News from TSE Consulting

Dubai Sports Council to enhance event strategy with support of TSE Consulting

The Dubai Sports Council is set to further enhance and optimise their already active approach to hosting sports events. TSE Consulting has been appointed to assist them moving forward.

The Dubai Sports Council is focused on determining how various events are contributing to the objectives of Dubai and to further align the selection of international and national events with their overall strategy.

TSE will assist the Dubai Sports Council on various fronts using its high-level expertise and experience from working on event strategies with leading cities around the world.

Dr. Ahmed Al-Sharif, Chief Executive Officer, Dubai Sports Council, said: “We have big ambitions in terms of hosting national and international sports events, but we are equally ambitious in terms of wanting to make sure we optimise the impact they will have for Dubai. We are developing new tools that will assist us in assessing and creating synergy between all of our activities. We are pleased to have TSE Consulting with us as we take this next step.”

Lars Haue-Pedersen, Managing Director, TSE Consulting, said: “We are delighted to be working with the Dubai Sports Council – an experienced organisation with a strong strategic focus. Their approach of creating alignment between the events they are hosting through a comprehensive sports event strategy is exactly what cities should be doing to optimise the benefits of hosting. The Dubai Sports Council is showing great leadership in this area and we are honoured to be able to contribute.”

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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:

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