Situation
Edmonton has a very proud history of hosting elite international events, including the Commonwealth Games, FIFA Women’s World Cup and multiple events in triathlon and ice hockey. As the city looked to the future, particularly in light of not being selected as a FIFA World Cup 2026 host, it was felt a clear strategy – or Roadmap – was required, in order to select the right events for the city at the right time. Burson Sports was appointed to support with this process.
Solution
Burson worked closely alongside Explore Edmonton to design a Major Sports Event Strategic Framework, with the following sections:
- Outline of the importance of sports events to the city;
- Key pillars and principles regarding event attraction;
- A clear quantitative framework for evaluating potential event;
- An overview for implementing the Framework, both for bidding and delivery.
In addition to such work, Burson Sports actively supports the publicising of sports events in Edmonton among international sports media, and the engagement with relevant International Sports Organisations (IFs) to ensure that such bodies are highly-aware of Edmonton’s plans and assets.
Success
Burson’s proposed Major Sports Event Strategic Framework was very well received by Edmonton, becoming formally approved and utilised to measure potential sports events to attract. The Framework is the latest in a long history of Burson supporting Edmonton, which has resulted in the city attracting and delivering a range of high-quality sports events.