World Taekwondo events generate a wide range of positive impacts for host cities; London, Abidjan and Sharm El Sheikh
The London 2017 World Taekwondo Grand-Prix & World Para-Taekwondo Championships generated $1.18m (£900,000) of direct economic impact for Greater London and created a significant social legacy for the city and taekwondo in the UK, reveals a new study published by Sportcal.
Sportcal conducted in-depth research on the holistic impact of three World Taekwondo events held in 2017, as part of the Global Sports Impact (GSI) Event Studies Programme:
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London 2017 World Taekwondo Grand-Prix & World Para-Taekwondo Championships
- Sharm El Sheikh 2017 World Taekwondo Cadet Championship
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Abidjan 2017 World Taekwondo Grand-Prix Final and Team Championships
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The analysis has measured the impact of each event across a range of indicators covering economic, tourism, media, social media, sponsorship, sporting and social pillars, as defined by the GSI Project.
The analysis has measured the impact of each event across a range of indicators covering economic, tourism, media, social media, sponsorship, sporting and social pillars, as defined by the GSI Project.
The London 2017 World Taekwondo Grand-Prix & World Para-Taekwondo Championships were supported by 144 volunteers and incorporated a number of social programmes such as the anti-doping education programme, which engaged 315 attendees on-site, and the Capital Kicks programme, which involved 1,124 children and adults within Greater London.
The Sharm El Sheikh 2017 World Taekwondo Cadet Championships attracted 419 competitors, aged 12 to 14, from 46 nations across five continents to the Egyptian resort town. It was estimated that the attendance was 9,279, while the event was shown in 30 nations through television, radio, online streaming and YouTube coverage.
The Abidjan 2017 World Taekwondo Grand-Prix Final and Team Championships, featuring 192 athletes from six continents, were broadcasted in 81 nations across five continents. The running of the event was supported by 298 domestic volunteers.
Dr. Chungwon Choue, President of World Taekwondo, said:
“The study of the GSI Event Study on the Grand-Prix Series 3 in London combined with the World Para-Taekwondo Championships, conducted by Sportcal, shows we met many of our objectives: We built closer relationships with the host city, London, our national federations and UK Sport; We created better awareness of the 2018 and 2019 events and developed a strong, transfer of knowledge, programme; We integrated the para-taekwondo championships making it more accessible and inclusive and finally we increased our athletes understanding of anti-doping through the on-site anti-doping education programme. The study shows what a broad range of outcomes our events deliver for host cities and governments which is important to show for future host cities”.
Esther Britten, Head of Major Events, UK Sport, said:
“UK Sport invests National Lottery funding into major events in the UK not just to bring the best of the world’s sports stars to our shores and inspire the next generation of fans and athletes, but because these events contribute to the local economy and have powerful social impacts too. This Event Study clearly shows the economic and social impact from the World Taekwondo Grand Prix in London last year and we look forward to continuing to support the delivery of world class Taekwondo events in the UK, culminating in next year’s World Championships in Manchester”.
Mike Laflin, CEO and Founder of Sportcal and the GSI Project, stated:
“We would like to thank WT, UK Sport and GBT for their excellent cooperation and support in making this study happen. The GSI Event Study programme aims to identify the different objectives that stakeholders have around hosting an event and how they go about achieving these objectives. The Grand Prix Series 3 and the World Para-Taekwondo Championships is an excellent example of how sport is used to deliver a whole range of outcomes, whether it be delivering medals and ranking points for domestic athletes or engaging more kids in taekwondo through projects like “The Capital Kicks”, key objectives for all three stakeholders. Sport delivers so many impacts that largely go unnoticed and this study once again demonstrates the true benefits of hosts and owners working closely together to deliver great outcomes from the hosting of major sporting events”.
For further information about the GSI project and how to join the GSI Event Studies Programme, contact gsi@sportcal.com or visit www.sportcal.com/GSI
Selected study findings summary:
ECONOMIC
The World Taekwondo Cadet Championships attracted an estimated attendance of 9,279, of which around 90% were spectators and 10% were accredited persons. The cadet championships was a non-ticketed event.
TOURISM
At London 2017, 41% of all spectators came from outside London and 9% from overseas. On average, spectators attended the event for 2.6 days. The total tourism spend during the events was $1.11m.
MEDIA
Media exposure of the Abidjan Grand-Prix and Team Championships was ensured through 11 broadcasters showing live, delayed and highlights coverage in 81 TV nations across five continents. Videos on World Taekwondo’s YouTube channel had over 128,000 views during the five competition days.
SOCIAL MEDIA
During London 2017, 10 related social media accounts across Twitter, Facebook and Instagram recorded a total of 297 posts which attracted 131,344 likes/favourites 323 comments, 1,353 shares and 2,423 new followers.
SPONSORSHIP
The Abidjan 2017 events were supported by a total of 14 partners across 11 industries. This comprised three World Taekwondo partners, 8 event partners and 3 institutional partners.
SPORTING
The competition in Sharm El Sheikh attracted 419 athletes from 46 nations across five continents to compete. Europe was the most represented continent with 19 nations. In addition, there were a total of 423 officials, including 240 team officials and 65 technical officials.
SOCIAL
In London, 144 volunteers fulfilled 195 roles during the two events. World Taekwondo and UK Anti-doping conducted an education programme during the para-taekwondo championships, engaging 315 attendees. The Capital Kicks project saw 1,083 people participate in taekwondo, with 41 undergoing coaching courses.
LEGACY
The London 2017 events generated social and sporting legacies for World Taekwondo, GB Taekwondo, UK Sport and the city of London, whilst knowledge sharing legacies can be carried forward to future World Taekwondo events to be hosted in Manchester, UK in 2018 & 2019.
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