Burson Cohn & Wolfe launches holistic global sports events service

The sports division of global communications agency Burson Cohn & Wolfe (BCW) has launched a new offering designed to help host cities attract major events and event organisers drive value from them.

BCW Eventus has been formed by BCW Sports and will seek to aid stakeholders through the three areas of ‘Attract’, ‘Activate’ and ‘Assess’.

Through BCW Eventus Attract, BCW will seek to use its global network and high-level relationships with sports governing bodies, leagues and organisations to help countries and cities attract major events.

Once a host has been assigned, BCW Eventus Activate will seek to develop a comprehensive strategy to maximise awareness, engagement and return on investment for all stakeholders.

Finally, through BCW Eventus Assess, BCW will use targeted event evaluation systems to monitor communications strategy and impact before, during and after the event. “Major sporting events are a fantastic platform for communicating exciting, emotional and engaging stories to the world,” Donna Imperato, global chief executive at BCW, said.

“Nothing touches more people of all age and social groups across the world – and provides a genuine opportunity to really move people – than a global sports competition. At the same time, the fight for attention and engagement is fiercer than ever, so event organisers, host cities and brands require a solid strategy and an integrated, global communications effort for them to benefit fully from their involvement.”

BCW Sports was formed in January as Swiss sports communications consultancy Burson-Marsteller Sport became the sports practice of Burson Cohn & Wolfe, following the merger of its parent company and global advisory firm Cohn & Wolfe.

“BCW is the only agency that can serve every stakeholder involved in a global sporting event,” Lars Haue-Pedersen, managing director of BCW Sports and BCW Eventus lead, said.

“We have extensive experience and a team of multidisciplinary sports experts who provide unrivalled expertise and experience in bringing these events to life and delivering tremendous results for all parties.

“Our process has been tested, refined and proven across some of the world’s most high-profile sporting events, including the 2019 Fiba Basketball World Cup in China, Lausanne 2020 Winter Youth Olympic Games, Germany 2024 Uefa Euro football and the Los Angeles 2028 Summer Olympics.”