CURSO DE ESTADSTICA APLICADA A LABORATORIOS DE ENSAYOS

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ECONOMIC EVALUATION OF IMPACTS OF SPORT EVENTS
ON MEDIUM-SMALL SIZE CITIES
Patricio Sánchez Fernández Angel Barajas Alonso
University of Vigo - Spain
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CONTENTS
1.- Introduction 2.- Event to analyse Spain
vs. Lithuania 3.- Evaluation of the economic
impact of sport events. 4.- Direct evaluation
vs. indirect evaluation 5.- Results 6.-
Conclusions 7.- References
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INTRODUCTION SOME BACKGROUND

• The city Ourense
• population 100.000 people
• north-west Spain
• region Galicia
• How the study born
• debate (public and politics)
• neccestiy of valuation
• ask from local Authorities
• University of Vigo Campus Ourense
• Faculty of Business and Tourism
• reseach in the field (some experience)

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INTRODUCTION SOME BACKGROUND

• Existing Academic Research
• great events
• level
• Olympic Games, World Championship, etc.
• extension
• Countries, regions.
• duration
• More than 1 year
• Aims
• help local autorithies in their decision
• provide public opinion an objective point of
  view
• establish an method for evaluating the impact
  of this kind of events
• Unidad

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EVENT TO ANALYSE SPAIN VS. LITHUANIA
MARCO INSTITUCIONAL
Basketball very important sport in Spain
Really well-know team (the most in History) -
golden boys - ÑBA (NBA) High level teams
The only math in the region Lack of
celebration of sports events in the city
Summer time and week-end
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EFFECTS
MARCO INSTITUCIONAL
High incidence media general opinion
everybody Weekend news Tickets sold
out the most expensive first less than 2
hours Secundary effects Basketball
Campus for young people General knowledge of
basketball Touting of tickets (not legal in
Spain)
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EVALUATION OF THE ECONOMIC IMPACT OF SPORT
EVENTS.
Objective To quantify in economic terms the
benefits of celebrating a sport event
Comparing the current and futures incomes with
the necessary investments and costs Methods
1.- Satellite account 2.- Input-output
analysis 3.- Cost-benefit analysis
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EVALUATION
MARCO INSTITUCIONAL

• Economic evaluation
• costs vs. incomes (only direct)
• Advertising evaluation (publicity)
• national television
• brand of the city
• place marketing tool
• Tourism evaluation
• hotel occupation
• tourists expenses

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RESULTS

• Economic evaluation
• costs (fix amount required by Spanish
  Federation
• accomodation expenses and infraestructures)
• income (tickets sales and adverising)
• Expenses were covered by 87. of income
• Some comments
• prices
• polical decision
• pavillion capacity

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EVALUATION

• Advertising evaluation (publicity)
• brand Ourense
• impacts number of times that this word
  apeared in the media
• More than 50 million of impacts

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EVALUATION
Savings in advertising (using market
prices)
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EVALUATION
Tourism evaluation Go directly to hotels asking
the increase in their occupation related to the
same weekend the previous year a normal
weekend in august in the city Use expense per
day of a tourist in the province data provided
by the Public Galician Estatistics Institute
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CONCLUSION
First approach to the problem Some light
in some discusions (help to politicians) Need
to continue improve evaluation methods This
summer the Spanish basketball team comes back to
Ourense Argentina Lithuania Intention
to conduct a proper survey
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Thank you very much!!!