HOST CITY: Rights holders, hosts and organizers of mega sports events have a number of requirements and expectations about the structure and content of opening and closing ceremonies. How do you balance these requirements, and how do you avoid ceremonies becoming formulaic?

Antonio Abete: Producing a sports event requires commitment, experience, creativity and managing skills. This is why the best companies in the world take the field when it’s time to organise these important ceremonies. Expectations are always high: sports ceremonies are among the most watched television events in the world. 

On average, more than 4 billion people watch Olympic ceremonies. These events are in charge of telling the story of the country, showing its traditions, celebrating its future. They must meet technical demands as well as the emotional needs of the television audience and live viewers. Finding the right balance it is not simple; for this reason, long experiences together with the will to experiment with creativity are essential. 

It is difficult to work in a stadium: there are a lot of limits, such as the field of play, which is untouchable. You need to be creative if you want to avoid banality and keep the viewers attention high. You have to think outside the box and interchange charged-up moments with poetic ones. The viewers will be able to feel a wide range of emotions thanks to the successions of performances. 

HOST CITY: How important for the host city are the opportunities that mega sports events present for hosting other concurrent events, such as cultural festivals and business events, and how can a host city maximise these opportunities? 

Antonio Abete: The host city has got a great opportunity to highlight and promote its heritage through the world. It is essential that the city works as the leader of the event and creates an appropriate structure for all the accessory events. The city should be the protagonist in order to allow the public to discover the resources of its land. During these events, sport is linked with social issues, politics, culture and the future of the society that it is representing. Host cities must be able to handle all these different aspects and adopt a long-term strategy to make the shows more successful. 

HOST CITY: How do you see event production changing in 2015 and beyond?

Antonio Abete: There are no specific trends or determined directions. We are a leading player in event history, and we are aware of what we offer and what we can produce. 

The events industry is influenced by trends, like every industry, mostly because of new technologies, which are now essential while creating and producing every kind of event. We have been the first one to try new strategies, find innovative instruments and changing the rules. We are one of the few companies in the world, and the only Italian company, to be licensed to organise Olympic Ceremonies. This makes us proud and encourages us in improving our services and our skills more and more. 

With growth in demand for temporary infrastructure set to continue to grow from one event to the next, innovation will be crucial to keep pace with this demand, according to senior officials at the International Olympic Committee (IOC) and the Union of European Football Associations (UEFA) speaking at the first conference of the Association of Global Event Suppliers (AGES).

“Temporary infrastructure is crucial for the operation of large events. The demand for such venue infrastructure for media, security, logistics, hospitality and fan zones is increasing from event to event,” said Martin Kallen, director of UEFA operations division and CEO of EURO 2016 SAS – the organisation responsible for all operational aspects of Europe’s biggest football tournament.

There are major business opportunities for suppliers of temporary infrastructure at the upcoming UEFA EURO 2016 in France, Kallen said.

The recently adopted Olympic Agenda 2020 will drive demand for temporary infrastructure, said Xavier Becker, Head of Venues, Infrastructure & Services at the IOC.

“The IOC wants to actively promote the use of existing and temporary infrastructure to contribute to more sustainable and cost effective solutions,” he said.

“Furthermore the IOC wishes to develop the awareness regarding temporary infrastructure and to promote an earlier engagement with the suppliers market.

"I would also encourage the industry to develop innovative solutions, and to think about new reusable large facilities to provide more flexibility for organizers.”

The need for innovation was also stressed by Kallen, who said “Suppliers need to fulfil high selection criteria. Quality, reliability and the capacity to innovate are key.”

The conference, which took place in Derbyshire, UK on 2 and 3 March, was the first gathering of members and associate members of AGES who, along with other industry experts, discussed the challenges and opportunities for temporary infrastructures and demountable venues for large events. 

The event was organized by AGES and hosted by Eve Trakway. 

“We want AGES to become the platform for the industry and establish a framework and forums to become an integrated part of the delivery solution for all key stake holders,” said Daniel Cordey, chairman of AGES.

“AGES will approach governmental bodies and organisers, who face the challenge of finding appropriate solutions, to explain the huge possibilities of the industry and to help develop true legacy plans for their events.”

Since being founded by 18 members in June 2014, AGES has almost doubled in size.

“Looking down the growing list of members it is very encouraging to see the incredible level of event expertise assembled around one table,” said Guy Lodge, an honorary member of AGES who has been involved in three major events in Russia, Scotland and Brazil.

“It drives home the challenges that the industry faces, around budget pressures, varying procurement practices and regulatory compliance”. 

AGES is a not-for-profit-making organisation based in Switzerland formed to become the label for quality and reliability for temporary infrastructure works for major events.

Its members are market leaders in the international event suppliers industry and front runners in the development of new products and services. Together they annually deliver services and works for close to 1.5 Billion EUR. 

AGES seeks to present the capabilities of the industry to governmental bodies, key stakeholders and organisers of large sports events, to develop standards and procedures, to facilitate interaction and to obtain cost-effective infrastructure solutions for future events. 

For more information, please visit www.ages.international or contact Daniel Cordey, Chairman of AGES at info@ages.international or by telephone +41 79 407 06 06

In an address to the Danish National Olympic Committee (NOC) Congress on Thursday, IOC president Dr Thomas Bach made it clear that the choice of host city is not an endorsement of a country’s political system, because the IOC is politically neutral.

He also explained how the Host City contract now prevents discrimination of athletes and binds the organisers of the Games to uphold international agreements applicable in the host country. 

The theme of the NOC Congress was called “Can Sport Save the World?” 

Bach said “Sport can neither save the world alone nor can it alone make the world a better and peaceful place. But sport has the power to contribute to a better harmonious and peaceful world.”

Sport can do this through the universal law of fair play, he said. “Regardless of where we practice sport, regardless of who is playing sport, the rules are the same. They are recognized worldwide. They are based on a common ‘global ethic’ of fair-play, tolerance and friendship. 

“This means in sport all people are equal. In order to be able to apply this universal law worldwide and to promote this global ethic sport must be politically neutral. If not, we could not ensure the equal treatment of all people without any kind of discrimination – sport would be torn apart by politics.

“We have seen this in the past with some political boycotts which did not serve any good purpose. Furthermore, boycotts are a fundamental contradiction to the spirit of sport depriving it of the means to work for peace, mutual understanding and solidarity.

“To be politically neutral does not mean to be apolitical. In fact in the past many people pretended falsely two things: Firstly, that sport has nothing to do with money. Secondly, that sport has nothing to do with politics.” 

While remaining politically neutral, the IOC must consider the political implication of its decisions, Bach said. 

“This is most obvious when it comes to choosing the venues for major sports events, above all for the biggest and most important of these, the Olympic Games. Because already a candidature for the Olympic Games draws the world’s attention to the candidate country. This is even more true for the host country with the additional economic implications and investments. 

“Choosing a host city does not mean that the IOC necessarily agrees with the political and/or the legal system in the host country. It does not mean that we agree with the death penalty or with discrimination, just to give two examples.

“It means however that in every country where we organize Olympic Games, we want to send the strong message of tolerance, respect and fair play. It means that we require compliance with all the values of the Olympic Charter for all participants at the Olympic Games.”

Bach gave examples, such as how the IOC asked for and received assurances that Russia’s law prohibiting the public promotion of homosexual orientation would not apply to any of the participants of the Olympic Games. 

He also cited how the IOC raised the issue unpaid migrant workers on the Olympic sites, leading to more than 500 companies being investigated and more than US$ 8m in unpaid wages being paid to 6175 workers. 

In another example, he pointed out that the IOC made the internet fully accessible to all participants of the Youth Olympic Games in Nanjing. 

Agenda 2020 has created a new clause in the Host City Contract that “the organization of the Games must comply with local, regional and national legislation and international agreements and protocols applicable in the host country with regard to planning, construction, protection of the environment, health and safety and labour laws.” 

And through its Agenda 2020 review, the IOC has amended the Olympic Charter to state: “The enjoyment of the rights and freedoms set forth in this Olympic Charter shall be secured without discrimination of any kind such as race, colour, sex, sexual orientation, language, religion, political or other opinion, national or social origin, property, birth or other status.” 

Bach said this language “mirrors the text of the United Nations Universal Declaration of Human Rights.” 

“It is the responsibility of the IOC to ensure the application of the Olympic Charter at the Olympic Games. At the same time we must acknowledge that we have neither the mandate nor the capability to change the laws or the political system of a sovereign country.”

The full text of the speech is available here.

HOST CITY has launched “HOST CITY 2015: The Largest Meeting of Cities and Sports, Business and Cultural Events” – a major conference and exhibition to take place on 9 and 10 November 2015. 

With 100 per cent attendee satisfaction, HOST CITY: Bid to Win in 2014 was acclaimed as the optimal setting to network with and learn from peers in the business of hosting major events. 

The HOST CITY 2015 Bid to Win ConfEx will again create a unique dialogue between cities and rights holders of sporting, cultural and business events, on a bigger scale than ever before. 

The 2015 conference will focus on how cities and rights holders can work together to deliver successful, safe and sustainable sporting, cultural and business events. These range from mega events such as the Olympic Games and World Expos to major business, scientific and cultural events. 

HOST CITY 2015 is set to include VIP speakers from event owners: IOC, CGF, FIFA, sports federations, BIE, MTV, EU Capital of Culture, Rock in Rio, major scientific congresses; city event leaders from Brazil, Canada, China, France, Germany, Italy, Kazakhstan, Japan, Qatar, Russia, South Africa, Spain, Sweden, USA and many more.

In an increasingly competitive global market, cities are hosting a wider range of events to attract a greater share of global trade and investment. HOST CITY 2015 provides the platform for them to work together to attract, build and host the greatest events in the world. 

Rights holders will announce plans for their events and share insights on bidding for and hosting their properties. Cities will share their experiences of building a portfolio of sports, business and cultural events that attract investment and benefit society. 

With a mix of panel discussions, keynote addresses and case studies focussed on mega events, transport, security, business and cultural events, HOST CITY 2015 highlights the issues and opportunities facing everyone in the business of city events.

Press coverage of HOST CITY Bid to Win 2014 included: The Telegraph, Daily Mail, O Globo, Bloomberg, Associated Press, ESPN, Fox Sports, USA Today, Huffington Post, Star Africa, Yahoo, China Sports, Indian Express, Yomiuri Shimbun, Sports Illustrated, Washington Times, Kyiv Post, La Gazzetta Dello Sport, Omnisports, MSN, beIN Sports, Eurosport, Fox Sports, with media partners SportCal, Around the Rings, iSportConnect and widespread social media coverage on #HostCity.

“We were very pleased with the overwhelmingly positive reaction to Bid to Win and very proud to present the HOST CITY 2015 Bid to Win ConfEx,” said event chairman and editorial director Ben Avison.

“The world’s most highly regarded speakers will cover all aspects of bidding for and hosting major events.

“We look forward to welcoming you to HOST CITY 2015: Bid to Win, The Largest Meeting of Cities and Sports, Business and Cultural Events on 27-28 October.”

To download the latest agenda visit www.bidtowin-hostcity.net

Book your place and discuss sponsorship and exhibitor opportunities with Adam Soroka on +44 (0) 203 077 8732 or adam.soroka@bric.com 

HOST CITY: Does culture have a prominent enough role within the Olympic Games now?

Helen Marriage: I think it’s great that there should be a cultural aspect to the Olympic Games, but competitive art is not how the world is these days. There’s a sense in which art does different things from sport, and that whole thing about winners and losers isn’t really how most artists would think. 

What you’re dealing with in terms of the Olympics is a very big machine, which is very dedicated to the concept of winning and losing. I think a rebalancing of the significance of art and sport would be really interesting, though whether that can be achieved easily I have some doubt. 

The thing about art that differentiates it from sport is the uncertainty. If you are running a sport event, you don’t know who’s going to win but you know what the format is – there are rules and regulations. 

I think that London went as far as it is possible to have gone currently in terms of getting culture to be taken seriously as part of the Olympic effort.

HOST CITY: What was the cultural highlight of the Olympic Games for you?

Helen Marriage: I would of course say the project that we did for London 2012, by the director Deborah Warner and actor Fiona Shaw called Peace Camp. It was described by the New York Times as a “refugee camp from heaven” epitomising the story of the Olympics. It was a series of nine installations around the coast of the UK that welcomed visitors through the great poetry of our land. It was a beautiful, quiet, contemplative piece that showcased Britain as an island nation and it was really lovely.

There were really lovely things in London like Piccadilly Circus Circus, which was the opposite, with thousands of people and lots of energy. But the thing I loved about what we did was that it was the opposite of competition – it was really far away from London and you had to make an effort to get there. 

HOST CITY: What’s your opinion of public art projects like the Arcelor-Mittal Orbit?

Helen Marriage: I completely understand the motivation for doing it, to build something that was there during the Games and would be there for legacy. It’s not necessarily to everyone’s taste, but those monumental sculptures are always interesting and provoking debate is part of the function of art anyway. 

The thing about art is that it’s non-competitive – it’s about how an extraordinary, surprising, magical, unlikely idea can be conjured out of nothing. 

Money spent is money spent, but all these things – sport, art, music and religion are all manifestations of our culture and it’s always great to do so as a public voice.

HOST CITY: What are the benefits of artistic events and installations for the people that live in cities? 

Helen Marriage: There’s always the thing about looking at your city differently; and they can attract inward investment. 

If you look at something like poppies at the Tower of London for Remembrance Day that’s an artwork; it started very quietly. It’s a really simple idea, it’s made millions of pounds for charity, five million people have been to see it, it’s created a real buzz and sense of destination, it was moving to people. Whether you think it is great art or not is not the point – it’s that it captures public imagination.

HOST CITY: You played a pivotal role in bringing Rugby Sevens into the Olympic Programme. How important was your role on the NOC in achieving this? What challenges did you face and how were they overcome?

Bernard Lapasset: Our successful bid was founded on a strong desire for the rugby family to be reunited with the Olympic family. We wanted to be a part of the Olympic Games because we share the same values as the Olympic movement and we felt that we had an exciting and compelling proposition for the Olympic Games with Rugby Sevens. 

We also believed in the great opportunity that Olympic Games inclusion would provide our sport – an opportunity that we are now very much realising s we reach out, engage and grow in new markets. Our successful bid was based on the merits of an exciting, youthful and dynamic sport and a family united behind the bid, rather than the influence of any individual. Excitement is growing and we have no doubt Rugby Sevens at Rio 2016 will be a spectacular and memorable event. 

HOST CITY: You also played a central role in bringing the 2007 Rugby World Cup to France. Do you have any advice for countries contemplating bidding for World Rugby events?

Bernard Lapasset: Rugby World Cup is one of the world’s most prestigious and popular major sports events and a major driving force behind the development and prosperity of Rugby worldwide. As a low-risk, high-return event, Rugby World Cup is an attractive proposition for prospective host nations. 

It delivers multiple economic, tourism and social benefits, while using existing infrastructure. We are yet to formally launch the Rugby World Cup 2023 tender process, but we are already seeing great interest from nations who want to host the event, which underscores the strength of the Rugby World Cup brand in the global marketplace. We are also seeing great hosting interest in our major men’s and women’s Rugby Sevens properties and are looking forward to new host locations being introduced to our own record-breaking World Series in 2015/16. 

In terms of specific advice, Rugby is a sport of teamwork and across all World Rugby events partnership in delivery is key. A strong partnership between government, the host union and World Rugby is vital to successful delivery.  I would also say, plan early, the legacy opportunity begins the moment the rights are awarded and delivering sustainable growth is central to maximising the hosting opportunity.

HOST CITY: England and Japan are very different hosts, for 2015 and 2019. What do you expect these host nations to bring to the sport?

Bernard Lapasset: Both events provide us with exciting opportunities to cement Rugby as a major global sport, but for very different reasons. England 2015 will be a box-office hit, a record-breaker in terms of attendance, viewership, engagement and commercial income. It will be the financial driving force behind our ambition to reach participation levels of over 9 million in the next five years. Japan 2019 will underscore our commitment to grow rugby outside of its traditional heartlands, it will, and already is, opening opportunities in Asia to inspire participation and attract new audiences and partners.

HOST CITY: How significant is the rebrand of IRB to World Rugby in terms of the globalisation of the sport?

Bernard Lapasset: The name change and rebrand reflects our clear mission to grow the global family and is a statement of intent that we are not just an organisation that regulates and funds the sport, but one that also inspires and is inclusive. Through this rebrand we have been able to build a stronger connection with existing audiences – those who know and love the sport – while also reaching out, attracting and engaging new audiences worldwide. 

The rebrand included a new digital and social media approach and what we are seeing is an appetite from fans to engage with us in a different way – they feel part of World Rugby and they want to be a part of our journey. That is really exciting.

HOST CITY: Major sports federations are under intense scrutiny from the media. How important are integrity and fair play in upholding the value of a sport, and how do you see this being achieved in World Rugby?

Bernard Lapasset: We are a sport that is centred around character-building values – values of respect, integrity, discipline, passion and solidarity. Whether it is attracting new young players to the sport, respect for the referee and your opponents or maintaining a level playing field through robust anti-doping and anti-corruption education, everything that we do is geared towards educating the next generation on our unique values and how to live, promote and preserve them.

SportAccord Convention has announced that Repucom will once again be the Official Marketing Research Partner for this year’s World Sport & Business Summit taking place from 19-24 April 2015 at the Sochi Expocentre, Sochi, Russia.

“We’re delighted to be partnering with SportAccord Convention for another year; an event that clearly shapes the sports landscape annually.” said Paul Smith, Repucom Founder and CEO. “Equally, Repucom strives to help clients navigate the sports and entertainment sector – through research, analytics and insights – ultimately delivering solutions connected to these three pillars. Being a partner of SportAccord Convention brings us closer to the equation.”

Repucom’s connected solutions allow businesses to better understand and connect with their audiences and customers through media, sponsorship and communication.

Nis Hatt, Managing Director, SportAccord Convention commented, “As the research and consultancy provider for top brands and organisations in the sports world, Repucom is ideally positioned to take the pulse of the industry.”

Over the last year, a key development for Repucom was the work in Government, Tourism and Events, helping their partners to achieve a range of objectives including revenue increases for rights holders.

This year, Repucom are going a step further, and taking a more holistic approach in delivering solutions, supported by more than 30 years of experience and using the tools they have access to globally.

The SportAccord Convention World Sport & Business Summit is a unique opportunity for key decision-makers in sport to engage with business leaders across 25+ industry sectors. The 6-day event features a 3-day Conference, dynamic exhibition, LawAccord, City Forum, the SportAccord Convention Village and Sports Demo Zone, as well as hosting the annual general meetings of governing bodies of world sport.

For more conference information, including the Official Schedule and Conference Programme, or to register as a delegate, visit www.sportaccordconvention.com.

A partnership between Balfour Beatty and Places for People has been awarded a contract to create 1,500 new homes on the Queen Elizabeth Olympic Park.

With property prices spiralling in the UK capital, up to 30 of the housing is to be affordable and 500 properties will be for rental. 

“This is the most successful and fastest growing city anywhere in Europe, and it is absolutely vital we provide thousands of new houses to allow people to live close to their places of work,” said Boris Johnson, mayor of London.

“I am thrilled to confirm we have now appointed high quality developers to help bring forward plans for these important new neighbourhoods on our iconic Queen Elizabeth Olympic Park, a whopping six years ahead of target.” 

The joint venture between Places for People and Balfour Beatty was awarded the contact through a competitive process involving a shortlist of six other candidates.

“We are delighted by the high quality of the bid from Places for People and Balfour Beatty, which offers exciting opportunities for local people, businesses and Queen Elizabeth Olympic Park,” said David Goldstone, chief executive of London Legacy Development Corporation, responsible for redeveloping the park.

Over the next eight years, Balfour Beatty is to invest up to £35 million in the project – 50 per cent of the equity required. 

Balfour Beatty is to deliver the entire construction aspect of the property development, which it anticipates will create approximately £400 million of revenue. 

“I look forward to continuing our strong partnership with the London Legacy Development Corporation to ensure that commitments made as part of the London 2012 Games are delivered by not only creating new communities but also new jobs, and apprenticeships for young people wanting to join the growing infrastructure sector,” said Leo Quinn, chief executive of Balfour Beatty Group.

“With our partner, Places for People, we are very excited to be able to create these new, vibrant, sustainable communities for East London.”

Two new neighbourhoods are to be created, East Wick and Sweetwater, both at the western side of the park.

The designs include terraced and mews houses, in keeping with London’s residential architecture.

850 new homes and a primary school will be built in East Wick, in the north west of the Park next to Hackney Wick and the digital quarter, Here East.

650 new homes, a primary school and a health centre will be built in Sweetwater, in the south-west of the Park near Old Ford and the Copper Box Arena.

"This is East London's moment and it's our big moment too and we are thrilled to have been selected to be part of the transformation of Queen Elizabeth Olympic Park,” said David Cowans, chief executive of Places for People. 

“With our partner, Balfour Beatty, we have the perfect opportunity to work with the London Legacy Development Corporation to create a truly unique and exciting place to live.”

The project is set to be complete by 2023, bringing the new housing to the park six years earlier than scheduled in the original legacy masterplan. 

The International Volleyball Federation (FIVB) today announced a partnership with the Beach Major Company to assist with running and promoting FIVB World Tour events including the Season Final and the Major Series. 

Swatch also today renewed its sponsorship of these events.

The Beach Major Company is a joint venture between Red Bull and Hannes Jagerhofer, founder of ACTS Group, who have been cooperating closely for 20 years. 

Soft drinks manufacturer Red Bull, with its slogan “Red Bull gives you wings” has emerged in recent years as a major player in event management and marketing. Jagerhofer has promoted and staged many volleyball events. 

“This new partnership is the next step in the FIVB’s mission to ensure that volleyball is the world’s leading family sport entertainment through engagement, innovation and universality,” said Dr Ary S. Graça, president of the FIVB. 

“Like the FIVB and volleyball, Red Bull is a dynamic, global brand and I look forward to working together to ensure that the FIVB’s beach volleyball events are a memorable spectacle for fans around the world.

“Red Bull is unrivalled in its marketing expertise. In combination with the Red Bull Media House with its outstanding network and knowledge of content production and distribution – this makes them an ideal partner for the FIVB. We are also delighted to be working closely with Hannes Jagerhofer – a renowned promoter who has set the benchmark for staging world-class volleyball events for many years. 

“Finally, today we are announcing the renewal of the relationship between beach volleyball and one of the most respected sponsors in sport – Swatch. These are all incredibly prestigious partners for the FIVB and I look forward to working closely together to ensure that volleyball continues to lead through innovation as the number one family sport entertainment in the world.” 

The joint venture has committed to “long term backing” of the FIVB and is expected to significantly expand the Major Series, which has three events in 2015: Porec, Croatia; Stavanger, Norway and Gstaad, Switzerland.

"The Swatch Beach Volleyball Major Series, together with the FIVB as the world governing body, was created to push beach volleyball to an entirely new level and position it on the world's stage of top global sports,” said Hannes Jagerhofer, CEO of the Beach Major Company.

“Only with the strong support of the International Federation, which is entirely responsible for the sport’s progress, is it possible to realise the vision of the Major Series. 

“Bringing Swatch on board as title sponsor, which is not only a strong global iconic brand but also a year-long trusted partner, facilitator and driving force, is the best possible scenario for a new era in beach volleyball history.

“To top it off, the Red Bull Media House, known for its award winning live productions, innovative content creation, action sports series and top ranked social media community will be committed to delivering new standards in beach volleyball production, distribution and entertainment.” 

2015 promises to be a high profile year for the sport, with the 2015 FIVB World Tour marking the start of the second qualification process – alongside the Continental Cup – for the Rio 2016 Olympic Games. 

Hosted on the iconic Copacabana Beach, beach volleyball is set to be the signature event of Rio 2016.

The Sainsbury’s Anniversary Games is to return to London’s former Olympic Stadium from 24 to 26 July 2015, Mo Farah announced on Monday. 

And from 2016, British Athletics will host a month of athletics in the stadium in an annual “festival” under a 50-year agreement. 

The 2015 Sainsbury’s Anniversary Games will include a two-day Diamond League meeting on Friday 24 and Saturday 25 July, with the Sainsbury’s IPC Athletics Grand Prix Final taking place on Sunday 26 July.

Double Olympic 10,000m and 5,000m Champion Mo Farah returned to the former Olympic Stadium on Monday to launch the event, which is due to take place in the iconic venue at Queen Elizabeth Olympic Park.

“It’s fantastic that the Sainsbury’s Anniversary Games is planning to return to the former Olympic Stadium this summer and I can’t wait to get back on this track to compete, at what will be a stunning celebration of athletics,” Farah said.

“The atmosphere will be amazing and I’m sure it will bring back the memories of London 2012 and the inaugural Sainsbury’s Anniversary Games in 2013.

“I hope the British public will be as excited as I am about this event, and will come out to support the athletes. I’m sure it will be the best outdoor meet this year and a great send off to the World Championships.”

Tickets are due to go on sale at the end of April and demand is expected to be high. All 65,000 tickets for the 2013 anniversary Grand Prix athletics on 26 and 27 July sold out in just 75 minutes.  

“Seeing the likes of Mo Farah return to the Olympic Stadium for the Sainsbury’s Anniversary Games will be one of this year’s monumental sporting events,” said Tara Hewitt, head of sponsorship at Sainsbury’s.

On 26 July, Paralympic stars from all over the world are to compete at the stadium and the London Aquatics Centre. The events will coincide with National Paralympic Day and the Mayor of London’s Liberty Festival.

“I am excited to announce that National Paralympic Day will be returning this year with elite sports competitions in both Swimming and Athletics, as well as lots of fun, family-friendly activity on the Park,” said Tim Hollingsworth, chief executive of the British Paralympic Association.

“Over 50,000 people have taken up the chance to come to the Park to be part National Paralympic Day over the past two years and relive the wonder of the London 2012 Paralympics.”

The stadium is currently closed as work continues to transform it into the new national competition centre for British Athletics in 2016 and the permanent home of West Ham United FC. 

The stadium, designed by Populous, is currently being reconfigured from its Olympic Games mode to optimise it for hosting several events later this year including the Sainsbury's Anniversary Games and five Rugby World Cup matches.

Under an agreement with British Athletics, the stadium will host athletics competitions for one month of every year from 2016 for fifty years. 

“The Sainsbury’s Anniversary Games this summer will mark the start of new athletics legacy at the former Olympic Stadium,” said British Athletics Chief Executive, Niels de Vos. 

“For one month a year the Stadium will be the beating heart of athletics in this country and we want the nation to get excited about it and be part of it.

“As well as hosting the best international competitions in the world we need to create a two, three or four-week festival where that stadium is buzzing with athletics and fans every day.”