The Industry Column – 1 February

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.