Updates and research for sports cities

Five conclusions to take away from TSE Consulting’s new report on host cities and esport events

In order to assess the perceptions and ambitions of cities towards hosting esport events, TSE Consulting conducted an online survey, inviting its database of more than 500 cities earlier this year; The results of this survey have now been compiled into a host cities and esport report – the first of its kind.

To access the report, please click here

TSE Consulting has compiled the following five conclusions for readers to take away from the study:


#1 – Esport events are not perceived as a competitor to traditional sports events.

While it could be argued that hosting esport events could create a shift in cities’ budget as they would spend less on hosting traditional sports events, it is important to highlight that, for a majority of cities (61%) esport events are not perceived as a competitor to traditional sports events.

In the same vein, the debate around whether esport is a sport in the traditional sense will not stop the majority of cities from being involved in esport.


#2 – Cities see esport events as the opportunity to connect with a young audience.

The vast majority of cities surveyed (84%) said that hosting esport events can be used as a driver to reach out to new and young audiences.

It is, however, important to note that many comments from cities notably pointed out that youth was not only their target audience. They were also very much interested in ‘young’ adults aged between 30-45 years old who are relatively secure financially and thus able to spend money while attending the event.


#3 – Cities see the potential of using the hosting of esport events to develop their city brand.

The majority of cities (56%) think that hosting esport, compared to traditional sport events, could provide less well known cities with a shortcut to increase the awareness of their city in the sports event market.

In addition, the brand attributes associated with esport events such as youth, innovation or technology are aligned with cities’ objectives when hosting esport events.


#4 – In three years from now, most cities will have hosted an esport event.

At least this is what the results show. Indeed, the majority of cities surveyed have already been in contact with the esport industry and more than two thirds of them mentioned their intention to host an esport event within the next three years.

Some cities also mentioned that they were already involved in the esport industry whether because they were host of an esport tournament or home to esport teams.


#5 – To move forward cities need more information on the benefits of hosting esport events.

When asked what their city would need before deciding to host esport events, results show that 38% of cities said they would like to have more information about the benefits of hosting esport. Furthermore, cities expressed a clear interest (21%) in networking opportunities to meet with the key esport industry player and in getting case studies on how other host cities got involved in esport.

Moving forward, the role of the esport industry in providing cities with information about the benefits of hosting esport events is crucial, as the lack of understanding of the esport industry is the main factor that could prevent cities (35%) from hosting esport events.


Should you have any questions or be interested in knowing more about opportunities in the esport market, please contact Heloise Signe, Consultant at TSE Consulting: hsigne@tseconsulting.com.

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As of January 17, 2018, all international activities of TSE Consulting have been integrated into Burson-Marsteller Sport.

This new expansion and investment in sport will provide clients with new resources and new services. As such, Burson-Marsteller Sport will include services including Campaigning & International Relations, Crisis Management & Corporate Communication. Event Strategy Development & Evaluation, Destination Marketing & Event Host Communication, Sport Strategy & Policy Development, and Training & Knowledge Transfer. Read more: www.burson-marsteller-sport.com.

Burson-Marsteller Sport is the sport unit of Burson-Marsteller. Burson-marsteller, established in 1953, is a leading global strategic communications and public relations firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 77 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leader in communications services. For more information, please visit www.burson-marsteller.com.