Sports events are some of the most popular
events attended worldwide. The sporting market as a whole is worth $114 billion
(Pricewaterhousecoopers, 2011). The sports events sector is currently worth
only £2.3bn in comparison (Bladen, 2012). This represents 6.4% of the whole
events industry. It is clear that people often attend sporting events regularly
and sport is unique in its ability to attract repeat consumption. The value of
the industry is ever increasing, with an annual growth rate of 3.8 percent
predicted in the next 2 years (Pricewaterhousecoopers, 2011). These figures
establish sport as an important contributor to the general economy, but also of
wide significance to society – impacting the lives of a significant amount of
people (Bladen, 2012). In the UK economy, the 2012 Olympics looks set to boost
the sporting industry, with the games officially the biggest event ever staged
in the UK. The 2012 London Olympics will have a positive effect on the events
industry overall, seeing an increase in value of 8% of the total market
(Keynote, 2011).
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