The annual Host City Conference & Exhibition, the largest international meeting of cities and sports, business and cultural events, will take place at the Scottish Event Campus, Glasgow on 3-4 December, and include presentation of the inaugural Host City Awards, celebrating the best event hosting achievements, at an evening reception on 3 December.

The move to a larger capacity venue and launch of the Host City Awards reflects the event’s growth, following a decade of increasingly successful events.

Host City 2024 will bring together hundreds of major event owners, organisers and hosts from all over the world for two days of insightful discussion and debate across plenary sessions, presentations and keynote addresses. The 11th Host City will also feature a hosted buyer programme for the growing community of international event owners and organising committees.

Participants in Host City include International Federation leaders and IOC Members alongside the owners and organisers of major congresses and entertainment events.

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

Susan Deighan, Chief Executive of Glasgow Life said: “Glasgow has a reputation for world-class cultural, sports and business occasions so we’ll look forward to welcoming delegates to the city once again for the Host City Conference and Exhibition in December. 

“The breadth of expertise and wealth of knowledge that is shared at Host City is invaluable for continuing to push the boundaries of successful event organisation.

“We look forward to adding our own distinctive host voice to the proceedings, sharing our experience of delivering engaging and diverse events like the World Athletics Indoor Championships held here in March, and hearing how others create a genuine legacy for local communities.”

Paul Bush OBE, Director of Events, VisitScotland, said: “EventScotland is delighted to continue its partnership with Host City having been a long-standing supporter since its inception. Fostering the spirit of collaboration and innovation, the conference continues to provide a dynamic environment for networking, knowledge sharing, and also celebration with the introduction of this year’s inaugural Host City Awards.

“The opportunity to attract and bring together key global partners and stakeholders to discuss a range of immediate and emerging trends within our sector is incredibly valuable. We are delighted to see the event’s ambition to grow in scope and scale, and look forward to welcoming both new and returning speakers and delegates from across the sport, culture and business events landscape to Glasgow, and indeed Scotland later this year.”   

Kathleen Warden, Director of Conference Sales, Scottish Event Campus said: “We are delighted to support Host City.  This event plays an important role in positioning Glasgow and Scotland as the natural location for major events and conferences, are we are delighted to be providing a platform for growth for the event.”

Host City 2024 is also supported by Glasgow Convention Bureau.

The full agenda for Host City 2024 and details for the inaugural Host City Awards will be announced soon.  

For more information visit www.hostcity.com or email ben.avison@hostcity.com

Commercial Opportunities: adam.soroka@cavendishgroup.co.uk

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?”

At this precarious moment geopolitically around the world, and particularly in the Middle East, sport might just help.

“Sports is a beautiful tool for common understanding,” says Nasser Majali, Secretary General of the Islamic Solidarity Sports Association.

“We view sports as an integration tool – as a peacebuilding tool, and one to build integration between countries and between people. It makes changes in culture, in gender equity and opens up a lot of doors for dialogue and travel.

“Sports is a language. In our membership there are three official languages, Arabic, English and French, and a lot of unofficial languages. But the one thing that brings them together, and they all can talk, is one single language of sports. Everybody knows who wins and loses, and what that person in front of me went through to get there. So it is a unifying language.”

Asked if sports is contributing to the westernisation of the Islamic world, Majali pointed to the power of sports for development in all cultures.

“Sports is a very important tool for development, whether it's in education and health, in economics. Ask any child today in the world about sports and 90% of the time they'll talk about sports as something very important in their life. Then when people grow up you will find that a lot of their memories and character development was built around that.”

Transformation phase

The Islamic Solidarity Sports Association (ISSA) was established about 40 years ago, with a membership based on the Organisation of Islamic Cooperation, the umbrella organisation for Muslim countries – not just predominantly Muslim countries but also countries with sizeable Muslim populations like Guyana Uganda, Cameroon.

“The vision and mission of the organisation has been transformed,” says Majali. “It's going through a transformation phase for us to become to scale more and to go into development of sustainable sports ecosystems within the 57 countries.”

ISSA has five focus areas, starting with sports development. “So that's developmental programmes and also prioritising sports as a sector in the 57 countries. That goes also to the economic part of sports and the startups and companies’ growth. So it's a discussion that we have with our National Olympic Committees and then with the governments and leading bodies within the countries to try to push for the sports sector, which sadly, it's not prioritised in all countries.”

Another major focus area is multi-sports games and events. ISSA has its own Games – the Islamic Solidarity Games – and aims to help members to host other events between Games.

Research and academia is another area. “There are a lot of statistics missing from the 57 countries regarding the sports sector,” says Majali. “We believe it's our role to become the kind of the Wikipedia of the world of Islam and sports. The whole philosophy behind sports and Islam requires a lot of research.”

The fourth focus area is the integration of Islamic culture and tradition within the global sports movement. “So that’s kind of explaining a lot of things. What happens in Ramadan with athletes – why we shouldn't have mega sports events happening right in the middle of Ramadan and how would that affect performance? Also, topics related to the right of female athletes to be wearing the hijab in all sports sporting events. Somebody needs to be a voice, so we are taking on that responsibility.”

The last focus area is emergency assistance. Many of ISSA’s member countries are experiencing crises, from the conflicts in Sudan, Palestine to the recent earthquake in Turkey and floods in Libya and many others. “What is very important for us is to be able to mobilise, assist with programming, and lobbying for the sports sector in those countries so that it does not lose its priority when the rebuild starts.”

Working with partners

One of the main ways that ISSA is looking to implement its aims is by working with partners. “We don't want to reinvent the game. So when we come to talk about gender equity, we'd like to integrate with partners who have worked on that for a long time.

“If we wanted to talk about IFs, we'd like to find a partner or somebody like SportAccord to work with. If the International Olympic Committee is working on Olympic solidarity, we'd like to integrate into that, and with potential partners such as the UN or Save the Children for example.

“Our implementation methodology is to find the partner and scale with them rather than do something from scratch. I hope that that in the next couple of years is reflected in the programmes that we implement.”

Host City: It’s great to be here in Birmingham for SportAccord. How important was hosting the Commonwealth Games for the city and the West Midlands region?

Joel Lavery: We hit the high note with the Commonwealth Games in 2022. The city came alive with sport, and we recognised the power and the impact of an event like the Commonwealth Games. That led us to think about what comes after the Commonwealth Games. We wanted to see if we could attract more events that have purpose, and to know what impact they're going to have.

Host City: How is hosting SportAccord helping to attract more events?

Joel Lavery: SportAccord is one of the events that sits as part of that portfolio that is being paid for by the underspend of £70 million from the Commonwealth Games and the £6 million invested into the major events fund. What better audience could we have than 1,500 world leaders of sport? And so this week it's about meeting people and starting off some of those conversations that we hope will lead to us landing a pipeline of opportunities.

Host City: What activities have you got in the pipeline?

Joel Lavery: We've talked about the Golden Decade of Sport from the Commonwealth Games. In 2026 we'll have the European Athletics Championships and alongside that, we'll have the IWG Women in Sport Global Conference that's happening in this very same venue in two years.  We've also got events like the Kabaddi World Cup, the Urban Sports World Championships, Esports and Judo happening.

Tom Wagner made the announcement here that they've purchased a large piece of land in the east of Birmingham where there's going to be a new development, a new Birmingham City stadium and sports quarter.  I think that's an exciting announcement, when we're talking about the power of sport to transform cities and showcasing the West Midlands’ place at the heart of sport in the UK.

For more information on the West Midlands' sporting offer, please go to: www.meetbirmingham.com/sportingevents #HeartofSport

[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?

The Belgian, Ingmar De Vos, Council member of the Association of Summer Olympic International Federations (ASOIF), member of the International Olympic Committee (IOC) and President of the International Equestrian Federation (FEI), will stand for election as the next ASOIF President at the 48th General Assembly on 9 April in Birmingham, United Kingdom. The third term of incumbent President Francesco Ricci Bitti will come to an end on 31 December 2024.

The President is elected by secret ballot for a term of four years in the year of the Summer Olympic Games and takes up the position on 1 January of the following year.

The nomination of Mr De Vos was the sole candidature received by the official deadline of 25 March. In line with the ASOIF Statutes, Full Members may nominate one of their executive body members for the position of ASOIF President.

Ingmar De Vos has served as FEI President since 2014 and as ASOIF Council member since 2019. An IOC Member since 2017, he is part of the IOC Coordination Commission for LA28, the Legal Affairs Commission, and the Gender Equality, Diversity and Inclusion Commission. He is also a SportAccord Executive Committee member, ASOIF representative on the WADA Executive Committee, member of the Board of Directors of the Belgium Olympic Committee, and a UN International Gender Champion.

The 48th General Assembly will be organised during the SportAccord World Sport & Business Summit, which takes place from 7 to 11 April in Birmingham, United Kingdom. It will be fully livestreamed on YouTube. Click here to learn more about the agenda.

[Source: West Midlands Growth Company] Birmingham and the West Midlands’ sporting offer and major events hosting expertise will be thrust back into the global spotlight from 7-11 April when it welcomes the SportAccord World Sport & Business Summit at ICC Birmingham.

Nearly two years on from hosting the biggest-ever Commonwealth Games, the West Midlands will roll out the red carpet for more than 1,500 international delegates from 120 sporting federations to showcase why it is at the heart of sport in the UK.

From basketball, bobsleigh and bodybuilding to tennis, triathlon and taekwondo, presidents and CEOs from global sporting organisations will visit Birmingham and the West Midlands for SportAccord’s conference programme, which includes specialist streams CityAccord, HealthAccord, LawAccord and MediaAccord. The summit will also feature panel events, evening networking sessions and a keynote speech during the event’s opening ceremony from International Olympic Committee (IOC) President Thomas Bach, ahead of the year’s biggest sporting celebration, the Paris 2024 Olympic Games.

Andy Street, Mayor of the West Midlands, said: “The SportAccord World Sport & Business Summit offers a huge opportunity for the West Midlands’ people, venues and suppliers to come together and put on a great show for international sports leaders, continuing the positive buzz and legacy of the Commonwealth Games.

“Our region has world-class sporting infrastructure, unrivalled connectivity and a passion and knowledge for hosting major events. We will be showing visiting officials and senior delegates why the West Midlands deserves to sit at sport’s top table when they are picking the destination for their next championships, conference or business event, which will provide a welcome boost for our local businesses and communities.”

With less than two months to go until “sport’s most influential industry gathering”, final touches are being made to the summit’s event programme focusing on this year’s theme, the ‘power of sport’, and speaker list. The programme already includes Olympic gold medallist Chris Boardman MBE; Secretary General of the World Union of Olympic Cities, Melanie Duparc; and CEO of Global Esports Federation, Paul Foster.

The West Midlands’ cultural, tourism and sporting credentials will also be on show for SportAccord delegates as part of an excursion programme, which will include the region’s Industrial Revolution story at Black Country Living Museum and Ironbridge Gorge; and its arts and literary heritage at Shakespeare’s Birthplace and the Royal Shakespeare Theatre. The region’s instrumental role in shaping Britain’s sporting tradition – having invented rugby, lawn tennis and the Football League, and hosted the forerunner to the Olympic Games in Much Wenlock – will be covered during a sporting tour, to include Villa Park and Edgbaston Stadium.

Cllr John Cotton, Leader of Birmingham City Council, said: “The SportAccord Summit 2024 is a fantastic opportunity for Birmingham to showcase the city and provides the chance to bring people together.

“The city has world-class sporting facilities, which have hosted some fantastic events including the Commonwealth Games, IBSA World Games and the FIG Trampoline Gymnastics World Championships, plus with our famous reputation as a friendly city, we can guarantee a warm Birmingham welcome to all visiting delegates.”

The West Midlands has recently hosted some of global sport’s biggest spectacles, including the Rugby World Cup, The Ashes and the FIG World Trampoline Championships. The ESL One – Dota II esports tournament in Solihull (26-28 April); the European Judo Union Junior Cup in Walsall (15-19 June); and the Kabaddi World Cup (24-31 March 2025) are a snapshot of the sporting fixtures taking place in the West Midlands in the next 12 months, thanks to the region’s Major Events Fund.

SportAccord 2024 will also present opportunities for companies, brands, products, services and destinations to showcase their offer as part of a dedicated exhibition, running in parallel with the summit at ICC Birmingham. Companies and individuals, which provide cutting-edge governance, research, advisory services, sports tech, insurance and fan engagement across the business of sport are encouraged to contact the West Midlands Growth Company to receive more information about getting involved: partners@wmgrowth.com. 

Interested parties can visit the official website here to register their interest in attending.

Host City: What do you think are the main considerations for rightsholders deciding where to host events? 

Jason Siegel: While this could vary by rightsholder, for the most part, they are looking for a host city that will deliver a world-class experience for their constituents, athletes, officials, and partners and a city that will drive desired net revenue back to the rightsholder.

Using Orlando as an example, our tourism ecosystem seamlessly works together – hoteliers, restauranteurs, elected officials, transportation providers, and attraction operators all work closely to ensure a smooth and successful event for all stakeholders. This strong working relationship is reflected in the 74 million visitors who enjoyed Orlando in 2022 alone, a testament to our city’s ability to deliver.

When it comes to infrastructure, Orlando boasts an impressive 35+ sports venues across the region, ensuring flexibility and adaptability to your specific needs. With over 200,000 hotel rooms, timeshares, and vacation rentals, we can easily accommodate athletes, officials, and fans.

Ultimately, while rightsholders seek world-class experiences and revenue generation, they also value a collaborative and engaging environment. With its proven track record of hosting major events, experienced local organizing committee, and collaborative community spirit, Orlando stands out as the ideal choice to deliver on all fronts.

Host City: Why did Orlando want to host the US Olympic Trials for Marathon?

Jason Siegel: The opportunity to host an Olympic qualifying event fit perfectly in our strategic plan and aligns with our goal of bringing world-class sporting events to Orlando.

We also wanted to shine a spotlight on Downtown Orlando and boost the local economy. We are very proud of our incredible community here, and our economic impact so far has been tremendous. We also were confident in the return on investment the event would bring and the media value of hosting a nationally televised event.

We were thrilled that the event drew over 100,000 spectators. With the robust running community here in Orlando, we knew this event would be well-received not only by fans of the sport but by everyone.

Host City: What are Orlando’s wider event hosting ambitions?

Jason Siegel: From Premier League clashes like Aston Villa vs Fulham and international giants like Juventus and Real Madrid facing off in the Florida Cup to the electrifying spectacle of WrestleMania and the inspirational 2022 Special Olympics USA Games, Orlando has a proven track record of hosting major sporting events. We've also welcomed the pinnacle of wakeboarding and waterskiing with the IWWF World Championships in 2021 and 2023. These, alongside over 1,600 other events since 1993, demonstrate our commitment to driving economic impact, showcasing Orlando's vibrancy, and benefiting our residents and businesses.

With our elite venues and facilities, coupled with the entertainment powerhouses of Disney and Universal, Orlando offers an iconic backdrop for world-class events. We enjoy strong partnerships with local government and are passionate about collaborating with all stakeholders to bring even more exciting sporting experiences to our city, encompassing youth/amateur, Olympic, collegiate, international, esports, and everything in between.

Host City: How will you look to capitalise on the 2026 FIFA World Cup and LA28?

Jason Siegel: We have a longstanding relationship with FIFA and the USOPC, and both organizations know they can always count on Orlando to deliver exceptional results.

As Madrid comes back into contention for the Olympic Games, Spyros Capralos, President of the European Olympic Committees (EOC) expressed hope that the city will bid for the European Games.

Speaking to Spanish news agency EFE following an EOC Executive Committee meeting in Madrid, Capralos said: "What we hope is that one day Spain joins the map as the organizing country of the European Games. I know that there are many cities that have the necessary infrastructure.

"On the path to organizing Olympic Games in the future, the European Games are a good step to then move forward."

His comments came as Madrid re-entered the fray as a potential host of the 2036 Games. Following the city’s securing of Formula One, the President of the Community of Madrid, Isabel Díaz Ayuso said: "Who knows if it will help us to attract other major events? The Olympics perhaps? We're working on it."

Capralos said: "Spain is one of our most important members. Its Olympic committee is very actively involved and always has a place in our Executive. President Alejandro Blanco is highly respected, not only in Europe, and the general secretary, Victoria Cabezas, makes very valuable contributions. Madrid joins a growing list of candidates to host the 2036 Olympic and Paralympic Games.

"The new IOC rules reduce the cost in many aspects, especially in construction. And we want to set a good example for society in terms of sustainability. Having many candidates is good."

Unlike the IOC, the EOC does not have many candidates for its flagship event, but it has a strong candidate for the 2027 European Games in Istanbul, which is also bidding for the 2036 Olympic and Paralympic Games. "We are going to receive here in Madrid a delegation from Turkey, from the municipality of Istanbul, to discuss a candidacy that is very good. We will go to the city soon, before granting them the Games. It makes us very happy that a great country like Turkey wants to organize the Games.

"In today's world it is very difficult to attract candidates to organize multi-sport competitions. But the Poland Games [in 2023] were a great success, with top-level athletes qualifying there for the Paris Olympics. And federations, Olympic committees and athletes have already realized its importance."

The EOC and Istanbul are in discussions with the federations of gymnastics and swimming about their possible inclusion in the 2027 program. "Gymnastics and swimming are, of course, big competitions and both European federations want to be at the Games. I am sure that artistic and rhythmic gymnastics will return to the programme and we are discussing an under-23 swimming competition," said Capralos.

"We do not want to insist on sports that force organizers to build new venues. At most, to reform them at a lower cost. This way we will attract more cities in the future."