News from TSE Consulting

TSE Consulting publishes first ever report on host cities and esport events

To assess the perception and ambition of cities towards hosting esport events, TSE Consulting conducted an online survey with its database of more than 500 cities earlier this year. The results of this survey have been compiled into a host cities and esport report – the first of its kind.  To access to report, click here.

Key results from the survey show that cities involved in hosting traditional sports events are much more ready to host esport events than initially expected. More than 55% of the surveyed cities said they are already in contact with the esport industry, and almost 75% reported that it will be less than three years before they host an esport event.

Cities view esport as the opportunity to connect with a young audience and develop the brand of their city. Impressively, 84% of the surveyed cities said that hosting esport events can be used as a driver to reach out to the youth segment of their population, including young adults. Most cities (56%) felt that hosting esport events, compared to traditional sports events, could provide less well-known cities with a ‘shortcut’ to increase the awareness of their city in the international sports event market.

Finally, whilst it is commonly argued that hosting esport events could create a shift in cities’ budget, with less being spent by cities on hosting traditional sports events, the majority of cities surveyed (61%) did not perceive esport events to be a direct competitor to traditional sports events from a budgetary point of view.

Esport activities in TSE Consulting are led by Senior Consultant & Partner Ronnie Hansen: “The report shows how cities are catching up with the massive interest in esport. Esport events have substantial appeal to cities with a strong technology profile, as well as those with a specific interest in communicating to their youth population. I am convinced that as the esport industry continues to grow, the hosting of esport events will play a major role in many cities’ event portfolio.”

The research project was coordinated by consultant Heloise Signe, lead of quantitative analysis at TSE Consulting: “I hope this report will act as a real eye opener to the public sector, the esport industry, and the sports world as a whole. The input received from cities across the world is a clear indication of esport’s increasing relevance and its potential for further growth. It will be interesting to see how host cities integrate esport into their long-term sports events strategy.”

For more information, please contact Heloise Signe, Consultant at TSE Consulting:



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