Bijlage 2.Projected Economic impact of E1 series on cities

E1 SERIES ELECTRIC POWERBOAT RACING Economic Impact Study sport.yougov.com

DECEMBER 2020

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CONTENTS

CONTACTS Ted Harwood

James Nott

Head of Product Sales

Client Services Manager

M: +44 7384 832 211

M: +44 7557 263979

E: Ted.Harwood@yougov.com

E: James.Nott@yougov.com

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ABOUT YOUGOV SPORT

2)

GLOBAL BROADCAST OVERVIEW

3)

ECONOMIC IMPACT SUMMARIES

4)

METHODOLOGY

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About YouGov Sport

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Welcome to YouGov Sport At YouGov Sport, we exist to provide answers to the questions that drive our clients. Through our unique data sources and expertise, we support and inform a wide range of strategic decision-making across the sports industry.

FANS

BRAND

VIEWERSHIP

EXPOSURE

DIGITAL

SPONSORSHIP

BUSINESS

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YouGov Sport has one of the world’s top international market research and data analytics networks comprising of:

We are a global sports, sponsorship and entertainment research company, working with the industry’s key players to unlock meaningful, actionable insights.

Daily Tracking of …

200+ 120+ 40

Syndicated sports surveys annually

1.8m+

Sports Leagues & Events Football / Soccer Clubs

Historical Data on Brands

Markets

11 years

Global Panel

Founded as SMG Insight in July 2010, YouGov Sport is an integrated division of YouGov – one of the world’s largest and most respected research firms.

9.6m

People worldwide across 44 countries

Panellist Data Variables

Since our inception we have looked to build strong and lasting customer relationships that put an emphasis on: › Insight that goes beyond the numbers › Rigorous, readable and robust data › Strategic data-driven commercial solutions

Best panel. Best data. Best tools.

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In 25 countries

1m+

› Client service

Global Offices

› UK › Mainland Europe › The Nordics › USA › Middle East › Asia Pacific

Employees Worldwide

1,100

Available from YouGovSport Broadcast Viewership Analysis

SportsIndex · Event / League Tracking

Media Monitoring & Valuation

FootballIndex · Club / Team Tracking

Branding Optimisation

Economic Impact Assessment

Sponsorship Valuation

RealTime / Omnibus Surveys

Sponsor Fit Analysis

Bespoke Consumer Surveys

Fan Profiling

Strategic Consultation

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Who we work with We provide key insight and expertise to the sport & entertainment industries. We work for rights-holders, brands and agencies delivering both media and consumer data. “Their comprehensive in-depth process provided [us] with robust and credible partnership valuation data and key research findings – which ultimately influenced our future sponsorship strategy as a whole.” LONG-STANDING YOUGOV SPORT RIGHTS-HOLDER CLIENT

Strong and lasting relationships with clients that put an emphasis on delivering robust and insightful research.

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SPORTS’ ‘EIA’ EXPERTS YouGov Sport is the preferred Economic Impact Assessment (‘EIA’) research partner for global sporting events and has undertaken and produced numerous economic impact studies.

Our methodology is both proven and trusted. We have extensive experience of quantifying the gross impact a major sport or entertainment event impacts a country, by measuring the economic footprint across multiple locations and venues.

Our EIA’s include analysis on all expenditure related to the event. We measure and analyse the ‘ripple effect’ of how this expenditure impacts different areas of the economy. In addition, we also quantify the media exposure generated and the value this brings.

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Global Broadcast Overview

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E1 BROADCAST MARKETS E1 will be a truly global championship, showcasing electric boat performance in a sporting environment POTENTIAL SEASON 1

170.8m Cumulative TV Audience

Region

BROADCAST OVERVIEW

10 Races per Season

2 Live Shows per Race* 1 Repeat / Delayed show per Race*

A key success factor is the resultant global broadcast coverage that E1 programming can deliver. E1 Series programming in its first year has the potential to achieve a cumulative TV audience of more than 170.8 million viewers.

1 Magazine show per Race 12 Docuseries Episodes –

2 docuseries per year. 6 episodes per docuseries

POTENTIAL SEASON 1

Global TV Cumulative Audience (Including Repeats)

58m Video Views

With the changing demand of audiences for increased bite-sized content, there is also a content stream focused on sub-three minute social media and digital video which has the potential to reach 58 million video views in Season 1.

Content A* ‘Race Programming’

Content B ‘Magazine’

Content C ‘Docuseries’

Total Global Audience

Africa & Middle East

11,644,010

4,892,681

80,854

16,617,545

Asia Pacific

38,861,295

6,714,522

8,897,905

54,473,722

Central & South America

25,500,086

2,816,575

321,729

28,638,390

Europe

52,088,983

12,408,799

496,570

64,994,353

North America

4,901,147

773,441

414,227

6,088,815

Grand Total

132,995,521

27,606,018

10,211,285

170,812,824

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Economic Impact Study Summary

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KEY FINDINGS A race held in the region will deliver a number of key tangible and intangible benefits for the host city.

€5.69m Media coverage of the event provides an opportunity to showcase the host city to a global audience, expected to generate €5.7m in value.

€30.60 million – Total Impact

€1.20m

The race will provide a strong boost to the local economy; it is projected to deliver a total of €30.6m for the host city through the direct spend that filters down into other sectors as well as indirect and spectator spend

This will be supplemented by the teams, who will spend a total of €1.2m on in the city on logistics and accommodation.

£

€6.17m 12,000 people are expected to travel to the host city specifically for the race (2,600 Hospitality and 9,600 General) spending a total of €6.2m in the city

€2.10m

A further €2.1 million of direct spend will be generated by sponsors, manufacturers and other key event stakeholders

€2.50m E1 will invest heavily into hosting a spectacular event in the city, spending a projected €2.5m in the process.

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ECONOMIC IMPACT ON HOST MARKET €30,597,060 = total economic boost the race could contribute to the region. DIRECT SPEND (E1, TEAMS & OTHER)

ATTENDEE SPEND

X MULTIPLIER =2.08

MEDIA VALUE IMAGERY & MENTIONS

€6,174,382

€24,907,234

€5,689,825

£ €5,800,250

TOTAL ECONOMIC IMPACT

€30,597,060

Organiser, team and sponsor spend based on spend directly within the region and excludes any spend made outside of the region. Displaced spend excluded. Multiplier sourced from World Travel & Tourism Council 2019.

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Methodology

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TOTAL EVENT IMPACT

• How is TOTAL EVENT IMPACT assessed?

ORGANISER SPEND

ATTENDEE SPEND

ECONOMIC MULTIPLIER

Measures the additional income created in the economy as a result of increased visitor spending – from economic models

MEDIA VALUE

Mentions and imagery of the area are counted as marketing exposure for the area

TOTAL EVENT IMPACT OF A MAJOR EVENT

Economic impact of the event plus marketing exposure of the region which attracts further visitors

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MULTIPLIER DIRECT IMPACT

2.08

Expenditure driven to host the event, especially driven by the organisers and attendees of the event(s)

Economic Multiplier INDIRECT IMPACT The direct effect from the initial eventrelated spending creates additional activity in the economy. Indirect effects are the result of additional demand throughout supply chains in the host economy. Businesses that benefit from the direct impacts will subsequently increase spending at other local businesses. The indirect impact is a measure of this increase in business-tobusiness activity, rather than the initial spending which is covered by the assessment of direct impact. INDUCED IMPACT The induced impact is the result of increased personal income caused by the direct and indirect effects. Local businesses experiencing increased revenue from the direct and indirect effects will subsequently increase payroll expenditures (by hiring more employees, increasing payroll hours, raising salaries, etc.). Consequently, households increase spending at local businesses. The induced impact is a measure of this increase in household-to-business activity.

INDIRECT IMPACT Attributable expenditure by event suppliers and contractors to fulfil their event commitments

Estimated via an economic multiplier*

INDUCED IMPACT The effect created as a result of additional wages and other income related to the hosting of events that is then spent in the local economy.

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We are a global sports, sponsorship and entertainment research company, working with sports key stakeholders to unlock meaningful, actionable insights.

Founded as SMG Insight in July 2010, YouGov Sport is the sports division of YouGov – one of the world’s largest and most respected research firms.

©YouGov | No part of this document may be copied or distributed in any form or by any means, including photocopying and email, without the prior written permission of YouGov plc or any of its subsidiary companies. Written permission must be obtained before any part of the report is stored on any retrieval system. | All rights reserved Disclaimer | The opinions, conclusions, projections, evaluations and estimates in this YouGov Sport report are based on extensive experience in media, sports, sponsorship and consumer research industry. However, whilst great care has been taken in the preparation of this document, we cannot guarantee the accuracy of the information contained herein and disclaims all liability for any loss or damage from reliance thereupon.

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