PLANNING, INVESTMENT AND SUSTAINABLE LEGACY OF MAJOR SPORTING EVENTS – EUROBASKET 2011 CASE STUDY

Mindaugas Balčiūnas

Lithuanian Basketball Federation

RESPONSIBILITY FOR NATIONAL SPORT AND COUNTRY

Bask

etba

ll

Foot

ball

Dan

cing

on

ice

Athl

etics

Dan

cing

Auto

spor

ts

Boxi

ng

Tenn

is

Swim

min

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not i

nter

estin

g an

y sp

orts

0

10

20

30

40

50

6053.4

8.63.5 3.1 1.6 1.4 1.2 1.2 1

9.9

POPULARITY of sports in Lithuania (2011)

CHALLENGE – THE BIGGEST SPORTING EVENT EVER HOSTED IN LITHUANIA

Organizational structure and human resources.

Infrastructure and investments. Event budgeting and sponsorship. Promotion and communication. Event realization.

THE GOAL – TO MAKE THE BIGGEST AND THE BEST EUROBASKET IN HISTORY More 8 teams to participate: format 24 teams; More 7 days of the event: in total 21 days of duration; More 36 games to play: overall 91 games; All games televised to more than 160 territories worldwide; More than 200 millions TV viewers; More than 350 000 fans in arenas;

EUROBASKET 2011: INVESTMENTS AND INCOMES

BIG FINANCIAL CHALLENGE FOR COUNTRY FACING GLOBAL ECONOMICAL CRISIS Investments to infrastructure

0

20000000

40000000

60000000

80000000

100000000

120000000

140000000

160000000

180000000

122300000

38000000

2630000020000000 18200000

46600000

70000000

49300000

34700000

18800000

168900000

108000000

75600000

54700000

37000000

State funds EU funds Total

ORGANIZATIONAL BUDGET INCOMES

Sponsorship Government support (+ Event fee)

Ticketing Total0.0

10000000.0

20000000.0

30000000.0

40000000.0

50000000.0

60000000.0

5900000.0

21000000.024600000.0

51500000.0Eurobasket 2011 incomes (mln. LTL)

TOTAL IMPACT OF AN INJECTION INTO THE ECONOMY

DIRECT ECONOMICAL IMPACT OF EUROBASKET 2011

Local fans in arenas

Tourists Overall0.00

20,000,000.00

40,000,000.00

60,000,000.00

80,000,000.00

100,000,000.00

120,000,000.00

140,000,000.00

57,600,000.00

80,520,000.00

138,120,000.00

INDIRECT AND INDUCED ECONOMICAL IMPACT OF EUROBASKET 2011

Local fans in arenas Tourists Overall0

50000000

100000000

150000000

200000000

250000000

300000000

350000000

138240000

193248000

331488000

EUROBASKET LEGACY

Economic; Social; Promotional; Feel-good factor and life-satisfaction;

LONG TERM INVESTMENT – MODERN, MULTIFUNCTION CONVENTION CENTER'S

Arena Seats capacity

Žalgirio Arena 15000Šiaulių arena 5500Cido Arena 6700

Klaipėdos arena 5500Alytus arena 5500

Siauliai arenaPanevezys arena

Kaunas arena

Klaipedos arena

Alytus arena

ECONOMIC IMPACT: NUMBER OF EVENTS IN ARENAS

Zalgirio arena Vilnius arena Panevezys arena

Alytus arena Klaipedos arena

Šiauliai arena0

20

40

60

80

100

120

90

100

70

40

75

60

50

30 30 3035 35

Total number of events Basketball events

ECONOMIC IMPACT: EMPLOYMENT CREATED BY ARENAS

Zalgirio arena Vilnius arena Panevezys arena

Alytus arena Klaipedos arena

Šiauliai arena0

50

100

150

200

250

300

350

40

17 11 10 14 14

300

100

50

2030 25

Full time employeesPart time employees

ARENAS CONTRIBUTION TO THE ECONOMY: EVENTS AND EMPLOYMENT

Total number of events

Basketball events

Full time employees

Part time employees

0

100

200

300

400

500

600

435

210

106

525

YEARLY FINANCIAL IMPACT

Events Employment0 Lt

20,000,000 Lt

40,000,000 Lt

60,000,000 Lt

80,000,000 Lt

100,000,000 Lt

120,000,000 Lt

140,000,000 Lt

130,500,000.00 Lt

11,994,000.00 Lt

SOCIAL IMPACT:LESS CRIMES DURING EUROBASKET 2011

Number of registered pretrial investigations from 2011-08-31 to 2011-09-19 and comparison with the same period in 2010 m.

2010 y. 2011 y. Difference Percentage

Šiaulių 367 375 8 2,18

Alytaus 131 129 -2 -1,53

Panevėžio 250 232 -18 -7,20

Kauno 841 767 -74 -8,80

Vilniaus 1566 1377 -189 -12,07

Klaipėdos 456 369 -87 -19,08

SOCIAL IMPACT: BASKETBALL AND SPORT BECOMES MORE POPULAR

MORE KIDS ATTENDING

BASKETBALL AFTER EUROBASKET 2011

10 – 30 % MORE

SOCIAL IMPACT: VOLUNTEERING CULTURE EXPANSION

MORE THAN 1800 VOLUNTEERS SERVED

THE EVENT.

PROMOTIONAL LEGACY:COUNTRY COMMUNICATION DURING EUROBASKET 2011

‚FEELGOOD‘ FACTOR AND LIFE-SATISFACTION

TWO GUINNESS WORLD RECORDS ACHIEVED BEFORE EUROBASKET 2011

60 000 balls bouncing record Dribbling around Lithuania record

EUROBASKET LEGACY CONTINUING TO GROW

HOW MUCH WE ARE SPENDING FOR SPORT?

HOW MUCH WE ARE SPENDING FOR BASKETBALL?

MORE THAN 100 000 FANS REGULARLY INVOLVED IN BASKETBALL

MONEY CIRCULATION RELATED TO BASKETBALL

YEARLY ECONOMIC VALUE OF BASKETBALL IN LITHUANIA

% %

~1 Billion LTL

Multiplier – 1,4

WE CELEBRATE BASKETBALL