Event Bidding - Host City

2022 Games host must be "unique" - IOC

Prof Dr Ugur Erdener (L) and Dr Thomas Bach (R) at a reception for the World Archery Championships in Belek

Five cities have submitted their application files for the Winter Olympic Games by the deadline of Friday 14 March. The IOC Executive Board has until 9 July to select the successful candidate cities.

While safety concerns have exerted a major influence on recent hosting decisions, individuality will the critical factor for future host cities, IOC Executive Board member Prof. Dr. Ugur Erdener told HOST CITY.

The pool of applicants – Krakow, Oslo and Almaty, Lviv and Beijing – presents a strong emphasis on growth markets, with only one Western European city and none from America. This is particularly notable given that the 2022 Winter Olympic Games will be preceded by two editions in new territories.

“There was a very successful organisation in Sochi and everybody was very happy being there,” Erdener told HOST CITY. “It was one of the very best Olympic Games organised. The next Winter Games will be held in PyeongChang, and now we have potential candidates from Europe and Asia again.

“We will have to see their applicant files, their projects and some of their explanations and then we can have some ideas. At the moment we don’t have any idea of the projects details, budget et cetera.”

Under the new leadership of Dr Thomas Bach and his revitalised top table, the IOC is keen to uphold the value of its flagship events. “The Olympic Games is the top priority for the IOC and the Olympic Movement,” Erdener said.

However, this does not necessarily give an established, known host like Oslo an advantage. The IOC will always be interested in something new to promote.

“It should be a unique activity; it is very important that all Winter, Summer and Youth Olympic Games should be unique – this is very important for the IOC,” said Erdener. 

“We have to be more attractive, especially for TV – because TV is the most important factor for all kinds of sports facilities, especially for the Olympic Games.”

As President of the Turkish Olympic Committee, Erdener led Istanbul’s bid for the 2020 Olympic Games. “I congratulated my friends in the Tokyo team; it was a very fair competition and there was only one place for the winner for 2020.

“After having seen some delays in Rio 2016 project, probably some of our colleagues thought that a safe city would be better. As we all know, still there are some discussions about Rio project.”

IOC members will vote for the host city of the 2022 Olympic and Paralympic Winter Games during the IOC Session in Kuala Lumpur on 31 July 2015.

Prof. Dr. Erdener is also president of the World Archery Federation and president of the Organising Committee for SportAccord Convention, which takes place in Belek, Turkey from 6-10 April.

For the full exclusive interview with Prof. Dr. Erdener, register for HOST CITY and make sure you get the next issue.

FIFA seeks single host for two Women’s World Cups

The draw for the FIFA U-17 World Cup 2014 took place in December 2013 in the host nation of Costa Rica. Photo: FIFA U-17 Women's World Cup LOC

Countries interested in hosting a FIFA event are now spoilt for choice. FIFA has invited its 209 member associations to register their interest in the Women’s World Cup 2019, Club World Cups from 2015 to 2018, Beach Soccer World Cup 2017, U-17 Women’s World Cup 2018 and the U-20 Women’s World Cup 2018.

With women’s football growing in popularity in recent years, FIFA will be particularly hopeful of a large number of members applying to host the Women’s events. “The development of football for girls and women remains one of FIFA’s top priorities,” it said in a statement on Thursday.

FIFA said it would prefer the Women’s World Cup and U-20s World Cup events to be hosted in one country. “In principle, FIFA would prefer the FIFA Women’s World Cup 2019 and the FIFA U-20 Women’s World Cup 2018 to be hosted and organised by the same member association.”

The Women’s World Cup 2019 will involve 24 teams, while 16 teams will compete in the U-20 Women’s World Cup 2018. 

“The FIFA Women’s World Cup has grown significantly in stature and significance over the last few editions. Now with 24 teams, it enjoys the second-biggest profile of all FIFA’s flagship events,” FIFA said.

“The FIFA U-20 Women’s World Cup is the second most important women’s FIFA event. The so-called ‘springboard for the stars’ tournament serves as a staging post towards the FIFA Women’s World Cup, not only for players but also for the hosts.” 

The Women’s World Cup 2010 in Germany holds the attendance record of 395,295 spectators, achieving an average global in-home audience per live match of 2.8 million. 

The bidding timeline for these women’s competitions requires the member associations that wish to host these events to submit a declaration of interest by 15 April 2014. The deadline for delivery of the hosting agreement together with all the signed bidding documents is 31 October 2014, with the final decision on the hosts currently scheduled to take place at the first FIFA Executive Committee meeting in 2015.

 

Club World Cups

After successful editions of the Club World Cup in the United Arab Emirates, Japan and Morocco – which will also host the 2014 edition– FIFA has also opened the bidding processes for the 2015-2016 and 2017-2018 editions. Two host nations will host the events for two years.

Member associations that are interested in hosting the event are invited to submit a declaration of interest by 30 March 2014. The complete set of bidding documents has to be provided by 25 August 2014 and the Executive Committee will select the host in September 2014.

 

Beach Soccer World Cup

2017 will mark the ninth edition of the biennial Beach Soccer World Cup. Sixteen teams will participate in the ten to 12 day final competition, which requires just one stadium. “The location of the venue should reflect the sun, sea and sand of the Copacabana beach, the birthplace of beach soccer,” said FIFA.

Member associations should declare their interest in the Beach Soccer World Cup by 15 April 2014 and submit their definitive bids, including all signed bidding and hosting documents, by 1 October 2014. The host will be appointed by the Executive Committee at its meeting in December 2014.

 

Olympic effect triggers interest in hosting Rugby Sevens

Hong Kong is just one of 25 expressions of interest in the Rugby Sevens World Series

The International Rugby Board (IRB)’s elite international Rugby Sevens events have attracted an unprecedented level of interest from potential host nations. 

As the expression of interest deadline closed on February 28, 25 Unions formally confirmed their interest in hosting a round of the HSBC Sevens World Series from the 2015/16 season. Fourteen Unions are also interested in hosting the men’s and women’s Rugby World Cup Sevens in 2018.

The level of interest underlines the global appeal of the newest Olympic sport. IRB Chairman Bernard Lapasset said: “This unprecedented response truly reflects the enormous prestige and appeal of Rugby Sevens in the global sporting market place ahead of our Rio 2016 Olympic Games debut.

“The submission features a blend of interest from every continent and includes existing and emerging Rugby markets. It reaffirms Rugby Sevens as a young, exciting and thriving sport that is reaching out, engaging and inspiring new audiences around the world.

"International Rugby Sevens is truly competitive, showcasing great skill and speed to full, vibrant stadia and strong and ever-growing global broadcast audiences and that is why we believe that Rugby Sevens will be a great fit for the Olympic Games and also why the Olympic Games will be great for Rugby.

“We look forward to collaborating with each interested party as we look ahead to the next phase of the process.”

The deadline for tender submissions for Unions interested in hosting Rugby World Cup Sevens 2018 need to submit tenders by 5 December 5 2014, with the IRB Council selecting the winning bid at its May 2015 meeting.

The deadline for formal tender submissions for hosting a Sevens World Series tournament is set for 27 June, 2014 and the 2015/16 Series hosts will be selected by IRB EXCO in October 2014.

The dual process follows a detailed strategic review of Rugby World Cup Sevens and the Sevens World Series hosting models and key overall considerations include growing hosting and participation opportunities for the 119 IRB Member Unions, tournament format, increasing Sevens-related global commercial model values, and for the series specifically, the number of events in the calendar. 

The full list of Unions that have expressed an interest to tender for IRB Sevens World Series 2015/16 is: Argentina, Australia, Brazil, Canada, Chile, China, England, Fiji, France, Germany, Hong Kong, Japan, Kenya, Netherlands, New Zealand, Portugal, Russia, Scotland, Singapore, South Africa, Spain, Switzerland, United Arab Emirates, USA, Wales. 

The list of Unions that have expressed an interest to tender for Rugby World Cup Sevens 2018 is: England, Fiji, France, Hong Kong, Netherlands, New Zealand, Portugal, Scotland, Singapore, South Africa, Spain, United Arab Emirates, USA, Wales.

IRB delighted by interest in 2023 Rugby World Cup

Key public figures in Ireland are highlighting the benefits of hosting the Rugby World Cup

The bidding process for the 2023 Rugby World Cup has yet to be announced but several countries have already expressed an interest, with key figures in Ireland and Argentina speaking out on the subject over the course of the week. 

Leo Varadkar, Minister for Transport, Tourism and Sport said in an interview with Newstalk that hosting the World Cup would be an achievable target for Ireland, with “at least 50/50” chance of winning a bid.

“It’s probably the biggest thing that Ireland can do, as a small country. You could never really have the Olympics in Dublin; we wouldn’t be able to do the Euros, but we could do the Rugby World Cup.

“New Zealand, which has inferior infrastructure, fewer people and is further away from the big rugby markets did really well.”

Varadkar also stressed that an Irish Rugby World Cup would be a profitable one. “There is a cost of upgrading some of the stadiums… and you do have to pay the IRB a big fee to host it – somewhere in the region of EUR 120m. If we can get more people than came to New Zealand then we can bring in the region of EUR 200m in tax revenues.”

The International Rugby Board (IRB) has not yet set its fees and the bid process is not expected to be launched until later in the year. Nonetheless, countries are positioning themselves early to bid for the event. 

Argentina’s IRB Council Representative Agustin Pichot confirmed in December 2013 that his country would bid for the 2023 event. England player Paul Tait is another longstanding proponent of an Argentinian Rugby World Cup as a way of internationalising the sport.

“With growth comes progress and for international rugby this has seen an increased awareness outside of the traditional strongholds,” Tait wrote on his blog this week. “The landscape will continue to evolve and having Argentina host Rugby World Cup 2023 would contribute to this by directly rewarding excellence and encouraging progress.”

Recent editions of the Rugby World Cup have loosely alternated between Southern and Northern hemispheres. The 2023 edition will follow two northern editions: England 2015 and Japan 2019. 

Whether the IRB will consider a FIFA-style continental rotation policy remains to be seen. The Rugby World Cup is the IRB’s main breadwinner, accounting for more than 90 per cent of revenues. 

And with the IRB investing more than £330m worldwide between 2009 and 2016, a solid financial return from the World Cup will be seen as a major priority to enable the development of the sport internationally – wherever the event is hosted.

Other nations interested in hosting the 2023 World Cup include South Africa, France, Australia and Italy. 

 

"Enormous prestige"

Speaking to HOST CITY from the IRB’s Dublin headquarters, head of communications Dominic Rumbles said “We are delighted that there is such a strong level of initial interest in hosting Rugby World Cup 2023.”

“To see such interest before the tender process has been launched further underscores the enormous prestige of the Rugby World Cup brand in the global marketplace.”

Explaining why there is such interest, he said: “Increasingly, governments and local agencies are seeing the event as a strong economic, trade, tourism, profile and feel-good platform and a means to inspire young people to get active, which is great.”

This view is backed up by Varadkar. “The most important thing from a government point of view is participation,” he said.

“More people are participating in sport than in the past – it’s around 47 per cent now, which is a big improvement. There are health benefits, psychological benefits and there are social benefits, and that’s why governments get involved in sports.”

Speaking to delegates at a Bandon Rugby Football Club event on Thursday, MEP Sean Kelly said a Rugby World Cup bid is “an opportunity for Ireland and we should do all we can to seize it.

“It could be a hugely historical all-island event, with massive economic and tourism benefits.”

The former president of the Gaelic Athletic Association emphasised the strength of the country’s infrastructure – a key consideration in evaluating bids for major sports events. 

“Ireland has excellent sporting facilities and proven ability to successfully host major sporting events, such as the Special Olympics,” said Kelly. 

“Ireland could easily accommodate the 377,000 or more visitors that the Rugby World Cup would bring to the country.”

IOC to make bidding process work better for cities

Gilbert Felli pictured at an IOC Executive Board meeting in Lausanne (Photo: IOC / Richard Juilliart)

The International Olympic Committee is reviewing its bidding procedure, with a renewed emphasis on the social, environmental and developmental goals of the bidding city and its country, Gilbert Felli confirmed on Thursday.

Speaking at the SportAccord Convention in Belek, the IOC’s Director of Olympic Games said: “The idea is that we want to shift the focus a little bit, in a way that we encourage potential candidate cities to tell us how they see the Olympic Games fitting best in their social environment, their long term development plans, with regard to sports and general infrastructure, to environmental protection – to get more diversity into the bidding procedure.”

Felli’s comments expand on the “Olympic Agenda 2020”, a key theme of which is to communicate the value of bidding for and hosting the Olympic Games.

The current two-phase procedure is being reviewed “to make sure the IOC does not ask too much too soon”. Concerns have been raised that too much information is requested at the applicant phase, deterring potential applicants. 

The reviewed process will also mean that information requested will be more focussed on the long term goals of the applicant, rather than on the event itself. “And in the end, to have it less a tender for a franchise and more an invitation to Olympic Games on the background of the culture and the perception of a sustainable development in the future host country,” said Felli.

Other proposals to broaden the appeal of bidding include reducing and controlling costs for bid cities, the possibility of joint bids from several cities in two or more countries, and reviewing the IOC’s requirements “to see how the Olympic Games could be awarded to cities in new territories and emerging economies”.

A strategic roadmap for LA's Olympic bid

The Los Angeles Memorial Coliseum is being renovated in 2018 (Photo: Christian de Araujo / Shutterstock)

As a distance swimmer, Janet Evans broke seven world records and won five Olympic medals. But she is in a different kind of race now, as vice chair and director of athlete relations at LA24 – the bid committee for Los Angeles.

Los Angeles is one of four cities bidding for the 2024 Olympic Games, along with Budapest, Paris and Rome. How these cities interpret Olympic Agenda 2020, the IOC’s “strategic roadmap for the Olympic movement”, will be crucial to their success.

Evans spoke with Host City at SportAccord Convention about how her city’s ambitions are aligned with those of the International Olympic Committee (IOC).

 

Use what you already have

A primary challenge for cities bidding for and hosting the Olympic Games is to have venues that are used an on-going basis in the city, while also being optimised for Games time. 

This is not only a logistical issue but also a financial and reputational one – so much so that the IOC, which holds the rights to the Olympic Games and brand, has placed venue sustainability at the heart of its strategy. 

The first of the 40 recommendations of Olympic Agenda 2020 states “The IOC to actively promote the maximum use of existing facilities and the use of temporary and demountable venues.”

Evans says, “It’s interesting that 97 per cent of our venues will be built before 2024 irrespective of our bid. A lot of new venues are already going up for various sporting events within southern California. The only permanent venue we’d have to build would be a new kayak venue.”

The iconic Los Angeles Memorial Coliseum served as the Olympic Stadium in 1932 and 1984 and would take centre stage again in 2024. Over the years the venue has hosted NFL, Major League Baseball, soccer and entertainment events in addition to regular sporting events staged by its owner, the University of Southern California (USC).

USC Athletics is funding a US$270m renovation of the Coliseum that is planned, Evans says, “irrespective of our bid”. These works are scheduled to take place between 2017 and 2019.

Another big conundrum for host cities is how to accommodate athletes during the Games. As with sports venues, possible solutions include building for legacy use, or using temporary or existing facilities. LA24 has opted for the latter, arranging for USC and the city’s other big university, UCLA, to accommodate athletes on its campus during the Games. 

“It’s a great place for athletes as there are a lot of training facilities,” says Evans. “A lot of our athletes in the US come through the university training system so we are very pleased with our choice of UCLA.”

 

Listen to the IFs

Another challenge faced by Olympic bidding and organising committees is to make sure their venue plans are in line with the priorities of the international federations (IFs) that govern Olympic sports. Many IFs have expressed frustration with the Organising Committee of the Olympic Games (OCOG) for Rio 2016, with construction running behind schedule. 

Olympic Agenda 2020 sets out to avoid this happening in future by determining to “enhance the role of the IFs in the planning and delivery of the Olympic competitions, including the study of transferring technical responsibilities from the OCOGs to the IFs.”

Evans says having most of the venues already built enables LA24 to focus on engaging with IFs during the bidding phase; and events like Host City and SportAccord Convention give bidding cities the opportunity to do so.

“It’s wonderful to be here to listen and learn and understand what federations would like to see in a bid and help bring that into our bid and understand things,” says Evans.

Between January and April 2016, Evans and LA24’s sports director Doug Arnot met with all 28 Olympic IFs to ask them about their priorities for their sports. “It was a real listening and learning exercise, so we could go home and take that back to our team and say, here’s what this IF would really like to see.

“And another thing we feel is that if and when we win the Games, since our venues are built, we can spend seven years working not only on venues and upgrades but also on making the athlete experience great. So I think the sustainability of LA and the fact that our venues are built is really powerful.”

 

Athletes at the heart

Another key aim of Agenda 2020 is to “put the athletes’ experience at the heart of the Olympic Games”. This is the Evans’ main area of focus now –  “I know that’s what President Bach wants to see,” she says.

To achieve this, she is tapping into the US’s enviable network of Olympians and Paralympians – not just US natives but also Olympic alumni who have competed for other countries in the Games and now live in the US.

LA24 is running a road show of “Athlete Town Hall” meetings. “We want to ask for the input and advice of athletes. We felt there was no better way to receive that input than to speak to them in person.

“We are looking for opinions and advice and things that we can make better and things that were loved by the athletes.”

The first Athlete Town Hall meeting was in the Miami and Fort Lauderdale area of south Florida in early April. LA24 is to conduct between 12 and 15 of these meetings over the course of 2016 in cities throughout the US.

“We see this as a national bid, not just a bid for the state of California or the city of Los Angeles. It’s a bid from our entire country to bring the summer Games back to the US for the first time since 1996.”

 

Culture and creativity

Another aim of Agenda 2020 is to achieve a “further blending of sports and culture”. Los Angeles is famed for its entertainment industry, but Evans says this is just one part of the mix. 

“I think Los Angeles is in a true renaissance. We have US$88bn of infrastructure going into our new transport system, in our airport; our city is changing everything – it’s vibrant and hip. We have this great accumulation of the entertainment world as well as technology and creativity.

“I believe if we have the honour of hosting the Games there are so many interesting things we could do to help promote sport and bring youth into the Games. Los Angeles is a mecca of creativity, of innovation, of change and I think that’s evident when you come to our city.”

Recent allegations and revelations of doping and bribery in some Olympic sports are a reputational threat to the Games. Asked what LA24 can do to safeguard against these threats, Evans says “I think there’s a lot of joy and positive things that are in this movement. That’s what we all believe in – I believe in the Olympic movement and what it does for future generations and in what athletics can portray to the world. 

“We want to bring the positive – I want to find out what the athletes can bring to other people. I want everyone to experience the Olympics for what they really are, which is what I see as the Olympics, which is this great celebration of humanity, peace and friendship and continuity.

“So I think that’s what we need to remember: the Olympics are an incredible movement and I’m just proud to be a small part of it.”

 

Mongolia to host FIBA 3x3 Asia Cup 2027

[Source: FIBA] FIBA today announced that Mongolia will host the FIBA 3x3 Asia Cup 2027, from March 31 to April 4, in the heart of the capital, Ulaanbaatar, where the rise of 3x3 basketball shows no signs of slowing down.

Mongolia’s hosting of Asia’s biggest 3x3 event follows a recent landmark moment for Mongolian basketball, with more than 50,000 passionate fans turning up in Sukhbaatar Square for an unforgettable FIBA 3x3 World Cup 2025. The Mongolian women’s team thrilled local supporters with a remarkable run to the final, earning nationwide praise and recognition. Days after the event, the team was received by the President of Mongolia, Ukhnaagiin Khürelsükh, and awarded an honorary athlete distinction in honour of their achievement.

"Mongolia continues to prove itself as a true world-class hub for 3x3 basketball,” said FIBA 3x3 Managing Director Alex Sanchez. “The fans, the atmosphere, and the quality on the half-court make Mongolia the ideal host for the FIBA 3x3 Asia Cup 2027. We are excited to return to Ulaanbaatar, ten years after Mongolia made history by staging the first-ever FIBA Asia Cup in 2017."

This latest announcement marks another milestone in Mongolia’s impressive journey as a leader in 3x3 basketball development in Asia. Mongolia has continued to strengthen its reputation as a trusted and passionate host of major international 3x3 events such as the FIBA 3x3 U18 World Cup 2019, the FIBA 3x3 U23 World Cup 2024, annual FIBA 3x3 Women’s Series stop and FIBA 3x3 World Tour. The recent FIBA 3x3 World Cup 2025 showcased once again Mongolia’s incredible passion for 3x3 basketball and its ability to deliver world-class urban sporting events.

About FIBA 3x3

Exciting, urban and innovative, 3x3 is inspired by several forms of streetball played worldwide and is considered the world’s number one urban team sport. Steered by FIBA, games see two teams of three players face off on a basketball half-court.
It was played successfully for the first time in international competition at the 2010 Youth Olympic Games in Singapore and since then has benefited from the launch of a yearly professional circuit for men and women (World Tour and Women’s Series respectively) and national-team competitions. 3x3 made its Olympic debut at the Tokyo 2020 Games.
 

Should London bid for the 2040 Olympics?

Scenes of jubilation in Trafalgar Square as London wins the bid to host the 2012 Summer Olympic and Paralympic Games on 6th July 2005 (Photo Credit: AECOM)

By 2040, a generation will have passed since London last staged the Olympic and Paralympic Games. For many, the summer of 2012 is etched in their minds as a moment of national pride and global admiration. But when you pause to consider how much the world will have changed by the time the Games could return to the capital, it becomes clear this wouldn’t just be a nostalgic repeat. It would be a reinvention.

In 15 years’ time, today’s children will be the athletes, creators and consumers that brands are trying to reach. They will not even remember the last home Games, and their interests, viewing habits and social values will be shaped by forces that might not currently exist. AI-driven media, decentralised content platforms, and shifting definitions of sport and fandom will redraw the entire engagement model.

Any city that can help the IOC adapt to that future stands to gain, and London is well placed to lead.

 

The rise of lifestyle sports and new medal moments

The data already shows the shift in motion. According to the 2025 EY Sports Engagement Index, 72% of UK respondents consider themselves “core sports engagers.” But what they mean by “sport” is changing.

It’s no longer just about elite competitions or season tickets. The fastest-growing areas of participation are lifestyle-led: basketball, hiking, running, swimming.

Sports that are as much about community and wellness as they are about medals. The generation growing up on Strava, YouTube Shorts and shared step counts is more likely to be inspired to watch and play by local participation over paywalled content.

This isn’t bad news for the Olympics, quite the opposite. It’s a chance to meet young people where they already are. A future London Olympics could shine a light on sports that resonate with younger audiences in new ways.

Disciplines like skateboarding, climbing and 3x3 basketball have already made their debut, and more could follow. For National Olympic Committees, these newer sports represent fresh medal potential. For sponsors, they offer storytelling opportunities rooted in identity and culture, over competition.

 

A host city for the digital age

Equally, the shift towards more gender-balanced and inclusive formats continues to reshape what fans expect from the Games. Events like mixed relays and doubles in newer sports make sense not just in the name of fairness, but in engagement too. They reflect a world where audiences care as much about representation as results. Combined with the growing popularity of wellness culture, there’s a much broader canvas to paint on, one that spans physical spaces and digital touchpoints.

That’s where the media landscape becomes central.

By 2040, AI will have transformed content creation. The way fans discover, watch and interact with Olympic moments won’t be through linear TV alone. It will happen through smart filters, reactive content and decentralised social ecosystems we haven’t even named yet. Signs of the shift are already clear: the unified Olympics social channels generated 1.1 billion engagements in June 2024 alone, triple the levels recorded before Tokyo 2020. Nearly 40 per cent of that digital audience is under 34, showing how the Games already live inside youth culture.

This is where London’s strength as a global media and tech hub comes into play. Any host city needs to offer more than venues; it needs to offer vision. And London is well placed to act as a bridge between tradition and transformation.

At the same time, competition among host cities is intensifying. Saudi Arabia and the UAE are spending heavily to secure global sports rights as part of their long-term plans to transition from oil dependency to destination economies. Rights holders and emerging sports are looking at cities not only as locations, but as revenue sources. And in return, cities are betting on footfall, tourism and cultural relevance.

This is a hearts and minds business. If global sports rightsholders know that London is open for business, they are far more likely to bring high-value events to the UK.

 

Craving for shared context

Of course, every Olympic bid comes with questions about cost, legacy and impact. And it’s fair to say that, even with much of the 2012 infrastructure still in place, the economics are complicated. But what often gets overlooked in those conversations is the value of cultural momentum.

Events like the Olympics have the power to influence generational health habits, drive community participation, and put cities on the global stage in a way that shapes their future far beyond the closing ceremony. They offer a reason to rally around shared purpose, something that feels increasingly scarce.

That collective energy matters, especially for marketers. Because whatever form the Olympic content experience takes in 2040, attention will be more fragmented than ever. Having a single event that cuts through, where people gather physically and digitally to experience something together, is rare and valuable. It’s the kind of shared context brands crave, particularly when trying to connect with younger, more purpose-led audiences.

That’s why the smart money is already thinking ahead. London 2040 wouldn’t just be a sporting event. It would be a moment to reset what fan engagement looks like. It would be a platform for health and inclusivity, powered by technology but rooted in emotion. For brands and rights holders alike, it could offer the chance to rebuild trust, relevance and reach with an audience that’s rewriting the rules.

London has done it before, but the real opportunity lies in doing it differently. If that happens in 2040, we won’t just be looking back at 2012 with pride. We’ll be looking forward with purpose.

Ahmedabad, India’s Olympic candidate, eyes SportAccord

Photo: IOA

India’s ambition to host the 2036 Olympic Games has taken a significant step forward, as a senior delegation travelled to the International Olympic Committee (IOC) headquarters in Lausanne, Switzerland on a three-day official visit. The mission, which confirmed Ahmedabad 2036 as the aim, underscores India’s growing commitment to securing the Summer Games and elevating its profile as a global sporting destination.

This visit marks the first formal presentation by Indian officials since the country expressed interest in staging one of the world’s most prestigious sporting events.

The group included prominent figures from India’s sports and administrative leadership: Gujarat Sports Minister Harsh Sanghvi, Indian Olympic Association (IOA) President PT Usha, Sports Association Secretary Hariranjan Rao, Gujarat Chief Sports Secretary Ashwini Kumar, and Urban Development Secretary M Thennarasan.

“The discussions provided a vital platform for the Indian delegation to articulate their vision for hosting a future Olympic Games in Amdavad (Ahmedabad). Concurrently, they gained invaluable insights from the IOC regarding the requirements for the Olympic Games and its ambitions for the future of the Olympic Movement,” a press release issued by the delegation stated.

“The Olympic Games in India would not just be a spectacular event—they would create a generational impact for all Indians,” PT Usha was reported by ETV Bharat as saying.

During the visit, the IOC briefed the Indian team on the requirements and evaluation criteria necessary for a successful bid.

Minister Sanghvi highlighted productive discussions around hosting other sports and business events. “Yesterday, I had a fruitful meeting with the President of SportAccord, a Lausanne-based global sports event organisation. Gujarat was invited to host the SportAccord conference, which will showcase the state’s potential as a premier international sports destination,” he was quoted by ETV Bharat. "We also explored collaborative opportunities for hosting large-scale tournaments."

The President of SportAccord, IOC Honorary Member Ugur Erdener, is speaking at Host City 2025 conference in Glasgow on 1-3 December.

While several other nations have expressed interest in hosting the 2036 Games, India’s bid is considered to be a frontrunner. A Letter of Intent was submitted to the IOC in October 2023, with the proposal led by IOC member Nita Ambani and publicly endorsed by Indian Prime Minister Narendra Modi.

The visit came shortly after the newly inaugurated IOC President Kirst Coventry announced a “pause and reflect” on the process of selecting Olympic host cities, with a view to restoring greater involvement of IOC Members in decision making.

World Netball Cup goes biennial amid Games uncertainty

World Netball has unveiled a major strategic overhaul, including a move to host its flagship Netball World Cup every two years instead of four, alongside launching an inaugural men's counterpart. The decision reflects growing concern over the future role of netball at the Commonwealth Games, despite seven destinations declaring interest in hosting future editions.

World Netball CEO Fiona Harold said: “International netball has never been more competitive, but the landscape is becoming increasingly complex to navigate.

“We… absolutely need to be proactive about futureproofing ourselves given the uncertainty around the Commonwealth Games post 2026. These decisions allow us to control our destiny and it’s positive news for everyone. As the International Federation, it is our job to sustain and grow the game over the long term.”

With reference to the men’s Netball World Cup, Harold added: “Whilst World Netball will always remain proud of the sport’s traditions, we must not be held hostage to them.

“Our sport is open to all and now feels like the right time to make a clear statement on the men’s game, which is gaining momentum rapidly.

“The resounding feedback from many stakeholders across the game is that this is a really positive step, especially as we continue to strive and build our case for Olympic Games inclusion.”

World Netball is in discussion with members and third parties about hosting rights for 2028-2035, with a formal process due to launch “imminently”.

Netball’s inclusion at the Commonwealth Games became uncertain following the 2021 publication of the Commonwealth Sport 2026-2030 Strategic Roadmap, which reduced compulsory sports to athletics and aquatics, making netball optional. Though the sport is confirmed for Glasgow 2026, World Netball is positioning its own events to compensate for any potential exclusion in subsequent Games.

Seven countries have officially expressed interest in hosting future Commonwealth Games, with Canada, India, and Nigeria are targeting the centenary 2030 Games, while two others (including New Zealand) explore 2034 bids. The host for 2030 is due to recommended by late November 2025 at the CGF General Assembly in Glasgow. With the new hosting model favouring cost‑efficient events using leaner programmes, netball’s continued presence remains unguaranteed under the flexible model, which could leave the sport in limbo unless individual host nations choose to include it.

Speaking in April, Commonwealth Sport Director of Games and Assurance Darren Hall said, “Considering the high level of interest in hosting future Commonwealth Games in 2030 and beyond, we will now discuss each submission further and work with each interested Commonwealth Games Association (CGA) and its regional representatives as part of a co-creation and collaboration phase to establish hosting feasibility.

“During this next five-month period, candidates moving forward in the process will ultimately be required to provide a detailed Games Proposal to Commonwealth Sport. This will be followed by a Commonwealth Sport-led evaluation process culminating in our Executive Board recommending a host to the Membership for approval at the General Assembly in late November 2025 in Glasgow, Scotland."

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