City Priorities study unveiled at SportAccord Convention 2014


At SportAccord Convention 2014 here today, PwC presented its latest Thought Leadership publication on how the hosting of sporting events can contribute to regional and city development. The presentation took place at a special break-out session by PwC following the annual City to City Breakfast, which is a private meeting of city administrators from around the world who gather at the Convention each year.

The publication, entitled “It’s How You Play the Game: Matching a Region’s Priorities with the Right Mega – Or Not So Mega – Event,” was presented by PwC’s Cities and Local Government Sector Leader Hazem Galal and PwC’s Asia Pacific Head of PPP and Infrastructure Yumiko Noda. During the break out session, Hazem and Yumiko led a discussion among panellists David Simon of the Los Angeles Sports Council, Iain Edmondson of London & Partners and Rakel Liew of Auckland Tourism, Events & Economic Development on the role of sports events in city and regional development.

Hazem Galal, stated: “The appeal of marquee sports events such as the Olympic Games and football’s FIFA World Cup is undeniable, with cities the world over competing to host these high-profile events, undeterred by the substantial costs, extensive planning and inflexible timelines. However, not every city or region is ready or able to host a marquee mega-event. Some may not have the resources, the infrastructure, or the capacity. Instead, cities and regions are better served by assessing their long-term priorities for development and then bidding on the events that best correlate with those priorities.”

PwC’s new publication presents a framework for helping a city or region decide which event to host, based on key questions under the categories of overall readiness, venues, legacy, supporting infrastructure and intellectual capital. The publication then goes on to explore a number of key aspects on hosting sports event, including ways in which a city or region can maximize the impact of hosting events.

PwC’s insights on maximising the impact of sports events on city and regional development are illustrated within its mega-events publication in five case studies:

  1. 2014 FIFA World Cup and 2016 Olympics and Paralympics in Brazil
  2. 2014 Super Bowl in New York/New Jersey    
  3. 2013 Universiade in Kazan
  4. 2013 America’s Cup in San Francisco
  5. 2012 Olympics and Paralympics in London.

Read the publication.