City of Amsterdam
The briefThe City of Amsterdam has a strong sporting objective - to raise its profile within the international sports world. This ambition is right in line with the Netherlands' wider ambition of using sport to create a healthier nation. The national plan, entitled "Olympic Plan 2028", identifies organising the Summer Olympic Games in 2028 as a key driver and catalyst for all sporting activities planned for the coming decade. Amsterdam hopes to be selected as the candidate city for the Netherlands, in their bid for the 2028 Games and as such wants to increase its influence within the sporting world.
Our responseTSE Consulting was approached to assist the City of Amsterdam to become more present, visible and influential in the world of international sport. Starting with an initial TSE Survey, this helped define the city's perception amongst the key players in the industry. The sports department, together with TSE then developed a plan to attract those events that would enable Amsterdam to make the right connections within the world of international sports. At the same time, the detailed plan would also significantly increase the city's experience and expertise in the organisation of large international sporting events.The first major bid identified in this process was the 2016 European Athletics Championships, for which TSE was the head consultant. The event was successfully awarded to Amsterdam in November 2011, beating out candidates Istanbul (TUR) and Split (CRO). Also, with TSE's instrumental assistance, Amsterdam has been able to maximise the impact of its presence at SportAccord each year. Working with TSE has also guaranteed Amsterdam's leaders secured speaking engagements in various conferences such as "City Events-Where Cities meet sport" and the World Union of Olympic Cities' Congress.
Henk Stokhof Director of Olympic Ambition, City of Amsterdam
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