How the IPL moved from threat to opportunity

Host nations be prepared – not just for the events that you have won bids for, but for unexpected hosting chances that might just come your way

This year has made it clear that sporting events are no longer guaranteed to take place at the planned location. Socio-economic, climatic or political developments are getting further away from the control of organisers, leaving them with no option other than moving the event. This, however, offers opportunities for alternative hosts.

Venues like Newsland in Cape Town had been used for the
Twenty 20 event in 2007, when the country had to
meet ICC standards

Terror threats saw participants of this year’s Paris-Dakar race swapping Africa for South America, while the expected inability to provide adequate security measures made the organisers of the Indian Premier League cricket competition decide to move the event to South Africa. At least fans and participants of these events were lucky that an alternative location was found. Those looking forward to the A1GP race in Mexico City were simply told the event was cancelled due to the deadly swine flu virus.

As event organisers deal with sponsorship contracts and broadcasting rights, cancelling an event is a final option which few will be happy about. The financial implications are enormous. The availability of an alternative would certainly receive a warm welcome – something that could see venues that had been disregarded suddenly buzzing with activity.

Opportunity from terror
A nation that has seen both the advantage and disadvantage of all the uncertainty 2009 has shown thus far is South Africa. While the country was cautiously monitoring the developments of the swine flu virus, fearing it might have to postpone the FIFA Confederations Cup, it also saw 59 extra cricket matches coming out of nowhere. With it came the millions of Rands that teams and fans spend on accommodation, transport, food, drinks and other expenses.

Indian Premier League (IPL) chairman and commissioner Lalit Modi agrees that the event will make South Africa benefit economically. "If we look at some of the key statistics it is clear to me that the economic benefits should be significant," he says.

Modi claims that 22,000 hotel rooms had been booked, 10,000 domestic flight bookings were made and millions of Rands were expected to be spent on tickets, food and beverages, transport and merchandise. “We also expect large groups of Indian tourists will come to South Africa to watch at least several games each," he says.

According to ANC Treasurer Matthew Phosa, the event is an important boost for the country, both financially and emotionally. “The IPL has played to almost capacity stadiums in all the country’s major centres. It has focused massive commercial interest on our major centres; and hotels and guest lodges everywhere are booked to capacity.”

Organisers of the IPL chose South Africa over England as they felt the climate in South Africa was better. The climate, technical and infrastructural development of the country, combined with the lucrative exchange rate of its currency, has made South Africa a highly regarded alternative.

“South Africa has become a major player in the globalisation of sport since we successfully hosted both the Rugby and cricket World Cups in our country,” Phosa continues. “Our dedication to quality and detail has afforded us the privilege of benefiting from the growth of commercial sport as a leading industry globally.”

Since the decision was made, a team of over 700 people worked timelessly to pull off the show. A committee, comprising the SA Police Service, the defence force and the national intelligence agency, is confident it is capable of safeguarding all the IPL matches.

"The ability of the South African security forces to safeguard major events has been internationally recognised with 141 international events having taken place in South Africa since 1994 without any serious incident," said the committee in a statement. Law enforcement officers have taken a zero tolerance attitude to crime while unruly spectators or those who failed to comply with security arrangements could face possible prosecution.

Ever ready
The call to move the event was made at a very late stage. Cricket stadium operators had less than one month to prepare. Jacques Mostert of Broll Facilities Management explains how South Africa and the IPL managed to successfully pull a rabbit out of their hat. “When the IPL decided to move the event, they came with a checklist to determine our readiness. But South Africa had already dealt with the International Cricket Council through the successful 2007 Twenty-20 cricket tournament, so we were able to move quickly.”

Broll looks after the Wanderers, SuperSport Park and Buffalo Park cricket stadiums, which saw South Africa and Australia finishing their tournament days prior to the start of the IPL. “This shows how important it is for a venue operator to be flexible, especially when it comes to maintenance. One must never be in a situation where one has to do too much at the same time.”

According to Mostert, the IPL has set a new example. “The IPL has proven that it [relocating an event at a very late stage] can be done. It should make the sports industry in other countries more aware that it can happen,” he warns.

The IPL tournament provided South Africa with a perfect opportunity to dry-run hotel, transport and many more facilities it is currently completing in preparation for the FIFA World Cup. “When it comes to the stadium this doesn’t need much time to prepare. What does take time is the logistics that come together with it as well as organising the input from stakeholders like the police, kiosk holders and the security company.”

Becoming a respected alternative venue clearly includes more than a stadium waiting to be used. Peter Van Gend, President, Siemens One says: “A shift of the location will have big consequences. Many players are fully dependent on the location, including sponsors, the city and region itself, and the media. But it could be useful to have a plan B.”