Veolia - Waste Management

• Global leading waste management corporation;
• Consulting regarding-sponsorship strategy.

Decathlon - Sports Retail

• Providing strategic consulting advice to Decathlon, a Paris 2024 sponsor.

Fifa World Cup - Qatar 2022

• Management of hospitality and accomodation programs

UEFA - European Football Governing Body

• Crowley acts as mentor to UEFA's "Grow" program, delivering commercial bootcamps to UEFA's national associations;
• Running a series of commercial bootcamps for European football associations.

Portugal FA

• Crowley appointed Chief Commercial Officer in 2016;
• Managed the new commercial strategy for Portugal FA;
• All commercial rights taken in-house;
• Increased revenues by 310%.

World Athletics - Global Governing Body

• Sponsorship sales agency in certain territories. Hosting and sponsorship negotiations underway with one of KSA's major projects.

Volleyball World - Global Governing Body

• Exclusive representative of Volleyball World in the Middle East and China.

World Corporate Golf Challenge

• Licensing rights to the Irish market with opportunity to acquire the global franchise.

Sports Boulevard Foundation - KSA

• Riyadh’s $8bn urban regeneration project;
• Working on commercialisation strategy for world’s largest urban regeneration project.

Neom - KSA

• Business plan for Neom COEX facility;
• Benchmarking analysis;
• Liaison with design team;
• Demand analysis;
• Location assessment;
• High-level P&L.

Qiddiya - KSA

• Commercial plan for four planned sports facilities at Qiddiya:
  -   High performance centre;
  -   Sports hub;
  -   Athletics facility;
  -   Combat centre.
• Benchmarking against global best practice;
• Analysis of demand from both elite athletes and local community;
• High-level P&L.

Paris 2024 - Olympic Games

• Operate the hockey venue for the Paris 2024 Olympics.

Isle of Man TT - UK

• Market analysis;
• Analysis of the revenue uplift & cost savings from venue redevelopment;
• Redevelopment projected to deliver over 300% increase in revenues;
• Reorganised sponsorship structure & pricing;
• Insights fed into design of new grandstand.

KEY DATA:

Existing revenues
£2.5 million in incremental revenue identified from new development.

New Revenues
£400,000 in incremental revenue identified even without development.

Finance
Redevelopment shown to be highly attractive from a project finance perspective.

MiSK CITY - KSA

• Feasibility study for new MiSK City COEX;
• Demand analysis;
• Liaison with architects;
• Development of potential event calendar;
• Revenue projection;
• Operating cost analysis;
• High-level P&L;
• Financial ratio analysis.

KEY DATA:

20 years
Study included 20-year P&L forecast

First ever
Recommeded first ever naming rights sale for a COEX in KSA

IRR Analysis
Financial Model included NPV, RoI & IRR Analysis

Global
Centre will host the annual MiSK Global Forum

New Attraction - Singapore

• Analysis of Singapore tourism industry;
• Developed customer segments and archetypes;
• Place & activity gap analysis - SEA tourist attractions;
• Benchmarking competitor attractions;
• Developed concept & building program;
• Developed commercial model, visitation, ticketing, operational costs & revenue projections;
• Developed a range of activation touch points.

Nanjing Indoor Ski Resort - China

Event strategy;

Commercialisation strategy;

Additional facilities requirement to enable commercial plan;

365-day event and program activation;

Promotion's strategy;

Advice regarding snow track certification;

Manilla Airport

• Customer analysis;
• Commercial and scenario planning for phase redevelopment;
• Defined mix of retail duty free, F&B & other commercial;
• Developed a range of new customer touch points;
• Outlined both operational quick wins & strategic long-term requirements.

Luzhniki Olympic Complex - Moscow

• Feasibility Study for the Luzhniki Sports Complex;
• Study included development of commercialization strategy;
• Project included estimates for naming and other key commercial rights;
• Optimal commercial structure proposed;
• Developed a content schedule for all venues.

Al-Faisaly FC - KSA

• Saudi Professional League Club;
• Revenue generation report;
• Recommendations on potential new stadium.

KAFD - KSA

• Feasibility study into multi-purpose indoor arena on KAFD site in Riyadh;
• Full macroeconomic analysis;
• Competitor analysis;
• Event calendar development with input from promoters;
• Analysis of all relevant revenues;
• Cost of sales development;
• Liaison with cost consultants on capex;
• Input to design team on specification:
  -   Hospitality facilities;
  -   Parking;
  -   Catering offering.
• Financial model including financial metrics:
  -   RoI
  -   NPV
  -   Debt, equity and project IRR

Roshn - KSA

• Feasibility study for EIF into multi-purpose indoor arena on ROSHN site in Riyadh;
• Macroeconomic analysis;
• Competitor analysis;
• Transport review;
• Event calendar development with input from promoters;
• Analysis of all relevant revenues;
• Cost of sales development;
• Liaison with cost consultants on capex;
• Input to design team on specification:
  -   Hospitality facilities;
  -   Parking;
  -   Catering offering.
• Financial model including financial metrics:
  -   RoI;
  -   NPV;
  -   Debt, equity and project IRR.

Taif - KSA

• Feasibility study for EIF into multi-purpose indoor arena in Taif;
• Macroeconomic analysis;
• Competitor analysis;
• Event calendar development with input from promoters;
• Analysis of all relevant revenues;
• Cost of sales development;
• Liaison with cost consultants on capex;
• Consideration of incorporation of conferencing facilities;
• Input to design team on specification:
  -   Hospitality facilities;
  -   Parking;
  -   Catering offering.
• Financial model including financial metrics:
  -   RoI;
  -   NPV;
  -   Debt, equity and project IRR.

Jeddah - KSA

• Feasibility study for EIF into multi-purpose indoor arena in Jeddah;
• Macroeconomic analysis;
• Competitor analysis:
  -   Superdome;
  -   SEVEN Entertainment Black Box developments.
• Event calendar development with input from promoters:
  -   Rotana;
  -   MDLBST;
  -   360;
  -   AEG / ASM Global;
  -   Live Nation.
• Analysis of all relevant revenues;
• Cost of sales development;
• Liaison with cost consultants on capex;
• Input to design team;
• Hospitality facilities;
• Financial model including financial metrics.

Rotana Group - KSA

• Riyadh multi-purpose indoor arena;
• Feasibility study;
• Market and macroeconomic analysis;
• Arena capacity and event schedule;
• Site analysis;
• Financial analysis;
• Recommendations.

Makkasan Complex - Bangkok

• Competitor, consumer & market analysis;
• Defined the mix of building program & evidence to support sizing / mix;
• 10-year commercial framework from COEX & Theatre;
• Defined the visitor proposition;
• Customer journey mapping;
• Concept development for master plan integration & activation;
• Commercial revenue estimation.

Toyota Alvark Arena - Tokyo

• Vision to align with stakeholder needs - early phase feasibility;
• 6-year commercial framework;
• Four operating model scenarios;
• Defined mix of commercial program, capacities & facility inputs;
• Defined experience design principles;
• Developed individual customer experiences;
• Outlined operating model scenarios.

VTB Arena - Russia

• Full feasibility study for the complex (football stadium, indoor arena, sport academy, park);
• Revenue projections for both arena;
• Integration strategy with Dynamo Football Club and other sport tenants;
• Identifying potential tenants for the academy;
• Sample event calendar for both arena and the park;
• Event and non-event day operational structure;
• Catering strategy.

Rostov Arena - Russia

• Full feasibility study for the legacy mode;
• Estimation of commercial and naming rights value;
• Detailed market research on football and other content for the arena;
• Sample content schedule;
• Integration strategy with the resident football club team;
• Identifying tenants for areas under the stands and alternative use opportunities.

Spartak Arena - Moscow

• Planned multi-purpose indoor arena next to Spartak FC stadium to serve Moscow’s 12 million population;
• Feasibility study for new venue;
• Planned to host a range of sports & entertainment events;
• Recommendations included a focus on hospitality rather than rental revenues;
• Proposed design includes eight separate hospitality offers.

Home of Table Tennis

• New dedicated 8,000 capacity venue;
• Benchmark studies & analysis of ITTF regulation and guidelines;
• Defined arena capacities and facility inputs to house WTT events;
• Defined arena functions & business content ratio;
• Developed high level strategic event plan & calendar to drive venue utilisation;
• Defined type of operating models.

Wembley Stadium - London

• Crowley managed the sales program for the new Wembley Stadium;
• Initial FA business plan unable to raise the finance with estimate of US$560m in commercial rights sales;
• After research & Populous redesign, Crowley’s team developed a revised commercial program including a 10-year premium seat license, the first in Europe and projected US$1bn in sales;
• Crowley’s sales team subsequently delivered contracted revenues of US$1.1bn.

KEY DATA:

Boxes & Premium Seats
160 Boxes & 15,000 Premium Seats

US$560m
Projected Revenues in FA Business Plan

US$1bn
Projected Revenues After Redesign

US$1bn
Revenues Delivered

Maracanã Stadium - Rio de Janeiro

• Crowley led the consortium that secured the 35-year contract for construction, commercialisation and operation of the famous Maracanã Stadium and arena complex in Rio de Janeiro, Brazil;
• Maracanã Stadium successfully hosted the FIFA World Cup Final in 2014;
• Recommended commercialisation strategy;
• Subsequently delivered sales program based on strategy proposed;
• Role involved the sale of sponsorship and hospitality to the venue and the complex.

KEY DATA:

35 year
Construction, commercialisation & operation

$20m
Revenue secured

300% Increase
In revenue from old stadium

World Cup Final
Hosted 2014 FIFA World Cup Final

Galatasaray FC Stadium - Istanbul

• Galatasaray FC moved from the 24.000 seat Ali Sami Yen Stadium to the 53.000 seat Turk Telekom Arena;
• Extensive market research was carried out to develop box and VIP seat and season ticket packages and pricing;
• Diarmuid Crowley was responsible for recruiting a local sales team - sales targets achieved 3 months after stadium opened in Jan 2011;
• Proactive sales approach - 50% of purchasers were new customers;
• 157 boxes, 2,500 VIP seats sold;
• Sales in season tickets rose from 9,400 to 16,200 (72%);
• Annual revenue from boxes and VIP seats 300% higher compared to old stadium;
• Achieved $77.5 mil. in box and VIP seat revenues, $17 mil. from regular season tickets – exceeding the clubs original revenue target by over 60%;
• Results achieved despite Galatasaray having their worst season on the pitch in its 105-year history in 2010/2011.

KEY DATA:

-$9m
Revenue figures at old Galatasaray Stadium

$30m
Revenue figures at new Galatasaray Stadium

72% Increase
Sales in season tickets

300% higher
Annual revenue from boxes and VIP seats compared to old stadium

Xi'an International Football Stadium - China

• Provided guidance on premium area design & capacities;
• Study included extensive research into potential non-match day usage;
• Development of design guidelines for commercial areas.

Super Stadium Membership

• Developed member proposition to combine two major Brisbane stadiums;
• Outlined membership proposition and benefits;
• Developed 15-year membership projection;
• Developed phasing strategy in line with potential venue enhancement;
• Developed individual member touch points.

Harlequins new Stadium

• New 25-30k seat stadium;
• PwC identified ~£7m of uplift;
• Populous identified ~£17.29m;
• Undertook performance, P&L & customer analysis;
• Developed commercial framework;
• All findings provided to Populous architectural team;
• Membership, hospitality, ticketing, additional events, precinct / non-match day, F&B, merchandise and sponsorship.