THE ECONOMIC IMPACT OF HOSTING MAJOR SPORTING EVENTS 

Impact, Legacy and Opportunity

The planning and delivery of major sporting events is a global growth sector. Can Queensland be a MAJOR leader in hosting MAJOR sporting events? The bidding process, economic impact, legacy, governmental and private sector support are all points for discussion when looking at hosting sporting events.

Last year, Brisbane hosted the Battle of Brisbane – Jeff Horn vs Manny Pacquiao – the first international boxing match held in Queensland. The fight brought in $23 million to the Queensland economy and 17,000 out of state visitors. This year, the Gold Coast Commonwealth Games will be the biggest sporting event held in Australia this decade, with an estimate of $2 billion worth of economic activity. How can host cities leverage these opportunities to prolong the economic impacts? Why don’t more local businesses jump at the opportunity to sponsor sporting events? Have we fully grasped the value of sport sponsorship?

Super Bowl – the most watched single-day event in the world – brought in $347 million to greater Houston’s economy last year. An average 30-second ad-spot during the Super Bowl broadcast cost an estimated $5 million U.S. Dollars. What can Queensland learn from the United States and other countries to ensure the future of sport in Australia? How can your business be a part of the initiatives to position Queensland as a leading host destination?

Major sporting events are recognised as an important catalyst for promoting international trade and investment.  The Queensland Government, in partnership with the City of Gold Coast will leverage international interest in the lead up to and during the 2018 Gold Coast Commonwealth Games through a trade and investment program – Trade 2018.  Queensland already has numerous strong trading relationships with Commonwealth countries and there is potential for further growth.  With Britain’s pending exit from the European Union, the Commonwealth’s alliance will grow in trade importance.

Sport is BIG business. Hosting sporting events creates business opportunities across trade, investment, education and tourism. Join our excellent panel of experts as we delve into discussion on the economic impact of hosting major sporting events. 

• Kerry Petersen, Deputy Director-General, Office of the Commonwealth Games, Department of Innovation, Tourism Industry Development and the Commonwealth Games (DITID)

• Dr Sarah Kelly, Associate Professor, Law and Marketing, UQ Business School 

• Michael Kasprowicz, Management Consulting, KPMG Sport Advisory Group

• Richard Watson, General Manager - Queensland Operations Division, Trade and Investment Queensland (TIQ)

Kerry Petersen, Deputy Director-General
Office of the Commonwealth Games, Department of Innovation, Tourism Industry Development and the Commonwealth Games

Kerry brings to this key role 27 years of public sector experience, having worked across multiple Queensland Government agencies with more than a decade in senior leadership roles. She started her career in the public service as an architectural cadet after studying for a Bachelor in Architecture, graduating with Honours.  Kerry has since gone on to lead the delivery of significant public infrastructure programs and projects in multiple State government agencies, including the delivery of infrastructure for the Gold Coast 2018 Commonwealth Games. Kerry's past roles include working as a Director, Infrastructure Delivery in the Office of the Commonwealth Games Delivery in 2012 and 2013.

She has a reputation for forging productive stakeholder relationships and partnerships as well as a commitment to exemplar corporate governance and the professional development of high performing teams – all of which have been critical to her success in leading large teams, complex programs and maximising cross-government opportunities. As a member of DITID’s Executive Management Group Kerry is part of a team that works proactively to deliver better economic outcomes for Queensland and to ensure all partners across government are working together to deliver the Games on time and on budget. A key objective for Office Commonwealth Games is to ensure there are meaningful economic and community legacy benefits from the Queensland Government’s investment in Gold Coast 2018 Commonwealth Games.


Dr Sarah Kelly, Associate Professor, Law and Marketing
UQ Business School 

Sarah has multidisciplinary training in law, marketing and psychology and has practiced previously as a commercial lawyer. She has conducted research and consultancy in sports legacy, sports policy and sports marketing with industry, government and the not-for-profit sector. She has published in leading academic peer reviewed journals and her expertise extends to sports law, sports marketing and management and consumer behaviour and branding. Recently, Sarah and her colleagues have received a grant from the Kobe International Sports Office in relation to legacy from mega-sporting events in Japan for non-host regions. 

Sarah is the academic lead of a global sports technology accelerator at UQ, in partnership with the HYPE Foundation, and previously led the MBA program to a ranking of 1 in Australia and 10th globally during her four-year tenure. Sarah is Deputy Chairman of the Brisbane Lions AFL club and holds several Non-Executive Directorships including with the Wandering Warriors and Sports Analytics, and is currently on the National Education Advisory board for the Australian Institute of Company Directors.


Michael Kasprowicz, Management Consulting
KPMG Sports Advisory
 
Michael Kasprowicz has uniquely established himself as a leading business professional specialising in the business of sport. Michael is the youngest Director on the independent, skill-based Board of Cricket Australia and has been active in the governance of the national body for the last 6 years. In 2016, Michael served as the interim Chief Executive Officer of Queensland Cricket before returning to the Cricket Australia Board. 
 
Michael combines his experiences as an athlete, Director and administrator of one of Australia’s largest sports to bring a truly unique perspective to the challenges both sporting and non-sporting organisations.
 
Most recently, Michael has joined KPMG’s Sports Advisory Group with the objective of further expanding KPMG’s market leadership position in the provision of audit, tax and advisory services to the sports sector in Australia.


Richard Watson, General Manager - QLD Operations Division
Trade and Investment Queensland (TIQ)

Richard Watson leads TIQ’s specialist teams in the areas of food and agribusiness, mining and resources, and urban infrastructure and knowledge industries. His portfolio of responsibilities also includes TIQ’s regional network across Queensland, and the agency’s business development staff.

Richard joined TIQ in July 2017, bringing with him over 15 years’ commercial and government experience in senior executive roles in sports management and events. His career has spanned consulting, business development, financial control and management, and stakeholder engagement and management.

Richard joined the public sector in mid-2005 and since then has had wide experience in Queensland Government operations, including regional services and sport and recreation services at all levels.

Prior to joining TIQ, he was Deputy Director-General – Sport & Recreation Services with the Department of National Parks, Sport and Racing.

He holds a Bachelor of Financial Administration from the University of New England.

Event Partners

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