International sporting federations need to offer more to host venues and cities

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International sporting federations need to offer more to host venues and cities

May 8, 2019

International Federations should show a greater commitment towards helping host cities to amplify their brands through events, delegates heard at SportAccord Gold Coast heard yesterday.

In a Panel Session on sport destination cities branding in the CityAccord event stream, MI Associates Principal James Paterson said that international federations “should be far more focused on how to help the city to tell the story”, adding “you need to have something that showcases what that destination is all about and rights-holders should be far more proactive. It’s really about rights-holders and cities building a relationship together.”

The Scene Setter presentation was provided by Nitro Circus President Andy Edwards, who explained how city branding has evolved into activations such as “spectacular stunts on iconic cities or landscapes, bespoke original content and in-market athlete visits”.

EventScotland Director of Events Paul Bush advised that that rights-holders should treat host cities as true commercial partners and acknowledge that “money is not there on a plate”.

Hamish Anderson, Head of Major Event Acquisition and Strategy at Visit Victoria, said it is always important to “tell a story about who you are as a city”.

According to Carol Hudson, Vice President Sports Development at the Greater Fort Lauderdale Convention & Visitors Bureau of Florida, USA, such an approach includes showing the city’s flexible hosting capabilities.

Image: Nitro Circus at Wollongong's WIN Stadium.

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6th May 2019 - IOC President Thomas Bach encourages Brisbane 2032 Olympic Games bid

16th April 2019 - Australasian Leisure Management named among SportAccord Gold Coast media partners

3rd August 2018 - Eden Park looks to welcome Nitro Circus

6th June 2014 - Nitro Circus Live concludes record breaking tour with 12 sold-out shows

17th August 2013 - Host cities named for FIFA Under 20 World Cup New Zealand 2015

15th February 2012 - 2013 Masters Games host city announced

6th August 2010 - FINA World Aquatics Convention provides host city insights

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