JULY / AUGUST | COVER FEATURE
Creating a major event that captures the world ’ s imagination is a team effort , but understanding organisers ’ intense pressure is crucial for meaningful collaborations s well as being a visually and technically awesome spectacle , the 2018 FIFA World Cup Russia will be equally remembered for its contribution to the global conversation : Pub debates over whether VAR is undermining referees ’ authority ; Reddit memes of Bolshoi ballet dancers watching Russia ’ s penalty shootout ; Your grandma commenting on what a nice young man Harry Kane is .
This sort of cultural minutiae can only be spawned by the sense of occasion heralded by a genuinely captivating major event . This is why brands and governmental organisations fall over themselves to get involved . However , the credibility of such events is underpinned by the mammoth efforts of its suppliers and organisers .
Oftentimes , the benefits of a major event are miss sold , according to Steven Gruning , SOS Global vice president global sales & marketing . “ It ’ s perhaps time to reframe the offering . The last 30 years of major events have been disappointing in the short term , in regards to bed nights etcetera , and there ’ s often been a displacement of tourism . But on the good side , the marketing ROI has hailed spectacular returns .
“ The gross added value of London 2012 seemed controversial at the time , with promises that we ’ d receive £ 45bn back from the investment . However , now in 2018 that claim finally makes sense .
“ If you look even further back to the Olympic Games
in Barcelona ( 1992 ), tourism then accounted for 1 % of the city ’ s GDP , but now it ’ s at 10 %. That ’ s hugely significant . And in terms of Catalan identity and other metrics , these events can have a huge impact . Destinations should look beyond just room nights .”
This sentiment is echoed elsewhere . The Invictus Games , a celebration of the human spirit in the face of adversity , sells itself internationally on the rallying effect of its positive message , backed by a globally recognised figurehead . The international adaptive multi-sport event , created by Prince Harry , sees wounded , injured or sick armed services personnel and their associated veterans take part in sports .
Patrick Kidd , CEO of Invictus Games says : “ There are the most incredible stories of people who ’ ve had their lives changed due to our event . There ’ s a broader message about what our event brings to a community . It puts sport at the centre of people ’ s lives and gives people a chance to become relevant in their own community .”
With the USA reporting a shocking 22 veteran suicides per day , it ’ s a poignant message .
Meanwhile , in Birmingham , Neil Carney , project director , Birmingham 2022 is navigating the murky period after the bid win , where the knowledge transfer process gets underway , with regular briefings to the Organising Committee .
The event is about to launch its brand
31