We formed our Event Portfolio Working Group in December 2014 to develop a set of recommendations to put to the Executive Board.
But before we made any decisions or recommendations, we knew it was critical to agree some principles that would ensure we made the right decisions for the right reasons, keeping us on track when it came to the most difficult or issues.
Our Principles were:
1. Stand-out events: We had to create events that would produce the maximum drama possible and be able to cut through the noise - events that will really get noticed.
2. Simple and meaningful: The players, fans and our commercial partners needed to understand, engage and get involved with the events as easily and spontaneously as possible.
3. A predictable, regular calendar: We felt it was essential that everybody involved in hockey should be able to plan ahead and develop new habits - particularly our fans who wanted to see more of the games they love.
4. Opportunities to seeWe wanted fans to be able to see their team playing more often so they can build allegiance to their 'home team' and their 'home players'.
5. Focus on rivalriesThis was about increasing the number of games played between nations “with historical sporting rivalries” - and also ensuring we were playing the quality type of matches that most fans really wanted to see!
From the outset we agreed that every event in our new portfolio had to meet not one, but all of the principles we drew up.
Our consultation process…
Never in the history of hockey have we consulted so thoroughly with so many people from different stakeholder groups and different backgrounds in different countries. We held meetings, workshops and conference calls, presenting early drafts and many, many amended drafts - including concepts that were completely discarded along the way.
Three years of research, consultation and development with more than 600 individuals, including athletes, National Associations, Continental Federations, major broadcasters, the International Olympic Committee, individuals at Continental Federation congresses, officials and umpires, FIH Committee and Panel members and FIH staff.
In addition to this, we invited Deloitte (international specialists in audit, consulting, financial advisory, risk management and tax), to provide extensive support in developing the financial modelling for the new portfolio of events.