Host City Host City

Adam Soroka, CEO, Cavendish Ltd 
Ben Avison, Editorial & Conference Director, Cavendish Group

Which new and emerging sports hold the greatest potential for growth? What new formats are emerging for new events? How can we shake up events to make them less elite? How can we increase integration of para and women’s sports? What kind of experiences do audiences demand now, and how are rightsholders and hosts providing them? How are events capitalising on the rise of premiumisation and VIP experiences, while continuing to make events accessible? What can sports and entertainment learn from each other about creating compelling, engaging emotional content?

Giulio Alessandrini, Director of Venues & Infrastructure, Fondazione Milano Cortina 2026 Organising Committee for the Olympic and Paralympic Winter Games
with Q&A with Ben Avison, Conference Director

Quantifying the transformative power of events: how can we identify, deliver and quantify the broad range of event impacts? Is it possible to demonstrate impacts that are more intangible, and how can such benefits be communicated?

How are events helping to deliver against priority outcomes for governments? What can events do to promote the strategic priorities of host regions and cities? How are nations developing their cities, societies and economy through sport and events? What are the compromises and opportunities within the ever-evolving legislative and policy landscapes we inhabit?

Christina McKelvie MSP, Minister for Culture, Europe and International Development, Scotland