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SPORTS EVENT MANAGEMENT
AWARDS 2009
HOSPITALITY & TRAVEL
GOLD: Keith Prowse for the Twickenham Experience Rugby Hospitality
JOINT SILVER: Sportsworld Group Ltd for the British Tennis Series
JOINT SILVER: Air New Zealand Holidays for the 17th Golden Oldies World Rugby
Festival Edinburgh
IN A MARKET feeling the
impact of reduced corporate
budgets, the challenge
facing sports hospitality
professionals is to find new
and exciting ways of making
their match day experience
fresh, exciting and valuable.
This year’s Gold Award
went to Keith Prowse
Hospitality for its work at
Twickenham stadium, home
of English rugby during the
2008 Autumn International
series, when the visitors
were New Zealand, The
Pacific Islanders and world
champions South Africa.
The Twickenham Experience is
a joint-venture between Keith
Prowse and the Rugby Football
Union to create, develop
and implement innovative
packages for individuals and
corporate guests throughout
the stadium.
November 2008 saw the
launch of the redeveloped
South Stand which
incorporates a variety of
hospitality areas, notably
The Players’ Lounge and
Rugby House. Guests had
the once-in-a-lifetime
opportunity to meet, chat and
quiz some of the stalwarts of
English rugby history within
The Players’ Lounge. Guests
were guaranteed a postmatch
Question & Answer
session with four of the current
England squad fresh from the
pitch, whether they won or lost.
In addition, the introduction
of the new Rugby House - a
large central facility, comprising
the 800 capacity Rose Suite
and a number of smaller,
more intimate suites, together
with new hospitality packages,
has secured the Twickenham
Experience’s reputation as the
unrivalled hospitality package
at Twickenham.
Peter Selby of Keith Prowse receives the Hospitality Award - Action Images
On entering Rugby House
guests are greeted by the
sights, smells and sounds
of a real rugby atmosphere.
They are able to walk on the
Astroturf carpet, mingle among
the life-sized rugby scenes
including a scrum and a
changing room, before entering
their suites for a champagne
reception followed by a fourcourse
lunch.
As a result of changes
throughout Twickenham,
Keith Prowse has seen
unparalleled demand for
packages in the modern
Rugby House and highly
sought-after The Players’
Lounge. Packages that, in
recent years, have received
a good degree of positive
feedback are now at the
height of their popularity.
OUTSTANDING CONTRIBUTION
Gilbert Felli, International Olympic Committee
THE ACCLAIMED SUCCESS
of the Beijing 2008 Olympic
Games underscored just how
far ‘The Greatest Show On
Earth’ has come since its
boycott-ridden low period
in the late 1970s and early
1980s, after which few cities
were willing to take on a
major event which appeared
to be losing prestige as
well as representing a huge
financial liability.
In the same way that the
Games turned around its
financial fortunes from
Los Angeles onwards, the
presentation and organisation
of the Games has also taken
significant steps forward with
each successive edition.
While this has undoubtedly
been a team achievement,
a key role has been played
by Gilbert Felli, the Olympic
Games Executive Director,
responsible for the running,
co-ordination and follow-up of
all Olympic Games activities,
from the candidature phase
to the actual holding of the
Olympic Games.
Under his direction the
Games have yet again become
a sought-after property,
whose value is highlighted
by the ferocity of the bidding
campaigns run by prospective
hosts. Critically, he has been
responsible for Games held in
geographically and culturally
diverse parts of the world
which have been technical
Sir Craig Reedie accepts the Outstanding Contribution Award
on behalf of Gilbert Felli from Nigel Rushman - Action Images
triumphs and strengthened
the Olympic brand while
holding up a mirror to the
host city and country.
EVENT MARKETING
Gold: ICC World Twenty20 Team (part of the ECB) for the ICC World Twenty20
Silver: Fast Track for the Aviva London Grand Prix
Bronze: Munster Rugby for the Munster vs New Zealand Game
THE INAUGURAL International Cricket
Council World Twenty20 tournament,
played in June, saw the newest form
of the game played over 21 days at
fours venues. In addition to the 42
tournament matches there were 20
warm-up games and the event set
an international precedent with a
women’s tournament taking place
alongside the men’s.
Despite the current popularity of
Twenty20 cricket, the ultra competitive
sports market meant there was no
room for complacency among the ECB
team responsible for marketing the
event and ensuring that grounds were
full. That attendance was close to 100
per cent is evidence that they achieved
their objectives.
The UK was the tournament’s
core market with a determined
focus on engaging Britain’s ethnic
communities.
The tournament’s campaign
creative strategy was based on
the ICC World Twenty20 being
‘Everyone’s Game’, emphasising
that Twenty20 has a wide audience
which encourages engagement and
participation from those who may not
normally follow cricket.
The campaign’s media executions
featured1000 poster placements
on Underground and overland train
stations sites over a six-week period,
including digital posters; national
radio advertisements; and UK regional
press advertising with an audience
reach of two million.
Steve Elworthy of the ICC World Twenty20 team with
Charlotte Jackson and John Shanley - Action Images
The campaign also had a significant
digital dimension. Along with pages on
social networking sites, a four-week
digital campaign on www.cricinfo.
com resulted in over 14 million
impressions. It was seen by over
390,000 unique users and delivered
22,000 clicks to the ticket sales site.
46 SportBusiness International • No. 152 • 12.09