SPORT­CAL

Sportcal - - CONTRIBUTORS AND WELCOME - Best re­gards, Mike Laflin, CEO

Wel­come to this spe­cial edition of Sport­cal Mag­a­zine, which is be­ing dis­trib­uted ahead of the 2012 Olympic Games in Lon­don and ap­pro­pri­ately fo­cuses on the sport­ing show­piece of the year and the prospects for fu­ture games.

The mag­a­zine is also avail­able on­line free of charge via the Sport­cal web­site and is pro­moted to over 20,000 se­nior sports in­dus­try ex­ec­u­tives who each re­ceive a per­son­alised email di­rect­ing them to the is­sue. It is also dis­trib­uted di­rectly to all IOC mem­bers, in­ter­na­tional sports fed­er­a­tion se­nior ex­ec­u­tives, NOCs, na­tional sports gov­ern­ing bod­ies and Sport­cal sub­scribers.

In an ex­ten­sive spe­cial fea­ture, Sport­cal analy­ses the com­mer­cial rev­enues gen­er­ated by the Olympics, and con­cludes that the to­tal for the four-year cy­cle end­ing with Lon­don 2012 will break the $8-bil­lion bar­rier for the first time. In the sec­ond part of the fea­ture, we com­pare this year’s games with soc­cer’s Fifa World Cup across a va­ri­ety of in­di­ca­tors and con­sider whether Lon­don 2012 can lay claim to be­ing the big­gest sport­ing event ever.

Spon­sors play a sig­nif­i­cant role in the fi­nanc­ing of the Olympics and case stud­ies show how four part­ners, at dif­fer­ent lev­els of the spon­sor­ship hi­er­ar­chy, have been ac­ti­vat­ing their deals in the runup to this sum­mer’s games, with Coca-Cola putting the em­pha­sis firmly on youth.

Look­ing ahead, the Me­dia fea­ture analy­ses the rights sales process for the next Olympic cy­cle, which com­prises the 2014 win­ter Olympics in Sochi and the 2016 Olympics in Rio de Janeiro, with the IOC on track to com­fort­ably ex­ceed the $4 bil­lion gen­er­ated in the cur­rent two-games pe­riod.

There is also an ex­am­i­na­tion of Madrid’s event host­ing ca­pa­bil­i­ties, with the Span­ish cap­i­tal claim­ing that win­ning the right to stage the 2020 Olympics would be a “cat­a­lyst for eco­nomic de­vel­op­ment” in the fi­nan­cially stricken coun­try.

Mean­while, wake­board is one of the eight sports bid­ding to join the Olympic pro­gramme that year and the In­ter­na­tional Wa­ter­ski and Wake­board Fed­er­a­tion tells Sport­cal that it be­lieves that the sport can mir­ror snow­board­ing’s suc­cess in the win­ter Olympics if it is suc­cess­ful in its cam­paign.

By con­trast, ath­let­ics has been a part of the mod­ern Olympics since the first edition in 1896 and, in the Sports Mar­ket In­ter­view, Nick Davies, the deputy sec­re­tary gen­eral of the IAAF, high­lights how the fed­er­a­tion is go­ing to use the co­in­ci­dence of its centenary and the Lon­don games to stress the im­por­tance of the sport to the Olympics and drive and main­tain in­ter­est in the sport at other times.

These fea­tures com­bine with our usual tables of hard-to-find data and News in Brief to pro­vide a com­plete round-up of all the cru­cial ac­tiv­i­ties in the in­ter­na­tional sports in­dus­try.

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