Success Pathways: Becoming a Supplier for Major Sporting Events

Success Story: VenhoevenCS Architecture+Urbanism

Dutch architect VenhoevenCS architecture+urbanism company is a notable example. Their journey to become a supplier for the Paris 2024 Games is evidence of perseverance and strategic collaboration.

The Aquatics Centre: A Landmark Project

🏊🏼‍♂️ One of the key projects for the 2024 Games was the Aquatics Centre, the only permanent new building constructed for the event. The Aquatics Centre, together with the expanded green public space and the new bridge connecting the stadium with the Stade de France and the rest of Paris, represented a significant investment in the future of Saint-Denis and the broader Paris metropolitan region.

TRANSFER’s Role in Facilitating Success

🤝 In 2017, TRANSFER, commissioned by SportsNL, played an important role in facilitating the first meeting between VenhoevenCS architecture+urbanism and Bouygues Bâtiment Ile-de-France. This initial meeting, after a long and detailed process, ultimately led to the creation of the remarkable Aquatics Center project.

 

Extensive Experience in Global Sports Events

🌎TRANSFER has extensive experience with numerous high-profile events, including the World Cup Football in Brazil, Olympic Games in Rio, European Championships Football in France and Germany, World Cup Rugby, Formula 1 races, Tour de France, La Vuelta, and Horse Riding Championships. This extensive portfolio enables TRANSFER to offer a robust network and comprehensive tools to support suppliers throughout the whole journey from start to finish.

 

CEO’s Support During Paris 2024

🏊🚴🏑🏀🏃🏾‍♀️ 🕺🏾🎾Our dutch CEO was present in Paris during the Olympic Games to provide support to athletes, including Sifan Hassan, Femke Bol, and other team members during the finals at Stade de France, Demi Schuurs/Wesley Koolhof at the tennis park of Roland Garros,  Harrie Lavreysen/Jeffrey Hoogland in the Velodrome. Marianne Vos and Mathieu van der Poell on the side of the road next to TRANSFER Paris Office in the 19e, Sharon van Rouwendaal at the Embankment of the Seine. Additionally, he supported Dutch B-Girls and B-Boys such as India Sardjoe, Lee-Lou Demierre, and Menno van Gorp.

 

For a deeper dive into the process of becoming a supplier for large sports events and to listen to the full BNR interview, click here.

 

If you’re interested in also becoming a supplier for these major sporting events, find more information here.

 

 

Why Become a Supplier for Large Sporting Events?

 

  • Prestige and Long-term References:

 Large sporting events are highly prestigious and can be used as references for future projects.

  • Spinoff Projects:

These events often generate numerous spinoff projects both within the host country and internationally.

  • Setting New Standards:

The new structures of these events generally set a new standard for sports infrastructure at amateur levels, leading to more projects.

 

7 steps to become a successful supplier to large sporting events:

  • Determine whether the country/region where the event takes place, is strategically important to your company:

Withhold from the temptation to try to become a supplier, just because it seems interesting. The whole process is only worthwhile if the country is a target market for you. 

  • Research Upcoming Investments: 

Start checking investments, renovations, and constructions needed for the event 6-8 years prior to the starting date.

  • Map Stakeholders:

Identify all stakeholders, including direct decision-makers and indirect influencers.

  • Partner with a Local Hero:

Collaborate with a local partner to deliver a winning bid.

  • Innovate Together:

Analyze and develop innovations needed to win the bid in partnership with your local hero.

  • Monitor Project Execution:

Ensure close supervision of the project’s execution to deliver on time and as promised.

  • Use this reference to further expand in this market

For two reasons. First, innovations presented during these large events set the new standard in the country. Many others will follow this example. Second, you’ve created the perfect reference project to also be able to become active in the spinoff projects. 

 

 

Investments large sport events

LA2028

To ensure the success of this event, significant investments have been made in sports infrastructure nationwide. Direct investment is estimated at $6.9 billion USD, with projections suggesting it could reach $8.1 billion USD. Additionally, the Biden administration has allocated nearly $900 million, primarily for transportation and infrastructure improvements. Furthermore, the city is optimizing existing infrastructure to minimize unnecessary costs and ensure a sustainable approach.

 

Los Angeles World Airports is progressing with planned improvements, including the addition of at least 21 gates scheduled to open in time for the Olympics. The airport is already advancing $14 billion in upgrades to roads and terminals. Moreover, the distributed event model will use existing and additional university student housing and training facilities to establish a network of mini-Olympic Villages across the region, eliminating the need  to build new ones. For example, UCLA, designated as the Olympic Village site, plans to add 5,400 new student housing units to support this initiative.

 

These efforts are further supported by a long-term sponsorship deal with Airbnb, valued at $500 million across five Olympic Games. However, achieving this milestone necessitates a region-wide focus extending beyond city limits, with billions invested in projects leading up to the games.

 

World Cup Football 2026

For the 2026 World Cup, the combined organizational costs are projected at approximately $2.16 billion, which will cover various expenses such as stadium renovations and other  necessary infrastructure upgrades to support the expanded format of 48 teams playing across 16 host cities.

 

Beyond the event itself, substantial investments are anticipated in renovating and upgrading existing stadiums and facilities, although specific figures have not been disclosed. The tournament, which will be jointly hosted by the U.S., Canada, and Mexico, involves extensive efforts to modernize and improve the venues to meet the demands of the expanded competition. Additionally, FIFA’s budget for the 2023-2026 cycle allocates $2.25 billion towards developing football infrastructure and educational programs through the Forward 3.0 initiative, highlighting a significant commitment to enhancing global football facilities. Furthermore, cities competing to host World Cup matches are expected to further invest in local soccer infrastructure to meet tournament standards and legacy goals.

 

Paris2024

The Paris 2024 Olympics are anticipated to generate an estimated $4.4 billion USD in direct investments. In addition to the event itself, the region of Île-de-France, in collaboration with its local transport authority, Île-de-France Mobilités, has committed over 500 million EUR to enhance transport and sports infrastructure. This significant investment underscores the broader impact beyond the Olympics, aiming to improve overall sports infrastructure across the country.

 

Tokyo2020

For the Tokyo 2020 Olympics, the total direct investment is estimated at approximately $15.4 billion USD. This significant financial expense highlights the large resources required to host an event of such magnitude, covering everything from construction and renovation of venues to logistical and operational costs.

 

In addition to the direct investments associated with the event, there is a broader context of national sports infrastructure investment. For instance, in the case of Tokyo 2020, the sports market size reached a staggering $159 billion in 2019, indicating a robust investment in the sector driven by the event.

 

Rio2016

Lastly, Rio2016 also had a significant impact on infrastructure investment. The event spurred approximately $13.1 billion USD in direct investments in sports infrastructure alone. It led not only to direct investments in infrastructure, such as venues and accommodations, but also to investments in sports infrastructure across the country, including improvements in Brazil’s sports market. In the case of Rio2016, approximately $271.8 million was additionally invested in sports infrastructure nationwide.

 

Let’s meet again in LA2028!

 

Also check the following article: BNR Business News Radio Of Paris 2024:  https://transfer.lc/bnr-business-news-radio-of-paris-2024/

 

If you’re interested in hearing more about how Dutch companies, like VenhoevenCS, successfully became suppliers for the Paris 2024 Games, listen to the insightful BNR Nieuwsradio interview with our CEO and Cécilia Gross here.

 

 

Images were retrieved from: 

Above and Beyond Group 

Bloomberg

European Aquatics

The Aquatics Centre picture is copied from Venhoevencs.nl, and taken by Salem Mostefaoui and Simon Guesdon

Get in Touch!

If you are interested in this country, or you would like to expand to one of the other main markets in the Americas or Europe, contact us via the form, and we will get back to you shortly.

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