer, President and Global CEO at Havas Sports & Entertainment.

We should think about the practical aspect for our audience, he said. If we show competition results in real time, people who did not attend the event might feel that they were actually there.

By reporting weather changes, for example, we will help people to adjust their plans to the situation, which is another practical benefit of approaching social media in the right way.

When you post on Facebook, it is crucial to remember the when factor, Andersen added, since social media activity patterns differ before, during and after an event.

I think we should go back to the basics of communication, and that is listening and then understanding when it is our time to act, Andersen said.

The panel also agreed that it is important to decide which platforms to work on, with different social media websites often requiring different approaches, with the number of posts or the amount of content increasing during an event, to amplify the buzz at the right time.

Miah underlined the problem facing many organisations that are perhaps too formulaic in their tweets on Twitter and fail to respond to users in a way that sparks interest.

If you read the tweets of an organisation and then respond to them, your tweets are helping to develop an image of the organisation, and that spreads, he said.

The conversation then turned to the opportunity to monetise social media a topic that is still hotly debated throughout the industry. Boyer said that there is immense potential for profit through the right platform, and Miah echoed the viewpoint by saying: LinkedIn, for example, has great potential for increasing an organisations profits, and so do many other services. You just need to operate effectively on every level.

Andersen added that communicating with the public by applying a one-size-fits-all approach is now a thing of the past thanks to social media.

If we want to use social media effectively, we need to engage our audience first, but we must also do it cautiously, without any hard lines drawn, she said.

Boyer agreed that social media strategies must be based on sound audience engagement principles. What is important about social media is that you initiate a conversation with people instead of trying to push content, he concluded.

In wrapping up the discussion, the panel members agreed that social media is an area that sports organisations and companies cannot afford to take for granted.

With this in mind, specialists need to be hired to look after activity on such platforms. Only then can sports organisations, with a thorough and committed strategy, begin to maximise their opportunities in this ever-changing space.

If you read the tweets of an organisation and then respond to them, your tweets are helping to develop an image of the organisation

professor Andy Miah, director of the Creative Futures institute, university of the west of Scotland

eline Andersen

Jens v. holm

42 SportAccord Convention 2013 GOLD PARTNER 2013

SportAccord, the umbrella organisation for more than 100 international sports organisations, has changed markedly since it was founded as GAISF by 26 member federations back in 1967.

In 2009, GAISF became SportAccord, and since then the organisation has continued to grow.

In 2013, one of SportAccords major areas of focus lies in the event-hosting sector, where the organisation is putting in place plans to make a big impact through its Multi-Sports Games unit.

In wrapping up the City Forum, SportAccord Director General Vincent Gaillard spoke of the importance of the project in uniting its members and promoting its member International Federations.

Multi-Sports Games were designed to promote different sports, he said. It is about giving IFs a chance to show not only big disciplines, but less popular ones, like FIFA with beach football or FIBA with 3x3 basketball.

SportAccords Multi-Sports Games unit is currently in the process of developing five Games concepts.

The second edition of the SportAccord World Combat Games will take place in Saint Petersburg later this year, from October 18-26, while the third edition of the annual SportAccord World Mind Games will take place in December in Beijing, China.

It is hoped that the inaugural edition of the SportAccord World Beach Games will take place in 2014, ahead of a major launch in 2015, while the SportAccord World Artistic Games and also the SportAccord Urban Games, which will focus on sports that form the fabric of youth culture, are also in the pipeline.

We only started our journey as a multi-sports event organiser in 2010 so it is still quite new for us, Gaillard said. Today we have launched two Multi-Sports Games and another three are about to launch.

Looking back at the first of the Multi-Sports Games to take place the World Combat Games in 2010 in Beijing, China

Gaillard outlined the structure of the event, and why it proved to be a success.

In these Games we have Olympic disciplines such as judo, boxing, fencing and wrestling alongside non-Olympic sports such as ju-jitsu, sumo, wushu and many others.

That is what we do through Multi-Sports Events we bring our members in to showcase their sports.

In 2011, also in Beijing, SportAccord launched the World Mind Games, which comprised bridge, chess, draughts, go and xiangqi.

These Games are all about promoting the power of the human brain, strategy, intelligence and concentration, Gaillard added.

We are about to bring together artistic disciplines at the World Artistic Games in 2014, although the host city has not been finalised yet. Trampoline, dancing, gymnastics, synchronised swimming and some other sports will make up a five-day programme that will close with the final festival, when the top participants will showcase their art.

The SportAccord Beach Games will feature a combination of beach and ocean sports, both Olympic and non-Olympic, with the likes of beach volleyball, beach handball, basketball, beach rugby, beach soccer, beach tennis, surfing, kiteboarding and a modified version of triathlon set to be staged.

We hope the inaugural edition of the SportAccord World Beach Games will take place in 2014, ahead of a major launch in

2015, Gaillard added, before outlining the fifth Games project.

Possibly our most exciting project is the World Urban Games, which we are going to launch in 2015. It is about urban sports that take place or are developed on the streets. We would like to have between six and eight sports for the first Games, with sports like 3x3 basketball and skateboarding.

We really want to combine the Games with grassroots sports and the community.

Gaillard insisted that these Multi-Sports Games differ from other existing competitions because they will bring a festival experience, and he cited as an example the gala final at the World Artistic Games.

The advantage of these Games is that they can combine this festival appeal with elite sporting events, he added. These Games will give them a chance to integrate sport with schools and universities, for instance.

It is also about making these sports and the events more accessible not putting all the investment towards the opening and closing ceremonies, but making them much more open to local communities.

Gaillard concluded that the host cities of these Games would have to offer a unique local flavour, even though they will be for international participants and an international audience.

At the World Combat Games in Beijing we added Chinese chess (xiangqi) to the programme, and this sort of approach could be used elsewhere, he said.

The host cities will benefit from staging Multi-Sport Games. First of all, high-level sports competitions will promote these city brands worldwide and will activate local communities. Besides, these Games will encourage the population to participate in the event and strengthen the link between elite and grassroots sport.

For the host city selection process, IFs will have to decide what make sense for them and which sports need to be promoted. Then it will be time for the host city to decide whether it makes sense for them, because it is also a question of budget.

With the Multi-Sport Games initiative developing quickly, Gaillard and SportAccord will certainly have a busy few months ahead.

cIty forum CASe Study: A QuiCk Guide to MuLti-Sport eventSvincent Gaillard, director General, SportAccord


owing to the transformation of the sports sector into an increasingly sophisticated marketplace in recent years, it is sometimes easy to forget the passion that lies at the heart of this business-savvy industry.

However, in setting the tone for the Conference Programme, Kevin Roberts, the CEO Worldwide of Saatchi & Saatchi, made sure that delegates were reminded that passion and drive lie at the heart of success.

Roberts urged delegates to make their brands irresistible as he opened day one of the Conference Programme with a captivating Keynote Address entitled Winning the Future Sport as Inspirational Player.

He said that his company approaches the concept of a VUCA world representing volatility, uncertainty, complexity and ambiguity from a different perspective.

We live in a SUPERVUCA world it is a vibrant, unreal, crazy and astounding world, he said.

The world is vibrant now in the sense that it is full of life, full of hope, full of optimism and is liberated by technology and learning.

Earlier in my career, when I was with Procter & Gamble and Pepsi Cola, if you wanted to change the world, you had to have scale, resource, money, time, people and above all you needed size.

However, now if you want to change the world, you dont need any of that stuff. In fact, now the only thing you need to change the world is an idea. We live in the age of ideas and that is unreal.

It is crazy in the sense that all progress depends on the unreasonable man, Roberts added, quoting Irish playwright George Bernard Shaw.

It is crazy because most institutions, most companies and most organisations are dedicated to killing ideas at birth. So we are here to kill the idea, to kill the initiative.

Finally it is astounding because before it took you three, four or five years, a campaign and a lot of spending to change the world.

Now it just takes a short length of time. Social networks will change the course of the industry, sport and management and that is astounding.

Switching the address to focus on sport, Roberts added: The challenge that needs to be faced up to in the sporting world is how in a SUPERVUCA world you guys can get ahead, get in touch and stay connected with ideas and not become a defensive, fraternalistic bureaucracy.

Sport can produce a better world because it produces better people and because it unties everyone. The Olympics is the greatest example of sport as a unifying thing.

Throughout the entertaining address, Roberts used a combination of humour and video examples to illustrate his ideas.

One of his key points was the notion of the lovemark his own creation. Roberts insisted that it was crucial to recognise the difference between a brand and a lovemark, which is something people want to be a part of.

He added: A lovemark is a movement that they not only respect, but they also love. Brands are ruled by bored managers, whereas love marks are ruled by the people who love them.

Brands build loyalty for a reason, but a lovemark creates loyalty beyond the reason.

Roberts expanded on his point by citing the example of Apple.

Everybody now has an iPad, iPhone or iPad, because Steve Jobs made Apple

irresistible. That is what you should do with your brand.

There are three secrets to making your brand irresistible a lovemark. You need to infuse it with mystery, sensuality and intimacy.

The heroes of the 21st century are the storytellers, and you all have the greatest stories to tell. In sport there are great stories made every day, and yet we keep drawing people into facts, stats and information. The secret is to add mystery.

More and more emotional empathetic storytelling is what is going to drive business in sport. Rational thinking leads to conclusions, and emotional thinking leads to actions. We need to get more emotions into the whole sport business.

Your website should be the ongoing narrative and when promoting your brand you should touch as much of the five senses as you can.

Intimacy leads to empathetic commitment and passion. Most organisations have lost it because of command control and not being empathetic. The secret is to put yourself at the heart of the audience.

Roberts concluded by underlining the role of the industrys creative leaders, who will continue to develop innovative ways to engage the public.

Creative leaders ask only three things when they see an idea, he added. Do I want to see it again? Do I want to share it? And do I want to improve it?

confErEncE programmE keynote AddreSS: winninG the Future Sport AS inSpirAtionAL pLAyerkevin roberts, Ceo worldwide, Saatchi & Saatchi

The world is vibrant now in the sense that it is full of life, full of hope, and is liberated by technology and learning

SportAccord Convention 2013 45

t he health of sport is an issue that draws contrasting opinions from its stakeholders. Many view the growing commercial success of sport as a sign of its health, while others express concern about participation levels and the dominance of some sports over others in particular markets.

For the second session on the first day of the Conference Programme, a stellar panel of speakers attempted to answer the question: How Fit Is Sport?

The discussion covered a range of topics, from the evolution of sporting events to the influence of technology. To kick off the session, the panellists offered their opinions of the changing role of the sports fan.

I think that the fan represents a very resilient base, Lisa Murray, Executive Vice President & Chief Marketing Officer,Octagon Worldwide, said.

No matter what happens, the fan will come back and support their dreams of sport.

There is a time when they shy away, but they are resilient and they will come back because sport is like nothing else. That passion is stronger than any bumps in the road along the way.

Less than a year on from the London 2012 Olympic Games, Jim Bell, Executive Producer, NBC Olympics, NBC Universal, was keen to emphasise the uniqueness of the Games an event that even attracts the interest of people who have no real interest in sport.

In referring to the Games, he also noted that London 2012 was the first Olympics to take place since the widespread introduction of the tablet into the public.

We were able to take that invention and connect with fans through it, Bell said. Happily, we found that be giving people information, content, stories and trying to connect them to the passion of the Olympics with their tablet and with their PC, they actually increased the amount of time that people spent watching the Olympics.

Being a big company like NBC Universal, a company that is owned by

Comcast, means that technology can be used to maximise the great passion people have around an event like the Olympics.

We found more ways for fans to consume this great, fantastic, worldwide cultural phenomenon that is the Olympics. Using technology, we were able to stream everything live.

Vasily Kiknadze, CEO, Sports Broadcasting (Panorama), offered a perspective of the Sochi 2014 Winter Olympic Games, by echoing Bells

comments. It is an event where a huge number of people that know nothing about sport comes along to see what it is about, Kiknadze said.

Its a big task figuring out how to involve them in the process and how to present the events to them.

Bell expanded on the theme by adding: If you have people who are following a league or a team, you dont have to tell a story as much, because they already know it.

However, if you are trying to reach an audience that doesnt really understand the sport or the background, then you have to tell a story like you would anywhere else because you need to draw them in. Everybody wants good stories.

Murray highlighted the importance of building a fan base through telling the story, rather than simply entertaining the viewers. As an example, she noted the success of NASCAR, the North American stock car-racing series.

One of the reasons why NASCAR is so popular in the United States is that people get to know the stars up close and personal, Murray said. They want to know about the person and to have access to the sport. Thats

confErEncE programmE poSt-MAtCh AnALySiS: how Fit Is Sport?moderator: david eades, Journalist and Anchor, BBC world

Jim Bell, executive producer, nBC olympics, nBC universal donald Fehr, executive director, national hockey League players Associationvasily kiknadze, Ceo, Sports Broadcasting (panorama)Lisa Murray, executive vice president & Chief Marketing officer,octagon worldwide

We found more ways for fans to consume this great, fantastic, worldwide cultural phenomenon that is the Olympics

Jim Bell, executive producer, nBC olympics, nBC universal


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SportAccord Convention 2013 47

where all of that passion comes from. The health of sport, of course, can be damaged by the scourge of doping.

Donald Fehr, Executive Director, National Hockey League Players Association, tried to put the issue into context.

I think there is a tendency sometimes to forget that sport is not divorced or separate from the society in which it takes place, Fehr said.

So if there is a substance abuse issue in society, it would be strange if that did not appear in sport.What fans understand is that sport is not different from the rest of us thats why they are forgiving to the extent that they are.

The moderator, David Eades, Journalist and Anchor, BBC World, developed the point by mentioning the scandal involving disgraced cyclist Lance Armstrong.

Kiknadze noted that the Armstrong case transcended the sporting world, but had the possibility to have a positive effect to wider sport in the long run.

He was a hero for dozens of years, not only in sport, but in the field of illness as well, he said.

That is why there was such a media storm. Maybe we can use Armstrong as an example

to prevent young people and others from following this same way.

Shifting the discussion to the media reaction to major episodes and events in sport, Fehr said: In terms of the coverage, especially in western societies, there is a tendency to fall in love and play everything as if it were a Greek tragedy, sometimes making more of it than it is.

However, the media at large does what the consumer wants the media to do. They show what people want to watch and they write what people want to read. Its about stories.

In concluding the engaging panel session, Bell agreed with Fehr, and spoke of the example of tennis player John McEnroe.

He was this young hero who burst on the scene with the hair and the headbands, Bell said. Then suddenly he became this bratty guy, yelling at umpires and throwing his racket.The hero had become a bad guy. I dont think were responsible for that. Those are the stories and that was what was happening.

Whatever the differing arguments about the fitness of sport, one can be sure that there will continue to be engaging stories at every turn, and plenty of people will be willing to hear them.

Maybe we can use Lance Armstrong as an example to prevent young people and others from following this same way

vasily kiknadze, Ceo, Sports Broadcasting (panorama)

a government or local authority is always taking some sort of financial risk when it agrees to support the staging of a major international event.There are financial commitments, of

course, but also the knowledge that a destinations reputation as a capable event host is being put under the spotlight.

In the third session on day one of the Conference Programme, two central figures in the previous and next editions of the Summer Olympic Games offered their insight on the topic of Gains and Gambles for Government.

The Rt Hon Hugh Robertson, the UKs Minister for Sport and Tourism, Department for Culture, Media and Sport, was able to look back at the experience of London hosting the highly acclaimed 2012 Olympics.

However, Carlos Arthur Nuzman, IOC Honorary Member and President of the Rio 2016 Organising Committee for the

Olympic and Paralympic Games, is fully focused on delivering a successful event in three years time.

World Olympians Association CEO Mike Miller, who moderated the discussion, invited the panellists to speak of the work required to ensure success in hosting the

largest sporting event in the world. The high-profile speakers agreed that political support is crucial in preparing for a major event.

The Key to our success in the bidding race for the Olympics was integration with the government and the support we received from the officials who all had a clear vision of what we would like to do, Nuzman said.

A lot of people helped us to change the infrastructure of the city and in Brazil. Many political parties helped us, and there were even opposition political parties helping the cause.

National prestige depended on it, and with all the improved infrastructure, support of the youth, and all the sports organizations in Brazil helping us, it has made the job much easier.

We bid for the Games before, but the successful 2016 bid was the result of really hard work over many years.

Nuzman also revealed that that Londons successful bid for the 2012 Games had helped to inspire Rio to push the bar even

confErEncE programmE diSCuSSion: GAinS And GAMBLeS For GovernMentmoderator: Mike Miller, Ceo, world olympians Association

Carlos Arthur nuzman, ioC honorary Member, president, rio 2016 organising Committee for the olympic and paralympic Gamesthe rt hon hugh robertson, Minister for Sport and tourism, department for Culture, Media and Sport, united kingdom

You should have cross-party support for the bid, because you never know what will happen if you win the bid

the rt hon hugh robertson, Minister for Sport and tourism, department for Culture, Media

and Sport, united kingdom

In the challenging global economic climate over the past few years, sport, like most industries, has had to tighten its belt. Never before has there been such scrutiny of investment in sport whether by sponsors, television companies or regional and national administrations.

The financial downturn has unquestionably had an impact on many areas of the sports industry, with wage control and decreasing attendances towards the top of the agendas of Chief Financial Officers.

However, even during times of austerity, the pressure is on to develop a sport or sporting property, as acknowledged by a panel of experts who discussed the topic of Sport and the Global Economy on day one

of the Conference Programme.Andrew Zimbalist, Robert A. Woods

Professor of Economics, Smith College, provided a reality check at the start by pointing out that if sport is unable to increase demand through improving the quality of the product, then it only has one option left to cut its expenditure.

Individuals, sports events and leagues have to turn to the cost side and try to control their costs. In order to do this one needs to develop proper institutions, he said.

To illustrate the two approaches in this sphere Zimbalist drew comparisons between the American and European sports competition models.

We have much more socialism in American sports leagues than in Europe,

he added. In the USA each league has effectively developed systems of revenue-sharing and salary caps, which can effectively control the wage bills.

I have seen little revenue-sharing in Europe.

Shaila-Ann Rao, Chief Executive Officer at SPORTFIVE International, expanded on the theme by highlighting the challenge of determining budgets for particular markets.

Michael Forde,Executive Director and Director of Football Operations at Chelsea Football Club, added: At Chelsea, we try to think about new businesses and the potential growth of market share they could give us.

We achieved our success

Documents

2013 Annual - SportAccord Convention