Home World Games IWGA Interview of the Month: Krzysztof Kropielnicki, Quantum Consultancy

IWGA Interview of the Month: Krzysztof Kropielnicki, Quantum Consultancy

IWGA Interview of the Month: Krzysztof Kropielnicki, Quantum Consultancy

Research data for a long-term strategy

Quantum Consultingbased in Scotland, worked on a survey evaluating The World Games 2022 in Birmingham, USA. In an interview of the month Krzysztof Kropielnicki, Head of Insights & Analytics, presents the data and preliminary findings. One of those discoveries: the people of Birmingham were very proud to host athletes from all over the world.

The IWGA commissioned Quantum to evaluate The Word Games 2022. What is the process like?

The purpose of the assessment is to identify and capture the diverse impacts that a major multi-disciplinary event such as The World Games generates on a local, national and international scale. This ranges from measuring economic and tourism impact to evaluating sustainability and heritage initiatives.

The evaluation process began a year before The World Games 2022, when key stakeholders of the event were consulted to determine their goals and expectations for the Games. The feedback we received helped us determine the final scope of research and data monitoring that was necessary to prepare the analysis.

When will the evaluation report be prepared and presented?

We anticipate that the full evaluation report will be published before the end of the year.

What findings can you already share with us?

With a total attendance of 140,217 ticketed spectators, The World Games 2022 was the largest sporting event in history in Birmingham, Alabama. While visitor numbers, especially fans traveling from overseas, have been hampered by the pandemic, 35% of all viewers still came from outside the Birmingham-Jefferson County area. Visiting viewers generated over 22,000 nights in the host economy, and accredited attendees contributed another 77,000 nights.

The event was televised in 61 countries on five continents, and the partnership with the Olympic Channel ensured that fans from all over the world could follow the competition via live broadcast. In the United States alone, the event had a combined reach of 242 million viewers due to extensive coverage by major news networks.

Exposure across digital channels and social media was also strong. Media monitoring data, provided by the German research company IRIS, indicates that more than 8,700 articles were published online for The World Games 2022, and TWG-themed content was used by social media users around 3.9 million times.

All these figures offer positive prospects for the future development of the Games.

What did the individual participants think about the Games?

We conducted a survey of satisfaction with the event among five groups of participants: athletes, guests, media, spectators and volunteers. Nine out of ten viewers said they had a good or very good time, while for the other groups the percentage of satisfied participants ranged from 77% to 86%.

Respondents particularly appreciated the friendliness and helpfulness of local residents, event staff and volunteers. 97% of the athletes were satisfied with the standard of the TWG facilities. They also praised the overall atmosphere and transport arrangements made for the event.

How did local residents perceive the importance of organizing the event?

It can be seen that the event effectively stirred the imagination of the local residents, who almost unequivocally expressed their pride in being the host of the event. Nearly 90% of all Birmingham and Jefferson Country residents who attended the Games believe TWG 2022 had a positive impact on the city, with 4 in 5 residents saying the event helped raise Birmingham’s international profile.

Are there any numbers from the sports side worth looking at?

Birmingham’s 3,457 athletes are the highest ever number of competitors at The World Games. At the same time, the 2022 event was more gender-balanced than previous editions. There were slightly more men than women competitors (53% to 47% of all women competitors, respectively), but women had more medals than men (104 to 99), while the number of coed competitions (20) was higher than in, for example, the Olympic Games.

It is also worth noting that 73 of the 99 participating countries won at least one medal. This includes the seven countries that won their first medal at TWG 2022.

How can the TWG 2022 evaluation help prepare for the upcoming 2025 World Games?

Evaluation is not just about numbers. We want to place them in a context that will help to interpret them and draw the right conclusions. In addition to the main report, we will provide the IWGA with our insights and recommendations that may contribute to the overall development of the event, its branding and commercial appeal. We are delighted to have a partner at the IWGA who understands the importance of integrating data science into the event’s long-term strategy.

World games is a multi-sport event organized every four years by the International World Games Association, organized with the support of the International Olympic Committee. The 2022 World Games took place in Birmingham, Alabama, USA from July 7-17, 2022. 3,600 athletes from 34 sports and 100 countries participated in the Games. The 12th edition of The World Games will be held in Chengdu, CHN in 2025.

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