Copenhagen worlds pays off in spades
The desirability for countries in bidding for and hosting the world road race championships has been boosted by a very healthy return from the 2011 events in Denmark, according to a report commissioned for the event.
Sport Event Denmark has studied the effects of the 2011 world championships in Copenhagen and concluded that the Danish economy was boosted by a very considerable €31.2 million ($39.6 million) from tourism. In addition, there should have been a strong return for those advertising at the event due to a total live audience of 545,000 people attending the races.
The turnout and economic return were both much greater than anticipated beforehand.
The news will likely encourage other countries to consider hosting the world road race championships. The Danish example has shown that if things are arranged correctly, that there can be a strong return on the initial investment.
Jesper Worre, managing director of the Danish Cycling Union (DCU) and event manager of the UCI Road World Championships 2011, added that the event could not have gone any better for Copenhagen or for Denmark.
“The UCI Road World Championships turned out to be all we dreamt of,” said Worre. “We managed to set new standards in this country for cooperation between authorities and a sporting event. As a cyclist and a Dane, I am enormously proud.”
An estimated 40 percent of the spectators were tourists, while a strong Danish turnout took place even though the country’s big contender, Matti Breschel, was unable to take part due to injury. He had been regarded as a possible race winner.
Britain’s Mark Cavendish beat Matt Goss (Australia) and André Greipel (Germany) to take the Elite men’s road race crown. Other elite winners were Tony Martin (time trial), Giorgia Bronzini (women’s road race) and Judith Arndt (women’s time trial).
Sport Event Denmark chief executive Lars Lundov was very upbeat about the financial return, and also said that hosting the championships enabled them to gain ‘important input and experiences’ that will be reused in future international sports events.
The location for the next four world road race championships have already been determined. Limburg will host this year’s race, with Florence in Italy, Ponferrada in Spain and Richmond in the United States occupying the slots until 2015.
The Danish report is likely to boost interest from other countries in hosting subsequent editions.