Sporting behaviour

UK Trade & Investment (UKTI) helped UK company 4global to see the potential of growing its business internationally and has supported the company’s expansion through the London Olympics and beyond.

Putting on an event such as the Olympic Games has been an organisational feat since they were started in ancient Greece. Major event and sports business consultancy 4global provides project management and strategy support for the full life cycle of projects such as the Olympics, helping hosts to bid for, rehearse, present and close competitions.

Established in 2002, 4global’s founding partners had experience working on the 2000 Sydney Olympic and Paralympic Games. The company has since been involved in eight winter and summer Olympics, multiple Olympic bids, three Commonwealth Games, two FIFA World Cups and UEFA football championships, such as Euro 2012 in Poland and Ukraine. Its clients include national and local governing bodies, and sports confederations and associations.

“Spectacular sporting events such as the Olympic Games require dedicated and detailed planning and deployment,” says Eloy Mazon, Managing Director at 4global. “From an organisational standpoint, it can take as long as ten years to put together the events, even though on the day they are over relatively quickly. Our expertise covers the entire process, from host city selection to post-event wind down and legacy projects, looking at micro and macro considerations for everything in between.”

Goal oriented advice

The fact that 4global is headquartered in Chiswick, West London, and had such relevant experience, meant that the company was ideally suited to help with the London 2012 Olympics. It started to work with the Olympic Delivery Authority (ODA) in July 2005, at first advising on the organisation and engagement of all stakeholders, and then on managing the ODA’s pre-games construction and security arrangements.

4global began working with the UK Trade & Investment Olympics team in 2006. UKTI pointed out the high demand for the company’s services overseas and explained that, to increase the chance of success, it would be useful to develop a more diverse events portfolio and demonstrate experience in all aspects of sports delivery.

Following UKTI’s advice, 4global sought out opportunities to work in a range of sports, including golf, football and roller skating. The company then developed a sports intelligence service offering market research, data management and information analysis. It now helps sports associations to better understand how amateur and professional players are interacting at a local, national and international level in their sport, making it easier to plan for development and to attract investment.

“During our early growth, we were very much focussed on our preparations for the London Olympics,” says Eloy. “UKTI opened our eyes to a vast range of overseas opportunities and guided us on how to build our services and experience so that we could secure international projects. By diversifying in this way, we realised that sports associations owned a lot of data that, if used well, would justify and attract increased investment. For example, we helped Scottish Golf to pool information provided by its 600 member clubs. This can now be used to better allocate resources and manage investor relations. ”

Team mentality

Fast facts

Company: 4global

Sector: Sports and Events Consultancy

UKTI Service: Trade Mission

Target Market: Brazil

4global concluded its work with the ODA in 2011 and transitioned to working with the London Organising Committee of the Olympic and Paralympic Games (LOCOG). The company was responsible for in-depth analysis of security arrangements for a total of 104 competition and non-competition venues, including LOCOG’s post-games management of facilities. During this time, UKTI invited it to speak at two seminars on security at major sporting events. UKTI also introduced the company to representatives of the organising committees for the 2016 Olympic and Paralympic Games in Rio, as well as Prosecure, Brazil’s largest security organisation.

In November 2012, UKTI invited 4global and 22 other UK companies to join a trade mission to Rio as part of the UK Government’s host-to-host arrangements with its Brazilian counterparts. After returning to London, UKTI asked the company to prepare a major event framework for major sports events. The project benefited from 4global’s expertise in managing life cycle, stakeholder, contract and database considerations, and has become the foundation for identifying event-related potential for UK businesses overseas as part of UKTI’s High Value Opportunities programme.

UKTI offices in Brazil, Qatar, Turkey and Russia have since continued to promote and support 4global’s own development, and as a result the company has attracted contracts worth more than £500,000 alone since London 2012.

“We have developed a mutually supportive relationship with UKTI that has had a positive impact on our business and that of many UK companies,” says Eloy. “UKTI has a deep understanding of local markets around the world and its teams are accessible, responsive and proactive in providing support. With UKTI’s help, we have gained the confidence to expand our business and expertise, building our brand, raising our profile and accessing international opportunities in several countries.”

Sectors: Events & Attractions and Sports Events
Countries: Brazil and United Kingdom
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