Sponsorvision Updates

The legacy of sporting events

In 2009, Tiger Woods came to Melbourne to play one tournament. For this trip, he received $3 million dollars. Half of it was paid by the Australian taxpayer, the other half by tournament organiser IMG. This raised questions amongst the Australian community about whether or not the investment was appropriate. Pessimists and optimists both had legitimate arguments to defend their case. The investment of $1.5 million dollars to one person for one match was considered irresponsible; was it really going to attract that many tourists, would they really spend the budgeted amount of money and would the golf course be so popular suddenly? The government could not prove this with hard fact, so the pessimists had a point.

The sports lovers jumped of joy. Melbourne had once again attracted a major event. After the Australian Grand Prix, the Australian Open and the Boxing Day Cricket Test Match, the city would now welcome the worlds’ best golf player. City marketeers could not wish for anything better. And Melbourne continued to be in third position the The Economist’s World Most Liveable Cities. Arguments by the optimists included a large financial injection through tourism, city branding and the opportunity to showcase the city. These are short term goals. In the long term, Melbournians would benefit from better infrastructure, improved train lines and roads, top class sporting facilities and most of all: pride. And especially for these long term legacies it is almost impossible to put a price tag on them.

The answer to whether or not an event is successful and a sensible investment is somewhere in the middle. Include as many or as little economic factors, take as many intangible factors in consideration and you can prove the event was a success or a failure for the community.

Qatar is a perfect example of a location where the only thing they do, is build a legacy to accommodate for the future. Oil will run out, so the money will need to come from other sources. It is therefore amazingly interesting the country will host the 2022 World Cup. Qatar realised this will have a positive influence on the whole country and can make the investment now.

The legacy that South Africa now experiences from the World Cup also has enough in it to help both optimists and pessimists in their arguments. Big stadiums are now empty, but hopefully creative marketeers can find a solution for this. I would think of the upcoming popularity of Twenty20 Cricket, but also the interesting way dance events like ID&T’s Sensation conquer the world. Lasting benefits of the World Cup 2010 are safety, roads, train tracks and improved airports. But also the way the entire population now looks at South Africa, but most of all: pride of the South Africans.

I am an optimist.

Jeroen Westermann



Legacy , IMG , World Cup 2010 , South Africa , Melbourne , Tiger Woods , Qatar 2022 , Australian Open , Twenty20 Cricket , Benefits ,

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