Sport Industry Group

01 Feb 2008

The influx of global sporting events coming to the UK has created a huge opportunity to create a lasting legacy in this country. But, argues Trevor Watkins, partner at Clarke Willmott, there is a desperate need for the right hand to start talking to the left if the potential is to be realised...

The last 12 months has changed the face of British sport.

Admittedly, this is a difficult concept to swallow when considering the comparatively sparse world beating performances of our sportsmen and women. But despite the obvious failings of our national representatives of late, it is not on the pitch where the transformation has occurred.

Over the course of 2007 the UK, and in particular London, acted or was chosen as the host venue for some of sport’s crown jewels. Such was the noise around the visits of the NFL, NBA and the Tour de France to the English capital that it was impossible for even the most ‘head in the sand’ person to ignore.

And there’s more to come – everything from the ATP Masters Cup and the Commonwealth Games to the World Swimming Championships is heading towards the UK with well-placed bids for the football, cricket and rugby World Cups also in the pipeline.

Of course it all started with London’s victory in clinching the 2012 Olympics and, despite the inevitable swell of negative budget stories that have since emerged, there is doubtless an increasing desire on the part of sports properties to bring their flagship products to these shores. Forget Asia, the UK is suddenly where it’s at.

The biggest bonus that staging all these sporting events brings is that it precipitates a golden era of legacy which could set up the UK as a sporting giant once more.

Imagine a scenario where the habitual underachievement of recent years is replaced by a stream of trophies and medals. Nor is it only about elite sport, the legacy could have an equal impact on the much bemoaned participation levels in sport – the principal focus of the government and local councils work.

In order for this legacy to be achieved, there is huge pressure on the government and the governing bodies of the respective sports to ensure that the investment delivers in the long-term. This is not about just handing over a cheque. You have to look at the entire agenda – health, education, facilities. It requires a clear strategy and joined up thinking from all of the sporting bodies.

The biggest concern must be that this cohesion does not exist at present. The buck has to stop with the money chain. There are some stirrings of leadership with those who govern sport. The stakeholders have identified legacy as a priority but there is still a huge gulf in terms of gelling all these plans together.

The real issue is that there is a need to harness, drive and deliver solutions that can realistically only come from those who understand all of the dynamics and make it happen. But where's the catalyst, the leadership and innovation to put this plan into action?

That’s not the fault of sport as a community - there is clearly a desire and hunger that exists. It does however require all stakeholders to share the vision. The introduction of Andy Burnham and Tobias Ellwood to positions with Cabinet and Shadow Cabinet brings more voices that understand the importance of sport within community.

There is a clear need to audit, assess and then deliver a vision with the assets available. I believe we can deliver real change for communities, sport and the country by merely using the assets that are there - and meet so many agendas in doing so.

For example, there is no point building a swimming pool in a district if one already exists 100 metres down the road and yet examples like this exist. Nor should all the focus be on London. The legacy should stretch to every community in all regions of the country but there is little sign of the wholesale involvement at a local level that is required.

We have an opportunity here to do a strategic audit of the sporting needs of the entire country. But it will require instigating from the top down and communicated throughout every region and every sport.

Unfortunately there is little evidence that those currently at the top of sport are working towards this goal which could consign us to another decade of sporting disappointments.