Getty ImagesSports marketing advisory firm The Sports Consultancy (TSC) has announced the launch of Seer, a research and intelligence unit dedicated exclusively to the sport and entertainment sector. Angus Buchanan, TSC managing director and Seer lead, said the London-based company hopes the new division can “challenge assumptions and provide solutions” to issues facing the industry through “sound data, analysis and insight”. Seer’s inaugural report, named ‘Disconnected – Misalignment in sport’s most important relationship’, uncovered a growing disconnect between major event rights holders and host cities. It claims major event owners have ‘not recognised or kept pace’ with the changes in government and host cities’ objectives, thus risking ‘their continued ability to return on objectives or investment’. The study, which says more than US$244 billion will be invested by the hosts of the five largest events to take place in the first half of this decade, found that 71 per cent of rights holders consider themselves ‘very aware’ of their hosts’ objectives, but that only two per cent of hosts agree that this is the case. The Sports Consultancy | Ten truths for the sports industry during the Covid-19 pandemicSeer, which surveyed over 70 major event rights holders and hosts, including the International Olympic Committee (IOC), World Rugby, the Singapore Tourism Board and London & Partners, said the ongoing Covid-19 pandemic ‘will exacerbate’ the problem as governments begin to prioritise policies around issues such as public health.
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