EVENT LEGACY: 2005 Badminton World Championships

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EVENT LEGACY 2005 Badminton World
Championships

• Presented By
• David Simon President
• Los Angeles Sports Council

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THE OPPORTUNITY

• To Bid in 2003 for the right to host the 2005
  World Badminton Championships
• The goal/legacy To increase the profile of
  badminton in the United States

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THE CHALLENGE

• Badminton World Championships had never been held
  in the United States
• Media in the U.S. rarely bothered to cover
  previous world championships
• American unfamiliarity with elite level badminton

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THE CHALLENGE (Continued)

• No American had ever won a medal in world
  championship or Olympic badminton
• Domestic television coverage considered highly
  unlikely in the USA

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Why Respond to the Challenge?

• More badminton players (100,000) in Southern
  California than anywhere else in USA
• The largest badminton club in North America is in
  Southern California

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Why Respond to the Challenge?(Continued)

• Large Asian population potentially could be
  motivated to support their respective national
  teams
• China
• Korea
• Malaysia
• Indonesia
• Others

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Why Respond to the Challenge?(Continued)

• Take advantage of the disadvantages by trying to
  negotiate a discounted rights fee
• 1994 FIFA World Cup as precedent

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The Financial Partner

• The
• Arrowhead
• Pond of
• Anaheim

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The Arrowhead Pond of Anaheim (Continued)

• The Ponds Goals
• Expose the Pond to a new local audience
• Expose the Pond via television to an
  international audience
• To fill available dates on their calendar

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The Arrowhead Pond of Anaheim(Continued)

• On that basis, the Pond was willing financially
  to take on the potential risk and reward of
  running the world championships
• The Pond and the Los Angeles Sports Council
  agreed to partner on the bid to the IBF

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The Plan

• Use creative strategies to reach mainstream media
• Use both paid and free media to reach ethnic
  communities
• Reach out to the Los Angeles Consulates of
  participating nations

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The Plan (Continued)

• Come up with a strategy for the home team Team
  USA to be reasonably competitive

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Tony Gunawan Howard Bach
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The Result

• Unprecedented media exposure for badminton in the
  United States, including 5 hours of coverage on
  ESPN
• More than 40,000 tickets sold
• Largest attendance at a Badminton event in North
  American history

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• Team USA won its first-ever gold medal

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The Legacy

• Media exposure raised the profile of Badminton in
  the United States
• Events success helps the IBF justify higher
  rights fees in the future
• The Pond achieved its goal of increased exposure

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The Legacy (Continued)

• The IBF opened an office in Anaheim
• IBF plans to launch World League, with a team in
  Southern California
• Team USA will be more competitive in the future

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