London Olympics provides huge shot in arm for local economy

Preparations for the London 2012 Olympic Games have brought millions of pounds into the South Yorkshire economy and improved levels of participation in sport, according to a report, by culture bosses.

Sheffield Council, with the involvement of the county's other three boroughs, launched its Lighting the Flame strategy in 2009, with a view to capitalising on the games and meeting a series of six other aims.

Those aims included increasing participation in sport and physical activity, supporting elite athletes from the region, attracting Olympic training camps and helping local business make cash from the event.

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In a report to Sheffield Council, the city's director of culture and environment Paul Billington says there have already been a "number of notable successes" with 18 months yet to pass before the Games begin.

He says: "The decision to host the 2012 Olympic and Paralympic Games in London represents an unprecedented opportunity for Sheffield and the city region.

"The event is being used to inspire the people of South Yorkshire to become more involved in sport, play and physical activity as participants, elite performers and as coaches and volunteers.

"A recent Sport England survey shows that Sheffield's adult particpation in sport and physical activity has increased by almost six per cent over the last three years.

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"During the same period, the national average increased by only 0.5 per cent. We now have the highest adult participation of any major English city and Sheffield is 3.5 per cent above the national average.

Mr Billington says that as well as encouraging increased levels of physical activity, preparations for the Games have yielded "significant economic benefits" with further opportunities in the future.

He adds: "International training camps (ITCs) are being procured, with over 20 hosted so far in the lead up to the games. ITCs bring a number of benefits ranging from economic to providing inspiration. In 2011, Sheffield will be hosting its largest ever major sports programme, comprising 60 major events. This will include English Open Table Tennis, European fencing and the UK School Games.

"It is estimated that the programme will generate an additional 7m to the local economy and a number of the higher profile events will be televised across the globe."

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Council sports chiefs believe increasing the region's sporting profile in this way will allow them to attract more training camps to add to those already booked by countries including the United States and Serbia.

So-called memorandums of understanding have already been signed with the American diving team, the Brazilian judo team and the Serbian Olympic organisers to hold their camps in the city in 2012.

Mr Billington adds: "As the London Games approach, international teams will move towards their final selection of host cities for training camps.

"Sheffield expects that the list of camps will grow over the coming months. The combined economic impact of there camps will be significant, both for sports venues and local businesses."

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Last week Brazil's top Olympic diver Cesar Castro visited Sheffield on the direct recommendation of the Brazilian Olympic Committee after members travelled to South Yorkshire late last year.

Cesar Castro, who spent time with young divers at Sheffield's Ponds Forge sports centre said: "The facilities in Sheffield are absolutely perfect. We have every-thing we need to dive here and more. Ponds Forge has the latest camera technology that we need to train.

"I hope to come back to here again to train before the Olympics in 2012. I am happy to raise awareness of diving here in Sheffield, because like in Brazil it doesn't have the high profile in Britain that football does."