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The Economic Dimension of Sport for a National Economy - Germany
| Economic Dimension of Sport | 1© Prof. Dr. H. Preuß
Prof. Dr. Holger Preuß Johannes Gutenberg-Universität Mainz
Vilnius, 01.10.2013
| Economic Dimension of Sport | 2© Prof. Dr. H. Preuß
Aim of this presentation
EU “White Paper on Sport” requests “satellite accounts sport” (SAS) in all member states.
1) How did Germany construct this SAS ? _____________________________
2) What is the importance of “private consumption” on the economy?
3) What is the importance of “sponsor / advertisements / media rights consumption” on the economy?
4) What is the importance of “construction” on the economy?______________________________
5) Which branches profit from sport ? a) in terms of “gross value added”b) in terms of “jobs created”
| Economic Dimension of Sport | 3© Prof. Dr. H. Preuß
MethodsHow did Germany
construct this SAS ?
| Economic Dimension of Sport | 4© Prof. Dr. H. Preuß
The Sport Sector – Overview
sport consumption
1. for participation2. for passive sport
sport consumption and its effect on …
1. Volunteering2. Happiness & well-being3. Education4. Integration5. …
monetarily
1. Sponsoring2. Media Rights3. Sports Venues4. Club Subsidies5. High-Performance Sports6. Sport-Related Injuries
1. National sport success - image2. International relations3. Crime prevention4. …
not monetarily
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ehol
dot
hers
| Economic Dimension of Sport | 5© Prof. Dr. H. Preuß
sport consumption
1. for participation2. for passive sport
monetarily
1. Sponsoring2. Media Rights3. Sports Venues4. Club Subsidies5. High-Performance Sports6. Sport-Related Injuries
hous
ehol
dot
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Study 1
Study 2
Study 3
Private Consumption
of Sport
Advertisement, Sponsoring & Media Rights
Sport VenuesConstruction &
Operation
Secondary Analysis
The Sport Sector – Overview
| Economic Dimension of Sport | 6© Prof. Dr. H. Preuß
The Sport Account Satellite– Overview
Source: Calculation of GWS Gmbh, G. Ahlert
Private Consumption
of Sport
Advertisement, Sponsoring & Media Rights
Sport VenuesConstruction &
Operation
| Economic Dimension of Sport | 7© Prof. Dr. H. Preuß
Data collectionStudies
2) What is the importance of “private consumption” on the economy?
3) What is the importance of “sponsor / advertisements / media rights consumption” on the economy?
4) What is the importance of “construction” on the economy?
| Economic Dimension of Sport | 8© Prof. Dr. H. Preuß
Studies conducted …
Private Consumption
of Sport
Advertisement,Sponsoring & Media Rights
Sport VenuesConstruction &
Operation
n = 7,031 CATI consumersn = 10,424 CAWI consumers in 3 waves
2009-2011
n = 1,500 CATI industry n = 508 CATI sport organisationsn = 74/59 CATI agencies/experts
2011
n = 455 CATI community leveln = 204 CATI expert interviews+ secondary data
2012
Study 1 Study 2 Study 3
| Economic Dimension of Sport | 9© Prof. Dr. H. Preuß
Overall target of the 3 studies
What is the monetary primary impact of sport in our reference year (2008) for the German economy? • by consumers, companies and sport organizations as detailed as by
differentiating 88 industry branches.
…
• consider imports / exports
| Economic Dimension of Sport | 10© Prof. Dr. H. Preuß
Overall method of the 3 studies
Methodological steps1. Categorization (definition of all sports / advertising / rights / sport
venues)
2. data collection “numbers” by a representative samples
3. data collection “monetary expenditures / investments” by “unit”
4. calculation of overall expenditures (input) in categories of the 88 branches to be used for the German Input-Output Model
| Economic Dimension of Sport | 11© Prof. Dr. H. Preuß
Studies conducted …
Private Consumption
of Sport
Advertisement,Sponsoring & Media Rights
Sport VenuesConstruction &
Operation
n = 7,031 CATI consumersn = 10,424 CAWI consumers in 3 waves
2009-2011
n = 1,203 CATI industry n = 308 CATI sport organisationsn = 74/59 CATI agencies/experts
2011
n = 455 CATI community leveln = 204 CATI expert interviews+ secondary data
2012
Study 1 Study 2 Study 3
| Economic Dimension of Sport | 12© Prof. Dr. H. Preuß
Study 1: Consumption of households
Definitions
1) Sport = 71 types of sport (clustered by consumption)
2) Consumption = based on the broad Vilnius Definition, which includes all categories of consumption included in the statistical and narrow Vilnius definition plus all activities and consumption categories that need sport as an input (SpEA, 2006)• Active participation: 32 consumption categories
• Interest-related: 18 consumption categories
| Economic Dimension of Sport | 13© Prof. Dr. H. Preuß
Study 1: Consumption of households
30%33,7 bn. €
19,9%22,4 bn. €13,6%
15,3 bn. €
13,3%15,0 bn. €
10%
4%3%
3%2%
2%1%
transportation
sport-related vacation
sport shoes & clothing
sport equipment
membership & entrance fees
media & information technology
body care
self-financed practices & performance diagnostics
sport food & supplements
sport-related insurance
medical services & preventive products
112.6 bn €(active participation)
| Economic Dimension of Sport | 14© Prof. Dr. H. Preuß
Study 1: Consumption of householdsConsumption stimulates industry branches…
Industy
TradeTransportInform
ationFinance
Government Services
Source: Calculation of GWS GmbH, G. Ahlert
| Economic Dimension of Sport | 15© Prof. Dr. H. Preuß
Studies conducted …
Private Consumption
of Sport
Advertisement,Sponsoring & Media Rights
Sport VenuesConstruction &
Operation
n = 7,031 CATI consumersn = 10,424 CAWI consumers in 3 waves
2009-2011
n = 1,500 CATI industry n = 508 CATI sport organisationsn = 74/59 CATI agencies/experts
2011
n = 455 CATI community leveln = 204 CATI expert interviews+ secondary data
2012
Study 1 Study 2 Study 3
| Economic Dimension of Sport | 16© Prof. Dr. H. Preuß
Study 2: Advertisement, Sponsoring and Media Rights project guidance
Definitions
1) Sport = 71 types of sport2) Sport-related = advertising, sponsoring and media rights defined
by criteria. 3) Sponsoring = contracted exchange (and not donations) 4) Advertising = real market communication (and not just information (internet))
| Economic Dimension of Sport | 17© Prof. Dr. H. Preuß
Study 2: Advertisement, Sponsoring and Media Rights
2,045
1,096
High performancesport
Grassroots Sports
Trade
Manufacturing
Construction
Hospitality industry
Scientific and technical service
Finance and Insurance
Information and Communication
Energy
Health and Social service
Other services
Input for SAS in mill. € by industry branch:
In million Euro
| Economic Dimension of Sport | 18© Prof. Dr. H. Preuß
Studies conducted …
Private Consumption
of Sport
Advertisement,Sponsoring & Media Rights
Sport VenuesConstruction &
Operation
n = 7,031 CATI consumersn = 10,424 CAWI consumers in 3 waves
2009-2011
n = 1,203 CATI industry n = 308 CATI sport organisationsn = 74/59 CATI agencies/experts
2011
n = 455 CATI community leveln = 204 CATI expert interviews+ secondary data
2012
Study 1 Study 2 Study 3
| Economic Dimension of Sport | 19© Prof. Dr. H. Preuß
Definitions
1) Sport Venue = location where the 71 sports are performed• translates into 59 sport venues
2) Differentiation of costs to be considered• investments | operation/maintenance
3) Investor/carrier of costs• public | non-profit organisation | for-profit organisation
Study 3: Sport venues, construction and operation
project guidance
| Economic Dimension of Sport | 20© Prof. Dr. H. Preuß
Central sport venues: 13.3 bill €
(59 %)
Sport tracks:1 bill €(4 %)
Particular venues (stadia…):1.5 bill €
(7 %)
Specific venues:6.9 bill €
(30 %)
Construction of sport venues, modernisation, maintenance and operation: 22,6 bn. €, 74% are paid by public authorities
For all together 231.441 sport venues and 366.795 km „tracks“
Study 3: Sport venues, construction and operation
| Economic Dimension of Sport | 21© Prof. Dr. H. Preuß
=> for SSA compilation transformation of the costs into 88 industry branches
Study 3: Sport venues, construction and operation
Hochbau
Vorbereitende Baustellenarbeiten, Bauinstallation und sonstiges Ausbaugewerbe
Energieversorgung
Wasserversorgung
Maschinenbau
Vermietung von beweglichen Sachen
Einzelhandel (ohne Handel mit Kraftfahrzeugen)
Herstellung von Metallerzeugnissen
Versicherungen, Rückversicherungen und Pensionskassen (ohne Sozialversicherung)
0 1,000 2,000 3,000 4,000
3,144
31
956
2,380
278
32
167
19
167
152
2,832
1,684
86
1,902
891
421
291
242
230
16
163
129
115
111
Investitionen
Betrieboperation
investment
Building constructionBulding operation and Gardening
Preparations of constructionCivil engeneering
Energy………………
| Economic Dimension of Sport | 22© Prof. Dr. H. Preuß
Overall Results
Which branches profit from sport ? a) in terms of “gross value added”b) in terms of “jobs created”
| Economic Dimension of Sport | 23© Prof. Dr. H. Preuß
Overall Results SAS – European comparison
| Economic Dimension of Sport | 24© Prof. Dr. H. Preuß
Overall Results SAS – Composition of the sport-related gross domestic products in Germany (2008) with regard to its demand side related components, in bill. EUR
Source: Calculation of GWS GmbH, G. Ahlert
households
clubs & associations
government
exports
imports
| Economic Dimension of Sport | 25© Prof. Dr. H. Preuß
Overall Results SAS – Contribution of individual industries to the sport-related employment in Germany in 2008
Source: Calculation of GWS GmbH, G. Ahlert
Indu
stry
Cons
truc
tion
Trade
Transport /HotelIn
form
ation
Finan
ce
State service
Sport
| Economic Dimension of Sport | 26© Prof. Dr. H. Preuß
Overall Results SAS – Contribution of individual industries to the sport-related gross value added in Germany in 2008
Source: Calculation of GWS GmbH, G. Ahlert
Indu
stry
Cons
tructi
on
TradeTransport
/ Hotel
Info
rmati
onFi
nanc
eState service
Sport
| Economic Dimension of Sport | 27© Prof. Dr. H. Preuß
Conclusion In comparison to other European SAS the German SAS is based on primary data
collection because public statistics cannot be used. An overall new concept to evaluate these data was developed.
Despite limited research budgets the data were:
• calculated on sufficient samples of the most important categories
• validated by differentiating organisation (e.g. revenue of one entity must be expenditure of the other)
The 3 studies evaluated the primary economic impact of sport (reference year 2008) for Germany targeting a detailed base of 88 industry branches
Overall findings show: Sport related consumer consumption is a huge amount (6.6% of all private consumption)
Sponsorships and advertisements in grassroots sports contribute more than that of high performance sport
Most investments for sport venues and their operation is spent for central sport facilities and stems from public resources
Many different industries benefits from sport expenditures and create 4.4% of all jobs in GER
Sport related gross value added 2008 in GER was 3.3%
5
Thank you for your attention
| Economic Dimension of Sport | 28© Prof. Dr. H. Preuß
Prof. Dr. Holger Preuß Johannes Gutenberg-Universität Mainz
Studies coordinators:
Household Consumption: Christian AlfsSponsoring and Media : Iris an der Heiden, Frank Meyrahn (2hm)Sport venues: Iris an der Heiden, Frank Meyrahn (2hm)Satellite Account Sport: Gerd Ahlert (GWS)
all projects in cooperation with Gerd Ahlert (GWS) financed by BMWi, BMI, BISp
Villnius, 01.10.2013