Ever Greener Games

Environmental factors are assuming increasing importance for international sports federations, bid teams and the organising committees of sport's global mega events. Andy Stevens looks at the different approaches to environmental management.

Stevens, Andy (2008) Ever Greener Games. Sport Business International. Issue 137, August, pp36-37.

Turf issues

As pressure to maximise the use of facilities grows, more attention is paid to surfaces which combine durability with ideal performance characteristics. We focus on the evolving business of turf systems.

Third generation artificial turf pitches have become the preferred surface for many football clubs and NFL teams, but do not as yet offer the same versatility as natural turf surfaces. Although a number of rugby clubs have installed 3G pitches, most of these have been at training venues. Water-based pitches have become the preferred surface for hockey, while clay and acrylic remain the most popular materials for tennis. However, extensive research and development is being conducted into the creation of genuinely multi-use synthetic playing surface, with further tests being conducted in sports such as athletics and cricket.

Reference: Stevens, Andy (2008) Turf issues. Sport Business International. Issue 136, July, pp 59-60. London: SportBusiness Group.

Temporary perception

From golf tournaments to the Olympic Games, the demand for temporary structures has never been greater. Andy Stevens identifies the trends which are driving the temporary facilities sector.

The perception of temporary facilities being limited to exposed bleachers and minimalist hospitality tents is now outdated. The specification of facilities has become more sophisticated as venue owners and event organisers have had to consider the economic and environmental legacy of permanent venues, and the need to avoid building so-called white elephants. At the same time, customer expectations have increased with spectators and guests become more discerning, meaning that the quality of some temporary venues can be comparable to permanent structures.

Capacity planning represents a challenge for the sports industry, where there is a need to retain the flexibility for not only accommodating fluctuating attendances but also the diverse types of visitor experience demanded by customers. De Boer have supplied temporary structures to the organising committee of this summer's UEFA EURO 2008 tournament and John Cochrane, the company's Sales Director, explains why temporary facilities have become more popular: "The modular nature of temporary structures means they’re perfect for sporting events." He adds that facilities are no longer limited to bleachers and hospitality tents: "Whether providing an international media centre or covered seating areas, temporary accommodation can enable sporting venues to respond to short-term peaks in demand or to the challenges of hosting a high-profile one-off event."

Reference: Stevens, Andy (2008) Temporary perception. Sport Business International. Issue 136, July, pp 57-58. London: SportBusiness Group.

Securing the future

Without effective security there can be no major sports events and the threat is ever-present and changing. Andy Stevens considers the different strategies for identifying and combating security threats being employed by the organisers of EURO 2008 and the 2008 Beijing Olympic Games.

The security of sports venues and events is once again being tested during this summer's UEFA EURO 2008 and Beijing 2008 Olympic Games. But while there has been much focus and investment on the protection of these mega events, the sports industry has been given a reminder that security and safety is not just about terrorism or even what happens in and around the venue on event day.

Terrorism is an ever-present and the most potent threat to the sports industry, and therefore remains at forefront of security management. However, the protests during the Olympic flame relay in London, Paris, San Francisco and Nagano, and the disturbances in Manchester city centre during the UEFA Cup Final, emphasise the long-term damage that can that can be caused from disruptive activities and hooliganism.

Reference: Stevens, Andy (2008) Securing the future. Sport Business International. Issue 136, July, pp 55-56. London: SportBusiness Group.

Sustainable Sport

Executive summary: The environment has become one of the most debated and imperative business issues, with topics such as sustainability, energy efficiency, waste management, extreme weather and green marketing quickly moving up the agenda in many boardrooms. The sports industry has not been immune to criticisms about its contribution to climate change, or indeed the impact it endures from these escalating trends.

However, shareholders and business leaders have expressed concern about the costs of implementing green programmes, although many experts and environmentalists counter that being sustainable represents positive corporate social responsibility and encourages efficient business practices. At the same time, consumers are becoming increasingly conscious about the environment in which they live, work and play, and are now more discerning about their preferred brands when purchasing products and services. But brand guardians need to respond to accusations of greenwash and must ensure that sceptical – and sometimes cynical – consumers do not react negatively to ill-conceived or misleading programmes.

The contribution of the sports industry to climate change has to be assessed, while the requirement of venue operators and event organisers in mitigating their impact has become mandatory in many markets. Moreover, organisations such as the International Olympic Committee and some of the world's elite athletes have acknowledged that the environmental degradation has been detrimental to the provision of sport.

Reference: Stevens, Andy (2008) Sustainable Sport. July. London: SportBusiness Group.