Sport could hold the key to helping regional cities out of recession but only if a more joined up approach is adopted between stakeholders and the business community, claims an expert at Leeds Metropolitan University.

Research by Dr Ian Richards, a specialist in the economics of sport at Leeds, shows that the economic impact of sporting events such as test cricket and rugby league matches could be up to five times greater if new approaches were adopted.

His findings form the basis of a groundbreaking initiative by Marketing Leeds, Leeds City Council and a range of other partners, to maximise revenue from sport for regional economies and will be discussed at a major debate with Dame Kelly Holmes on July 20 organised by Marketing Leeds and the University of Leeds.

Dr Richards is calling for a partnership approach between key stakeholders in cities hosting events to maximise the economic impact of sports events and matches.

“Clubs, tourist authorities, local authorities, development agencies, local businesses, community groups and developers need to find ways to increase the economic spend of visitors by encouraging them to stay longer in the host city,” he said.

Deborah Green of Marketing Leeds said sport could aid the economic recovery of cities like Leeds.

She said: “One of the research findings we are exploring involves making spectators aware of businesses in the vicinity of the events through marketing materials, PR and in the ground.

“We are also working with Leeds City Council and other partners including Welcome to Yorkshire to encourage more spectators to visit the city centre and tourist attractions as part of their participation in sporting events.”

Dr Richards said marketing and tourist agencies should be developing targeted marketing campaigns aimed at sports fans to persuade them to turn day visits into sporting weekends or short breaks.

Richards continued: “Much more could be done at regional and city level to develop the full potential offered by international and domestic cricket, football and rugby matches.”

Research shows that spectators staying overnight at Premiership football matches spent 500 per cent more per day than day visitors, excluding accommodation spend.

“A study of a test match staged at Headingley found overnight visitors spent 3.5 times as much as day visitors and similarly fans staying overnight at Leeds Rhinos Super League Matches spent 2.5 times more than day visitors,” said Dr Richards.


The Business of Sport:

The issue of how businesses can gain maximum benefit from sporting fixtures will be discussed at a live debate on the Business of Sport with panellists including Dame Kelly Holmes, who used the facilities at Leeds Metropolitan University for her pre-Olympic training.

Richard Caborn, former Minister for Sport and previous Prime Minister’s Ambassador for England’s 2018 bid, will also be on the panel at the event in Leeds on July 20.

Mr Caborn supports the work being done in Leeds to capitalise on events like last year’s Ashes at Headingley, which brought £3.7M into the city.

“When sporting events come to a region people and tourism follow. The big question is how we extend the time they spend in the city and how we help businesses benefit from extra trade,” said Mr Caborn.

“It’s not enough to simply put these events on. Local authorities and the sporting organisations themselves need to work with the business community to set targets and identify opportunities.

“The kind of joined up approach that’s being adopted in Leeds should be a blueprint for other towns and cities across the UK.”






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