Sports events aren’t just about the competition on the pitch or field; they are also a catalyst for economic growth and an opportunity to leave behind a legacy that can transform a city and endure through time.

With offices in Birmingham and Brisbane, the Liquid teams love sport in all its forms and know the immense pride Brummies and Brisbanites alike have in their home and favourite teams.

Just last year, we saw the city of our HQ transform thanks to Birmingham 2022, with a record 1.5 million ticket sales, a 200% increase in visitors to the city and over £870 million contributed to the local economy…it was undoubtedly a global success.

At Liquid we are proud to have supported organisations across the region on multiple projects surrounding the Games spanning sport, culture, transport and community engagement. We started with the 2018 Gold Coast handover to Birmingham and Team GB’s homecoming then last summer worked with Birmingham City Council, Transport for West Midlands and the Birmingham 2022 Organising Committee to open of the 2022 Festival, keeping the region moving via public transport and getting communities excited.

Here in Australia, large-scale sporting competitions seem to be experiencing somewhat of an existential crisis. With the commonwealth games cancelled in Victoria, Olympic drone shows crashing down and 2032 organisers seeking a new brand for Brisbane, there’s a level of pressure building for hosting and delivering successful events.

In the fast-paced and exciting world of sports, public relations can play a pivotal role in shaping the success of large-scale competitions. So, how did Birmingham 2022 achieve this, and what does Brisbane have to look forward to?

Creating a sports tourism boom

City sports events, especially those with headline names such as The Olympics, the World Cup or the Commonwealth Games, have the innate ability to attract sports enthusiasts, athletes, and spectators from across the globe. Organisers must leverage this opportunity to showcase both the event and city’s unique selling points, attractions and world-class infrastructure.

By crafting compelling narratives supported by engaging digital and social content, successful campaigns draw attention to the event’s appeal and encourage travellers to visit the host city both during the event and, crucially, in the future too. The influx of tourists boosts revenue for hotels, restaurants, transportation services, and local businesses, igniting an economic boom that is felt throughout the community and sustains over time.

Fostering civic pride and community involvement

Sports events also have the power to unite communities, instil a sense of civic pride and showcase the people that make the city great. To achieve this, it’s essential to engage residents from the outset and promote their values, whether that be through innovative campaigns, volunteering opportunities or cultural events that surround the sporting activity.

By communicating how the spectacle will contribute to the community and benefit residents, targeted PR efforts can generate enthusiasm and a sense of pride, turning inhabitants into enthusiastic ambassadors. The resulting sense of ownership fosters long-term support, ensuring the event becomes an integral part of the city’s identity, as the then Birmingham City Council leader Ian Ward reflected: “The volunteers have been fantastic ambassadors for the Games and I can’t thank them enough for the brilliant way they have welcomed athletes, officials and spectators to this city region.

“The 2022 Commonwealth Games is the biggest event Birmingham has ever staged and will be talked about for many years to come, so the volunteers will forever have a proud and richly deserved place in our city’s history.”

Building a global reputation

Birmingham 2022 was record-breaking for viewing numbers with the opening ceremony attracting 5.2 million viewers across the globe, a total of 28.6 million on terrestrial television and 57.1 million digital streams. With extensive coverage both nationally and internationally, Birmingham 2022 harnessed this opportunity by emphasising the event’s significance, showing off the city and cementing Birmingham’s commitment to hosting world-class competitions.

Aside from the sports, fans and tickets, this is what Birmingham 2022 did so well – building a positive image of the city that resonated with sports fans and the public worldwide. Birmingham 2022 Festival, which was the largest ever cultural programme to surround a commonwealth games, successfully enhanced more than eight out of ten residents’ and non-residents’ perceptions of Birmingham and the West Midlands.

Feedback for success

PR’s role in sports events extends beyond promoting the spectacle – it also includes listening to the audience. Continually gathering feedback from the public and stakeholders allows for adaptability and demonstrates awareness of their needs and preferences which builds trust and confidence.

This valuable information can be used to measure the ROI of PR efforts and fuels continuous improvement, leading to enhanced event experiences and increased satisfaction levels. When events evolve to meet changing demands, they remain fresh and relevant. Therefore, longevity is assured.

While it’s still early days for the Brisbane Olympics, securing the bid creates an incredible opportunity to unite the city, drive economic benefits and ensure Brisbane is firmly on the map for years to come.

At Liquid, we have a long history of working with sports clients to meet their needs, including Aston Villa Football Club, DP World Tour’s Betfred British Masters, England Golf, Sport England, Birmingham2022 and Birmingham City Council, through to charities like The British Transplant Games and the Cyrille Regis Legacy Trust.

If you’re interested in how the experienced Brisbane team can support your upcoming projects, drop us a line at brisbane@weareliquid.com.