ABSTRACT
This chapter is concerned with the process undertaken in bidding for the right to host sports events. Before the Los Angeles Olympics in 1984 the terminology used in bidding today was unheard of, and the hosting of major sports events, in particular the Olympics, was seen as a financial millstone until the unprecedented surplus income these games generated (Gratton and Taylor, 2000). What we have now is a calendar full of events that require host cities to bid and a roster that does not just consist of high-profile events. Now, international events like the World Masters Games, the European Wheelchair Basketball Championships and the World Badminton Championships have for some time been much sought-after, as well as a host of national events in many countries. Even individual sporting fixtures can be an attractive target for a host city. The UEFA Champions League final, for example, is a
much-sought-after event even though, while it takes a season to prepare for it, it is still only one football match. FIFA’s World Club Championship and the NFL’s Super Bowl are two further examples. In this chapter the requirements of the International Olympic Committee (IOC) and the Olympic bidding process will be reviewed in order to analyse how various key bidding principles are used across sport. The key factors required for successful bidding will be identified, as well as an assessment of bids that may be strategically used for legacies and other benefits whether they win or not. A key focus will be on the cities that bid for the 2012 Olympics. The London Insight 7.1 consists of primary research data and analysis from interviews with three key members of the London 2012 bid.
