GLASGOW, SCOTLAND – Host City 2024, the greatest international meeting of cities and sports, business and cultural events, took place  in Glasgow, Scotland on 3-4 December. The 11th edition of the annual conference brought together event professionals - including rights holders, city officials, event organisers and global brands - under the theme of “Inspiring Action Through Major Events”.

Speakers from all continents examined the evolving opportunities and challenges of hosting major events worldwide, with a particular focus on sustainability, innovation, and social impact.

Key takeaways

• Events are powerful platforms for positive change, extending beyond entertainment to foster community connections, advance sustainability, and create lasting legacies.
• Collaboration and partnership are essential for successful and impactful events.
• Sustainability must be approached holistically, integrating environmental, social, and economic considerations.
• Event organisers must embrace innovation and harness technology to enhance event experiences, streamline operations, and generate new revenue streams.
• Data is crucial for measuring event impact, informing future strategies, and demonstrating the value of events to stakeholders.

Social Impact and Legacy

This year's conference placed significant emphasis on the long-term impact of major events, moving beyond immediate economic benefits to consider their role in fostering social cohesion, promoting diversity, driving sustainability, and inspiring community engagement. The events industry is increasingly prioritising social impact and community engagement alongside economic considerations, demonstrating a shift towards a values-driven approach.

Susan Deighan, Chief Executive of Glasgow Life said: "Events are not just a moment in time. They can be platforms that inspire action, and drive positive and sustainable change."

Vicki Miller, Chief Executive of VisitScotland said: “In a world often characterized by chaos and disconnect, events satisfy a deep human need for connection, with people increasingly prioritising experiences and social impact over mere entertainment.”

Sustainability

The conference highlighted the critical need for integrating sustainable practices into every aspect of event planning and delivery, from procurement to venue management. This includes reducing carbon footprints, promoting responsible resource consumption, and engaging in meaningful partnerships to achieve net-zero targets.

Jimena Saldana, CEO, Panam Sports Organisation said: “We still see sustainability as a cost when in actual fact it is a cost-saving. We need to tell that story much better.”

Innovation

The role of technology in shaping the future of events was explored, with discussions on how AI, augmented reality, and digital platforms can enhance audience engagement, streamline operations, and generate new revenue streams. Delegates also discussed the growing importance of data in evaluating event impact and informing future strategies.

Maria Teresa Squillaci, Head of Web & Social Content, Fondazione Milano Cortina 2026 said: “All of us working in organising major events face the same challenges. One of those challenges is engaging with the young generation in a new way. Through AI, we hope we will be able in 2026 to deliver personalised highlights.”

Event delivery

Effective execution and risk mitigation was a key topic. Events success hinges on meticulous planning, clear roles, and open collaboration among stakeholders to prevent "grey areas" and address unforeseen challenges. Scenario testing, adaptability, partnerships and proactive communication are essential in enabling teams to pivot when issues arise.

Sabrina Ibáñez, Secretary General, FEI and President, Association of Paralympic Sports Organisations (APSO) said: “There’s a sequence to follow - what’s the issue, can we fix it, do we have a termination clause, who needs to know about the cancellation, and what’s our plan B? Everyone needs to know what that plan is in advance.”

Harvey Goldsmith CBE, music promoter said: “Risk aversion is an issue. Health and safety regulations can be overblown and used to stop events taking place.”

Reimagining the economics of events

Discussions centred on exploring alternative funding models, such as co-hosting and public-private partnerships, to ensure the financial sustainability of major events, particularly in light of tightening public budgets.

Joel Lavery, Strategic Lead Major Sporting Events at West Midlands Growth Company said: “Local authorities and governments have too much competitive pressure on budgets. So rights holders need to do more to develop commercial partnerships with the private sector.”

Glasgow 2026

The upcoming 2026 Commonwealth Games in Glasgow served as a recurring point of reference throughout the conference, showcasing the key themes in a real-world context. The organisers explained how the Games are being redesigned to make them more compact, with just four venues within walking distance, reducing operational costs and minimizing the carbon footprint associated with travel. They also echoed themes of adopting new financial models and community inclusion that were prevalent across the conference.

Katie Sadlier, Chief Executive of the Commonwealth Games Federation said: “We are rethinking the economics - moving the Games out of major markets to a co-hosting model, where costs can be shared among host cities.”

George Black, Chair of the Glasgow 2026 Commonwealth Games Organising Company said: “If we want the Games to have a sustainable impact on Glasgow, then we need to understand the city’s expectations from the start. That requires input from local communities, and especially young people.”

Collaboration

A recurring theme throughout the conference was the importance of collaboration between stakeholders, including rights holders, host cities, sponsors, suppliers, and communities. This includes shared responsibility for sustainability goals, transparent data sharing, and co-creation of legacy initiatives.

Joseph Piotrowski, VP of Sports Development at Florida Sports Foundation said: “Collaboration has been at the heart of the state’s success in this area. There are 36 partners across Florida that coordinate to cater to a diverse range of demographics and needs.” 

Tim Kasper, Account Manager for Sport & Culture, Explore Edmonton said: “Events in the city are planned by engaging with indigenous population and underrepresented groups. It makes events a movement for inclusion and cohesion.”

Prem Singh, CEO of British Kabaddi League said: “EDI policies don’t always reflect real-life. Organisations need to engage with communities directly when planning their events. Engagement is your friend, even if it means hearing tough lessons.”

Inaugural Host City Award Winners

Host City 2024 also saw the launch of the Host City Awards, celebrating excellence, innovation, engagement and impact in hosting major events. UEFA EURO 2024 Host City Berlin won the award for Impactful Event Hosting; OnePlan won the award for Resourceful Event Delivery; and BLAST won the award for Engaging the Audience.

Host City 2024 was delivered with the support of Global Presenting Partners and Hosts, Glasgow Life and EventScotland.

The inaugural Host City Awards will take place in Glasgow, Scotland to celebrate exceptional accomplishments in hosting, delivering and promoting major events.

The awards form part of the Host City 2024 conference, hosted at the Technology & Innovation Centre on 3-4 December, with winners announced during the Civic Reception and Dinner at the City Chambers on the evening of December 3.

The Impactful Event Hosting award will recognise destinations that demonstrate economic impact, social engagement and environmental sustainability of a major event.

The Resourceful Event Delivery award is open to suppliers and organising committees that have delivered cost-effective, innovative, and sustainable solutions for a major event.

The third category, Engaging the Audience, recognises rights holders that demonstrate significant audience growth and inclusion while innovating fan experiences.

Organisations registered to attend the Host City 2024 conference are eligible to enter for free by 30th October, submitting concise written entries and optional supporting materials.

The diverse judging panel of renowned experts includes Harvey Goldsmith CBE, Promoter, Allegra Roccato, Head of Events, World Physiotherapy, Ralph Straus, Commercial Director, FEI, Jennifer Arnold, Vice President, U.S. Soccer Foundation, Iain Edmondson, Founder, Legacy Delivery, Sarah Lewis OBE OLY, Prem Singh CEO British Kabaddi League, Joanne Deponio, UEFA EURO 2028 UK & Ireland, The FA and Brian Lewis, Immediate Past President, Trinidad and Tobago Olympic Committee.

This year’s conference boasts an impressive lineup of speakers from around the world, representing top organisations in sports, entertainment, and event management.

Under the theme of “Inspiring Action”, delegates will hear from:

• Marisol Casado, IOC Member and President of World Triathlon
• Katie Sadleir, Chief Executive of the Commonwealth Games Federation
• Susan Deighan, Chief Executive, Glasgow Life
• Vicki Miller, current Director of Marketing and Digital and incoming Chief Executive Officer at VisitScotland
• Harvey Goldsmith CBE, renowned concert promoter and founder of Earth Aid Live
• Sabrina Ibáñez, Secretary General of the FEI and President of APSO
• Baroness Tanni Grey-Thompson DBE, DL, Independent Crossbench Peer, The House of Lords
• Shiny Fang, Secretary General of the UIPM
• Richard Smith CBE, Chief Operating Officer of the Invictus Games
• John Langford, COO of AEG Europe
• Colin Grahamslaw, Secretary General of World Curling
• Céline Payell, Vice-President and General Manager of Events & Experiences at Cirque du Soleil
• Matlohang Moiloa-Ramoqopo, IOC Member and Vice-President of ANOCA
• and many more to be announced.

These distinguished figures will share their expertise on a wide range of topics, including technology’s role in event transformation, sustainability strategies, diversity and inclusion, and creating lasting legacies for host cities.

Host City 2024 promises to be an exceptional gathering of global thought leaders, offering unparalleled networking opportunities and insights into the future of event hosting and city development.

Host City 2024 takes place with the support of Hosts and Global Presenting Partners: Glasgow Life and EventScotland, part of VisitScotland.

Vicki Miller, current VisitScotland Director of Marketing and Digital; and incoming Chief Executive Officer, said: “Events play an important role in our communities, bringing a wide range of economic and social benefits while strengthening our position as a world-leading tourism and events destination.

“As the largest meeting of cities, and sports, business and cultural events, we are proud to be continuing our support of Host City as Global Presenting Partner.

“I’m honoured to be joining the line-up of esteemed speakers from around the world to take an in depth look at the role events play in inspiring action at a local, national and international level.”

Susan Deighan, Chief Executive of Glasgow Life, said: “Glasgow is globally renowned for its expertise in delivering world-class events which attract visitors from near and far, boost our economy and international profile, and support the city’s health and wellbeing agenda.

“We are proud of our track record and reputation as a trusted partner and first-choice destination for major brands and worldwide event organisers. We are also committed to ensuring our hosting of events creates a genuine legacy and positive long-term benefits for Glasgow’s diverse communities through a strategic approach to innovation, inclusivity and sustainability.

“The city is delighted to be welcoming Host City again – bringing together international event owners, federations, and wider stakeholders to share insights and experience, and to debate and discuss the challenges and opportunities facing the industry. It’s a privilege to be part of this important conversation.”

Host City Awards

Host City is launching the Host City Awards, to celebrate excellence in hosting, delivering and promoting major sports, business and cultural events worldwide. The winners will be revealed at Host City 2024. To find out more and enter, visit https://www.hostcity.com/host-city-awards.

[Source: Sport Event Denmark] The UCI Gran Fondo Svendborg 2024 was an unforgettable cycling event with 1,700 entries. The race, held on the weekend of June 8-9, featured fantastic cycling, with participants also getting the chance to qualify for the UCI Gran Fondo World Championships 2024, to be staged in Aalborg, Denmark from August 28 to September 1.

More than just a race, UCI Gran Fondo Svendborg was a celebration that brought together cycling enthusiasts of all levels. The event evolved over the weekend, ending in heavy rain and hail. Despite the harsh weather on Sunday, many riders expressed their plans to return, especially in better weather.

"I've got diamonds in my legs. It was just my kind of weather! We had plenty of rain, hail, wind, and sun. It wasn't for the faint-hearted. The route was fantastic and well-organised," said TV chef Claus Holm, who cycled the Medio Fondo with friends.

Jesper Tikøb, Event Director, Danish Cycling Federation, highlighted the importance of the event: "We have a great interest in all aspects of cycling. We are pleased to contribute to both national and international cycling experiences for riders of all ages and levels. Events like the UCI Gran Fondo allow us to involve local clubs, ensuring they become part of these major events. The support from the host city and Sport Event Denmark is also indispensable."

Sport Event Denmark also expressed satisfaction with the event's execution: "Denmark has showcased our unique cycling DNA through these UCI Gran Fondo races, where both amateur and professional riders take centre stage," said Lars Lundov, CEO of Sport Event Denmark.

UCI Gran Fondo Svendborg is a testament to the thriving cycling culture in Denmark. We now look forward to the World Championships in Aalborg, where many of Svendborg's participants will compete for world titles.

UCI Gran Fondo Svendborg was organised by the Danish Cycling Federation in collaboration with Svendborg Municipality, Destination Fyn, and Sport Event Denmark.

Facts about UCI Gran Fondo Svendborg:

1,700 entries, with 259 in Saturday's time trial.

Participants from 31 nations.

The top 25% in each category qualified for the UCI Gran Fondo World Championships in Aalborg from August 28 to September 1.

Over 100 volunteers ensured a smooth event.

The event took a step towards greener practices by not distributing goodie bags. Prizes were limited to a bouquet of flowers for all winners, and the top 3 finishers received a bag of mixed flower seeds to promote environmental sustainability. Participants were encouraged to plant these seeds to foster a greener future.

To mark World Environment Day (5 June), the organisers of the 2023 UCI Cycling World Championships have today published the event’s Sustainability Report, bringing together the various activities and impacts achieved by the inaugural event which took place in Glasgow and across Scotland from 3-13 August.

[Source: EventScotland] As a purpose-led event, the 2023 UCI Cycling World Championships were committed to embedding sustainability into the organisation, collaborating with partners and supporting the value chain to drive progress to create a greener and more sustainable future for both cycling events as well as for Scotland.

The report builds on the independent Ernst & Young socio-economic impact evaluation report published on 7 February 2024.

Sustainability was a core objective in delivering an innovative, world-class event that would provide a model for the future. The Championship’s Sustainability Framework and its ten high-level commitments were put in place, outlining core values and guiding principles mapped against the pillars of ‘People, Place and Planet’ in alignment with and to drive progress towards the United Nations Sustainable Development Goals (UN SDGs).

The 2023 UCI Cycling World Championships also signed the United Nations Sport for Climate Action Framework and was one of the founding signatories of the UCI’s Climate Action Charter, further cementing its ambitions to reduce cycling’s environmental impacts.

As part of its commitment to sustainability, the 2023 UCI Cycling Worlds undertook a voluntary Environment, Social and Governance (ESG) assessment mapped against the UN SDGs and using the UCI’s new Sustainability Impact Tracker. The report showed the Championships contributed to 14 out of 17 UN SDGs, demonstrating the wide range of sustainable activities undertaken, highlighting the commitment to a sustainable approach to event delivery. 

The Championships were also the first event to use the UCI’s Sustainability Impact Tracker to measure its carbon emissions, with the report showing the total carbon footprint of the event calculated as 61.1ktCO2e. Most of these emissions fall within Scope 3 “Other indirect emissions” with the biggest contributing factors being in the ‘travel’ category. This benchmark data will benefit future combined UCI Cycling World Championships and other major sporting events in Scotland and the UK.

Other achievements highlighted in the report include:

• 86% of stakeholders felt the Championships were delivered in an environmentally responsible way.
• Appointment of EDP (Event Delivery Partners) Sustainability Champions to implement and drive sustainability measures within each individual event.
• Development of a ‘Good Food Charter’ and the establishment of the Event Delivery Partners Sustainability Champions network, with learning and best practice captured to provide a blueprint for future events.
• the creation of a Sustainable Procurement Code, which provided a link across the Championship’s Hub and Spoke delivery model, raising awareness of the minimum standards expected to support sustainability, EDI (Equality, Diversity and Inclusion) and low carbon emissions ambitions.

The Championships’ commitment to sustainability also included social responsibility, with the report highlighted:

• 97% of people who attended the event felt it was inclusive.
• 93% of spectators with a disability found the event to be accessible.
• Over 90% of attendance at events were non-ticketed, facilitating greater access to watch and take part.

The 2023 UCI Cycling World Championships’ ambition to drive awareness and highlight the importance of equality, diversity and inclusion have been recognised, winning the Diversity in Sport Award and Diversity by Design Award at the Herald & Gen Analytics Diversity Awards and the Access All Areas Diversity and Inclusion Awards.  

The Sustainability Report, along with other reports produced by the 2023 UCI Cycling Worlds Championships, will provide a baseline and a blueprint for future events. Read the full report.

David Lappartient, UCI President, said: “Tackling climate change is one of the priorities of the UCI’s Agenda 2030, with one of our aims being to make our UCI World Championships carbon neutral or negative. To do this, we need a base to work from, and I am delighted that we have a solid Sustainability Report from the 2023 UCI Cycling World Championships. The local organisers of last year’s inaugural UCI Cycling World Championships made great headway when it comes to sustainability and social responsibility, and I look forward to this momentum being continued at future UCI events.”

Culture Secretary Angus Robertson said: “The 2023 UCI Cycling World Championships were a truly memorable event and an excellent platform to showcase Scotland’s commitment to building a sustainable future.

"This report shows that large international sporting events can successfully embed environmental and social responsibility as a core principle, benefitting the wider community as well as athletes and fans.

“It's further evidence that the powerful legacy of the Championships extends beyond simply winning medals – in addition to boosting Scotland's economy and inspiring healthier lifestyles, they have also set the standard for innovative, world-class events."

Paul Bush OBE, 2023 UCI Cycling World Championships Chairman, said: “The 2023 UCI Cycling World Championships aimed to champion sustainability in the world of sport, and we are proud of the effort we have made to drive meaningful change.

“The Sustainability Report provides useful insight, learnings and recommendations that will help deliver sustainable events and encourage innovation in the future.

“Collaboration and partnership working were vital to achieving our sustainability objectives and I thank everyone, from our funding partners, event delivery partners and local authority hosts to the athletes and spectators, for all their help in delivering on our ambitions.”

The inaugural 2023 UCI Cycling World Championships brought together 13 individual UCI Cycling World Championships, welcoming more than 7,000 elite and amateur cyclists from 131 countries, with around 1 million spectators attending over the 11 days of the event.

The Championships delivered significant social, economic and environmental benefits for Glasgow, Scotland and the UK, including £344m of incremental spend resulting in £205m Gross Value Added (GVA) economic impact for Scotland, and generated £220m Total Visitor Spend in Scotland. 

The 2023 UCI Cycling World Championships had a TV audience of 537 million. It was broadcast in 130 countries, totalling around 14,000 hours of programming, and around 200 million hours were watched live on television globally over 11 days.

On the day of signing an MoU with the hosts of the Istanbul 2027 European Games, Spyros Capralos, President of the European Olympic Committees (EOC) highlighted AI as a “useful tool” for delivery of the mega event in Europe’s largest city.

He also highlighted the economic success of the previous edition of the Games, with talks with prospective hosts for 2031 set to begin soon.

“We know that artificial intelligence is an area which brings exciting opportunities and, in line with the Olympic artificial intelligence agenda, we'll explore how it can help us to optimise plans for the 2027 European Games,” said Capralos.

“AI is something that's new in our world and I think that there are many developments in sport, but also developments in other in other areas,” he told Host City during a press conference.

“Every Games has its challenges, and AI could be an extremely useful tool to help ensure efficient logistical planning in areas such as accommodation, transportation.”

The innovations that AI can bring to sport will be high on the agenda of the EOC General Assembly in Bucharest in June, he said.

“I think that going forward in the next three years, there are going to be lots of developments and we'll be on top of that.”

Bids for 2031 European Olympic Games

Following the General Assembly, the EOC will enter into discussions with prospective hosts for the 2031 European Olympic Games.

“We've had some cities that have expressed an interest” said Caparalos, referring to parties who were “not ready” to bid for 2027 but are now looking at 2031 instead.

“I think it's what is a very positive on this front is that, before we're looking for a host, we have concluded and agreed with our Turkish friends more than three years before the Games.

“So I think this is very good and it shows the success of the Games”

He cited a Deloitte report evaluating the previous Games in Kraków-Małopolska in 2023, which demonstrated that the benefits far outweighed the costs that associated with the Games.

“In today's world every government and every municipality is afraid of what the taxpayers will say, and from the report of Deloitte, we realised that the positive financial aspect of the Games was such that by sharing this with other cities, that will increase the interest.”

Caparalos also confirmed that Istanbul was building no new permanent venues for 2027 Games, “in line with IOC Agenda 20+5”, and focusing on upgrading existing venues.

“An event of this size relies on people having the expertise to ensure a successful event. Istanbul has proven itself in this respect throughout its hosting of several events; it has the people with the skills, the experience and the passion to host fantastic events.

“The EOC looks forward to working together to deliver a memorable Games, and a Games with innovation at the forefront.”

Capralos’ comments were made in a press conference in Rome marking the occasion of the European Olympic Committees, the Turkish Olympic Committee and the Istanbul Metropolitan Municipality signing a Memorandum of Understanding for the 2027 European Games.

The Games are likely to take place in the last 10 days of June in 2027, he said, with qualifying opportunities to the Olympic Games Los Angeles 2028 available in a number of sports.

In this age of constant access to entertainment, sports events are under pressure to become ever more entertaining and offer more activities within the schedule. But is this phenomenon of festivalisation – part of the DNA of mega events  – a good thing for smaller events?

“It’s definitely a good thing for promoting and reaching out to new target groups and bringing communities together and entertaining them,” says Georg Spazier, who brought several events to the Region of Tirol following heading up marketing and communications at the 2012 Youth Olympic Games Organising Committee Company.  He is now running his own agency, ITS GR8, with which he organises Europe’s biggest mountain bike festival.

“But for organising committees it’s additional work, additional budget, additional staff and coordination and so on. You probably need an extra team running it. If it's the one organising committee, doing everything can be overwhelming in many ways.

“There is a threat that sport moves out of the spotlight. We have to look at it more from a holistic entertainment perspective.”

The 2023 Olympic and Paralympic Games will incorporate a number of different cities beyond Brisbane, the nominal host. “I think it's great thing because I think it just gives more cities more opportunity,” says Alana Vought, Program Manager, City of Gold Coast’s Olympic and Paralympic Games Brisbane 2032.”

Involving wider regions can help to involve more diverse communities and in events, especially those communities that lack sports infrastructure, Vought says. “The Pacific islands have no training infrastructure at all. So to be able to bring some training camps into the country, to Australia, into the Gold Coast and have them train – it's a great opportunity for them and it's also a fantastic opportunity for our athletes to share.”

Birmingham, in the UK’s West Midlands, hosted the Commonwealth Games in 2022. “Festivalisation was good for Birmingham because it suited what we wanted to do with the Games, and that was could we involve more communities and different types of audiences,” says Nicola Turner MBE, CEO, United By 2022, who was Director of Legacy for the Games.

Birmingham 2022 wrapped a cultural and festival event around the Games for six months. “We eventually sold more tickets for the cultural and arts festival than we did for the Commonwealth Games itself, and actually then the community decided to put on Festival 23 the next year because they liked it so much.”

Triathlon is a sport which has seen huge rise in in popularity, and the events are getting bigger and bigger. This brings challenges as well as commercial opportunities, according to Kris Gemmell, Head of Marketing and Commercial, World Triathlon.

“There was an opportunity to give sponsors more bang for their buck, and they had more time to activate, but it was taxing for them to be in one place for a greater length of time,” he said.

“The question is, how big is too big?”

[Source: SportAccord] The SportAccord World Sport & Business Summit 2024 wrapped up yesterday after an inspirational week that will shape the future of sport and leave a transformative legacy in Birmingham and the West Midlands.

More than 1,700 attendees from 65 different countries travelled to the UK from across the globe for a packed agenda of high-level meetings, conferences, exhibitions, networking, and social events at the International Convention Centre.

Against the backdrop of what many described as the busiest SportAccord exhibition ever, high-calibre participants in the conference programme included Olympic champions and leading industry figures such as Epic Games Vice President and Co-Founder Mark Rein; UK Sport Chair Dame Katherine Grainger; Olympic Broadcasting Services CEO Yannis Exarchos; Rob Alberino, Vice-President of Content and Production, Kansas City Chiefs; Wayne Barnes,  Former Rugby World Cup referee and many more. Topics of discussion and debate ranged from sustainability, innovative technology, fan engagement and new event models to governance, esports and athlete wellbeing.

Important items during the official meetings included the election of the next Association of Summer Olympic International Federations (ASOIF) President Ingmar De Vos, and presentations from the Organising Committees for Paris 2024 and Milano Cortina 2026.

“On behalf of SportAccord, I would like to express our sincere thanks to our hosts for delivering a superb event bringing the international sports family back together in the heart of their vibrant and diverse city,” SportAccord President Prof Dr Uğur Erdener said.

“An engaging agenda of networking events, supported by the passion of the local volunteers in a state-of-the-art venue in a region steeped in sporting heritage, provided a perfect platform for forging connections, strengthening relationships and exploring new ideas.

“Birmingham and the West Midlands have given sport an ideal platform for gathering International Federations, the International Olympic Committee, rights holders, businesses, cities, and regions – the whole sporting family.”

SportAccord has been supported by the Commonwealth Games Legacy Enhancement Fund (CWGLEF), administered by the West Midlands Combined Authority (WMCA). In addition to the WMCA, SportAccord’s regional delivery partners include Birmingham City Council and the West Midlands Growth Company.

Neil Rami, Chief Executive of the West Midlands Growth Company, said: “SportAccord has been a triumph for the West Midlands – this is about return on influence for us, as well as return on investment. This was the natural next step from the success of the Commonwealth Games, as we brought world leaders of sport together in Birmingham at SportAccord to enhance our reputation across the global sports industry and forge crucial relationships with sporting federations.

“Significant announcements made at SportAccord included the release of the government’s official report of £1.2 billion economic impact of the Commonwealth Games, to Tom Wagner’s investment in Birmingham City Football Club and the purchase of Bordesley Park, as well as the creation of the Sports Quarter which is expected to generate 3,000 local jobs. 

“There’s been no better endorsement than when SportAccord President Prof Dr Uğur Erdener has congratulated us and hailed Birmingham as the best SportAccord ever.”

[Source: SportAccord] The global sports movement’s most influential decision-makers have arrived in Birmingham, West Midlands, for the return of sport’s No.1 global gathering

The SportAccord World Sport & Business Summit 2024 opened in Birmingham, with more than 1,500 delegates from over 100 countries meeting in the West Midlands for the highly anticipated return of sport’s most important industry summit.

Key figures from across the international sports movement have embarked on five days of networking from 7-11 April, with high-level meetings, a bustling exhibition, and a packed conference programme under the umbrella theme of ‘The Power of Sport’.

World-class speakers will include sports leaders such as Mark Rein, Vice President and Co-Founder, Epic Games; UK Sport Chair Dame Katherine Grainger; Rob Alberino, Vice-President of Content and Production, Kansas City Chiefs; and many more.

SportAccord Managing Director Martin Gibbs praised the team effort of Birmingham City Council and the West Midlands Growth Company in embracing this powerful event and bringing it to the heart of the UK.

“We are delighted with the enthusiastic response of the global sports movement in coming back to SportAccord and the atmosphere in the city is fantastic,” Gibbs said.

“Our hosts are not only building on the legacy of the Birmingham 2022 Commonwealth Games, but they are also putting Birmingham and the West Midlands firmly at the centre of the sporting world over the coming days, with an event that will bring together the sport economy’s most influential decision-makers. There is no other event where you find in one place so many International Federations, the International Olympic Committee, rights holders, cities and regions as well as sports business leaders.”

Aside from the main Plenary Conference, there will also be dedicated HealthAccord, LawAccord, CityAccord and MediaAccord conference streams, as well as various workshops and a Speakers’ Corner, with experts from across the industry offering unmissable insights.

With numerous events planned in and around the International Convention Centre over the coming days, attendees can take advantage of a compact set-up to maximise networking opportunities, reconnecting with old friends and establishing new connections.

“We have various resources available so that delegates can make the most of their time in Birmingham, including an official event app, a digital event guide and our on-site newspaper, The Daily, which will cover all of the most important developments,” Gibbs added. “We are also really grateful for the support of the dedicated team of volunteers who have been assisting attendees, to ensure their stay in Birmingham is as productive and enjoyable as possible. Their enthusiasm and friendly welcome is really making a difference.”

Host City Director Ben Avison is moderating the CityAccord roundtable at 10:30 on Tuesday 9th April: More than just sport - Creating a more engaging, inclusive event which appeals to fans, residents and athletes alike. Just how far can 'Festivalisation' go?

[Source: EventScotland] Held for the first time in four years, the conference entitled ‘Resetting the Perfect Stage for Events’ covered a range of themes across the programme including Scotland’s future events ambition and global status, international perspectives, responsible events, community engagement, workforce development, Artificial Intelligence (AI), measurement and evaluation including the importance of social impact, and much more.

The day started with an insightful keynote address from the Minister for Culture, Europe and International Development, Kaukab Stewart. In her address, she recognised the important role the events sector plays in Scotland and how it delivers across a number of key Scottish Government ambitions. She highlighted the importance of continued collaboration and how the forthcoming refreshed National Events Strategy will provide focus for the whole events sector, bringing everyone together to deliver a relevant, refreshed and shared ambition.

Paul Bush OBE, VisitScotland Director of Events, reflected on the industry’s journey over the last 20 years, celebrating the unparalleled global success and impact Scotland has had on the events landscape. He also discussed recent global impacts and innovation, as well as the role of the upcoming refreshed National Events Strategy in maintaining Scotland’s global events status.

Representatives from the Event Industry Advisory Group (EIAG) discussed the important role the EIAG has played in the industry’s recovery from the pandemic. Discussion centred on their role in the development of the refreshed National Events Strategy, as well as the challenges and opportunities facing the sector.

The morning session was brought to a close with two keynote addresses from Susan Sawbridge and Gordon Johnstone. Susan, Managing Partner at New Zealand based company Daylight LTD, brought an international perspective to the conference as part of her presentation. She highlighted the similarities between New Zealand and Scotland’s approach to events in delivering social impacts and lasting change for people from major events. Gordon, Communications and Events Manager at the Scottish AI Alliance, helped navigate the wide-ranging and complex debate on artificial intelligence drawing on the challenges and opportunities for the events sector.

Afternoon breakout sessions provided delegates with valuable insights on a range of topics covered by panellists drawn from across the UK. The sessions included:

• A deep dive into the upcoming revised national events strategy, Scotland the Perfect Stage

• Developing the Events Workforce

• Events & the Visitor Economy 

• Event Impacts, Measurement & Reporting 

• Events & the Journey to Net Zero 

• Community, Diversity & Events

Closing the conference, a panel session on ‘Life Changing Events’ provided the audience with both personal and professional experiences from Stuart Cassells (The Macallan Estate), Amy Akino-Wittering (Young V&A at the Victoria & Albert Museum), and Eilidh Doyle, (double Olympian and Scotland’s most decorated track and field athlete) who all reflected on how events can deliver impact and change lives.

The conference was co-hosted by celebrated British broadcaster and author, Gemma Cairney. She was joined by Briadh Parker and Jemma Totty, two representatives from Jupiter Artland’s ORBIT Youth Council, an outreach programme that provides opportunities for young people aged 16-18 to use their creativity to have an impact and make a difference. The young co-hosts showed the audience at the sold-out event the future is bright, as well as the reinforcing the importance of providing a platform for future generations.

Paul Bush OBE, VisitScotland Director of Events, said: “Scotland’s National Events Conference 2024 was a fantastic day and there was a real buzz in the room as industry came together for the first time since 2019. “The discussions and presentations from a diverse range of speakers covering all aspects of the events industry ensured it provided a great springboard for the sector as it embarks on the journey towards 2035 under the revised strategy. “Thank you to all the delegates, speakers and exhibitors who made it such a fulfilling and rewarding day.”

Culture Minister Kaukab Stewart said: “We know that great events help make great memories. The National Events Conference provides us with a space to hear about some of the incredible work being undertaken by organisations of all sizes from across the event sector in Scotland. It helps us all understand just how interconnected all the parts are and how vital it is that we all continue to work together in order to continue to make Scotland the Perfect Stage.”

Delivered by VisitScotland’s Events Directorate, the National Events Conference is the flagship industry conference for the events sector in Scotland. It is produced for all those working to create, deliver, and support Scotland’s cultural, sporting and business events.