Optimum Sales – The economic impact of sports trials and the commercial optimization of sporting events
Since 2005, Optimum Ventas has conducted studies on the economic impact of the main motor sports events of the world championships held in Spain. Mainly the Spanish Grand Prix of MotoGP and the RallyRacc.
For the past 10 consecutive years, we have assessed the economic impact that the RallyRacc has on the territory it traverses. The objective observation of the organization and development of these events, along with the calculation of the economic impact of the event, gives us a broad view of the opportunities that the development of a sporting event, whether motor or another type, has for all stakeholders. The development of the RallyRacc generates in the territory the considerable amount of over 150 million Euros in 4 days with an average attendance of 150,000 people. The rest of the sports events in other modalities that we have measured from Optimum Ventas have a similar economic impact, tempered by the number of days and the number of attendees.
The holding of sporting events generates significant benefits for local businesses where they are held and for public administrations.
When it comes to celebrations of this nature, there are always detractors who raise their complaints about the possible payment of fees to global organizations, the owners of the events, or the federations, by public administrations, to capture their interest in designating one location or another for the event. As an example, we can recall the investments that cities make for their designation as the host city of the Olympic Games.
Another example, and perhaps more concrete, is the sponsorship of various sporting events carried out by the Barcelona City Council in 2003 for the celebration of the swimming world championships, which ultimately brought the city revenues valued at over 37 million euros. Like any business project, being able to get a territory to host a major sporting event requires investment from the administrations and a threefold sales process.
The triple process of selling a city to host a sporting event:
The first sales process is the one that is specifically developed to obtain the designation of the city as the host of the sporting event. This process combines the technical bidding process itself, the relational sales process, with the decision-makers of the designation.
The second sales process that must be carried out is the acquisition of sponsors and sponsors. Both in sporting events with television audiences numbering in the millions and those that are more modest, a team of high-level sales professionals is needed to make brands choose that sporting event, because if they don’t invest in it, they will do so in another organized by another city.
The third sales process is the sales process to the public. This sales process is one of the most difficult because there is always a considerable number of citizens or clients who do not agree with the organization of this type of events. In this sales process, an economic transaction is not required, but it is essential to work on the citizen’s perception and make them understand that the inconveniences and the investment that the administrations will make will bring a global benefit immensely superior to the mere economic return.
Ultimately, securing the designation of a city as the host of a sporting event requires mastery of three sales processes if a tangible or intangible return on the investment made is truly desired.
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
