Business challenges when organising a major sporting event: Rugby World Cup 2015

A seminar as part of the Birkbeck Sport Business Centre Public Seminar Series

Given by: Neil Snowball, Operations Director, Rugby World Cup 2015

B20 Lecture Theatre
Main Birkbeck Building
Torrington Square
London WC1

Tuesday 21 April 2015 at 6pm

For directions click here

Attendance at the event is free but you need to register here


With a record level of demand of 5 million applications for match tickets, England Rugby 2015 is expected to fulfil the expectation raised by the economic impact study undertaken by Deloitte consulting company in 2008. More recently, the EY report (2014) highlighted that the 2015 tournament is expected to generate total revenues of £2.2 billion following on from an investment of £85 million in infrastructure. Accordingly, this edition of the Rugby World Cup is expected to attract more international visitors than any previous Rugby World Cup and the organisers believe this will affirm the low risks and high-return attractiveness of this major event for future host countries of the tournament. Within this context, in this Birkbeck Sport Business Centre Seminar, Neil Snowball, Operations Director of the England Rugby 2015 tournament, will discuss the business challenges, both commercial and operational, in putting on such a major sporting event in the UK.

We are particularly pleased that Neil has agreed to speak at Birkbeck with only 150 days to go before the start of the tournament and to offer us the most recent insights on the tournament organisation preparation.


Neil Snowball is Director of Operations for England 2015 which is the organising committee of the Rugby World Cup that will be held in England and Wales in September and October 2015. Neil joined the organising committee in December 2012 and is responsible for the full range of tournament operations including Transport, Technology and Security through to Host City and Match Venue operations and delivery of the match schedule. Prior to joining England 2015 Neil was Head of Sport Operations for the London Olympic and Paralympic Games from 2007 to 2012 and before that spent 8 years as Global Head of Corporate Wellness at Goldman Sachs International.

Neil is a member of the Surrey County Cricket Club Business Advisory Group and is a guest lecturer at De Montfort University. He lives in Surrey and Cornwall and is married to Sue and they have a son, Rory.


Deloitte (2008) Deloitte Report – Potential economic impact of the Rugby World Cup on a Host Nation, available at:

EY (2014) The economic impact of Rugby World Cup 2015, available at:$FILE/EY-rugby-world-cup-final-report.pdf

For further details of this seminar contact:

Dr Giambattista Rossi on:

For further details on this seminar series contact:

Sean Hamil

Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

Twitter: @Birkbecksport

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