Europe’s most innovative and impactful event partnerships took centre stage last night at the 2026 European Sponsorship Awards (ESA), where festivals, races, cultural spectacles, and sports events were among the winners celebrated for their ground-breaking collaborations. In front of a packed audience of 600 at London’s The Brewery, the awards recognised the power of partnerships - from music festivals and charity races to marathons, cultural celebrations, and sports spectacles.

Winning event partnerships The 2026 ESA Awards shone a spotlight on events of all kinds, proving that sponsorship can elevate experiences across every sector: Vhi Women’s Mini Marathon 2025 (Ireland) was crowned Event of the Year, proving that mass-participation events can drive both community engagement and commercial success. Gjensidige’s The Breathing Space (Norway) claimed the Festival Sponsorship award, demonstrating how brands can turn festivals into immersive, socially impactful experiences. The Pfizer Cycle 2025 (Ireland), co-organised by Titan Sports, won Best Employee Engagement, showcasing how a charity cycling event can drive internal engagement while supporting a global cause.

Sustainability and social purpose take centre stage The awards particularly celebrated partnerships that prioritise purpose and sustainability. The Irish Times Ireland’s Greenest Places, in partnership with Electric Ireland, won Environmentally Sustainable Sponsorship, setting a benchmark for eco-conscious events. This award was presented by Andrew Hodson of Wasserman Live. Sparebank 1 Østlandet and Retail Factory’s The Entry Room claimed Sponsorship with a Social Purpose, proving that events can drive meaningful change in their communities. Cairn Community Games won the Equality, Diversity & Inclusion in Sponsorship award, showing how local events can champion inclusivity. Canon & RNIB’s World Unseen took home ESA Sponsorship of the Year and Arts & Culture Sponsorship, making photography accessible to blind people and proving that event sponsorships can drive both business and social impact. Culture and entertainment shines RTÉ’s The Traitors dominated the TV and entertainment space, with sponsors Centra and Very winning awards for their creative activations, proving how TV events can become cultural phenomena through smart partnerships.

Tommy Hilfiger and F1: The Movie received the Chair’s Award for "disruptive brilliance", blending fashion, film, and motorsport in a way that redefined cross-sector collaboration. Guinness secured a triple win, including ESA Best of Europe for Lovely Summer for a Guinness, showing how beer brands can own both sports and cultural moments. “Heartfelt, spirited debate” Hosted by England rugby legend and diversity advocate Ugo Monye, the 18th annual ESA Awards celebrated 26 categories of sponsorship excellence. MSQ Sport + Entertainment was named Agency of the Year, while Oak View Group won Rights Holder of the Year for the first time. “The standard was higher than ever,” said ESA Awards Chair of Judges, Matthew Leopold. “More than a few categories came down to the sort of margin that made the judges re-check their notes and engage in heartfelt, spirited debate.”

When the Australian state of Victoria pulled out of hosting the 2026 Commonwealth Games in 2023, citing cost concerns, the future of the mega multisport event was thrown into jeopardy – until Scotland and Glasgow intervened to keep it alive.

“The reason there was no host, frankly, was because the Games had become unaffordable,” said Ian Reid, Chair of Commonwealth Sport Scotland.

When considering stepping in to host the Games, the challenge – and opportunity – was to create a feasible model of delivery, he said, speaking at an exclusive event at Edinburgh Castle on 29 January 2026 to celebrate Scotland’s hosting of the Games.

“We thought not just about bring the Games to Scotland, but can we leave a legacy for Commonwealth Sport in terms of how the Games are delivered.”

“The world needs more partnership”
The Commonwealth Games in 2026 will feature an electrifying, but reduced, programme of sports events with participants from 74 nations and territories.

“Glasgow 2026 will be a different Games in terms of what we experienced in 2014, a revised and a developed model to make it sustainable for the future,” said John Swinney, First Minister of Scotland.

“It is about respecting what has come before and embracing the excitement of what lies ahead… but above all else, cherishing what is strong about the Commonwealth, which is friendship, partnership and shared ambition.

“The world needs an awful lot more partnership and cooperation at this moment, so let Glasgow be the focal point for so much of that in the course of this summer.”

For Commonwealth Sport, the rightsholder of the event, Scotland has not just saved the day but the future of the movement.

“We're deeply grateful because what Glasgow is delivering is not simply a plan for 2026; it's a signal for the Commonwealth, a signal that the Games can be reimagined, more flexible, more sustainable and more inclusive, without losing the ambition and meaning of the Games,” said Helen Phillips MBE, Vice President of Commonwealth Sport.

“And thanks to everybody's efforts, we now have a real momentum across the Commonwealth Sport movement, with Malta hosting the 2027 Youth Games, the city of Ahmedabad in India hosting our Centenary Games in 2030. And beyond that, there's an incredible strong interest emerging for 2034 and 2038 and other Youth Games.”

“On track to deliver”
Despite having to organise the Games in such a compressed timeframe – less than two years – the project remains on schedule.

“I am pleased to say we remain on track to deliver these Games on time and within the overall budget,” said George Black, Chair of the Glasgow 2026 Commonwealth Games Organising Company.

“But we're now 175 days to go, and the pace has picked up, and it needs to. We need to ensure the athlete and spectator experience are positive and be reassured that transport plans are robust and that C3 contingency arrangements proportionate.”

The success of the event delivery is very much a team effort, and there are still opportunities to play a part in making it a success.

“We are open arms to anyone who wants to help us make this event altogether brilliant,” said Phil Batty, CEO of the Glasgow 2026 Commonwealth Games Organising Company.

“Major events have a magical power to bring people together,” he said. “And the idea that we're going to have over the course of 11 days, one of those moments where you see smiles, you see joy, you see energy and you see electricity created by the act that one single athlete can do on the field of play is just phenomenal. It's exactly what we need right now.”

“We want to be trailblazers”
“The most important thing is that we have an event for our athletes,” said Reid. “The main reason we did this at Commonwealth Games Scotland is because we know how much it means to them.”

“Glasgow standing up and being brave matches the Scottish culture and how we play as athletes: we want to be trailblazers,” said netballer Emily Nichol.

Glasgow 2026 will have the largest parasport programme in the history of the Commonwealth Games.

“Growing up I was very inspired through Ellie Simmonds,” said Para powerlifter Finlay Davidson. “To feel like I'm slowly reaching that level, and now inspiring another generation, is just amazing.”

Newly elected Olympic Council of Asia (OCA) President H.E. Sheikh Joaan Bin Hamad Al Thani has underlined the importance of unity across Asia, as Saudi Arabia’s hosting of the 2029 Asian Winter Games was postponed.

Speaking following his election on 26 January, Sheikh Joaan described Asia’s diversity as a strength that must be guided by shared values.

“Asia is the largest and most diverse continent within the Olympic family… This diversity is our greatest strength,” he said, adding that unity would allow the OCA to empower National Olympic Committees and provide opportunities for young athletes.
“Together, let’s work towards a more united, stronger, and successful OCA. Together for Asia.”

The comments came soon after the OCA confirmed that Saudi Arabia’s planned hosting of the 2029 Asian Winter Games has been postponed indefinitely.

In a joint statement on 24 January, the Saudi Olympic and Paralympic Committee and the OCA said they had agreed on “an updated framework for future hosting of the Asian Winter Games, confirming the postponement of the 2029 edition to a later date to be announced in due course.”

The statement said the decision followed “extensive consultations” and reflected “a shared strategic commitment to the long-term and sustainable development of winter sports in Saudi Arabia and across the West Asia region.”

Under the revised framework, Saudi Arabia will instead host a series of standalone winter sports events in the coming years, designed to promote participation, develop athletes and officials, and support wider regional representation at future Asian Winter Games.

The OCA said it “commended Saudi Arabia’s ongoing efforts to establish comprehensive and sustainable winter sports programs,” while Saudi Arabia reaffirmed its commitment to winter sports development through continued investment in athletes, infrastructure and international-standard competitions.

The OCA had previously held discussions with South Korea about the possibility of stepping in to host the 2029 Games.

Sheikh Joaan was elected unopposed at the 46th OCA General Assembly in Tashkent, Uzbekistan, attended by representatives of all 45 Asian National Olympic Committees, as well as Uzbekistan President H.E. Shavkat Mirziyoyev.

Also serving as ANOC Senior Vice President and President of the Qatar Olympic Committee, Sheikh Joaan outlined his “Together for Asia” vision, committing to “strengthen solidarity and development throughout Asia… promote good governance… ensure OCA events and programmes are sustainable, inclusive, and credible.”

He becomes the 22nd President of the Olympic Movement in Asia since the continent’s first multisport Games in 1913 and will serve the remainder of the term following the resignation of former OCA President Randhir Singh due to health reasons.

Sheikh Joaan praised Singh’s contribution, saying, “I wish to express my sincere appreciation to my dear friend His Excellency Mr. Raja Randhir Singh for his leadership, vision, and tireless efforts during challenging times.”

The Association of Summer Olympic International Federations (ASOIF) has outlined a new long-term strategy aimed at strengthening the collective voice and influence of International Federations (IFs) within the Olympic and wider sports movement.

Unveiled at the start of 2026, the ASOIF Strategy 2026–2032 follows a year of consultation with member federations under the leadership of ASOIF’s new President, Ingmar De Vos. The strategy sets out a shared mission “to represent, strengthen and grow the collective influence of the Summer Olympic International Federations within the Olympic and Sports Movement”.

Developed through a comprehensive membership survey and consultation process, the six-year framework is designed to guide ASOIF’s priorities through the next two Olympic cycles, up to and including Brisbane 2032.

Three strategic pillars

The strategy is built around three core pillars intended to support IFs during a period of significant change for the Olympic Movement.

The first pillar, Advocacy, Influence and Representation, focuses on advancing the collective voice and autonomy of IFs, promoting high governance standards and strengthening their standing within sport and society.

The second, Olympic Games Excellence, seeks to secure more meaningful and structured involvement of IFs in International Olympic Committee (IOC) and Olympic Games Organising Committee (OCOG) decision-making, while maintaining a constructive and aligned partnership with the IOC.

The third pillar, Collaboration and Knowledge Sharing, aims to coordinate collective responses to shared challenges, encouraging structured cooperation, information exchange and member-driven initiatives.

According to De Vos, the strategy is designed to move beyond high-level principles and deliver practical outcomes.

“Our new Strategy translates three clear strategic pillars into actionable, achievable and measurable initiatives,” he said. “With a roadmap extending to 2032, aligned with the Olympic cycle, we are anticipating an evolving governance and operational landscape while remaining firmly guided by our core principles of member focus, collective value, clarity, transparency and future readiness.”

Implementation and governance focus

As ASOIF moves into the implementation phase, the role of its Olympic Games Committee has been elevated and more closely aligned with the Olympic Games Excellence pillar. The intention is to strengthen support for IFs across Games planning, delivery and operational coordination.

Good governance remains a central theme. The Sixth Review of IF Governance has already been launched, continuing ASOIF’s benchmarking work in this area, with results due to be published in summer 2026.

Progress on the new strategy will be reviewed by the ASOIF Council at its next meeting on 3 March 2026, with a more extensive discussion planned for the organisation’s 50th General Assembly, scheduled for 25 May 2026 in Baku, Azerbaijan.

Key milestones in 2026

Beyond internal governance, ASOIF and its members will be closely involved in several major Olympic milestones during the year ahead.

These include continued support for the Dakar 2026 Youth Olympic Games in October, which will mark the first Olympic event hosted on the African continent. Preparations for the Los Angeles 2028 Olympic Games are also expected to intensify, while confirmation of the sport programme for the Brisbane 2032 Olympic Games is anticipated.

Throughout 2026, ASOIF plans to maintain structured dialogue with the IOC, positioning its new strategy as a foundation for closer collaboration and a more coordinated, future-focused Olympic Movement.

[Source: IOC] The International Olympic Committee’s (IOC’s) Executive Board (EB) has invited Asunción Paraguay; Bangkok, Thailand; and Santiago, Chile into a Targeted Dialogue towards electing a host for the Youth Olympic Games (YOG) in 2030. All three are now considered Preferred Hosts.

KEY FACTS

• The International Olympic Committee has invited Asunción Paraguay; Bangkok, Thailand; and Santiago, Chile into a Targeted Dialogue towards electing a host for the Youth Olympic Games 2030.
• The IOC will now start more detailed discussions with the Preferred Hosts.
• The aim is to elect the host of YOG 2030 in 2026.

The IOC will now start more detailed discussions with the Preferred Hosts, led by their National Olympic Committees (NOCs), with the aim of electing the host in 2026 to give the future organising committee sufficient time to prepare the event.

The EB decision is based on a proposal by the IOC’s Working Group on the Youth Olympic Games chaired by the IOC Member in Slovakia, Danka Hrbeková. The Targeted Dialogue is subject to the Preferred Hosts accepting preliminary proposals to reform the YOG, related to the 2030 edition.

“We were deeply impressed by the potential of these three projects to deliver spectacular and sustainable Youth Olympic Games. All three can offer recent experience of hosting international events in multiple sports, 100% existing or temporary competition venues, full political support and a shared vision that the YOG can help to achieve a better and more active future for their country’s youth”, said Danka Hrbeková, IOC Member in Slovakia and Chair of the IOC’s YOG Working Group.

The YOG Working Group will continue to study the potential and relevance of future editions of the YOG to benefit young athletes and the entire sports movement, in consultation with stakeholders such as the International Federations (IFs), the NOCs and continental organisations, as part of the Fit for the Future review process.

“The strong interest in the 2030 edition from new regions of the world demonstrates the value that potential hosts see in the Youth Olympic Games,” said Hrbeková. “The YOG have offered tens of thousands of young athletes and volunteers a unique, global, multi-sports experience, helping to form the basis for their future careers. The YOG are also an important laboratory for innovation in Olympic sports events.”

All three projects are aligned with local and national long-term plans for development, sports, education and health, to deliver a wide range of socio-economic community benefits.

They were put forward for Targeted Dialogue based on their unique opportunities:

Asunción, Paraguay

• 100% existing or temporary competition venues, and expertise and capabilities developed during the delivery of the 2025 Junior Pan American Games
• A single cluster that would ensure festive celebrations of the YOG 
• Strong local and national government support, including a commitment to fund 95% of the YOGOC budget

Read the full IOC Feasibility Assessment for Asunción, Paraguay.

Bangkok, Thailand

• 100% existing or temporary infrastructure, including a university campus in Bangkok for the main Youth Olympic Village
• One urban and one beach cluster to ensure a memorable YOG for the athletes
• Strong support from the local and national government, with a commitment to fund 80% of the YOGOC budget

Read the full IOC Feasibility Assessment for Bangkok, Thailand.

Santiago, Chile

• 100% existing or temporary competition venues, and expertise and capabilities developed during the delivery of the 2023 Pan American Games
• One urban and one coastal cluster that would have distinct characters and ensure a good YOG experience for the athletes
• Strong local and national government support, including the commitment to fund 70% of the YOGOC budget plus any shortfall, and to guarantee the construction of the Youth Olympic Village

Read the full IOC Feasibility Assessment for Santiago, Chile.

The IOC feasibility assessments reflect information gathered during Continuous Dialogue through regular meetings and exchanges with the Interested Parties. In accordance with Olympic Agenda 2020, the IOC consulted detailed information from independent third-party sources.

During Targeted Dialogue, the Preferred Hosts will be asked to submit a response to the IOC’s Future Host Questionnaire for Summer YOG, as well as a list of guarantees signed by the respective authorities.

At the end of the process, the EB will assess if one, two or three projects have met the requirements to be considered by IOC Members when they vote on the host of the 2030 YOG in mid-2026.

The next YOG will be held in Dakar, Senegal, from 31 October to 13 November 2026. This edition was postponed from 2022 due to the COVID-19 pandemic. The last Summer YOG took place in Buenos Aires, Argentina, in 2018.

Find out more about hosting the YOG.

[Glasgow, Scotland] – Host City 2025, the leading international meeting for major event hosts, owners and organisers, took place in Glasgow on 1-3 December with the support of Global Presenting Partners and Hosts: Glasgow Life and EventScotland.

The 12th edition of the annual conference welcomed rights holders, city officials, organising committees and global brands to explore the theme “Getting on with the Business of Events.”

Across three days, delegates examined how major events can evolve to deliver more meaningful impact – from sustainable operations and new hosting models to technological change, job security and community benefit.

Key Takeaways

• Collaboration between host cities, organising committees and rights holders should replace outdated demand-led models.
• Event restructuring that prioritises meaningful impact can reduce operating costs by using existing infrastructure.
• Sustainability and community-focused social impact must sit at the heart of host city strategies.
• Knowledge-sharing and operational-readiness programmes can improve job security across the events workforce.
• Shifting socio-political landscapes in the Middle East are enabling greater progress.
• AI can support organisers but should not replace human interaction or live experience.

Evolving host–client relationships

A shift toward genuine collaboration was a clear theme.

Kay Morrison, Chief Executive of Glasgow Life, said: “We’ve learned that a proactive integrated partnership approach is absolutely key, not only to staging successful events but also to creating the environment and conditions needed for long-term economic, social and environmental impact.”

Darren Hall, Director of Games and Assurance at Commonwealth Sport, said: “The day of the dictator to a city or country who wishes to host an event, are gone… it’s now called the host collaboration agreement.”

James King, CEO of AEG Presents UK and European Festivals, noted: “We're the guests who are coming in and we want to be invited back… that helps us deliver a shared outcome framework.”

Dominic McKay, CEO, SEC and Chair of European Professional Club Rugby (EPCR), stressed the importance of executing events with athletes and supporters in mind. “If you do that, they’ll leave happy and want to come back and experience the city and the culture.”

John David, President and CEO of the Sports Events & Tourism Association, added: “It's a completely different customer experience and you need to nail it, and you need to know your audience.”

Driving change in event delivery

Speakers repeatedly emphasised that meaningful change is essential – whether through budget-conscious delivery or deeper community engagement.

Max Cobb, Secretary General of the International Biathlon Union, highlighted the success of the Loop One Festival in Munich’s Olympiapark, which brought a traditionally cross-country sport into the heart of the city. “You really have to have a vision and a strong stomach. And yes, people are going to tell you you're crazy, but you have to keep going.”

Jakob Kjeldgaard Fuglsang, Manager of Copenhagen Legacy Lab at Wonderful Copenhagen, highlighted the importance of strategy. “Do we want to host stand up paddle to attract more water sport tourists? Do we want gaming events to help bring companies to our city? What is it we want to achieve?”

Rob Stull, President of the UIPM, highlighted modern pentathlon’s transformation. “When I competed, it was five days; now in LA it’s a 90-minute format… It's all about capturing the imaginations and people's attention.”

Harvey Goldsmith CBE, Promoter, Artiste Management Productions Ltd said the public opinion is far stronger than some organisers realise in event delivery: “The most important thing is take the view of the audience of what their experience is going to be and then follow the pathway through because the event takes care of itself.”

With just over 200 days until the Glasgow 2026 Commonwealth Games, organisers highlighted the radically different approach shaped by new structures at Commonwealth Sport and Glasgow 2026.

Phil Batty OBE, CEO of Glasgow 2026, said setting the bar high is essential. “There are very few things that are actually impossible… You do need a level of courage and a level of just sheer relentless ambition to make something brilliant.”

Chief Operating Officer Jade Gallagher added, “Without thinking differently for this iteration, there would be no Commonwealth Games… It’s a balance and we challenge ourselves every day.”

Growth markets: women’s sport, the US and the Middle East

Sarah Massey, Managing Director of the Women’s Rugby World Cup 2025 gave a keynote interview highlighting the factors that led to the tournament’s runaway success.  “We started out with a really, really bold ambition,” she said. “The stats are incredible; they surpass all expectations of our KPIs and metrics, and that's just down to a huge number of people that works on the event and the organisations that came together.”

With the 2026 FIFA World Cup and the nation’s 250th anniversary approaching – alongside LA28 and the 2034 Olympic and Paralympic Winter Games – the United States is preparing for an unprecedented period of sport and celebration.

Lynn Young, Commissioner of the US Semiquincentennial Commission said "There will be a lot of activities going on… we’ll have plenty of opportunities."

Brett Gosper, Head of Europe & Asia NFL, and former CEO of World Rugby, highlighted why international sports were attracted to US. “The draw, whether it be for rugby or football, is you take a bigger slice of by far the biggest sports market in the world."

The conference also explored the Middle East’s rapid development as a hosting region, from Saudi Arabia’s 2034 FIFA World Cup to Iraq’s Expo 2029 Garden.

Basim K. Ibrahim, Sport Sector Director at the Ministry of Investment, Saudi Arabia, said:
“We went from zero to 100 in almost seven to eight years… What really matters for us is the social and community impact.”

Sustainability and legacy

Discussions highlighted cost-effective sustainability and the need to retain talent in an industry often reliant on freelance expertise.

Rob Dickson, Director of Industry and Events at VisitScotland, said: “Events are much more than moments in time. They are catalysts for positive change, they drive our sustainable growth and they shape our destination rooted in the purpose to be a better, economic and socially vibrant country.”

John Langford, Executive Vice President of Venues International of AEG stressed the importance of using major names to drive change. “The most powerful influencer in the artists. If Billie Eilish says this entire event is going to be vegan and focused on sustainability, it’s the easiest way to get it into fans’ heads.”

Bonnie May, CEO of Global Infusion Group, added: “We now put vegetarian and vegan options at the top of the menu and it changes those habits.”

Chris Thompson, CEO of You.Smart.Thing. said gamifying sustainability can change people’s behaviour. “Convenience is a massive influencer. If we feel something is inconvenient, we’re turned off. Incentives are key.”

Bev Ward, COO of UK Events Limited highlighted the importance of skills legacies. “When it's just one-off events, what strategies should you still implement to retain critical skills and knowledge between those events and how does it benefit future hosts? That is the key thing that we're trying to challenge.”

Culture and authenticity

Speakers also stressed that culture remains central to the emotional impact of events.

Professor Gayle McPherson, Director of the Research Centre for Culture, Sports and Events at UWS, said: “The cross-over between culture and sport has existed for centuries… and what we learn is a mutual understanding and respect for each other.”

Rebecca Edser, Head of EventScotland, added: “Cultural events play a hugely influential role in stimulating connection, creativity, and identity.  They create opportunities for communities to come together to share experiences and traditions, and are intrinsically linked with an authentic sense of place.”

Host City Award Winners

The second annual Host City Awards were presented at Glasgow City Chambers, recognising excellence across global event delivery.

• Best Event Engagement & Fan Growth: Women’s Rugby World Cup 2025
• Excellence in Infrastructure & Delivery: GL Events for Paris 2024
• Most Sustainable Event: Sport Event Denmark for the 2025 IIHF Ice Hockey World Championship
• Outstanding Economic Impact: Thailand Convention & Exhibition Bureau (TCEB) for the Phuket Vegetarian Festival

Notable guests included Scotland’s Minister for Business and Employment, Richard Lochhead, and Olympic silver medallists and two-time world curling champions Bruce Mouat, Grant Hardie, Bobby Lammie and Hammy McMillan Jr.

Notes to Editors

About Host City

Host City is the event and media brand that connects the owners, hosts and organisers of major events.

Through its conference, exhibition, awards and online publishing platforms, Host City shares best practice within the international community of international sports, business and cultural events.

Host City events are renowned for the highest level of speakers, content and networking.

About Glasgow Life

Glasgow Life is a charity working for the benefit of the people of Glasgow. We believe everyone deserves a great Glasgow life and we find innovative ways to make this happen across the city’s diverse communities.

Our programmes, experiences and events range from grassroots community activities to large-scale cultural, artistic and sporting events which present Glasgow on an international stage.

Our work is designed to promote inclusion, happiness and health, as well as support the city’s visitor economy, in order to enhance Glasgow’s mental, physical and economic wellbeing.

About EventScotland

EventScotland, part of VisitScotland - the national tourism and events organisation for Scotland, works to make the destination the perfect stage for events by securing and supporting an exciting portfolio of sporting and cultural events. 

It provides funding opportunities and access to resources and information to develop the industry. By raising Scotland’s profile as a leading events destination, we hope to attract more visitors to our shores. 

It supports the delivery of Scotland’s National Events Strategy 2024-2035 which aims to build on the events industry’s many achievements to date. 

The strategy refresh has been shaped by, Scottish Government, VisitScotland’s Industry and Events Directorate, Scotland’s Events Industry Advisory Group (EIAG), Local Authorities, COSLA, Trade Union representatives, and those who responded to the consultation process. 

Find out more about Scotland's National Events Strategy 2024-2035. 

For further information about funding programmes and latest event news: 

• visit visitscotland.org/events 

• follow @EventScotNews on x.com 

• follow EventScotland on linkedin.com 

Host City: Now nearly a year since you took up the position of CEO of the Harris County Sports & Convention Corporation, what can you report as your key achievements since the start of the year?

Martye Kendrick: As CEO of the Harris County Sports & Convention Corporation, my priority has been to strengthen NRG Park’s reputation as a world-class destination for sports, entertainment, and major events. Over the past year, we’ve made significant progress toward that goal.

• Operational Excellence: We introduced process improvements across our venues to enhance efficiency and elevate the guest experience.
• Major Event Acquisition: Secured commitments for marquee sporting and entertainment events that will deliver substantial economic impact and global visibility for Harris County.
• Community Engagement: Expanded partnerships with local organizations to ensure our events foster inclusivity and reflect the diversity of our community.
• Sustainability & Innovation: Advanced green initiatives within our facilities and implemented technology upgrades to improve fan engagement and operational performance.
• Economic Impact: Strengthened collaboration with stakeholders to maximize the economic benefits of our venues, supporting local businesses and job creation.

Looking ahead, we remain committed to building on this momentum and positioning Harris County as a leader in hosting world-class experiences that benefit our residents and visitors alike.

HC: With NRG Park hosting seven FIFA World Cup matches next summer, how does your team look to set itself separate from other host cities?

MK: Hosting seven FIFA World Cup matches at NRG Park is an extraordinary opportunity, and our goal is to create an experience that truly sets NRG Park and the Houston community apart from other host cities.

We’re focused on three key differentiators:

Unmatched Fan Experience: We are leveraging NRG Park’s unique versatility and scale to deliver an immersive, world-class environment for fans. From cutting-edge technology to a state-of-the-art new scoreboard to enhanced amenities, every detail is designed to make the experience unforgettable.

Community-Centered Approach: Houston’s diversity is one of our greatest strengths. We’re working closely with local organizations to ensure the World Cup reflects the cultural richness of our region, creating inclusive celebrations that engage residents and visitors alike. We plan to host special tour of NRG Stadium to showcase how we have prepared to host the FIFA World Cup games.

Legacy Beyond the Matches: Our vision extends beyond the tournament. We’re investing in initiatives that leave a lasting impact—strengthening infrastructure, promoting sustainability, and creating economic opportunities that benefit Harris County long after the final whistle.

By combining innovation, inclusivity, and long-term impact, we aim to showcase not just world-class soccer, but the very best of Houston.

HC: What are the advantages of having this hub within NRG Park?

Having the FIFA World Cup hub within NRG Park offers unparalleled advantages that few host cities can match. NRG Park is a fully integrated campus with multiple venues, expansive outdoor spaces, and world-class infrastructure—all within a single footprint. This creates several key benefits:

• Centralized Operations: Housing all major activities in one location streamlines logistics, security, and transportation, ensuring a safe and efficient experience for fans, teams, and partners.
• Enhanced Fan Experience: The campus allows us to create immersive fan zones, cultural activations, and hospitality areas without the need for extensive travel between sites, making the event more accessible and enjoyable.
• Flexibility & Scale: With multiple facilities—including NRG Stadium, NRG Center, and NRG Arena—we can host a wide range of events, from match-day experiences to community celebrations, all in close proximity.
• Legacy Impact: Concentrating activities at NRG Park enables us to invest in infrastructure improvements that will benefit the region long after the tournament ends. We recently hosted an unveiling of a special mural that celebrates the Houston Livestock Show and Rodeo, the Houston Texans and a soccer player, which is a nod towards NRG Stadiums capacity to host world-class soccer games.

This integrated approach positions Houston as a city that delivers not only world-class matches but a seamless, unforgettable experience for everyone involved.

HC: What are your plans to utilise other spaces outside of the NRG Stadium?

MK: NRG Park offers a unique advantage as a multi-venue campus, and our plans go well beyond the stadium itself. We are working with the FIFA organization and our park tenants to leverage every space to create a comprehensive World Cup experience:

• Fan Zones & Cultural Activations: The surrounding facilities, including NRG Center and NRG Arena, will host fan festivals, cultural showcases, and interactive experiences that celebrate the global spirit of the tournament and Houston’s diversity.
• Hospitality: We are working with FIFA to deliver a variety of premium hospitality areas across the campus to accommodate sponsors, partners, and international guests, ensuring world-class service and engagement opportunities.
• Community Engagement Spaces: Outdoor areas will be transformed into vibrant gathering spots for watch parties, local food vendors, and entertainment, making the World Cup accessible to residents and visitors beyond ticketed matches.
• Operational Efficiency: Utilizing multiple venues allows us to streamline logistics, security, and transportation, ensuring a safe and seamless experience for fans and teams.

Our goal is to turn NRG Park into a dynamic hub that amplifies the excitement of the World Cup and showcases Houston as a city that delivers unforgettable experiences both inside and outside NRG  Stadium.

HC: Have you taken any inspiration or lessons from the Houston Texans playing at the stadium? Whether this be operationally, holistically or otherwise?

MK: The Houston Texans’ presence at NRG Stadium has been an invaluable source of insight for us as we prepare to host the FIFA World Cup. Their operational expertise in managing large-scale events has provided a blueprint for excellence that we’ve adapted to meet the unique demands of a global tournament. From crowd flow and security protocols to transportation logistics, we’ve learned how to create a safe, efficient, and enjoyable environment for hundreds of thousands of fans.

Beyond operations, the Texans have shown us the power of holistic fan engagement—how to transform a game into an experience. We’ve taken inspiration from their ability to build excitement before kick-off and maintain energy throughout the event. This approach informs our plans for immersive fan zones, cultural activations, and hospitality experiences that extend far beyond the stadium walls.

Equally important are the lessons in community connection. The Texans have demonstrated how a team can become a cultural anchor for a city, and we aim to replicate that sense of belonging on a global scale. By celebrating Houston’s diversity and creating inclusive opportunities for residents and visitors, we’re ensuring the World Cup reflects the heart of our community.

In short, the Texans have helped us understand that success isn’t just about flawless execution—it’s about creating moments that resonate. That philosophy will guide every aspect of our World Cup strategy, from operational planning to fan engagement, as we deliver an event that showcases Houston at its very best.

HC: What initiatives are you planning to run to engage with local and international communities?

MK: Engaging both local and international communities is central to our vision for the FIFA World Cup at NRG Park. We see this as more than a series of matches—it’s an opportunity to unite cultures and create lasting connections. Our initiatives focus on three key areas:

• Celebrating Houston’s Diversity: Houston is one of the most culturally rich cities in the world, and we plan to showcase that through vibrant fan zones, cultural festivals, and culinary experiences that reflect the global nature of the tournament and the local character of our community.
• Community Access & Inclusion: We’re partnering with local schools, nonprofits, and local organizations to provide educational stadium tours about how we have prepared and upgraded our facilities to host FIFA World Cup games.
• Global Hospitality & Cultural Exchange: From multilingual support from our local governmental partners like METRO and the FIFA Houston Host Committee we are partnering to support a range of curated cultural experiences that will be hosted within NRG Park and downtown Houston. Our goal is to make every guest feel at home while celebrating the global spirit of soccer within NRG Park.

These initiatives are designed not only to enhance the fan experience but to leave a legacy of connection, inclusivity, and pride that extends far beyond the tournament.

DSV is a global leader headquartered in Denmark, operating in more than 150 countries and offering end-to-end supply chain solutions backed by advanced technology and a commitment to reaching net-zero emissions by 2050. Our Fairs & Events division specializes in managing complex, time-critical logistics for exhibitions and live events of any scale. From customs clearance and on-site support to global transport and storage, we ensure your event materials arrive safely, on time, and ready for showtime.

Case Study: “Sustainable Logistics in Action: DSV’s Role at the London Marathon”

At the 2025 TCS London Marathon, DSV Fairs & Events supported the event with a logistics fleet powered entirely by HVO fuel. A total of 34 arctic trucks and 32 smaller vans were deployed, resulting in an estimated reduction of 2.7 tonnes of CO2 emissions, up to 90% less compared to conventional diesel vehicles. All vehicles were strategically positioned the evening before the event to avoid unnecessary movement and fuel consumption. This approach helped ensure that logistics operations were both efficient and environmentally conscious. The project illustrates that sustainable transport solutions can be implemented successfully at large-scale events without compromising operational performance.

Supporting Access, Inclusion, and Community

The London Marathon is known for its focus on community and inclusion. DSV’s logistics support contributed to a smooth experience for thousands of participants. Trained staff and account managers were present at logistics points to ensure reliable and accessible baggage transport, tailored to the needs of a diverse participant base. Volunteers worked closely with DSV teams, helping to facilitate the handover process with professionalism and care. This collaboration reflected the cooperative spirit of the event. Strong coordination between DSV and London Marathon Events (LME) helped create an inclusive environment where all stakeholders,from logistics teams to volunteers, worked together toward a shared goal.

Structures for Long-Term Impact

The logistics concept was based on strategic partnership and sustainable principles. In close cooperation with LME, DSV developed a system that combined environmental responsibility, operational precision, and community engagement. The use of HVO-fueled vehicles was part of a broader commitment to sustainable event logistics. The collaboration with LME also serves as a model for future projects, where shared values and proactive planning lead to meaningful outcomes. This initiative demonstrates how logistics providers can integrate environmental and social considerations into their operations, creating value that extends beyond the event itself. 

Case Study: “Enabling Performance: Schenker’s Logistics Support at the World Para Athletics Championships 2025”

The IndianOil New Delhi 2025 World Para Athletics Championships marked a milestone for India as host of the 12th edition of this global event. Held for the first time in South Asia, the competition welcomed 1,182 athletes from 100 nations to the Jawaharlal Nehru Stadium in New Delhi between 27 September and 5 October 2025. As the Sole Official Logistics Partner, Schenker supported the event with a comprehensive logistics setup tailored to the needs of a high-profile international competition. The scope included eight dedicated trucks, ten forklifts, and a team of 40 skilled workers operating across the stadium and Delhi airports. Two container offices and two storage units were installed on-site to facilitate coordination and equipment handling. Operations ran around the clock during the move-in and move-out phases, managed by specialized teams and onsite supervisors. The logistics setup ensured that all sporting equipment, regardless of size, was delivered reliably and on time, allowing athletes to focus fully on their performance.

Operational Excellence in a Complex Environment

The logistics execution was designed to meet the demands of a large-scale event with precision and minimal disruption. Schenker’s approach enabled smooth inbound and outbound flows, contributing to a seamless experience for organizers and participants alike. The project demonstrated Schenker India’s capability to manage complex sporting events through structured planning, responsive coordination, and dedicated personnel. The Paralympic Committee of India acknowledged the team’s commitment and efficiency, highlighting the value of professional logistics in the success of international competitions.

A Foundation for Future Sporting Events

The successful delivery of logistics services at the 2025 World Para Athletics Championships reflects the growing role of specialized logistics in global sports. It also supports India’s broader ambition to host future events. By combining operational expertise with a focus on athlete needs, Schenker contributed to an inclusive and high-performing environment, reinforcing the importance of logistics as a strategic enabler in international sport.

Over the past decade, Denmark has steadily developed its role as a host of international sporting events. In 2014, the country staged several high-profile championships — among them the EHF Men’s Euro in handball, the BWF World Championships in badminton, and the World Half Marathon Championships. In 2026, Denmark will once again welcome the international sports community for a new selection of events, including the EHF Men’s Euro, the Thomas & Uber Cup Finals, and the World Athletics Road Running Championships. These events reflect both continuity and progression, as they build on the country’s accumulated experience and ongoing collaboration with international federations and local stakeholders.

A Decade of Experience

The 2014 events marked important milestones in Denmark’s sporting event history both in terms of public engagement and international cooperation. Each event contributed new insights, particularly in areas such as fan experience, integration of host cities, and sustainable operations. Looking ahead to 2026, the same types of events return in a renewed format. This isn’t a repetition, but rather a further development, shaped by a decade of learning and refinement. “Every international event we host adds to our collective knowledge,” said Lars Lundov, CEO of Sport Event Denmark. “2026 gives us an opportunity to revisit these formats — with updated frameworks, new technology, and more collaboration.”

The Men’s EHF EURO 2026: Handball Returns

In 2014, Denmark hosted the Men’s European Handball Championship, drawing strong attendance and wide public interest. In 2026, the tournament returns, co-hosted by Denmark, Sweden and Norway New digital tools and broader community activities are expected to enhance the experience for both fans and participants. “We look forward to creating a true handball celebration when Denmark once again hosts the Men’s EHF EURO – not only for the fans in the arenas, but for the whole population following the championship. It’s our chance to showcase the very best of Danish handball culture, community spirit and volunteer engagement – and to do so with responsibility and pride for the world to see,” said Torsten Laen, president of the Danish Handball Association.

Thomas & Uber Cup 2026: A Badminton Tradition Continues

Copenhagen hosted the BWF World Championships in 2014. In 2026, the city will host the Thomas & Uber Cup Finals — badminton’s major international team competition. Denmark has a long-standing badminton heritage, and the 2026 event aims to combine elite performance with fan-friendly and inclusive activities. “We’re pleased to welcome the international badminton community back to Denmark,” said Kristian Pihl, President of Badminton Denmark. “We are building on strong foundations and shared experiences.”

World Athletics Road Running Championships 2026: Running Through the City

The IAAF World Half Marathon Championships in Copenhagen in 2014 were well received for its accessible route and for the first time ever large mass participation race. In 2026, the World Athletics Road Running Championships — an evolved format — will again take place in the Danish capital. The event merges elite racing with mass participation and aims to offer an inclusive and city-integrated running experience. “The 2014 half marathon showed how road races can activate mass participants and cities,” said Lars Werge, President of the Danish Athletics Federation. “In 2026, we’ll build on that, in close cooperation with local authorities and World Athletics.”

Sustainability as Standard Practice

Sustainability is an integral part of sporting event planning in Denmark. In 2026, all three championships will include measures aligned with the UN Sustainable Development Goals. These efforts are coordinated in collaboration with host cities and national federations. Initiatives include sustainable transport and local sourcing, focus on accessibility and participation and documentation and reporting of environmental impacts. “Environmental and social sustainability are not side projects — they’re central to how we organise events,” said Lars Lundov. “We see it as part of our responsibility.”

A Long-Term Approach to Event Hosting

Denmark’s compact geography, accessible infrastructure, and tradition of partnerships support are pragmatic and consistent approaches to international event hosting. Instead of starting from scratch with each new event, Denmark builds on existing experience and infrastructure, adapting to the needs of each federation and audience. From 2014 to 2026, sporting events in Denmark have developed in both scale and structure and shaped by local insights, international cooperation, and a focus on long-term value.

Collaborative Hosting

The upcoming events in 2026 are the result of strong collaboration between Sport Event Denmark, national federations, and the host cities Copenhagen, Herning, and Horsens. This model supports both operational stability and locally rooted engagement. Whether it’s team sports, individual competition or mass participation formats, Denmark’s approach is shaped by shared experience and open dialogue.

The global events sector is a cornerstone of cultural exchange, economic development, and innovation, bringing millions of people together every year. From international sporting championships and world-class conferences to music festivals and trade shows, events create shared experiences that connect people and industries in meaningful ways. They are uniquely positioned to respond to society’s changing needs creating opportunities for connection, driving innovation in technology and sustainability, and fostering inclusive experiences, and despite a challenging operating environment, the events sector around the world continues to adapt and thrive.

The role of VisitScotland in driving the visitor economy

In Scotland, we recognise the important role that events play in our visitor economy As global leaders in event delivery, we leverage cultural, sporting, and business events, to attract visitors and showcase Scotland as a world-class destination. These events in turn stimulate local economies through increased visitor spend, job creation, and investment.

As an economic growth agency, we are steadfast in our support of tourism and events. Our core purpose is to grow the visitor economy and maximise its value for Scotland.

In 2024, there was a total of 92 million tourism visits to Scotland, including domestic and international overnight trips and day visits, delivering a record £11.4 billion to Scotland’s economy, in visitor spend. To deliver on our purpose, vision, and mission, our Corporate Plan sets out four priority areas of activity for us to focus on - organisation development, market development, place development and business and experience development. Place and destination development, alongside market development, are central to supporting Scotland’s events sector.

Through place and destination development, we work collaboratively with industry, communities, and partners to leverage major events and deliver on key policy objectives at local and national levels. This includes creating vibrant, welcoming destinations where communities feel the benefits of tourism and events, and ensuring Scotland is recognised globally as a leading sustainable tourism destination.

The events sector in Scotland, through the delivery of the national events strategy Scotland the Perfect Stage 2024–2035, is building a destination rooted in purpose that is underpinned by values of sustainability, inclusion, and legacy. Our role is to support this ambition by harnessing the power of events to strengthen communities, attract investment, and help Scottish businesses internationalise while rebuilding domestic demand.

This work supports the aspirations of Scotland Outlook 2030, as well as the national tourism strategy, and aligns with our commitment to collaborative working that maximises benefits for communities, sustains local services, and delivers long-term growth.

Unlocking impact through partnerships

Partnership working is at the heart of Scotland’s success in events. The sector thrives on collaboration between public bodies, private enterprises, and third-sector organisations. Strategic relationships enable us to deliver events that not only attract visitors but also leave lasting legacies for communities. This collaborative approach is strengthened by a unique Team Scotland model, bringing together partners across sport, culture, tourism, and the economy. Our EventScotland team, part of VisitScotland’s Industry and Events Directorate, provides a coordinated sector voice and ensures clear strategic alignment with national priorities.

Our national events strategy underpins this approach, ensuring that events contribute to economic, social, and environmental goals. Working together, we tackle shared challenges such as reducing environmental impact, improving accessibility, and developing a skilled workforce for the future. Innovation and adaptability are central to this approach, as demonstrated by the new model for Glasgow 2026 Commonwealth Games, an inclusive, right-sized event that makes smarter use of existing infrastructure and sets a benchmark for sustainable delivery. #

The importance of strategic relationships is also demonstrated by our partnership with The R&A. The eleven-year partnership between ourselves, The R&A and Scottish Government sees the staging of The Open, AIG Women’s Open, and the Senior Open in Scotland between 2024 and 2034. It ensures that fourteen championships will be held in Scotland across various venues during the term of the partnership.

This investment in the championships will drive tourism and showcase Scotland as a world-class stage for major events. It will also deliver significant economic and social benefits to the country and the host regions.

Looking ahead to what’s next

Scotland’s pipeline of world-class events demonstrates the strength of our collaborative approach and our commitment to market development. Working with the Scottish Government, local authorities, and key partners, we secure major cultural, sporting, and business events that reinforce Scotland’s position as a leading global destination.

Upcoming one-off events such as the Glasgow 2026 Commonwealth Games, 2027 Tour de France Grand Départ, and UEFA EURO 2028, will sit alongside annual fixtures such as the world-leading Edinburgh Festivals, Celtic Connections, and the Royal Highland Show. These events showcase Scotland’s cultural vibrancy and sporting excellence, reinforcing our position as a leading global destination for tourism and events.

A destination rooted in purpose

Scotland stands proud as a welcoming, responsible, and world-class host for events of every scale. With the capacity and experience to deliver unforgettable event experiences, we ensure that every occasion provides exceptional economic, social, and cultural benefits for our communities and visitors alike. Events in Scotland are more than moments in time, they are catalysts for positive change. Through their profile and influence, they drive sustainable, responsible growth and help shape a destination rooted in purpose.

As we come together for Host City 2025 in Glasgow, a city that has proven time and again to be a world-class host of major and mega events, we look forward to two days of insight, discussion and debate on how we can continue to harness the power of events to strengthen communities, attract investment, and showcase Scotland as the perfect stage.