Host City Winter 2022

www.hostcity.com

Editorial and Conference

Innovate, Reformulate, Co-Create

Host City 2019 takes place in Glasgow on 26-27 November, under the conference theme of ”Innovate, Reformulate and Co-Create”.

It was such a great feeling to bring the world of cities and sports, business and cultural events back together, face to face in Glasgow on 15-16 November. The feedback we have had has been overwhelmingly positive; everyone was clearly happy to be back together at Host City again.

Why is it important to innovate? Consider why an athlete is always striving to break new records. Just when you think the human being has reached its physical peak, another one comes along to raise the bar to new heights – which inspires others to expand their horizons as well. In the words of Steve Jobs, founder of the world’s biggest company, Apple: “Innovation distinguishes between a leader and a follower.”

We ask everybody to note the invaluable contribution of our Global Presenting Partners and Hosts, EventScotland and Glasgow Life. We particularly thank Paul Bush OBE and Susan Deighan for their continued support for this important event. We also thank Glasgow Convention Bureau for their ongoing support.

But innovation is not just about competition. It’s also about being creative – an attribute that outlasts sporting prowess. As the writer Maya Angelou said: “You can’t use up creativity. The more you use, the more you have.”.

The theme of Host City 2022 was Face to Face with New Realities, and we were honoured to have amazing representation from the owners, organisers and hosts of so many of the world’s most engaging events there in person. We are grateful to all the incredible speakers, who tackled a challenging conference agenda under the theme of Face to Face with New Realities. The world has changed immensely since we were last together in person in 2019 and it was extremely interesting to hear expert perspectives on how the world of major events is continuing to evolve and adapt. The overriding message was that major events have immense value

Reformulating your events and city strategies relies not only innovation and

to society, and that diverse stakeholders must work together to demonstrate this value.

We would like to thank our Headline Sponsor, Aggreko, and Platinum Sponsor, Deloitte.

creativity, but increasingly on co-creation –the act of engaging with all stakeholders in developing concepts. Ernest Hemingway spoke truly when we wrote: “One man alone ain’t got no chance”.

We thank our Official USA Destination Platinum Partner, Come Play in Florida, and Gold Level Development Agency Partner, Birmingham and the West Midlands Convention Bureau.

We also thank our Gold Sponsors, Sport Event Denmark, Orange Sports Forum and Wonderful Copenhagen.

We thank our Silver Sponsors, AIPH, CITEC, DB Schenker, World Supercross Championship (WSX), Recast.

While the greatest of innovations are human, the greatest power to enable these innovations is undoubtedly technological. Humanity is experiencing its biggest change since the first industrial revolution, and the event hosting sector is no exception. Many creative industries have already been hugely transformed by digitalisation, and live events is currently riding a wave of technological transformation.

We thank our Global Esports Partner, the Global Esports Federation. We also thank our Federation Partner, FITEQ and Destination Partner, Explore Edmonton.

Only the most innovative events and destinations will capitalise on these opportunities.

We are grateful to our Media & Strategic Partners: Access All Areas; Association of Global Event Suppliers; European Sponsorship Association; International Association of Event Hosts; Mondo Stadia; and SportBusiness.

I hope you enjoy this post-show magazine, bringing expert insights from our vital supporters.

This is why we’ve launched the Host City Tech Forum, taking place in London on 26 March at the Millennium Gloucester Hotel in Kensington. Join us there, alongside 120-150 delegates and 10 exhibitors, to explore the challenges and opportunities of the technological transformation sweeping across major sports, business and cultural events.

We thank everyone who joined us, and to everyone reading this now; you are all playing a vital role in the resurgence of this unique event. We look forward to sharing future plans with you.

We look forward to seeing you there, if not before!

Ben Avison

Editorial & Conference Director

Host City, Cavendish Group

Ben Avison

Editorial and Conference Director

Editorial

Host City 2022 champions value of major events

World leading event owners, hosts and organisers reunited in Glasgow, Scotland to confront “new realities”

Host City, the greatest meeting of cities and sports, business and cultural events, made a triumphant return to Glasgow after two years online. With the theme of “Face to Face with New Realities”, the conference championed the value of major events against a challenging global landscape.

In his opening address, Paul Bush OBE, Director of Events, VisitScotland

touched on a range of themes including community engagement, the creation of Scotland’s Event Industry Advisory Group, sustainability and the ongoing challenges being faced by the sector following the pandemic.

On the subject of digitalisation he said: “Digitalisation in events continues to accelerate – it has changed the way we work, live and do business, and has

(Photo credit: Rob Lindblade, © Host City)

reshaped the events industry. We are regularly seeing events putting attendees in control of their own experience, with innovation and creativity driving new dynamics and consumer satisfaction.”

Susan Deighan, Chief Executive of Glasgow Life said, “The future of events is extremely positive. Events of all kinds that bring people together have great benefits – but not at any cost.”

In his keynote address, Ivo Ferriani, IOC Member and President of GAISF, SportAccord, AOIWF and IBSF said: “In a cost-of-living crisis, a ticket is a luxury. We need to price events in a way that people can afford.

“We need to find a new balance between online and offline, and we need to do this quickly.

“Sport can be a driver of sustainable development.”

Georgina Grenon, Director of Environmental Excellence, Paris 2024 Organising Committee for the Olympic and Paralympic Games said “If you want sustainability to work, it has to be embedded in processes.” She highlighted how meals at the Games will have half the carbon weight of the average French meal.

PAUL BUSH OBE, DIRECTOR OF EVENTS, VISITSCOTLAND

Digitalisation in events continues to accelerate – it has changed the way we work, live and do business, and has reshaped the events industry.

“Our suppliers are part of the solution.”

Energy supplier Aggreko has made a commitment to reduce its fossil fuel use by 50% by 2030. David De Behr, Head of Sales, Major Events said “We are doing a lot of good things providing green energy, but it has a financial impact.”

Another challenge is the decline in the young fans identifying as being passionate about sport. “Traditional sports need to connect with Gen Z fans,” said Alice John, Head of Economic Growth and Development Advisory at Deloitte’s Sports Business Group.

The drive to create a new fan base is behind the new initiative to replace riding with obstacle in modern pentathlon, said Jonathan Coates, Marketing, Communications and Events Manager at ESA and Communications Manager at UIPM.

Teqball is one of the fastest growing

sports, among fans who are increasingly concerned with purpose and values. “The high number of social followers is not something we want to show off,” said Gergely Murányi, Head of Diplomatic Relations at governing body FITEQ. “It means we have a huge responsibility around what we communicate.”

“The number of viewers and audiences for women’s sport events has significantly increased over time,” said Khunying Patama Leeswadtrakul, Vice President, Badminton World Federation and IOC Member. “A greater number of audiences in turn attracts more media coverage, resulting in more financial support for women’s sport.”

“The Olympics is the most challenging event of all,” said Yiannis Exarchos, CEO, Olympic Broadcasting Services and Executive Director, Olympic Channel Services. “With the IOC digital strategy, the vision is to use the Olympic platform to aggregate all information. Our vision is to bring together disparate activities on one Olympic journey.”

The metaverse is already in use in event planning and delivery, Exarchos said. “But the metaverse with live interaction could take five, ten or 15 years. The technology is not there.”

According to John Tweardy, Managing Partner - Olympic, Paralympic & Major Events Practice at Deloitte, this technology is developing rapidly. “LA2028 will have a fully functioning metaverse.”

“The world needs sport more than ever now,” he said. “We’re putting the power and passion of Deloitte into sports, from the digital ambition to the field of play.”

“A lot has been achieved in making online events meaningful, said Andy Miah, Metaverse Council & Commission Member at the Global Esports Federation. “The

L-R: Robbie Clyde, Head of EventScotland, VisitScotland; Beng Choo Low, Secretary General, World Baseball-Softball Confederation; Prof. Andy Miah, Metaverse Council & Commission Member, Global Esports Federation; Tine Eriksen Green, Head of Major Events, City of Copenhagen;

challenge is now combining those things – integrating the physical and digital is critical.”

For major events to thrive, they need to demonstrate impact. “You have to ask yourself what the event will do for the community,” said Beng Choo Low, Secretary General, World Baseball-Softball Confederation.”

“For the 2026 World Cup, all 16 host cities are working with FIFA to create a lasting legacy for their communities,” said Mathew Ratner, Associate Director, Sports & Entertainment Tourism, Greater Miami Convention & Visitors Bureau Miami. “In Miami, we have proposed working with our local communities’ leaders and the US Soccer Foundation to celebrate the 23rd edition of the World Cup and either create, renovate or reimagine up to 23 spaces throughout the South Florida community that would be accessible to all.”

Ian Ward, Leader of Birmingham City Council said, “I know that hosting the 2022 edition of the Commonwealth Games is just the start for Birmingham” and that the event has ushered in a “golden decade of opportunity for the people, communities and businesses of Birmingham and the wider region.”

Nine years on from hosting the Commonwealth Games, Glasgow and Scotland are hosting the first Cycling World Championships. Presenting the project with Paul Bush, David Lappartient, President, Union Cycliste Internationale (UCI) and IOC Member said “Cycling is unique in that you can showcase the country. That’s key for us, that we showcase not only the race but the country.”

Lappartient applauded Copenhagen’s hosting of the Tour de France Grand Depart. “We had the same number of

people watching the time trial on the streets that live in the city,” said Tine Eriksen Green, Head of Major Events, City of Copenhagen.

“How do you unite people? Through music and sport,” said Maxwell de Silva, Secretary General, National Olympic Committee of Sri Lanka. “By working together when you have an event you bring value to the community, we will continue to do that in the Indian subcontinent.”

“Events play a really important role in defining a city,” said Tim Briercliffe, Secretary General, AIPH – International Association of Horticultural Producers. “We are really focused on promoting the green city. Plants have a functional role to play in tackling climate change, and events provide an opportunity to think differently.”

David Stubbs, who was head of

SUSAN DEIGHAN, CHIEF EXECUTIVE OF GLASGOW LIFE

The future of events is extremely positive. Events of all kinds that bring people together have great benefits – but not at any cost.

sustainability at London 2012, said “Alongside the climate crisis we are seeing a catastrophic loss of biodiversity. Every event can do something to support biodiversity.

“If you don’t get it right, you can lose sponsors.”

Other conference highlights included a presentation on solving the complex transports challenges of the next Winter Olympics from Stefano Manelli, Director of Citec Italy and Transportation Supervisor, Fondazione Milano Cortina 2026 , and a case study on the FIM World Supercross Championship (WSX) from Antony Warren of Supersize Live.

The diverse conference programme also included notable contributions from: Sam Ramsamy, Honorary Member, IOC and VP, FINA; Sir Craig Reedie GBE, Honorary Member, IOC; Debra Gawrych, Secretary General, IFSC; Martin Boyle, CEO, IAPCO; Hilary Atkinson, Director, FIH Pro League & Olympic Games, FIH; Jason Ferguson, Chairman, WPBSA; Brendan Williams, Chair of the Athletes Advisory Commission, CGF; Jennifer Arnold, VP, U.S. Soccer Foundation; Claire Nelson, CEO, Netball Scotland; Julia

L-R: Paul Bush OBE, Director of Events, VisitScotland; David De Behr, Head of Sales, Major Events, Aggreko; Ivo Ferriani, President, GAISF, SportAccord, AIOWF and IBSF; Susan Deighan, Chief Executive, Glasgow Life (Photo credit: Rob Lindblade, © Host City)

Amour, Director, Festivals Edinburgh; Helen Marriage, Director, Artichoke; Toni Jorba, Head of Event Operations, World Athletics; Sarah Lewis OBE OLY; Gayle Shepherd, Director of People, Projects and Technology, SEC; Bailee Leòdhas Massie, Glasgow City Council; Liese Abili, VP of Sports Development, Florida Sports Foundation; Joel Lavery, Strategic Lead Major Sporting Events, Birmingham and West Midlands Convention Bureau; Jack Nixon, Strategy Director, Nielsen Sports; Mate Bor, Chief of Staff, FITEQ; Jonny Gray, Senior MD, Ankura; Perttu Pesä, Director, Major Events, City of Tampere and Chair, IAEH; Sandra Wall,

DAVID DE BEHR, HEAD OF SALES, MAJOR EVENTS, AGGREKO

Creative industries, Event and Meetings, Norrköping Municipality; Richard Bate, Chief Safety & Sustainability Officer, EBK Grand Prix, Cube International; Jonny Murch, CEO / Founder, Redtorch; Martin Ross, Global News Editor, SportBusiness; Andrew Dixon, Director, Culture, Creativity, Place; Duncan Mackay, Founding Editor, insidethegames.biz; Iain Edmondson, Founder, Legacy Delivery and Honorary Member, IAEH; Chris Barrett,

JOHN TWEARDY, MANAGING PARTNER, DELOITTE The world needs sport more than ever now.

Editor, Access All Areas; Robbie Clyde, Head of EventScotland, VisitScotland; Daniel Cordey, Chairman, Association of Global Event Suppliers; Mike Laflin, CEO & Founder, Global Sustainable Sport; Martin Fitchie, Director, Motion Technology Services; and David Grevemberg CBE, Chief Innovation and Partnerships Officer, Centre for Sports and Human Rights.

Other supporting participants included Recast, DB Schenker and Explore Edmonton.

Host City 2022 took place at the Technology & Innovation Centre, Glasgow with the support of Global Presenting Partners and Hosts EventScotland and Glasgow Life.

(Photo credit: Rob Lindblade, © Host City)

We are doing a lot of good things providing green energy.

From Successful Bidding To Performing Operations

Citec is a Swiss leading firm specialized in planning, design and management of transport systems, with 25 years of international experience. Citec provides mobility and transport solutions for sport events, from planning to operational expertise. Citec is the right partner to any event Owner, Organizers and Hosts to deliver performing transport operations.

Our Services

Bidding transport plan

Strategic advice and planning

Bus and fleet planning and management

Venue transport planning and management

Risk assessment and contingency planning

Operational readiness and training

Transport operations delivery

Transfer of knowledge

STEFANO MANELLI Large Events Manager

LARGE EVENTS

This was my first Host City in-person event and I was very impressed with the conference and the diverse panels that covered so many aspects of hosting major events. I learned a lot over the two days and met so many great people that I know I will continue to work with and learn from well after the conference is over. It was a great conference and a mustattend for anyone involved in putting on impactful events.

I was privileged to be asked to speak at Host City Glasgow 2022, discussing sustainability solutions within the events industry. Hearing proposed solutions to complex issues posed by fellow panellists within an open and candid forum was refreshing and inspiring. Congratulations to the team for delivering this high-quality, industry focused event - I look forward to attending future events with eagerness.

– RICHARD

– JENNIFER ARNOLD,

VP MARKETING & COMMUNICATIONS, U.S. SOCCER FOUNDATION

BATE, CHIEF SUSTAINABILITY AND SAFETY OFFICER, CUEB INTERNATIONAL – E BIKE GRAND PRIX SERIES

As governing body for 10 cycling disciplines, the Union Cycliste Internationale works hand in hand with event hosts throughout the world. Nine months before our inaugural UCI Cycling World Championships, it was a pleasure to present the concept and work behind our biggest cycling event ever. Thank you, Host City 2022!

– DAVID LAPPARTIENT, PRESIDENT,

Really enjoyed the conference, gained a few new contacts and met up with a few old friends too. Well done again!

– JASON FERGUSON, WPBSA CHAIRMAN

UCI

Host City brings together cities that are serious about event hosting with rights holders and consultants. It is an ideal network for creating the best events for the future and every time we come away with new contacts and opportunities.

– TIM BRIERCLIFFE, SECRETARY GENERAL, AIPH – INTERNATIONAL ASSOCIATION OF HORTICULTURAL PRODUCERS

With high-level international speakers and tightly focused panel sessions tackling immediate and important issues, Host City is one of the year’s must-attend conferences.

– CHRISTOPHER BARRETT, EDITOR, ACCESS ALL AREAS

“EventScotland has been a proud headline partner of the Host City Conference since its inception in 2014. I was delighted to welcome everyone back to Glasgow and Scotland for the first in-person Host City in two years, and it was wonderful to have so many international event owners, organisers and hosts together again in the same room. Virtual events have played an important role in that time, allowing us all to stay connected and share key learnings as we navigated our way through uncertain times, however, for me, nothing beats the experience of an in-person event and being able to meet face-to-face allows for great relationship building and networking in a more fun and social way.”

PAUL BUSH OBE, VisitScotland Director of Events

Interview: Taking a lead role on the event sector’s big issues

Paul Bush OBE, Director of Events, VisitScotland shares perspectives on how major events can “walk the talk”

The theme of the conference was “Face to Face with New Realities”.

The world has certainly changed a lot since last year’s Host City event – what are the big issues facing you right now?

Paul Bush: Last time we met, we were operating in a climate of consistent uncertainty which had continued to push us all to work in different ways, developing a range of resilient responses, innovation, spirit and adaptation. While the last 12 months has seen the start of a return to a more consistent operating environment with the removal of Covid restrictions, other challenges remain. The increasing financial challenges now facing

the sector, including reduced government budgets, rise in inflation and its affects on both the supply chain and on individuals facing the cost-of-living crisis as well as recruitment – both the retaining and attracting staff to the industry, addressing sustainability and the role of events in supporting our health and wellbeing are the big issues facing the events sector right now.

On the sustainability question – for such an international industry, it’s tricky isn’t it, but perhaps we do have an opportunity to show leadership here?

Paul Bush: In our ever-changing world,

the need to address our environmental impact is becoming more and more prevalent, and we all have a part to play both individually and as a sector. From an events perspective, the whole events ecosystem is increasingly aware of its impact, including eventgoers, who expect events to be ‘walking the talk’ when it comes to socially and environmentally responsible practices in the planning, organisation and delivery of events. Creating sustainable events is no longer a nice ‘to-do’, it’s a necessity.

So, I do think the events industry across the world can take a lead role on addressing the environmental question

as events themselves are hugely powerful in engaging the public in climate change through their programming, helping inspire and motivate people to make changes in their own lives.

And when it comes to wellbeing, how can event hosts make sure that their events really do help to improve their physical and mental health?

Paul Bush: Over the last few years, the social benefits of events of have become even more recognised, especially the sense of pride they help build, and the valuable contribution they make towards our health and wellbeing. The Contribution to

Events to Scotland’s Wellbeing research that we commissioned in collaboration with the Event Industry Advisory Group and published last October highlighted how attending or regularly taking part, either as a participant or as a volunteer at an event, can help improve wellbeing while the chance to interact with friends and family is a key driver for supporting mental health. Therefore having a diverse portfolio of events that engages a wide range of people will ensure as an industry we are helping support peoples wellbeing and providing opportunities for shared experiences. Articulating this benefit is particularly important, especially in the

current financial climate, if want to retain investment from both the public and private sector.

Our events sector has suffered a range of challenges to say the least. What are you doing to support its recovery, and what role do you think events play in the economic mix these days?

Paul Bush: The economic benefits of events are widely recognised and now more than ever it’s important we continue to highlight them. Events support thousands of jobs, both directly within the industry itself as well as wider sectors including hospitality and tourism. Pre-covid, the

MACRO, Edinburgh International Festival Opening Event (credit: Andrew Perry)

2020 UK Event Report highlighted a direct spend of £70bn in 2019 through live events and it is estimated that over £6bn of this could be attributed to Scotland. Highlighting the value of the events industry in Scotland at government level as well as supporting the industry in Scotland to ensure its strong return has been a key focus for us. We have done this through working in collaboration with the Event Industry Advisory Group, through the Covid relief funding we have delivered over the last two years and through our regular funding programmes that have supported a range of major, national, local and community events this year, including The 150th Open, the Edinburgh International Festival and IEEE Engineering in Medicine & Biology Society Annual International Conference.

Despite the current economic challenges we are all facing, I do believe events play a vitally important role in our recovery.

On the bright side, it’s amazing to be able to stage face to face events again. After Host City you’ve got some great events coming to Scotland, not least the UCI Cycling World Championships next year. What are your expectations?

Paul Bush: Scotland is the perfect stage for events and in additional to our great range of annual events, we all have a number of exciting major events in the pipeline including The Tall Ships Races in Lerwick, Shetland, next July, 2024 World Athletics Indoor Championships at Emirates Arena here in Glasgow, the World Orienteering Championships 2024 in Edinburgh, and the Orkney 2025 Island Games in addition to the biggest cycling event ever, the 2023 UCI Cycling World Championships.

We cannot wait to welcome the world’s best riders from across 13 UCI Cycling World Championships to Glasgow and across Scotland next year. It will be truly memorable not just for what happens across the 13 days in August next year, but also for our wider vision to inspire

people to ride bikes and be a catalyst for change across Scotland, before, during and after the event. Whether it is for health, sport, transport, tourism, industry or events, we want everyone to be able to experience the freedom and joy riding a bike can bring to our lives. Our policy led approach to delivering the event ensures participation, inclusion and accessibility, and sustainability is the focus of our Hub and Spoke delivery model, and I enjoyed sharing more on this and our preparation on day two of the conference alongside UCI President, David Lappartient, as part of the panel session on new event concepts. n

About EventScotland

EventScotland is a team within VisitScotland’s Events Directorate, the national tourism organisation, alongside the Business Events and Development teams. They work to make Scotland the perfect stage for events by securing and supporting an exciting portfolio of sporting and cultural events by providing funding opportunities and access to resources and information to develop the industry.

BUSH OBE, VISITSCOTLAND DIRECTOR OF EVENTS

PAUL

Despite the current economic challenges we are all facing, I do believe events play a vitally important role in our recovery.

Tissot UCI Track Nations Cup 2022 at the Sir Chris Hoy velodrome, Glasgow (credit: SWPix)

THE ATMOSPHERE THE THRILL THE CHEERS THE CROWD

Scotland, THE PERFECT STAGE

Few industries have the impact events do. They play an important role in our communities, enabling us all to connect and share memorable experiences. Having them in our calendar further strengthens Scotland’s position as a world-leading events destination. Find out more at EventScotland.org

Glasgow Life is a charity which delivers cultural, sporting and learning activities on behalf of Glasgow City Council. In doing so we aim to make a positive impact on individuals, the communities in which they live and the city as a whole. We deliver a range of services including arts, music, sports, events and festivals, libraries, community development and learning programmes. In addition, we manage cultural icons such as Kelvingrove Art Gallery and Museum, and sports facilities such as the Emirates Arena and Sir Chris Hoy Velodrome and the Tollcross International Swimming Centre.

Glasgow Sport operates one of the most extensive leisure operations in the UK with 32 leisure facilities and a significant outdoor leisure estate. Its dedicated Sports Development and Physical Activity Team promote sport from grassroots level through to elite athletes. Glasgow is in the world’s top five

leading Sports Events host cities – and the number one for a city of its size – and was recently named the world’s leading festival and events destination.

The city has hosted the Glasgow 2014 Commonwealth Games, the 2015 World Artistic Gymnastics Championships, the 2017 TOTAL BWF Badminton World Championships, the inaugural Glasgow 2018 European Championships in partnership with Berlin, the 2019 LEN European Short Course Swimming Championships, and many other national, European and World Championship events.

Like other host cities across the world, the majority of Glasgow’s 2020 events were postponed due to the COVID-19 global pandemic. In 2021, Glasgow looks forward to welcoming the postponed UEFA EURO 2020 as the city seeks to rebuild and reinstate its major events portfolio, and returning to hosting events which inspire local and international audiences alike. n

“As one of the world’s leading host cities for major cultural, sports and business events, Glasgow has a strong, long-standing partnership with the Host City Conference and Exhibition, and we’re delighted to be welcoming it back to our city for the eighth consecutive year.

“This year’s conference will provide an invaluable opportunity for destination representatives, rightsholders, organising committees and suppliers from all over the world to reconnect and share their expertise, experience, and best practice.

“And as cities everywhere continue to focus on post-pandemic recovery, there has never been a more important time to discuss the future of our events landscape; from creating genuine legacies and ensuring the positive impact of events benefits local communities, to designing and adapting events with sustainability in mind, and looking at new models for engaging and attracting more diverse audiences, as well as the role events can play in supporting a wider health and wellbeing agenda, and the regeneration of the visitor economy.”

SUSAN DEIGHAN, CHIEF EXECUTIVE OF GLASGOW LIFE

Championing green tech through cost constraints

On November 15-16, Host City 2022 Conference and Exhibition took place in Glasgow, Scotland with the theme of Face to Face with New Realities. Host City gives world leaders in the events industry an opportunity to educate each other on the innovative technology and solutions that contribute towards a positive long-term impact. As the headline sponsor of Host City 2022, Aggreko share their thoughts via their guest speaker David De Behr, Host City advisory board member and Head of Sales Major Events at Aggreko.

2022 was certainly an influential year for Aggreko, with an unrivalled record of accomplishments throughout regional and global events such as The Invictus Games and SailGP to name a few. Whether it be the debut of ground-breaking sustainable technologies or reliable on-

time temporary power solutions at some of this year’s biggest events, Aggreko’s teams were hard at work to deliver their renowned specialism in all event operations. De Behr leads the Sales team within Aggreko Event Services, providing power and temperature control solutions to a wide range of events customers.

“There has been visible change in recent years within the sports and entertainment events industry, with technology evolving so fast that it now has a drive to be energy efficient on its own,” De Behr said. “How can we make it a better world and really kick-start sustainable actions?”

Aggreko has been exploring new ways of delivering temporary energy solutions whilst reducing emissions, whether it be through new technological innovations, a range of more sustainable temporary energy equipment or designing energy

David De Behr shares his thoughts on Aggreko’s greatest innovations and the challenges of implementing green technology under budgetary pressures

solutions to be as efficient as possible. “Through the use of new types of equipment that are driven by technology on events, we have now seen a drop in energy demand and the importance shift to the accuracy of energy supply and efficiency.”

At the 2022 Great Britain Sail Grand Prix this July in Plymouth, UK, Aggreko’s challenge was to provide reliable and renewable temporary power solutions across the race weekend that suited the surrounding environment. Aggreko premiered bio-methanol fuel as an energy source for the first time at a live event in the UK, resulting in up to 97% less CO2 emissions compared with diesel.

Aggreko have utilised multiple emission-reducing technologies in 2022 including HVO fuel, hydrogen, battery units and solar power.

“The more battery units and solar panels that you can utilise the better; however, there will always be other constraints that need addressing such as limitation of space, reliability and need for critical power.”

Even though the technology is there, Aggreko use their specialism to select specific power solutions for each event that will adapt to the local environment.

So what are the main challenges of providing sustainable solutions? “New technology costs more money,” De Behr explained. “Unfortunately for now, sustainable solutions will be more expensive than traditional energy solutions and it is going to stay like that for a while. You see this all over the world, everything that is new is more expensive, but the more its produced and the easier it is to access the more the cost is reduced. For the moment our Stage V generators, solar technology, battery units and hydrogen sets are more expensive than traditional energy solutions, so it is a challenge.”

Aggreko have used their years of experience to form a specialist strategy that combines reliable energy supplies with new emission reducing technology.

“The first thing we always do is to try to maximise the use of local grid if coming from a renewable source. For a customer, this is the most cost-effective and energy efficient.”

At each event, Aggreko conducts a metric design phase that assess where solar panels, HVO fuel, Stage V generators and battery units can be paired with energy from the grid. Creating a ‘mini sustainable grid’ is the best way to ensure a reduction in carbon emissions without reducing the reliability of energy supply.

“People need to look at their energy consumption in a more focused way. I think we have all grown up and been guilty of putting the thermostat on 21 degrees all year round. On a microscale this is what we have been trying to do with our customers – to look in detail at what they actually need and how we can change the supply chain.”

So what role do hydrogen and battery units play in the future? “I had hoped hydrogen solutions would come around

much faster; I have seen it work and it can be fantastic! The technology is ready, but the problem lies with the supply chain. We need to get the car market to jump on hydrogen, which is then going to create demand, sparking investment from the big energy companies around the world.”

Switched on to the future

“The aim is to make people more focused around energy in general, and that will have the greatest impact on sustainability,” said De Behr.

“We have a whole new generation which cares. I really believe in the next five years that people will choose the events they attend based on how sustainable they are.

“Whether it’s a wedding or a private event, a fashion show or a music concert, it will become a must that when we make an offer, we should be able to state exactly how many emissions that event is going to produce.”

Aggreko’s goals for the future are to

“keep maximising the ‘green’ grid for the client when it makes economic sense by using our specialist engineering. I think that’s the only way because slowly more of the grid will come from sustainable sources and it’s the fastest way for the customer.”

Batteries, however, are one of the most effective renewable energy solutions being integrated by Aggreko because “any energy wasted can be put back into batteries, or if you have too much energy capacity you can store it within the battery and run from there. In the near future I believe it will be common for domestic houses to have a battery pack; when you have too much energy, you can store it for when you do not have enough sun for your solar panels.”

Aggreko are switched on when it comes to innovating their services and will continue to invest in the assurance of their safety, reliability and sustainability meeting the highest standard at every event. “The company has always been switched on with choosing a direction and as demand grows, we will keep looking for ways to increase temporary energy reliability and discover technologies that leave a positive long-term impact on our planet.” n

DAVID DE BEHR, HEAD OF SALES MAJOR EVENTS AT AGGREKO

How can we make it a better world and really kick-start sustainable actions?

Aggreko is a world-leading provider of mobile modular power, temperature control and energy services. We are committed to powering progress, delivering energy anywhere it’s needed so businesses can grow and communities can thrive.

Our expert team of over 6,000 employees in 80 countries operates at the forefront of a rapidly changing energy market, delivering flexible, costeffective and low emissions solutions for our customers around the globe. As sector specialists, we’ll use our deep expertise to work with clients to ensure they have the right choice of energy and specialty rental applications to improve their productivity today and help them move towards a more sustainable future.

We are innovation leaders, always looking to employ the most efficient technologies for our clients while delivering the highest level of reliability. Our

solutions comprise thermal generation using a broad range of fuels, including greener options such as hydrogenated vegetable oils (HVO) and hydrogen, alongside renewable energy generation such as Solar PV and battery storage.

Our rapidly deployable equipment and our expert people are delivering global spectacles, reaching the biggest audiences worldwide. We have a strong track record of delivering global events such as 2020 Summer Olympics in Japan, the 2019 Solheim Cup in Scotland and the 2019 Rugby World Cup in Japan.

We are committed to becoming net zero across all our own business operations by 2030, and to become a net zero business across all our services by 2050 or sooner.

COMPANY WEBSITE: WWW.AGGREKO.COM

Passing the baton:

How the next generation of fans, players and workforces will shape the future of sport

personalised products aimed at attracting, retaining, and diversifying their fanbases.

Fans

Traditional sport, it seems, is increasingly struggling to connect with younger generations.

Only 23% of Gen Z describe themselves as passionate sports fans, compared with 42% of millennials, according to a survey assessing sport fandom in America; a significant fall and one that looks set to decline further in the next decade.

An additional survey highlighted that 35% of US parents with children born from 2013-2017 said they lost interest in sports during the pandemic.

In response, sports organisations are rapidly spinning-up digital platforms and

According to YPulse research, 70% of 13-37 year olds say that they don’t need to watch sports events to keep up with what’s going on. Many prefer to watch highlights or bitesize content rather than a full match. We’re also seeing growth in the type of content that audiences enjoy, with a greater variety to watch live or on streaming channels than ever before.

Whilst younger generations’ appetite for watching a full match is declining, content consumption as a whole is increasing, with 30-60 minute streaming platform series and social media content growing in popularity. As a result, there is a rush amongst clubs, leagues and governing bodies to respond to fans’ insatiable demand for content by partnering with OTT platforms to produce docu-series.

Alice John, head of economic growth and development advisory in Deloitte’s Sports Business Group, explores the shifting expectations of a new generation and how this will impact industry in the years ahead.

“The future fan” panellists at Host City 2022 (L-R): Gergely Murányi, Head of Diplomatic Relations, FITEQ; Mate Bor, Chief of Staff and Senior Advisor to the President, FITEQ; Jonathan Coates, Marketing, Communications and Events Manager, ESA and Communications Manager, UIPM; Alice John, Head of Economic Growth and Development Advisory, Deloitte’s Sports Business Group and Jonny Murch, CEO / Founder, Redtorch

Traditional sports formats are also changing to appeal to a wider spectrum of generations and fans. The Hundred (cricket), super tiebreaks (tennis), RugbyX and 3x3 basketball are all examples of the shifts in fan preferences, resulting in new formats and rules being applied to traditional sports. Supplemented by slick digital content and social media engagement, format innovation is targeted at appealing to younger audiences’ preferences and habits.

Stadium experiences are also transforming to meet fan expectations, with technological, sustainability and safety related enhancements at the core. Bringing the live stadium experience closer to those who can’t or won’t attend (with international and sustainable minded audiences) is also becoming an increasing focus for organisations looking to grow their fanbases. Digitally connected stadia and virtual/

augmented reality in-home experiences will complement the fan experience, but these must be seamless and deliver real fan value to become truly mainstream and there is much work to be done here.

Players

Around half of Gen Z males in the US spend more time following nontraditional sports than traditional sports. This is challenging ‘traditional’ sports to evolve to attract younger audiences. The introduction of new Olympic sports in Tokyo 2020 and Paris 2024, such as climbing, skateboarding, surfing and breaking, is a direct response to the growth of these sports and aiming to draw younger and more diverse audiences to engage with the Games.

A common denominator of highgrowth sports is their more compact and action-packed format when compared with traditional sports. For example, Padel – a form of tennis played in an enclosed space – is the fastest growing sport in the UK with

younger players finding it more exciting, sociable and easier to play than tennis.

With participation and player dynamics changing, sports organisations are having to go back to basics to develop core digital capabilities to increase recruitment and retention of grassroots players. Making it easy for people to sign-up, find and book facilities online will be paramount to increasing participation as users expect a frictionless experience.

Workforce

Younger generations are growing up in a ‘purpose-focused’ world, challenging brands to reflect their values such as a commitment to sustainability, equality and inclusion. The race for talent is likely to continue at pace and younger generations in particular will seek out roles in sports organisations that have an authentic purpose and an inclusive working environment.

The race for talent is likely to be particularly competitive for digital experts

as new entrants and new innovations enter into the market. Private equity investment is playing an increasingly active role in professional sport and this is likely to soon filter down to grassroots sport, too.

As the commercialisation of sports organisations develops, particularly at a grassroots level, the profile of fulltime employees and volunteers within a workforce will also change.

Sports organisations must embrace the change and importantly put themselves in a position where they are agile to respond to the changing demands of the next generation.

The next decade will be crucial in determining the future success and legacy of some sports. Whilst the future consists of many uncertainties and potential challenges, it also will provide great opportunities for the sports industry to take an active role in addressing the next generation’s most pressing concerns: climate change and sustainability, health and wellbeing, and societal issues. n

Deloitte and IOC announce global partnership to advance the Olympic Movement

Deloitte joins The Olympic Partner (TOP) programme in a first-of-a-kind partnership to advance the Olympic Movement

The International Olympic Committee (IOC) and Deloitte have announced a decade-long, five-Games TOP partnership through 2032. Deloitte will serve as a Worldwide Olympic and Paralympic Partner for the following Games: Paris 2024, the Olympic and Paralympic Winter Games Milano Cortina 2026, Los Angeles 2028, the Olympic and Paralympic Winter Games 2030 and Brisbane 2032.

As a Worldwide Olympic Partner, Deloitte will apply its deep expertise in management and business consulting to help enhance and secure the IOC’s digital ecosystem supporting the Olympic Movement.

Deloitte and the IOC have formed a “partnership with purpose” that leverages Deloitte’s considerable business acumen to help the IOC realize the possibilities of its strategic roadmap for the future, Olympic Agenda 2020+5, and its vision to build a better world through sport. In partnership with the IOC, Deloitte will provide a global team with wide-ranging management and business consulting capabilities to deliver meaningful impact to the National Olympic Committees, billions of fans, and the thousands of athletes who make the Olympic Games possible.

Deloitte will utilize its environmental, social and governance services expertise to assist the Olympic Movement in driving progress on critical challenges identified in Olympic Agenda 2020+5 related to corporate governance, strategy, sustainability, diversity, equity and inclusion, and athlete support and well-being.

“We are living through one of the most consequential moments in history. The Olympic Movement plays a vital role in uniting the world through friendship, solidarity and fair play, and never has this been more important than now. Together, Deloitte and the IOC aspire to make an impact that matters – to strengthen, enhance and create a long-lasting and positive impact on society through the Olympic Movement,” said Punit Renjen, Deloitte Global CEO.

“We are delighted to be working with Deloitte and excited by the opportunity this partnership presents for the entire Olympic Movement. Deloitte’s initiatives to advance the UN Sustainable Development Goals align with the IOC’s philosophy of further change and transformation as expressed in the IOC’s Olympic Agenda 2020+5 strategic roadmap for the future,” said IOC President Thomas Bach.

“Having worked with Deloitte for several years now, the International Paralympic Committee (IPC) is enthusiastic to explore with Deloitte how its expertise and wide range of services can benefit the wider Paralympic Movement as we aim to use sport as a tool to drive social inclusion,” said IPC President Andrew Parsons.

Enabling the transformation of the Olympic Movement

Deloitte will support the IOC with its digital transformation strategy. It will utilize its digital expertise to help advise in such areas as personalizing the fan experience and enhancing digital services, connecting fans around the world and extending the appeal of the Olympic Games between editions.

Advancing the IOC’s purpose and efforts to address global challenges

As a leader in purpose-led organizational initiatives, Deloitte will bring that expertise to support and advise the IOC in the development of strategies that will help it achieve its vision of building a better world through sport.

Deloitte will work with the IOC on the development of programs, legacy projects and playbooks on initiatives such as athlete

PUNIT

RENJEN,

DELOITTE GLOBAL CEO

The Olympic Movement plays a vital role in uniting the world through friendship, solidarity and fair play, and never has this been more important than now

support and mental health, diversity, equity and inclusion, sustainability and the reduction of the Games’ carbon footprint.

In recognition of the importance of good governance and transparency, as expressed in Olympic Agenda 2020+5, a “Centre of Excellence” will be developed through this partnership relating to best practices in administration and management operations for participating National Olympic Committees.

Michele Parmelee, Deloitte Global Chief People and Purpose Officer said: “This partnership brings together two iconic global brands who share a passion for driving positive societal impact. We see this spirit embodied in the Olympians and Paralympians who work for Deloitte and inspire us to see the possibility of what Deloitte and the IOC can accomplish together.”

Jiri Kejval, IOC Marketing Commission Chair, stated: “Deloitte’s relationship with

the Olympic Movement is a clear example of how the Worldwide Olympic Partner Programme continues to attract the most renowned names in business. Deloitte’s commitment to providing world-class expertise to the Olympic Movement demonstrates the unique opportunity that the TOP Programme provides.”

This is Deloitte’s first global partnership with the IOC and is the culmination of Deloitte’s many years of support for various parties in the Olympic Movement. The new global partnership complements Deloitte’s ongoing agreement with the Olympic and Paralympic Games Los Angeles 2028, as well as with the Canadian Olympic Committee, German Olympic and Paralympic Committees, Irish Olympic Committee, Polish Olympic Committee, and United States Olympic and Paralympic Committee, where Deloitte’s member firms provide support to thousands of Olympians and Paralympians. n

DELOITTE’S WORK IN SPORTS

Deloitte is a leading advisor to the sports business market.

Its global team equips clients across the sports industry with knowledge and insight that will resolve challenges, grasp opportunities and deliver transformational change.

Deloitte’s global sports capability hubs lead industry innovation in areas such as data and analytics, digital services, major event capabilities, sports transformation advisory, M&A advisory and

transaction support, cyber security and governance and regulation advisory.

Drawing on its global network of expertise and capabilities, Deloitte is working with some of the world’s largest sports organizations, governments and investors.

At any one time, Deloitte has over 1,000 professionals advising clients across sports, led by more than 50 sport leaders around the world.

The Florida Sports Foundation, a 501(C) 3 non-profit corporation, is the official sports promotion and development organization for the State of Florida. It is charged with the promotion and development of professional, amateur, recreational sports, and physical fitness opportunities that produce a thriving Florida sports industry and environment. With a seemingly endless list of sporting ventures and venues, the Florida Sports Foundation strives to promote Florida’s unique sports industry. The Foundation’s staff is dedicated to serving the needs and interests of Florida’s sports community and assists with all questions concerning Florida sporting activities and issues.

Mission and vision

To create the thriving sports industry and environment, the Florida Sports Foundation:

• Provides grants to support sporting events that bring out-of-state visitors to Florida;

• Produces and distributes annual golf, fishing and boating, and baseball spring training guides for both in-state and out-of-state tourists; and

• Organizes the annual Sunshine State Games, an Olympic-style festival for Floridians of all ages, and the Florida Senior Games State Championships for senior athletes, age 50 and over. n

How Copenhagen tributed Tour de France to the everyday bike heroes

Events can be a strong driver for change, and the Danish capital strives to use events to increase both political and public focus on sustainable solutions like cycling and a more inclusive way of life

The rain is pouring down, the asphalt is wet, yet the crowds seem unfazed as they cheer on Jonas Vingegaard, Tadej Pogacar and the rest of the Tour de France riders blazing through the 13 km time trial cutting corners on Copenhagen’s slippery streets.

This day is a battle amongst the fastest and fiercest riders in the world, but it is not only a celebration of raw power and the cycling elite. It is also a tribute to the everyday cyclists riding their bikes through the same streets, the changing seasons, and the predictably mischievous weather. The people who choose the bike when they go to school, to work or on new

adventures exploring the nearly 400 km bike lanes in the Danish capital.

“For us hosting Tour de France – Grand Départ had to be about more than sport,” says Lars Vallentin Christensen, senior manager at Wonderful Copenhagen. “It was also the perfect opportunity to promote cycling and get even more people out of cars and onto bikes, just as we wanted to show the world why it makes sense to invest in bike infrastructure. It is better for the climate, for making cities more liveable and for public health. And Tour de France was a great catalyst to push this agenda.”

This year’s Grand Départ was far from the first time Copenhagen has benefitted

Dronning Louise’s Bro (Queen Louise’s Bridge) connects inner Copenhagen and Nørrebro (credit: Visit Copenhagen)

from events functioning as a driver for a development. Last year’s EURO2020 had a large program not least focusing on getting girls to play football and to strengthen inclusivity towards the LGBTIQ community within the football clubs. And the overall focus of sport and football being for everyone.

Keep Copenhagen in the yellow jersey of everyday biking Copenhagen ranks as the most bike friendly city in the world, with around half the population commuting to school and work by bike. The city is connected by beautiful bike bridges and The Guardian just recently described Copenhagen as the first city it had been pleasant to cycle in.

Still, less people choose the bike than just a few years ago and especially the younger generation get around using other means of transportation. An unfortunate development, which is not easily turned around. For Denmark, Tour de France was the perfect opportunity to promote cycling – both to the world and the many polluted, congested cities. But not least to the Danes, to ensure that future generations will continue cycling.

“Hosting major events can do a lot for a city or nation. If the circumstances are in place, and the event is planned well, it can drive huge social, economic, and environmental impact. Moreover, you can demonstrate these objectives for an international audience, not just talk about it,” says Lars Lundov, Chief Executive, Sport Event Denmark.

“We experienced it most recently with the 2022 Grand Depart Tour de France in Copenhagen and across our nation. Enthusiasm and support among the Danes were impressive and largely helped to create a huge success during the five days in Denmark.”

Hosting the Grand Départ in Copenhagen was born out of the idea that the best bike city should welcome the biggest cycle race in the world; celebrating both Wout van Aert and the everyday bike heroes who choose the healthy, green, and

non-congesting way to travel the city.

This dual focus on both sport and everyday life carried the essence of the Danish Tour-start and was an easy fit as Danes not only loves cycling as a pastime and mean of transportation, they also have a very strong passion for the Tour de France. As a matter of fact, Danes watch the most Tour de France per capita of any

nation. The famous race to Paris is actual more popular in Denmark than in France herself. And these numbers are even from before this year’s extreme popularity with both three stages in Denmark, four Danish stage wins and of course and overall Danish winner.

“The Grand Départ in Copenhagen and Denmark was major spectator success.

(credit:Jacob Lisbygd)

First the riders were welcomed in Tivoli by like rock stars by cheering fans and when the actual race started, roads were packed to an unseen degree. One actual challenge was, that there were people everywhere making the rider’s options for natural relief more than scarce”, says Vallentin.

Everyone was invited to have a tour experience

In Copenhagen, the focus on both elite and everyday cycling manifested itself with 140 side events counting from 100 days before the race. These included bike races for children, just as new school material was developed; teaching children about Tour de France, cycling as a sport and not least Denmark’s traditions for everyday cycling and how riding a bike is good for both climate and health.

Most notably the entire city was invited to join the Tour de Copenhagen and ride the trails of their sporting heroes on the day after the first stage. As the peloton moved on to Roskilde and stage two, the roads of the time trial course were not

reopened for cars until later in the day, with the barriers and city dressing left standing. Allowing the everyday cyclists, a taste of Tour.

The Tour de Copenhagen first unleashed the local cycling clubs to ride the course at full speed, so they could test their abilities against Yves Lampaerts winning time, before a long parade of everyday cyclists, kids and their parents and cargo bikes with elderlies toured the course and had their unique Tour de France experience.

During the three stages in Denmark, Copenhagen also hosted a bike festival close to the route, where families and bike enthusiasts could watch the stages and engage in a variety of cycling oriented activities, making the Grand Départ a true celebration for everyone to partake in.

Year of the bike

On a national scale the final 100 days before the Grand Départ were packed with more than 700 side events all over Denmark, and the ministry of transportation declared 2022 to be the year of the bike,

boosting cycling infrastructure with an EUR 400m investment.

These side events included closing down one of Denmark’s major traffic corridors, the Great Belt Bridge, so that it was possible to organise a bike race, allowing normal sport cyclist to cross the 17 km bridge, which was a highlight of Tour de France in Denmark and normally only for cars.

Residents at a hospice near Vejle knitted a giant 600kg yellow jersey, which was raised along the route. Several hospice patients called it therapeutic and said that it was nice to be part of Tour de France in Denmark and leave their mark, even though they wouldn’t live to experience it themselves.

And of course, the strong focus on the male elite couldn’t stand alone, and just month after Mads Pedersen and Magnus Cort had battled the Tour peloton in Denmark, the world’s elite was ones again welcomed to start a race in Copenhagen. This time it was for the Tour of Scandinavia – Battle of the North.

“It was amazing to also welcome the Women’s WorldTour and to see the many spectators who cheered them along. And of course, it was great to see, that just like Jonas Vingegaard brought back the yellow jersey from Paris, Cecilia Uttrup Ludvig took the overall victory in Tour of Scandinavia, highlighting the strength and depth of Danish cycling right now,” says Vallentin.

A grand platform for sharing

For Copenhagen the year event was a very strong platform for sharing some of the city’s best solutions for creating a liveable city, which is pleasant to be in and not least to move around in.

Copenhagen’s bike infrastructure is second to none and for years it has been a priority to put bikes before cars creating an efficient and safe network of routes getting more people on bikes. This focus has been very successful and today the many bikes is the first thing coming to mind, when visitors are asked what they notice in Copenhagen.

(credit: Thomas Høyrup Christensen, Visit Copenhagen)

LARS VALLENTIN CHRISTENSEN, SENIOR MANAGER AT WONDERFUL COPENHAGEN

It is part of our part of our mission to inspire the world with green solutions and hosting Tour de France just created the perfect platform for us to share our bike culture.

Because of the added attention created by Tour de France media from all over the world came to experience the world’s most bike friendly city, thus getting inspired to promote cycling and maybe bring some of our solutions back to London, Rome, and Paris.

“It is part of our part of our mission to inspire the world with green solutions and hosting Tour de France just created the perfect platform for us to share our bike culture. Because really it is not only a culture. Danes has loved cycling for many years, but the deciding factor is to make cycling the best, safest, and fastest way to get around. And in Copenhagen it really is,” says Vallentin.

Having the powerful Tour de France brand and mixing it with public backing and huge grassroot initiative and enthusiasm meant that Denmark was painted yellow, and cycling was celebrated and promoted to an extent the city has not experienced before.

Copenhagen is considering what is next The last two years Copenhagen has hosted major events like Tour de France, EURO2020, WorldPride and the city is getting excited about next year’s BWF Badminton World Championships, where local hero and the world’s number one, Victor Axelsen, can hopefully replicate Jonas Vingegaard and take the trophy.

After that Copenhagen is back on the bike and ready to host the UCI Track World Championship in 2024 and the UCI BMX World Championship in 2025. On top of this, the Danish Capital has its eyes firmly fixed on the 2025 UEFA Women’s Championship with a joint Nordic bid, and it is also the ambition to follow up on the success of the Tour de France and host the UCI Road World’s 2029

“We are hopeful that the Nordic focus on female sport, gender rights and hosting inclusive events with great outreach programmes, will help sway the European Football Association,” says Vallentin. n

FEATURE: COPENHAGEN, DENMARK

(credit: Thomas Høyrup Christensen, Visit Copenhagen)

Sport Event Denmark is the national sporting event organization which core business is bidding for and hosting world class sporting events, such as Worldand European Championships as well as important political sports congresses.

Sport Event Denmark collaborates closely with national federations and host cities from the bidding phase over the staging to the evaluation of the events. Sport Event Denmark offers both financial support and consulting services to the organizers.

Sport Event Denmark is viewed as a credible and trusted partner in the world of sport. During the last 10 years Sport Event Denmark has developed an exciting portfolio of more than 300 international sporting events. Sport Event Denmark is one of the leading countries in terms of hosting world class sporting events and ranked as no. 12 globally according to the annual nations index (Sportcal).

HOSTING WINNERS

Our vision is to make Denmark the ideal host of major international sporting events. Our experience from hundreds of major events over the last decade tells us we are on the right track. Our solution is to fully integrate the rights holder, the national federation and the host city - creating a powerful partnership for success.

Want to know more: sporteventdenmark.com

COMPANY WEBSITE: WWW.SPORTEVENTDENMARK.COM

EVENTS THE COPENHAGEN WAY

Wonderful Copenhagen is the official tourism organisation of the Capital Region of Denmark, working to promote and develop both leisure and business tourism and attract major events.

At Wonderful Copenhagen we attract, develop, and activate events. We do this with the intention to push agendas within sustainability, inclusivity, and public health, just as we aim to support events, which add to the rich culture scene in Copenhagen and make it a more attractive city to both visit and live in.

Copenhagen focus on making events more sustainable, by minimizing plastic and food waste and generally focus on minimizing our footprint. At the same time we use events to push equality agendas and opening sports for all groups in society.

FROM TOUR DE FRANCE

TO THE BWF BADMINTON WORLD CHAMPIONSHIPS

Copenhagen has had a busy event roster the last few years with large events such as Tour de France – Grand Départ, EURO2020, WorldPride and SailGP. Just as we have hosted World Championships within both ice hockey, handball, and many other sports.

Next year will be another eventful year, where Copenhagen will be the UNSCO World Capital of Architecture as well as hosting the BWF World Championship in Badminton.

After that Copenhagen’s focus is on the upcoming UCI World Championships in BMX and Track. And hopefully UCI Roads in 2029, just as we are part of a joint Nordic bid for the European football championships for women in 2025.

WELCOME TO COPENHAGEN

COMPANY WEBSITE: WWW.WONDERFULCOPENHAGEN.COM

The Netherlands.

Ensuring the Global Sports Market is Fit for the Future.

Let’s be Champions in Smart Development, Sustainable Solutions and Partnerships

OSF is a platform for internationally promoting companies, organisations and institutes that have a connection with Dutch sport. It involves ‘hardware’ (infrastructure, accommodation, financing and advice) and ‘software’ (training, coaching, nutrition, education, sports marketing). One of OSF’s most important roles is to identify opportunities in and for other countries and to provide a platform that allows Dutch companies, organisations and institutes to come into contact with parties from foreign countries.

OSF brings Dutch companies and institutions into contact with potential partners and customers abroad and vice versa. OSF’s network currently consists of more than 300 companies and institutions. In addition, OSF works closely with the Dutch government and foreign missions (embassies and consulates). Ultimately, this will lead to the optimal use of opportunities abroad.

OSF has a lot of experience in China, India, the Middle East, Europe and the United States. OSF focuses on three pillars:

• Supporting, representing and advising sports companies and institutions with international (export) ambitions.

• Developing a network of sports companies that is useful both nationally and internationally

• Promoting the exceptional character of the Dutch sports climate.

Orange Sports Forum is also the natural partner for foreign organisations looking to access Dutch sports expertise or products. With our brand “Holland Sports & Industry” we can get enquirers in touch with the best companies, sports associations and knowledge partners in the Netherlands. Holland Sports & Industry is an initiative of the Orange Sports Forum foundation.

From international sporting events to marquee entertainment programs, our logistics professionals at DB Schenker are experts in handling any special events.

DB SCHENKERsportsevents specialises in providing logistics for all types of major events worldwide. From international sporting events, to marquee entertainment programs and concerts we put the right resources, in the right place, at the right time. With our truly global network, our logistics concepts have no boundaries. We are continually pushing innovation for major events, providing successful logistics services to large events such as

The Olympic & Paralympic Games, FIFA World Cup, The Asian Games and many other such events.

With care and precision, our logistics experts plan and execute all your service and budgetary needs for each event, whether it’s a one-stop show or an entire tour. Not only do we provide the required air, ocean and land transport services, but we also coordinate worldwide customs clearances, warehousing and venue logistics. As part of a media, sports team, event agency, or musician’s team, our DB SCHENKERsportsevents solutions are guaranteed to help your event(s) take place seamlessly.

| sportsevents

Challenges welcome!

Your state-of-the-art sports events logistics call for a green footprint. Our partnership supports you in achieving your demanding sustainability goals.

Together for the world of sports. Contact us at events@dbschenker.com

COMPANY WEBSITE: WWW.DBSCHENKER.COM

DB Schenker supports Porsche GT4 e-Performance Tour with green logistics

The global demonstration tour for the GT4 e-Performance electric race car prototype includes stops in Europe, North America, and Asia

DB Schenker and Porsche Motorsport will take an important step toward climate neutrality by launching a global demonstration tour for the electrically powered GT4 e-Performance race car prototype. DB Schenker has organized a complete sustainable logistics solution for the electric race car’s trip around the world, which will include stops at select racing locations. Among other things, only the most environmentally friendly modes of transport will be used for the tour, which will cover a total of 13,000 kilometres. The GT4 e-Performance Tour will kick off at the end of January with the legendary GP Ice Race in Zell am See in Austria.

After that, the electric race cars will be transported in a sustainable manner by ship, rail, and trucks to other events in Europe, the U.S., and Asia.

Both DB Schenker and Porsche have firmly incorporated sustainability aspects into their corporate strategies. For example, the international logistics service provider has set itself the goal of becoming the world’s leading provider of green logistics solutions and is thus the ideal partner for the Porsche GT4 e-Performance Tour.

“This partnership is enabling us to take a major step forward together on the road to green mobility – we’re very much looking forward to addressing this

challenge, and we have the right solutions to ensure we’ll be successful,” says DB Schenker CEO Jochen Thewes. “During the tour, we will be able to highlight the progress we’ve made with the development of environmentally friendly transport and logistics solutions around the world.”

The customized logistics solution for the GT4 e-Performance Tour includes environmentally friendly and emissionfree rail transport of the concept vehicles, as well as transport with all-electric trucks and ships powered by marine biofuels. The latter mainly consist of fuels made with used cooking oil methyl ester (UCOME).

DB Schenker plans to use its position as a partner for the tour to get new target

(credit: Daniel Reinhardt, DB Schenker)

FRENKEL, MEMBER OF THE PORSCHE EXECUTIVE BOARD

We’re very happy that we were able to get DB Schenker onboard as a partner for our motorsports logistics.

groups interested in green logistics.

“We’re very happy that we were able to get DB Schenker onboard as a partner for our motorsports logistics,” says Barbara Frenkel, member of the Porsche Executive Board, with responsibility for Procurement, and also a co-initiator of the sports car manufacturer’s sustainability strategy.

“Together, we want to generate additional momentum for sustainability and sustainable solutions. Porsche has an ambitious sustainability strategy that we are implementing together with our suppliers. We are now taking steps to make our value chain carbon-neutral on balance by 2030, and this also includes ensuring a carbon-neutral service life on balance for future battery-electric models.”

Prototype for all-electric customer motorsports

The GT4 e-Performance will offer Porsche the possibility to provide customers with

a motorsports option with all-electric race cars in the future. The strategy here makes use of the technology components in the IAA Mission R concept car, which Porsche presented in 2021 as a vision for the future, but which the company has now made a reality. The vehicle’s body is made of, among other things, composite materials based on natural fibers. The prototype, which is not for sale, will be presented for fans and potential customer teams around the world to marvel at during the tour. However, the electric race car will also collect valuable data during the tour, which will enable Porsche to gain new knowledge for use in the future – and not only for motorsports.

The global tour will begin with the prestigious GP Ice Race in Zell am See from January 27-29, 2023. After that, it will move on to the U.S., where the innovative concept vehicle will take part in the famous Grand Prix of Long Beach

in April, as well as in other races. Then it’s on to the Asia-Pacific region for a series of events in the second half of the year.

DB Schenker’s stated goal: Clean logistics

As a pioneer in the field of innovative logistics solutions, DB Schenker has set itself the goal of becoming the world’s leading provider of green logistics services. The company continuously invests in renewable energy and environmentally friendly products for its customers in order to achieve its ambitious goal of ensuring climate neutrality by 2040. The company also plans to achieve complete sustainability transparency in 2023.

“We believe we have an obligation to continue our pioneering work and move ahead even further in the area of clean logistics – and ensure consistent and transparent communication in this regard as well,” says Thewes. n

DB SCHENKER CEO JOCHEN THEWES

This partnership is enabling us to take a major step forward together on the road to green mobility. During the tour, we will be able to highlight the progress we’ve made with the development of environmentally friendly transport and logistics solutions around the world.

Porsche Executive Board member Barbara Frenkel and DB Schenker CEO Jochen Thewes (credit: Daniel Reinhardt, DB Schenker)

BARBARA

Birmingham: A sporting success

Joel Lavery, Strategic Sports Lead at West Midlands Growth Company

In the summer, the West Midlands hosted a worldwide sporting spectacular, the Birmingham 2022 Commonwealth Games. The Games was a chance for Birmingham and the wider region to showcase its sporting credentials and change perceptions of a city that used the Games as a platform to showcase its talents to the world.

Time was already against Birmingham that had ambitions for a potential 2026 bid, however, when Durban in South Africa, the city originally supposed to host the 2022 Games, had to withdraw due to financial concerns, Birmingham offered to host with only four years of preparation time, turning opportunity into success.

The Games broke records, with 1.5 million tickets sold to sporting events at 15 different venues throughout the West Midlands. The Games also brought over 5 million people to the region, with hotels reaching a record breaking 90% occupancy rate, showing the effect sport can have on tourism. Early research also suggests that 91% of spectators during the Games suggested the region to be a great location to host future major

Birmingham 2022 was a shining success from both a sporting and legacy angle, bringing the city into the BCW 2022 Ranking of Sports Cities for the first time in its history, ranking 34th. As well as that, the Games came in under budget at around £60 million, which is now being reinvested back into the region to enhance the

legacy of the Commonwealth Games. This underspend will be used to seek further expressions of interest from major event rights holders and international federations to bring further world class events to the city and region.

Why Birmingham and the West Midlands?

Birmingham and the West Midlands has a rich and proud sporting history and heritage. Historically, Lawn Tennis, Rugby and the first ever Football League was created in the region. Today, the region has six Football League clubs, two championship golf courses and an assortment of varied sporting venues.

What makes the region continually ideal for sporting events though is its connectivity. 90% of the UK population can reach the West Midlands within a four-hour drive, making it an easy to visit event for fans across the country. It’s also home to an international airport that services flights to 34 countries directly, connecting the region globally.

The region is also one of the youngest and most diverse populations in Europe with 32% of the population being under 25 and home to over 190 nationalities. This creates a truly diverse and global spectacle for any sporting event being hosted in the region.

The West Midlands also has facilities that are ‘ready to go’. From two Premier League football stadiums to two prominent indoor arenas, the region has unique, world class facilities built for purpose. The region can deliver multi-sport events of any size, scale and complexity as seen at the Commonwealth Games.

The Alexander Stadium was a venue that received a major refurbishment for the Commonwealth Games. A true highlight

of Birmingham 2022, the stadium remains the home of UK athletics and is in the heart of the one of the city’s most diverse areas in Perry Barr. The stadium has a current capacity of 18,000 with the option of expanding to 40,000 for major events and has hosted the Diamond Athletics League, as well as all athletics events at this year’s Commonwealth Games.

On the edge of Birmingham city centre is Edgbaston, a world class cricket venue which was once described as “the best in the country” by Chris Woakes. The 25,000-capacity stadium is unique to English cricket and is a staple on both the national and international calendar. The stadium played host to this year’s allfemale cricket T20 event at the Games.

In Sandwell, built for the Games and to be continually used by the local community is the Sandwell Aquatics Centre. The centre includes a 50 metre Olympic-size swimming pool, a 10-metrehigh competitive dive tower and a 25 metre dive pool, along with spectator facilities. The centre also boasts numerous other facilities including a gym, indoor cycling studio and a changing village for up to 600 people.

Birmingham is also home to an abundance of indoor arenas and facilities. In the city centre, Utilita Arena Birmingham

boasts an impressive record of hosting sports, including World Indoors and Grand Prix Indoor Athletics, World and European Gymnastics and more recently Gymnastic events for the Commonwealth Games. There is also the National Exhibition Centre (NEC) and Resorts World Arena which has played host to numerous sports industry and trade shows. During the games, these facilities were used for a range of sports including Badminton, Boxing, Table Tennis and Netball.

What’s next for Birmingham and the West Midlands?

After the success of the Games, Birmingham continues to promote itself as a sporting city. In 2023, Birmingham will play host to the opening test of the Ashes at Edgbaston, as well as the Trampoline Gymnastics World Championship. These events are in addition to regular events the region hosts including the All-England Open Badminton Championships and the Birmingham Classic WTA tournament.

This has been made possible through Birmingham City Council’s Major Sporting Events Strategy. Launched last year, the strategy outlines a ten-year roadmap with the aim to enhance the existing portfolio of major sporting events, and prioritise, plan, and bid for future opportunities that have

a purpose and deliver a positive impact on the city and its citizens.

Complimenting this strategy is the wider West Midlands Major Events Delivery Plan, conducted by the West Midlands Growth Company as part of the Business and Tourism Programme (BATP) that’s been developed to build on the profile created by the Games to attract more visitors, trade, events and investment into Birmingham, the West Midlands and the UK. The delivery plan aims to elevate and enhance the status of Birmingham and the wider region as a world class host of major events nationally and globally amongst international federations and right holders. This plan aims to attract and develop bids with the aim to secure eight major international events in the West Midlands between 2022-2027.

These plans are already gaining momentum, with Birmingham playing host to the Commonwealth Esports Championships during the Games, as well as launching the British Kabaddi League in Wolverhampton earlier this year as a direct result of this strategy. The future is also bright, with the region playing host to the IBSA World Games in August 2023, and the IWG Women & Sport World Conference in 2026. Birmingham is also working on a bid to being the European Athletics Championship to the city in 2026. n

A city and region beating at the heart of the country, full of innovators, creators and achievers proudly making our mark. As a region that has attracted incredible investment and regeneration over recent years, we sit firmly on the world-stage as a destination to be seen.

The Birmingham and West Midlands Major Sporting Events team has one guiding objective: to promote the region as a leading destination to host major sporting events. As a strategic arm of the Birmingham and the West Midlands Convention Bureau, an organisation that is designed to attract events to the region, we’re the experts in facilitating world-class events that will leave a lasting impression.

To learn more about bringing your event to Birmingham and the West Midlands, contact:

JOEL LAVERY, STRATEGIC LEAD MAJOR SPORTING EVENTS , WEST MIDLANDS GROWTH COMPANY

Email: joel.lavery@wmgrowth.com • www.meetbirmingham.com/major-sporting-events

The world’s champion for the power of plants

Approving and Regulating International Horticultural Expos for over 60 years

Edmonton targets events with shared community goals

Cindy Medynski, Director, Sport & Culture at Explore Edmonton highlights the importance of local benefits to the city’s event hosting strategy

Edmonton is a mid-sized city that punches above its weight in hosting major international events – but what matters most is the local impact.

“Edmonton has a rich history of hosting major sporting events that have left some incredible legacies in our community starting with Commonwealth Games in 1978, World Masters Games in 2005 and the FIFA Women’s World cup in 2015,” Cindy Medynski, Director, Sport & Culture at Explore Edmonton told Host City.

“Legacy and in particular social impact are always a major factor in events that we are looking to attract to Edmonton. Economic and reputational values are much easier to measure and more straightforward, but we are looking for event partners that have similar values and that have developed programmes that provide alignment with our community goals.”

Edmonton has the second highest indigenous population in Canada. “We work really hard to involve that community in the planning for major events – it’s something that’s very important to us, not only to Edmonton but to Canada in general.

“These events take place on their land; it’s important for us that community to be at the table from the beginning – and for us to be educated on how to incorporate them. It’s a long learning process but it’s one we need to engage in. Our indigenous groups are so happy to be involved in this as well – there’s a tonne of things they contribute.”

Edmonton also looks for events that build on legacies from past events. This involves building a local pool of volunteers that are a legacy from the 2001 World Athletics Championships, creating local capacity and expertise in event delivery, and targeting

major events that create opportunities for youth to participate in sport during the event and long afterwards.

“It’s very important that our event organisers and rights holders are buying local and supporting the community in ways that really show our citizens the impact and value of major events. It has to be a win-win for both sides of the coin.”

Explore Edmonton is also helping to codevelop a custom plan for events to become carbon neutral. “This only works if event producers and rightsholders are on board; that’s why it’s important to us to start from the beginning and find partners that really have these values like we do.” n

Explore Edmonton’s Sport & Culture team attracts, develops, and supports over 50 worldclass sport and cultural events in Edmonton each year. We work closely with event rights holders to bid, enhance, and execute sport and cultural events of all kinds. From triathlons to soccer and downhill ice cross, we love it all. We have a trusted network of partners who all contribute to the success of your event. That includes securing political and financial support, working out logistics, and making sure you connect with the people you need to reach.

From our world headquarters in Singapore and strategic hubs around the world, the Global Esports Federation promotes the credibility, legitimacy, and prestige of esports. Powered by our universal values and Member Federations, we convene athletes, players, developers and publishers, community partners, and sporting organizations on one inclusive platform.

In addition to a prestigious global event portfolio, together with our strategic partners, we collaborate on a series of Global Social Impact Initiatives (GSII) to create positive social impact.

Inspired by our motto – #worldconnected – our mission calls for the development of tangible initiatives that are in service to the world’s esports community. www.globalesports.org

FOUNDING PARTNER – Tencent

GLOBAL PARTNERS:

• Refract Technologies

• 888 The New World

• Flare

• Thomson X

GLOBAL SUPPORTERS:

• ISB (International Sports Broadcasting Company)

• JuiceBar

• Sports Innovation Lab

GLOBAL SUPPLIERS:

• Nielsen

• Portas Consulting

STRATEGIC PARTNERS:

• Arab Esports Federation

• Arcadia

• Commonwealth Games Federation

• Dentsu

• ESL Faceit Group

• GSIC powered by Microsoft

• IMG

• Invictus Games Foundation

• ISF (International School Sport Federation)

• ITU

• Peace and Sport

• ODESUR

• Olympic Council of Asia

• Panam Sports

• Session Games

• UNESCO

• VSPN

• Yunus Sports Hub

In an unequal sports broadcast landscape, it’s time to democratise distribution

Andy Meikle, Founder and CEO of Recast shares his views with Host City

Established broadcasting models in sports and entertainment see rights sold to the highest bidder and fans, more often than not, forced to pay a subscription to access the content they want to enjoy. At a time when consumers are feeling the pinch of the cost-ofliving crisis, fans are faced with the equally unattractive options of paying multiple subscriptions, missing out, or streaming content illegally.

As a result, fans are increasingly finding other ways to consume content in cheaper and more accessible formats, leading to a change in consumption patterns with the rise of short form content, particularly on social media, and an increase in consumption through pirated streams, putting pressure on an already fatigued subscription model.

In response, broadcasters have invested more heavily in top tier sports, where they believe they’ll secure and retain larger audiences. However, this is creating a huge gap between the earning potential of top tier rights holders (e.g. the Premier League) and everyone else. In an attempt to bridge that gap, some

rights holders have developed their own OTT subscription models, but this only exacerbates the problem of subscription saturation, leading to less access for fans rather than more.

The solution to this problem is to democratise content distribution and give fans affordable, flexible access to the content they want to see, which in turn

Andy Meikle is the Founder and CEO of Recast, a subscription-free live and ondemand streaming platform powered by microtransactions. Recast gives fans affordable access to the sports and entertainment they love, and pays content creators and rights holders for every view. Visit recast.tv

Recast is a platform that resets what it means to stream. Making access fairer, rewarding creators better, and connecting through content. Where Fans pay creators per view, rather than the platform per subscription. And where up to 85% of the income goes directly to the Publishers. A fairer split for creators and a fairer choice for Fans.

With Recast, content is priced from just 1p per minute, using an in-platform credit system, ‘Cast Credits’. Casts can either be purchased or earned

in-platform by watching ads, sharing videos or data, or by inviting friends to join. Recast’s unique microtransaction model makes content accessible and affordable for all.

Recast is headquartered in Edinburgh with a staff of over 50, and has raised £15m investment to date. Currently available in over 90 countries, it has over 150 channels ranging from British Fencing to Manchester City and World Curling, with a steady stream of new Channels coming onboard.

COMPANY WEBSITE: RECAST.TV

Teqball: the world is curved

Further establishing one of the fastest-growing sports in the world

FITEQ is delighted to be involved in this year’s Host City 2022 conference as a Federation Partner. As the international governing body for Teqball, we value the opportunity to take part in one of the great Sports, Business and Cultural Events conventions in this wonderful city of Glasgow.

Established in 2017, FITEQ presides over Teqball and Para Teqball. The sport has enjoyed rapid growth over the last few years as a result of increasing athlete participation, a widening fanbase and the development of strategic partnerships. There are currently 148 National Federations in the FITEQ family, leading the growth of the sport in their respective countries.

Teqball has come a long way and is now considered one of the fastest-growing sports in the world with a fully established programme of international and national competitions, such as the World Series, the European Teqball Tour, the USA Teqball Tour

and this year’s 5th World Championships, which are due to take place between 23 and 27 November at the Kia Metropol Arena in Nuremberg, Germany.

Teqball around the world

As a result of a successful partnership negotiation with a regional partner, FITEQ will organise the first-ever Asian Teqball Tour in Dubai in December 2022. This event will be a milestone for FITEQ and the development of Teqball in the Gulf area. The location of this urbanstyle event will be the well-known Burj Park. According to current negotiations the event will be live on Eurosport and Emirates Sport Televisio

Los Angeles was home to another success story for Teqball this year, after the sport was confirmed as a part of the LA28 Organising Committee’s Youth Sport Partnership (YSP) Agreement with the City of Los Angeles Board of Recreation and Park Commissioners.

Next year, Teqball will debut as a medal sport at the premier multisport event, the European Games, in Krakow, Poland between 21 June and 2 July, highlighting its growth and the continuing popularity of the sport.

And in 2023, Teqball events will be organizsd on four Continents: Asia, Africa, Europe and Pan-America.

Recognition, CSR and sustainability

In addition to international recognition from a range of other groups, earlier this year FITEQ was recognised by The Association For International Sport for All (TAFISA) for our efforts in the area of CSR and sustainability. We received the International Sports Organisation (ISO) of the Month Award as part of TAFISA’s INTERACT (International and European Sport Organisations Activate Citizens) project.

FITEQ and the wider Teqball Family are determined that our sport is more than ’just’ a sport. It can and should play a

wider role in society, as a force for good and a model for co-operation, inclusivity, diversity, mutual respect, integrity and the power of working for a common goal.

It is for these reasons that in 2022 we further increased our commitment to sustainability, re-evaluating our existing programmes in the light of the UN Sustainable Development Goals.

Inclusivity is high on FITEQ’s agenda, and so we have invested heavily in Para Teqball around the world. It has now been recognised by 22 National Paralympic Committees. This year we also donated 12 Teqball tables to seven countries: Sierra Leone, Morocco, Brazil, El Salvador, Italy, Romania, USA, and Scotland (UK). These tables are specifically designated for amputee athletes, through a table donation project in which any interested

amputee football club/federation can receive a Teq Table to start Para Teqball training and practice.

Since its inception, Teqball has accrued a following of world-class footballers, including Lionel Messi, Ronaldinho, David Beckham, Neymar, Sadio Mane, Wayne Rooney and Robert Pires, some of which have become Teqball Ambassadors. Just this year, Brazilian football legend Ronaldinho attended the European Teqball Tour in Budapest, Hungary, hosting the award ceremony, participating in an exhibition gala match and meeting with fans and journalists.

With a new Commercial and Broadcast structure under development, as FITEQ aims to monetise Teqball’s recent growth and further expand awareness of the game, the future for Teqball looks bright! n

The International Teqball Federation, FITEQ, is the governing body for the sport of teqball and para teqball. Founded in 2017, in Hungary, FITEQ now hosts major international competitions around the world, such as the USA, European, Asian and Brazil Teqball Tours, the World Series, and of course the Teqball World Championships.

Based in Budapest, FITEQ’s primary mission is to introduce, promote, foster and develop the sport globally, uniting the international teqball community through this thrilling, accessible and gender-balanced sport.

Join us as the world’s fastest-growing sport continues to reach the next generation of teqers worldwide!

The FIM World Supercross Championship (WSX) is a comprehensive global championship led by SX Global in Australia. The world governing body for motorcycle sport, Fédération Internationale de Motocyclisme (FIM), awarded SX Global the exclusive organizational and commercial rights to stage and promote the World Supercross Championship commencing in 2022. The global championship represents the most progressive and ambitious platform to elevate the sport of supercross and expand its appeal across the globe. WSX will follow the established two-class format, with each independently owned team fielding four riders – two in the WSX (450cc) class, and two in

the SX2 (250cc) class with a prize purse of up to USD$250,000 at each event. With more than $50 million allocated over the first five years, the global championship features an unprecedented level of financial support for teams and riders, including seed funding for every team awarded a license, appearance fees at every event, and logistics and freight support. The independent team ownership model, similar to that of F1 and NASCAR, will expand opportunities for global and local sponsors. WSX will offer an elevated experience for fans, through unique race formats, broadcast innovations, and in-stadium attractions that elevate the overall entertainment experience..

PROFILE: WORLD SUPERCROSS CHAMPIONSHIP (WSX)

The Future of Supercross has Arrived.

Proud Sponsors of Host City Glasgow

COMPANY WEBSITE: WSXCHAMPIONSHIP.COM

SMG takes sports surface care to next level with AR

[Source: SMG] SMG launched a rocket with the introduction of AR (Augmented Reality) in 2021, once again distinguishing itself as a pacesetter in the industry.

And now the company is igniting the second stage of this future-oriented application, which will make technical support much easier in the future.

Excellent service is not based on standards, but on the customer’s individual requirements, as CEO Tobias Owegeser explains. “Our intention is to be there for customers with a complete full service as long as they use our products. And that’s usually decades.”

SMG customers have always appreciated the high availability of original SMG spare parts across the entire range of machines.

And now they also benefit from the use of “augmented reality”. This not only boosts the perception of reality with computer support, but also represents an extremely useful tool for service assistance that is self-explanatory.

The example of the TurfCare TCA1400 shows how SMG supports its customers and creates real added value. The new AR application, instruction manual video and brochure provides even more information about the product. Whether in person on site, online or via the service hotline, service experts from SMG can now train even more clearly, and quickly clarify problems or uncertainties. And customers can optimize their current use of the TCA with SMG Service 4.0. n

For more information visit: www.smg-machines.com

Video: https://www.youtube.com/ watch?v=9J0lFh_cm2k

AR: https://smg-gmbh.to/turfcare_tca1400

Brochure: https://www.smg-gmbh.de/uploads/ attachment/translation/download/58/SMG_ Taktik-und-Technik-2022-EN-web.pdf