Solutions · 05
Your institution invests in sport and does not measure the return
A public authority investing in sport usually has three fronts open at once: facilities to run, events to justify and sponsorships to tender. Without a common measurement framework, each is decided separately and none of them demonstrates its impact.
Who this page is for: Public authority with responsibilities in sport
The situation
The institution maintains facilities, supports events and signs agreements with clubs and federations in its territory. Each file is processed on its own and, when the time comes to account for it, there is no consistent data explaining what the investment produced.
The questions in front of you
The questions in front of you
How is the impact of a sports event measured?
With a framework set before the event, not after: economic impact in the territory, overnight stays, associated employment, media coverage and facility use. Defining the indicators and the methodology before the event is what makes editions comparable and justifies continuity.
How does sports sponsorship fit within public procurement?
Like any other public sector contract: subject to the principles of publicity, competition, transparency and equal treatment, and to the regime of Spain's Law 9/2017 on Public Sector Contracts. Preparing the file and defining the subject matter is where it is decided whether the agreement withstands audit.
What do you do with an underused facility?
First measure actual use by time slot and user type, then choose between direct management, delegated management or a mixed model. The decision follows the usage data, not a prior preference: a facility with demand concentrated in three slots is not fixed by changing operator.
What usually goes wrong
Measuring after the event
With no baseline or indicators set beforehand, the impact report compares nothing and does not support the next edition.
Poorly defined contract subject matter
An ambiguous subject matter compromises the tender and exposes the file to subsequent audit.
Facility investment with no usage plan
The works are delivered and the operating cost appears afterwards, with no forecast revenue to offset it.
Club agreements with unevidenced consideration
The consideration must be identified and verifiable, not described in generic terms.
What Altrian does
Measurement framework
Definition of indicators, methodology and baseline for events, facilities and agreements with sports bodies.
Technical support for the file
Assistance in the technical preparation of specifications and in defining subject matter and consideration, within the public procurement framework.
Facility management model
Analysis of actual usage and evaluation of management models with their economic impact.
Services involved
Other situations
Other situations
Brand not yet in Spain
Your sports brand does not sell in Spain yet
→ See 02Channel underperforming
Your brand already sells in Spain, but the channel is not performing
→ See 03Football club
Your club generates revenue but does not know its fans
→ See 04Federation or property
Your sports property has an audience and no inventory
→ See 06Investor or owner
You are investing in a Spanish club and need to know what you are buying
→ SeePublished: · Updated: