Data Anal­y­sis

Sportcal - - SPECIAL FEATURE: LONDON 2012 OLYMPIC GAMES -

There is very lit­tle re­li­able data in the pub­lic do­main on the past Olympic Games in Athens [2004], Turin [2006] and Bei­jing [2008] and thus for Van­cou­ver and Lon­don, the IOC in­tro­duced the Olympic Games Im­pact study, an in­de­pen­dently com­piled re­port on the im­pact of host­ing the event.

The OGI study for Lon­don 2012 is be­ing com­piled by the Univer­sity of East Lon­don, which pro­duced a pre-games re­port in Novem­ber 2010.

In­deed Lon­don 2012 looks set to be­come one of the most an­a­lysed games on record, with the UK gov­ern­ment’s Depart­ment of Cul­ture, Me­dia and Sport hav­ing com­mis­sioned Grant Thorn­ton to un­der­take an in­de­pen­dent study into the per­ceived ben­e­fits the games will have on the UK econ­omy.

The World Cup is al­ready well-versed in anal­y­sis, with data for the 2006 and 2010 tour­na­ments pro­vided through the Fifa Mar­ket­ing Re­port and an in­de­pen­dent study, also con­ducted by Grant Thorn­ton.

While the Olympic Games and World Cup bat­tle it out for supremacy, what of the other ma­jor sport­ing events? - the Rugby World Cup, the World Ath­let­ics Cham­pi­onships and soc­cer’s Euro­pean Cham­pi­onships, to name a few. Where do they sit at sport’s top ta­ble?

The prob­lem of com­par­ing data from all these sport­ing events is that the fig­ures are cap­tured and cal­cu­lated us­ing dif­fer­ent method­olo­gies. There is no con­sis­tency in the way stud­ies are con­ducted, mak­ing it ex­tremely dif­fi­cult to com­pare events us­ing sec­ondary data.

Sport­cal has been work­ing for the last year with a group of 200 lead­ing in­dus­try ex­perts, sup­ported by UK Sport, the UK ad­min­is­tra­tion and fund­ing body, and Sin­ga­pore Sports Coun­cil, the body closely in­volved in the growth of the coun­try as a sports des­ti­na­tion, to try to es­tab­lish a stan­dard method­ol­ogy for mea­sur­ing the im­pact of ma­jor sport­ing events.

The out­come – the Global Sports Im­pact project – is in­ves­ti­gat­ing the pos­si­bil­ity of cre­at­ing a stan­dard set of data in­di­ca­tors that will en­able events to be stud­ied across a range of dif­fer­ent sports.

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