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STAG - March 2011
The 2012 Olympic Games is now sharply in focus and amazingly just around the corner with the announcement of the competition schedules and ticket prices recently.
The world’s athletic elite will compete in state-of-the-art facilities during the 14 days of competition with the lavish opening ceremony taking place on the July 27 and closing on the August 12.
The Olympic Park in Stratford will be the venue for much of the games with other London venues accounting for more. Only five out of the 26 sports are actually going to take place outside of the London area so London businesses are gearing up for an invasion of visitors and millions of pounds generated in the process.
With all the dates and venues confirmed and the major sponsors marketing plans well under way the rush for tickets will begin soon and those lucky enough to go will witness a once in a lifetime event. Millions more will be captivated by the media coverage and reports of our medal successes.
However, will the games leave a lasting sporting legacy for us all? Will they inspire youngsters to put down their laptops and take up sport? Will the UK’s sports trade benefit from them?
The arguments for and against have been debated long and hard since the day the venue for the 2012 games was announced. My view is a yes to all three questions. With the sports, independent trade very well placed to take advantage of the interest generated in the 26 Olympic sports.
Although the vast majority of the games will take place in and around
London, I believe the games will have a far-reaching effect the length and breadth of the country; the media will see to that. With the government hopefully ensuring money is available at a grassroots level to promote sport to all the future is looking bright.
STAG members have a sport playing customer base and sell products that are fit for playing sport. They have superb links with their local schools, colleges, universities and local clubs in all sports categories.
They will be able to very quickly satisfy enquiries about specific sports and turn these enquiries into new business. People who take up a new sport or those wishing to enhance their performance and take part at a higher level need advice, the correct product and support. Sports independents are in the perfect place to give the UK’s sporting public exactly what they require.
Massive worldwide companies will spend millions on being associated with the Olympics in the build up to and during the games but independent retailers can reap the rewards in the months and years to come.
Ricky Chandler
Managing director, STAG
