Login
Protection structures key for Australia’s future as a sporting host
If Australia wishes to be a dependable sporting event host in the future, it will be vital to get the brand and protection structures right, as well as seek ways to leave a positive legacy, according to a senior lawyer.
Jerome Doraisamy
MinterEllison partner Paula Robinson, who has worked on both the current Invictus Games and the Gold Coast Commonwealth Games earlier this year, with an upsurge in interest from Australian cities across the board to host major events, the behind-the-scenes agreements and frameworks are more important than ever before.
To continue reading the rest of this article, please log in.
Create free account to get unlimited news articles and more!
This is especially pertinent for NSW, she noted, with the state government announcing plans to bid for 10 sporting World Cups in the next 10 years.
“Australia must continue to explore creative ways to attract and deliver major sporting events,” Ms Robinson argued.
“Looking forward, we need to consider what needs to happen to secure premium international sport events, and really look at what the subsequent benefit of hosting the event is. The Men’s Rugby World Cup alone is anticipated to trigger $578 million in visitor spending.”
Bidders need to understand that sporting organisations that award hosting rights aren’t always looking for something big or flashy, but instead they are concerned with good management and affordability, as well as longevity.
“You don’t have to create everything, like venues, from scratch for your event to be successful. Consider upgrading existing sporting infrastructure or hosting parts of the event in neighbouring centres. The Gold Coast Games did this particularly well using venues in Cairns, Townsville and Brisbane to supplement the venues on the Gold Coast, rather than building new venues that would not be required after the Games. This will mean cost savings, less disruption and likely a happier community,” she said.
By using a “fully outsourced legal and brand protection solution”, event organisers are able to deliver a strong legacy outcome by helping attract and deliver more major sporting events in the future, and in a more affordable and engaged way, she posited.
“Because of the fully outsourced delivery model we used [for the Commonwealth Games], event owners can now bring events to Australia knowing that there is a strong and affordable professional advisory infrastructure available to support the staging of those events,” she said.
“No other jurisdiction has this and a firm that has first-hand cradle to grave experience in delivering every aspect of a major sporting event like the Commonwealth or Invictus Games has an important role to play in ensuring future events are delivered in a cost-effective and efficient way.”
