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  • New Report: Denmark the Big Winner at UCI Road World Championships 2011
Press Releases

New Report: Denmark the Big Winner at UCI Road World Championships 2011

Cycling - 11 Jan 2012
   
The 2011 UCI Road World Championships were in many respects a great success for Denmark; economically, in terms of branding and also for Danish cycling sport. The number of spectators exceeded the expected numbers by many thousands and everybody was struck by the professionalism of the Danish organizers, both nationally and internationally reveals a new economic impact analysis from Sport Event Denmark and Wonderful Copenhagen.

”The UCI Road World Championships turned out to be all we dreamt of. Sports wise we had a perfect set-up and in terms of event organization we have only received compliments. We managed to set new standards for sports events in Denmark and a total tourism economic turnover of approximately 31.2 million Euro was more than satisfactory, says Jesper Worre, Managing Director of the Danish Cycling Federation DCU and Event Manager of the UCI Road World Championships 2011. He is supported by the President of the Danish Cycling Federation and chairman of the UCI Bike City Copenhagen, Tom Lund:

“The UCI Road World Championships were the latest in a long list of world class cycling events in Denmark included in the UCI Bike City project. We are proud that the UCI chose us as the leading first ever Bike City. And we are even more proud of the way we set up the event and the positive economical turnover for Denmark. Denmark has positioned itself as a great cycling nation.”

Major positive effects
According to the economic impact analysis millions of TV viewers watched the races and pictures of the fantastic countryside and of a capital city, like no other city before, with closed off streets and a race start at the City Hall square. The result; a world championship shown worldwide and at the same time brought directly to enthusiastic local citizens. There is no doubt the TV exposure and extensive press coverage will have positive long term branding effects.

In addition, the 2011 Championships added a financial injection to the tourist sector in the Capital Region and to Denmark overall. The tourism economic turnover generated by the event exceeded the expected estimate by several millions DKK.

Visiting spectators were very satisfied with the event and their stay in Denmark.

The economic impact analysis concludes among other things:

A total tourism economic turnover of approximately DKK 232 million (Euro 31.2 million) was generated by the Championships, hereof DKK 176 million (Euro 23.7) from international tourists (76%).

A total live audience of 545,000 spectators viewed the six days of cycling. Approximately 40% of the spectators where tourists (non-local Danes and international tourists) standing along the routes, cheering for the cyclists. The majority were young <25 years.

A total of approximately 118,000 bed nights were generated by the Championships, hereof approximately 24,000 non-local Danish bed nights and 94,000 international bed nights.

The derived effects generated by the event amounts to 262 fulltime jobs

Sport Event Denmark and Wonderful Copenhagen were two of the partners behind the event.

Lars Lundov, CEO, Sport Event Denmark says:
”The UCI Road World Championships were a great success not only in relation to the event management but also in relation to the secondary effects. A total tourism economic turnover of approximately Euro 31.2 million was generated by the Championships, hereof DKK Euro 23.7 million from international tourists. That is indeed growth-enhancing foreign-exchange earnings for Denmark! We have also gained important input and experiences that we will reuse in future major international sports events.”

Martin Bender, Managing Director of Events & Conventions, Wonderful Copenhagen:
”The UCI Road World Championships were a major boost for the tourism in Copenhagen. It was a fantastic platform to create positive international interest for the world’s best cycling city. Furthermore the championships became a point of no return for future events in Copenhagen, as it has pushed the limits on how far you can reach when many partners work together around an event.”

Link
Report: http://sporteventdenmark.com/Analyser/~/media/Baseline_site/Analyser/Egne/UCI%20Road%20World%20Championships%202012_FINAL.ashx

Pat McQuaid on the UCI Road World Championships 2011: http://www.youtube.com/watch?v=kUQgDmd-QJM

Editor’s Note
The UCI Bike City Copenhagen

The UCI Road World Championships 2011 event were part of the Bike City Copenhagen project (BCC), which HRH Crown Prince Frederik was protector for. Copenhagen is the only city in the world, which has been appointed Bike City by the UCI. Copenhagen hosted 6 major international cycling events from 2008-2011.

Beyond the above event, the package included among others the World BMX Championships 2011. Behind BCC (Bike City Copenhagen) are strong partners as the Danish Cycling Federation, Sport Event Denmark, The City of Copenhagen, the Municipality of Rudersdal, the Municipality of Ballerup, the Capital Region of Copenhagen and Wonderful Copenhagen.

The UCI Road World Championships took place 19 – 25 September 2011 in Copenhagen/Rudersdal
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