City Events Conference - Day 3

Vladimir Leonov

BRUSSELS – Today, November 19^th, the first edition of the City Events Conference came to an end with a last day of plenary sessions.

A sport event can help promote a city nationally and internationally. Strengthening the city’s brand through the organization of a sport event requires careful planning. How can perceptions be changed through a two week event? Today’s speakers tried to answer this question.

Ms. Bettina Kuperman, Director TSE Consulting Turkey, explained how a city, region or country can use sport to reposition itself in the eyes of the world, zooming in on the successful organization of the 2010 FIBA Basketball World Championship in Turkey. Mr. David Nivelle, Senior Manager X-Games, showed what host countries can do to influence the way they are perceived with the sizeable and influential youth market. Mr. Vladimir Leonov, CEO of the 2013 Summer Universiade in Kazan, Russia, explained how to market a city internationally through successful sports teams and sporting events. The plenary session closed with a presentation by Marc Vandenplas, FISU Director Summer Universiade, explaining what the Universiade can do for a host city.

Breakout Session AAfter the break two Breakout Sessions took place. Speakers of Session A ‘The Impact on the International Brand’ looked into how a sports event can have a strong and positive impact on the way the host city is perceived in the world. Case studies were brought by representatives of Sportcal, TSE Consulting and Andalucia Region (ESP). In Session B ‘The Impact on the National Brand’, speakers from Edmonton (CAN), X-Games and the French Golf Federation looked into how a sports event can have a lasting, positive impact on the perception of its local and national population.