EURO 2016 sports business opportunities

Global opportunities for sports marketing, infrastructure and consultancy services to 2022

Author: Ardi Kolah        Published by IMR Publications

This report identifies all the one-off events that need new services – e.g. sports marketing, architecture, construction, design etc  - over the next 8 years. The position they currently are at in terms of supply varies – obviously some are nearly complete and don't need much – but even in these cases temporary venues/seating, lighting, event management, logistics et al is very relevant.

The report shows that there is a demand for such services internationally and in many cases developing countries are hosting events but don't have the resources/expertise to provide the services domestically. It is, therefore, necessary to buy in services. Similarly, the biggest market, Qatar, again does not have the domestic resources to fulfill its huge demand over the next 10 years and a wide variety of agencies and suppliers will be sourced internationally.  The report was written with an eye for the UK sports business sector but it applies almost in toto to opportunities for Australian companies.

France and opportunities related to the EURO 2016 tournament

The French stated vision for EURO 2016 is to modernise national football stadia infrastructure and provide French football with a mobilising and unifying project over the next 10 years, creating positive, sustainable effects.

It is estimated that financing of EURO 2016 will cost GBP1.77bn, comprising a mix of publicly funded and public-private partnerships.

For the new stadiums, an average of GBP4,650 per seat is being invested covering land purchase, fees site fees, site infrastructure, licensing and other ancillary services.

The tournament has a bullish legacy plan in place. Renovations will allow clubs to improve their operational revenues and the tournament organisation will help grow football in France and have a positive effect on the training of new volunteers and improve organisational expertise at different levels.

The construction of sustainable stadia should underpin an environmental legacy for France and there will also be a boost for inward investment in additional spending and tourism and a commission is due to be set up to integrate grassroots football into the preparations for EURO 2016.

An UEFA Evaluation Report of EURO 2016 concluded there are areas where external consultancy support may be required.

Venues for EURO 2016 that are being constructed:

IMR report AK-France-new-stadia venues for euro2016

















Other new venues slated for France include:

New French Rugby Stadium
After several months of discussion with three competing groups, the Steering Committee of the French Rugby Federation (FFR) has retained the services of architects Populous  for the Grand Stade FFR. The stadium will epitomise the future of the Fédération Française de Rugby and of French rugby, hosting 17-20 events a year, including 5-6 games of the French national rugby team and the final of the TOP 14.

Stade de la Mosson
The city of Montpellier  has presented the final plans for an upgrade of Stade de la Mosson, choosing the designs of architects A+ Architecture as its preferred option. Building works are scheduled to start in 2014. Montpellier has long mooted the idea of renovating the home of its local football and rugby club and hopes to see this fulfilled by 2017.

For details of how to purchase a copy of this report, go to

Eric Winton

Director, New Millennium Business

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